I haven’t had time to post about Cannes yet. As usual there were a couple of brilliant things there. The Integrated / Titanium category is the thing that interests me most and the Best Job in the World campaign for the Queensland Tourism board leapt out.
What I particularly like about it is that it doesn’t rely on digital wizardry, a heavy indulgent flash site or a jump-on-the-bandwagon technology solution (which is quite refreshing when you work in the area I do). A good idea will fly without any of these things and that’s exactly what this is - a simple and utterly compelling PR thought amplified through digital channels.
The notion of advertising at people is so dated. Involve them, give them something to talk about. This does, beautifully.
The Obama election campaign used the web and social media so brilliantly, is a watershed moment for politics and deserved it’s accolade.
But there were loads of other great campaigns too.
The Great Schlep which I love and although it only picked up a bronze, I’m a fan of the Treehouse Project for making the product the hero of the piece.
Lots of chat about the demise of digital agencies as the majority of Cyberlions went to agencies labelled ‘traditional’ by the trade press. I could write an essay on that. But that would be boring. You can read lots of rants here, here < and here if it floats your boat. But you can have too much ad talk I think. There’s more interesting things going on in the world.
I always feel so re-energised after Cannes (I mean creatively, not physically of course). I have so many ideas bubbling away for pretty much all of our clients. It’s just having the remit and support to break down the silos (you do digital advertising / you do PR / you do promotions) and get them made.
One other thing, whilst I think of it. It is surely time for a viral video taking the piss out of the ‘awards entry video’. They have almost become parodies of themselves. ‘The Awards Entry Video Video’. I think it would fly….
