Epica has long rewarded cause-related campaigns via its three Public Interest categories: Environment, Health & Safety and Social. But this is the first time Epica has introduced a Grand Prix specifically for such entries, joining its existing Grand Prix for Film, Press, Outdoor, Digital and the recently unveiled Design category.
Epica’s editorial director Mark Tungate said: “Our jury clearly want to reward this kind of work as four of the six Grand Prix last year, including an additional film prize, went to cause-related campaigns. In 2018, in order to properly celebrate public interest work as well as allowing traditional brand-related campaigns to shine, we have decided to introduce a specific Responsibility Grand Prix. We’re delighted to do this with ACT.”
In a private discussion with Mark, he elucidated that Epica Awards "will avoid a situation in which campaigns for good causes dominate the Grand Prix to the detriment of work for normal goods and services, as happened in 2017." Do note that this dilemma is faced by all advertising festivals, and that advertising agencies do ads for NGOs (Non-Governmental Agencies) pro bono simply to enter them in award festivals. Which makes Epica and its "objective and unbiased" slogan make even more sense!