Why Kelly Bayett loves labours of love

What appealed to you about taking on the role of head judge for the Charity category? 

I was very honoured to be asked by the shots Awards team to be a Head Judge this year and the category is really what made me excited. Charity. What a category. This is the work that challenges you. This is the work that is always underfunded, and you give because you BELIEVE. This category is always immersed in passion-based work. It is the ‘why of why’ we do it sometimes.   

Charity and PSA work is always a true labour of love. You never do this for the money. You do this because you can make a difference. 

How do you think charity/PSA sector advertising differs from profit-motivated marketing? 

Charity and PSA work is always a true labour of love. You never do this for the money. You do this because you can make a difference. It’s about bringing awareness to something that, in some way, is trying to make the world a better place.  

Above: Head Judge of the Charity category for shots Awards The Americas 2025, Kelly Bayett. 

Do you feel that advertising for good inspires creatives in a different way, might they for example take more risks? 

In many ways you have more freedom because you are likely investing in the cause to get the project made. Part of the goal for a successful charity piece is to raise awareness and inspire people to become a part of the charity that is being highlighted. To inspire them so much that they want to give to the charity as well. It’s more satisfying in so many ways creatively. What you are giving your time to is actually meaningful and can change lives.   

What sort of work are you hoping to see in this category when it comes to the judging process? 

I would love to see work that is daring and inspiring. Something that inspires empathy, or action.  I would love to see a piece that makes me want to jump in and support the charity as well. It also needs a certain level of craft.  

It was a strange election year that put people in a place of hesitancy and fear, which resonated throughout advertising and marketing. 

I don’t want to see that it was underfunded. It can’t be an idea that couldn’t be completed properly. Part of your job when taking on an idea is to write something you can accomplish.  

Above: A few of Bayett's fellow judges: l-r, Danny Nouri, Henry Medina, Ashley Benton and Paige Matho.

What makes a good jury?

I actually think a good jury is different for each category. You have to really understand the category and what it takes to accomplish the work. For example, I would be a terrible judge for VFX. I can’t understand it, I think it’s all magic, so I would be a terrible judge and would bring down an entire VFX jury unless someone had the time to explain everything to me. I already feel bad for the person taking that on in my imaginary VFX jury room.   

A feeling of nostalgia will be in the cards as well. Everything is feeling a bit like Fahrenheit 451 these days and remembering when things were simple will be a theme we see over and over.

Do you think 2024 was a good year for creativity in north and south America? 

I don’t think it was the strongest year. It was a strange election year that put people in a place of hesitancy and fear, which resonated throughout advertising and marketing.  

Is there a campaign from the past that inspired you to get into advertising? 

I absolutely loved the Got Milk? work from the 90s. LOVED. Frank Budgen’s PlayStation ads were amazing. One ad I think about all the time, especially when I started working with celebrities more, was Levi’s Bag Boy Fantasy ad. 

Bayett loved the 1990s Got Milk? commercials from the California Milk Processor Board. 

What do you think the biggest challenges and opportunities are for advertising in the year ahead? 

In the Americas, I think it will be a bit of a volatile time for advertising. There will be an opportunity to create a connection with the audience, and that will happen when the work is good and memorable. And although it’s a wild time, it is the time to take the most risk because those who do will have the biggest reward. Safe ads will fall away even more than they do now. People want to FEEL.   

 I prefer the awards where people are in a room or on a Zoom together. You get a real perspective that way. 

A feeling of nostalgia will be in the cards as well. Everything is feeling a bit like Fahrenheit 451 these days and remembering when things were simple will be a theme we see over and over.