Lessons from the Champions League of Creativity

It’s 9 am in Barcelona, at the Disseny Hub. Even though it’s my second time entering the building, the vast lobby still makes me feel slightly lost. Surrounded by a sea of all-black-wearing creatives chatting fluently in English, my imposter syndrome kicks in. This is the jury of the ADCE Awards 2024: nearly 60 senior creatives from 22 countries gathered to evaluate the best European work in design, advertising, and innovation.

The ADCE Awards – often called the “Champions League of Creativity” – bring together the winners of national competitions, so by the time the cases arrive in Barcelona, the level is already extremely high. Every piece is well-crafted, well- thought-out, and purposeful. Here, design isn’t decoration. It has a role: to make an impact.

For the 33rd edition, I was invited to represent Finland as a juror in the Design category. The experience was intense, inspiring, and educational – especially as someone still early(ish) in my creative career.

What stood out
Across categories, the same questions kept surfacing: Is this new? Has it been done before? Did it make a difference?

The strongest cases weren’t always the biggest-budget productions. Many came from small studios or even individuals who compensated for resources with sharp cultural insights, humour, or simply the courage to try something different.

Local relevance also mattered. Entries that showed an understanding of their culture, people, or current events often resonated the most. The diversity of the jury mirrored this: knowledge of different subcultures, hobbies, and contexts enriched the discussions as much as years of professional expertise.

Ten takeaways for case-making

To wrap up the experience, here are ten things I would keep in mind when preparing a case for ADCE or any international competition:
 The one-second rule: make it clear at first glance.
 Originality: bring something fresh to design – not another Pinterest trend.
 Don’t underrestimate the craft: execution quality is the first impression.
 Right category: make sure your entry fits where it belongs.
 Impact: did the work actually achieve its goals?
 Solution vs. awareness: does the work solve a problem or just point at one?
 Small budgets demand boldness. You can make up on what you don’t have
with boldness.
 Invest in the case video (if possible).
 Talk to people, don’t just explain: explain the work like to a friend, with
warmth and humour.
 Even small projects can make a change. You don’t need to fake to look
bigger or better. Invest in uniqueness.

Looking ahead

If I could wish for the future of European design, it would be more risk-taking, more playfulness, and more personal voices. The ADCE experience showed me that creativity thrives not only in polished big-budget cases but in bold, heartfelt ideas that dare to be different.