For the past seven years, the First Cut Awards have been judged as most other award shows, with between eight and 12 judges from the advertising and production community participating. Reels would be sent, and judges would be asked to return filled-out forms for tabulation.

This year we decided to do things a bit differently. We asked 164 creative directors and heads of broadcast from across Canada to participate in the first round of judging. This allowed for a truly Canadian perspective on young, up-and-coming directors, and allowed these reels to be seen by key decision-makers across the country. Forty-four creative directors and heads of broadcast from agencies across Canada completed the judging and chose the six finalists.

Adbeast, provider of online tools and services for the advertising industry, created a site specifically for the judging of this year’s awards. This allowed for the screening of all 29 reels (approximately two hours of material) as well as the recording of the scores and comments. Adbeast’s technology streamlined the judging process, enabling First Cut reels to reach many more judges across Canada, and cut down considerably on costs and lead-time.

Once the six finalists were chosen, a select group of judges sat together in a room, discussed the pros and cons of each reel, and chose the winner and two honorable mentions. The final judges didn’t know in what order the six finalists placed. And yes, Michael Downing of Radke Films, the unanimous grand-prize winner of the trip to the 2004 Cannes Advertising Festival, placed first in the online judging as well. Faith in the judging process continues!

Many thanks to all who participated in this year’s First Cut Award judging.

Anna Tricinci, VP, director of broadcast, Saatchi & Saatchi, Toronto

-www.saatchi.ca/firstcut

-www.adbeast.com

Final Judges
They determined the winner and two honorable mentions from the finalists’ reel
Doug Lowe Young & Rubicam
Alan Madill TAXI Advertising & Design
Dan Pawych Downtown Partners
Geoffrey Roche Lowe Roche
Peter Vamos Playback Magazine
Online Judges
They determined the finalists from the 29 entries
Alan Russell, Palmer Jarvis DDB, Vancouver
Alvin Wasserman, Wasserman & Partners, Vancouver
Amanda Loughran, Zig, Toronto
Andrew Schulze, Palmer Jarvis DDB, Toronto
Benjamin Vendramin, Goodgoll Curtis, Toronto
Bill Downie, Saatchi & Saatchi Drum, Vancouver
Brian Leaman, BCP, Montreal
Charles Blackwell, Push Branding, Calgary
Christiane de Carufel, SVY&R, Montreal
Craig Cooper, Flavour, Toronto
David Bellerive, The Phoenix Group, Regina
David Chiavegato, Grip Limited, Toronto
Diane Kirk, Young & Rubicam, Toronto
Donna McCarthy, Target Marketing, St. John’s
Gerald Coulombe, TAM-TAM/TBWA, Montreal
Grant Fraggalosch, Young & Rubicam, Vancouver
Henry Wong, Campbell Michener & Lee, Toronto
Jim Noble, TBWA, Vancouver
Joann Purser, Padulo Integrated, Toronto
Joe Hospodarec, Parallel Strategies, Calgary
Johnny Chambers, Toronto
Judy John, Leo Burnett, Toronto
Karen Blazer, ACLC, Toronto
Ken Wentz, Watermark Advertising & Design, Calgary
Lorne Craig, Big House Communications, Vancouver
Lorraine Tao, Zig, Toronto
Marc Stoiber, Grey Worldwide, Toronto/Vancouver
Marie-Claude Langlois, Cossette, Montreal
Marie-Helen Cartier, Saatchi & Saatchi, Montreal
Martin Shewchuk, JWT, Toronto
Michael Scher, Pork Pie Hat, Halifax
Mike Reid, Echo Advertising, Toronto
Nancy Vonk, Ogilvy & Mather, Toronto
Pat Cooper-Link, Cossette, Vancouver
Pat Pirisi, Publicis, Toronto
Pierrette Bornais, Montreal
Randy Stein, Grip Limited, Toronto
Rick Davis, Bates Canada, Toronto
Shawn King, Extreme Group, Halifax
Shiela Sone, Toronto
Stephen Jurisic, John Street, Toronto
Sue Bell, Palmer Jarvis DDB, Vancouver
Tony Miller, Sharpe Blackmore, Toronto
Winnie Alford, Second Unit, Toronto