Spikes Asia speaks with Kainaz Karmakar, Jury President for the Design and Industry Craft Spikes, about the importance of beautiful craftsmanship, what it takes to impress her and what entrants should do to set themselves up for success at Spikes Asia 2025.
While there is often a strong focus on a campaign’s outcomes, craftsmanship also plays a crucial role as one of the foundations of great work. What does Craft mean to you? What are the details you look out for?
A great piece of work is a sum of many parts. All these parts work together to make you feel something about it. Craft is the part that talks straight to your heart. It’s made up of the little details that make you want to come back to that piece again and again. This is very important to me. The craft that we’re looking for has to add to the idea. This is not an art exhibition. Every piece of design and craft must communicate something powerful for the brand. Within that, we should applaud the ones that do it most beautifully.
Is there a piece of work that’s inspired you with its outstanding craftsmanship?
My Japan Railway is truly a labour of love. The craftsmanship of the stamps coupled with a cultural insight so true to the country, delivered through modern technology, made it a standout piece. Like I mentioned before, the craft has to inspire love for the idea that solves a business problem. This piece does it all. Even the presentation video is so captivating.
MY JAPAN RAILWAY DENTSU INC., Tokyo / JR GROUP / 2024
With the emergence of AI, how has its use impacted the execution of campaigns in Industry Craft and Design?
AI is only as powerful as the hands that use it. It can be used cleverly to make a great idea even more great but it can’t do much for an average idea. This goes across categories. Industry Craft and Design will be ruled by the power of human imagination. AI is a welcome addition to our tools.
Where do you see the Asia-Pacific creative industry heading in the next few years and what are some key trends you expect to see in the Industry Craft and Design Awards?
The trend of having ideas that are hard to fit in a definite category, is the biggest trend. I was judging Experience at a global show and we had enough and more debates on which idea fits this category. Awarding it was step two. Step one was, is it a good fit in this category?
The same will hold true when we sit down to judge Design and Industry Craft. Questions like ‘This is a great case study but is it great craft?’ are bound to be asked and they should be asked.
Having said that, the most kickass work manages to navigate its way smoothly through this.
Why should agencies with beautifully crafted work submit it to Spikes Asia?
Let me answer this from the point of view of someone who has been submitting work to Spikes Asia. It has a regional lens to the judging and I have always loved that. The jury is a mixed crowd from around the world but there is something about the process that manages to make sure that cultural nuances of the region are well understood.
What is your advice for anyone who wants to win an Industry Craft or Design Spike in 2025?
Once you have a solid idea, throw yourself into the execution. Go all the way. We live in a visual world today. Your idea must impress and your craft must evoke our envy.