Maybe that’s why joy, fun, and happiness can feel so under-represented in awards. Advertisers are confronting guarded beliefs. Challenging social conventions. Fighting for causes. Whimsical expressions of delight don’t factor much into that narrative.
Not so this year.
Maybe it’s because there is too much seriousness in the world without advertising adding to it or maybe it’s just the inevitable swing of our collective values pendulum, but for whatever reason, the winners of Digital Craft and Design Lions in particular are celebrations.
They delight and entertain, not pulling at your heart-strings so much as yanking away your frown lines. No need to shame or sadden their audiences with gotcha moments or points to score. They inspire, they wink, and they smile. It’s not the fly-in-the-eye, slow-piano manipulation we’re used to (though there is still plenty of that around). It’s joy as an expression to be shared.