How did you first become involved in the ECEA and PCYDA Awards?
Pro Carton approached me with the opportunity to judge Award entries in 2022. It thought it would be rewarding to be part of the panel, and I wasn’t wrong! I am glad that I took up the challenge – we review exciting creations from both seasoned industry players (ECEA) and also creative young minds (PCYDA).
What specific elements do YOU look at and look out for in the entries?
I am particularly interested in the consumer problem that is being solved by each cartonboard creation in these Awards. I also try to understand the insight behind the carton and in what way the carton is unique. I look out for practical creativity, as a differentiator. I am also looking to have a great overall user experience with the carton. These elements combined are what make a winner for me.
This must differ for ECEA and for PCYDA? What are the differences?
The main differences are that for ECEA, in addition to what I have said previously, the technical expertise and how that is executed is important. ECEA entries are cartons that are already in production, so the overall finish of the product, the detail, the aesthetics of the solution are all things I look for. Of course, I am also drawn to those entries that are underpinned by a E2E sustainable approach!
Why would you recommend a young student to enter the PCYDA? What is in for them?
The PCYDA Award is a great platform for students to be recognised for showcasing your creative brilliance! This is also a chance to present solutions to consumer pain points – look at “Sacs jumelés pour le pop-corn et les boissons” and “Swingtape” – PCYDA winners in 2022. PCYDA is a great place to start if you are ambitious and are looking to shape the design thinking for the future. We hope to see your designs in 2024!