In a clever blend of humor and insider nudge, the Epica Awards 2025—renowned as the only major creative awards judged exclusively by journalists—has unveiled a tongue-in-cheek “Call for Entries” campaign. Created by Havas Paris, the campaign playfully imagines celebrated creative leaders going “undercover” as press in hopes of infiltrating the jury.
A Campaign That’s Half Comic, All Impact
Titled “Nice Try”, the campaign stars illustrious figures such as Sir John Hegarty (Co‑Founder and Creative Director at The Business of Creativity), Vicki Maguire (CCO at Havas London), and Marco Venturelli (CEO & CCO at Publicis Conseil), all donned in comedic disguises as they attempt to sneak into the press-only jury. It’s a winking nod to the many creatives who, year after year, try—and fail—to gain access to the Epica jury despite its strict press-only criteria.
According to Epica’s Editorial Director Mark Tungate, “We’re constantly stressing that our jury is only open to journalists, but every year we’re contacted by creatives who’d like to join.” The campaign reframes that frustration with a playful tone, emphasizing the jury’s independence from industry politics and bias—all while delivering a lighthearted wink to the creative community.
Inside the Creative Strategy
Stéphane Gaubert (Chief Creative Officer at Havas Paris) and Etienne Renaux (Executive Creative Director) explained their approach: they aimed to spotlight the Epica Awards’ exclusivity with a dash of humor. “Then we imagined the ways creatives might try to gain access so they could have their say,” they said, noting the delight in having such celebrated creative leaders involved.
The Value of a Journalist-Only Jury
Since its inception in 1987, Epica has stood apart by entrusting only journalists—editors and senior reporters across advertising, design, PR, production, photography, and related fields—with judging responsibilities. This structural decision cements objectivity, impartiality, and a focus on ideas over reputations. Notably, members are even prohibited from voting for work originating from their own countries, further safeguarding the integrity of the awards.
Creative Culture Meets Self-Aware Humor
With Sir John Hegarty, Vicki Maguire, and Marco Venturelli in the spotlight, the campaign resonates on multiple levels: it’s a nod to insider creative culture, a gentle satire of the obsession with awards, and a testament to Epica’s unique positioning in the awards ecosystem.
Final Thoughts
The “Nice Try” campaign unfolds as both a cheeky celebration of journalistic judgment and a subtle self-parody of the awards world. Its humor underscores an important truth: creative merit isn’t about privilege or fame—it’s about peerless ideas, fair evaluation, and authentic respect. For creatives tempted to bypass the rules, Epica’s message is crystal-clear: “Nice try—but you need a press card.”
