Tristan Reid’s LIA Diary #3: The Impossible Choice

Tristan Reid, Group Engagement Director, Ward Marketing Group, Sydney represented Australia on the LIA Health & Wellness jury. Reid, along with many other Australian and New Zealand jurors, reports exclusively for CB.

On day three the real work began. No neon distractions or Vegas clichés. Just a conference room, strong coffee and the task of handing out metals.

The mood was more dynamic than the first two days and definitely more taxing. Most categories had clear front-runners, with only the occasional ‘call-back’ of a case study that had been knocked out earlier. The debates were sharp but respectful, especially in public service and education which triggered the most conversation.

Both categories asked tough questions. What does true impact look like and how do you weigh intent against execution?

What stood out most today were the pieces where technology was seamlessly woven into solving a real-world problem. The craft and purpose was there but it was the clarity of the idea that made the work sing.

As the final votes were cast, the room felt alive. Passionate debate, genuine respect and a sense of collective responsibility to reward the very best. Exhausting? Yes. But energising in equal measure.

Then came the big one, the Grand Prix. Two extraordinary pieces of work which both pushed the industry forward in different ways but left the room split straight down the middle. The discussion stretched on, perspectives shifted and tension was dialled up. In the end we knew whichever way we went it would be the right call. But that didn’t make it any easier. It was, in every sense, an impossible choice.

See the Grand LIA winners for Health & Wellness and Health & Wellness – Craft below:

Health & Wellness Grand LIA – Vaseline ‘Vaseline Verified’
Agency: Ogilvy Singapore

Health & Wellness – Craft Grand LIA – Essity/Bodyform ‘Never Just A Period’
Agency: AMV BBDO, London
Production Company: Smuggler , London