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Timo Kiuru: "Finland needs more artistry"

Timo Kiuru's Evento Awards judging criteria was born in the 1970's and will be ruled by emotion, not logic.

Bboying, more widely known as Breakdancing or Breaking, is a style of street dance that originated among African American and Puerto Rican youth during the 1970's in New York City. The dancers called b-boys or b-girls combine creativity, musicality and dynamic movements.

Rock Steady Crew, established in 1977 in the South Bronx, is the most legendary breaking and hip hop group on earth. One of their members, b-boy Mr. Freeze, once stated on an interview: “If you go to any dance audition, and see someone doing a backspins, it’s doesn’t mean that he is a b-boy. That’s just an idiot who learned to spin on his back.” In other words, the stripes need to be earned – and the same goes for the event industry.

Nowadays breaking is a worldwide subculture that has turned into a vast business attracting new audiences and global brands like Red Bull or Monster energy drink. One of the biggest and baddest global breaking competitions called R16 organizes its world finals annually in Seoul, Korea.

In order to inform the audience and competitors on the judges’ decisions, the main producer of R16, b-boy Dyzee, developed a system called O.U.R. system.

It consists of five categories of criteria:

 1.“Foundation” (Fundamentals)

 2. “Originality” (Creativity)

 3. “Dynamics” (Difficulty)

 4. “Execution” (Perfection)

 5. “Battle tactics” (Strategic thinking)

As Mr. Freeze & The Rock Steady Crew danced on the good foot in the 1970's, a young, German industrial designer called Dieter Rams was more concerned by the state of the world around him.

Rams asked himself: Is my design good design?

He listed the following 10 principles of good design:

1. Good design is innovative.

2. Good design makes a product (or an event) useful.

3. Good design is esthetic.

4. Good design makes a product (or an event) understandable.

5. Good design is unobtrusive.

6. Good design is honest.

7. Good design is long-lasting.

8. Good design is thorough down to the last detail.

9. Good design is environmentally friendly.

10. Good design is as little design as possible.

Today, Dieter Rams is an internationally recognized design icon, whose principles are more relevant than ever.

As a judge of the Evento Awards 2016, I’ll be using criteria from both the O.U.R. system and Dieter Rams’ principles when choosing the winners.

However my decision-making will be ruled by emotion, not logic.

In Finland, we don’t need more return on investment, we need more artistry. Why? Because at its best a marketing campaign can be a piece of art and art is supposed to make you feel something. Those who create feelings will win the hearts of the jury.

Timo Kiuru

Entrepreneur and a world-class creative director. Also a writer for fashion & lifestyle media Highsnobiety.com and a founder of a non-profit brand Alwaysvaluelove.com