D&AD Video: Scott Seaborn, O&M

While talking on the sidelines of the judging process of the 50th D&AD awards, Scott Seaborn, head of mobile at O&M said that this year has finally seen mobile arrive as a force to be reckoned with at D&AD – three years on from its first inclusion as a category in the awards. He noted that while new and interesting uses of technology were being entered – it being an emerging category – what was really heartening to him as a jury member was seeing real evidence of craft come through and longer lasting ideas being created.

Seaborn further added that mobile campaigns were no longer just about “instant gratification” communications. Creative and technologists are now coming up with campaigns and creative platforms that will engage public over the longer term. “These are pieces of work that will grow and develop over time, rather than raising a quick smile at a gag or a brief wow at the use of technology, the impact of which fades very quickly.”