In a blaze of pyrotechnic glory that lit up the Croisette, another Cannes Festival of Creativity has come to an end. Jacques Massardo wraps it up.
I think the best TV work either has humour as an engine, or it makes a strong statement about the brand, which usually comes from a powerful insight that’s expressed in a profound, impactful way. The two top prizewinners on the final night are perfect expressions of this type of work.
Another great TV spot was Nike’s ‘Ripple’. One could probably make a full-length feature out of the idea in this spot, but it makes a great TV ad too.
In another highlight of the evening, the amazing people behind the ALS Foundation’s ‘The Ice Bucket Challenge’ received their third standing ovation, as they accepted the Grand Prix for Good. There were numerous Golds for this campaign too. If anyone in advertising is still cynical about our ability to affect change in the world, they need only remember the 220 million dollars this campaign raised – incredible stuff from people who aren’t even in the ad world.
As the week comes to an end, I thought I’d reflect a little on some of the seminars. There’s no way you can see them all and there are many that I missed, but want to experience as downloads in the next few days.
There were many talks from big names in the entertainment business. Marilyn Manson reminded us all to stay true to ourselves and that authenticity was critical for him to build his brand. Brian Grazer spoke about curiosity and how it has helped fuel his career as one of Hollywood’s most successful producers. Kenneth Brannagh spoke very eloquently about creative process.
But for me, the most salient messages came from the agencies that are thinking ahead – the ones that are embracing change and innovating and planning for the future.
Bob Greenberg, winner of this year’s Lion of St. Mark, urged agencies to be involved in the start-up ecosystem. RGA has a unique model, which now sees them acting as an accelerator for start-ups. They’re giving 10 start-up companies $120 000 worth of investment capital each. In return for 5% of their profit. Their work with start-ups for ‘Bioranger’ and ‘Hammerhead’ won them several Golds and a Grand Prix over the course of the Festival.
A talk by Dentsu’s head of planning, Koichi Yamamoto was also a highlight. He spoke about the importance of big data and how it could be far more than a driver of efficacy, but has the potential to become a new source of creativity. It’s worth a watch. Last years ‘Connecting Lifelines’ for Internavi and ‘Sound of Honda’ are great examples.
All in all it’s been an amazing week and as it winds down I can’t help feeling that there’s so much work to be done.
By our own standards, it’s been a quiet year for SA agencies and we’ll need to work smarter and harder to be more competitive in categories other than just Radio next year.
In a more universal sense, it’s hard not to come away from Cannes, and back to South Africa, with a bigger goal in mind. As advertisers and marketers, we’re all in an industry that has the power to bring about change. While it’s easy to think that sounds glib, lofty or naive, experiencing the work here, it’s clear that with the right idea and the right attitude, it really is possible.
In Film, 101 Lions were awarded this year, including dual Grands Prix. In the TV/Cinema category, F/NAZCA Saatchi & Saatchi São Paulo won for Leica Institutional, “Leica Gallery São Paulo”, which Jury President Tor Myhren, President and Worldwide Chief Creative Officer of Grey, described as being a nearly unanimous decision by the jury. Of The Martin Agency Richmond’s work for Geico, “Unskippable: Family Long Form 01”. Myrhen said, “This broke every rule that we know in filmmaking. In the least sexy media space available, pre-roll, GEICO made content so good they challenge you not to watch. But of course, you can’t take your eyes off it.”
In Film Craft, the Grand Prix went to adam&eveDDB for John Lewis Partnership, “Monty’s Christmas” with 66 Lions announced in total. “Our decision is absolutely from the heart. All of the Gold Lions were fantastically executed but this is the one piece that connected with us on a human level. It touched our hearts,” said Jury President, João Daniel Tikhomiroff, Founder, Partner-Director, Mixer.
In Branded Content & Entertainment there were 63 Lions, however a Grand Prix was not awarded. Jury President, David Lubars, Chief Creative Officer, BBDO Worldwide, said that this year the jury had been unable to find “a unique element that we will still be talking about in 10 years’ time,” which he attribtued to the developing nature of the discipline. “The lack of Grand Prix demonstrates that this is a maturing industry where advertisers and agencies are still learning how to make credible branded content.”
16 Titanium and Integrated Lions were also presented. The Titanium Grand Prix went to CP+B Boulder for Domino’s “Emoji Ordering”, while the Integrated Grand Prix was collected by Wieden+Kennedy New York for Jordan Brand, “RE2PECT”.
The Titanium and Integrated Jury was also responsible for selecting The ALS Association’s “Ice Bucket Challenge” as the Grand Prix for Good from amongst gold Lion-winning charitable, public service or not-for-profit work that was not eligible for a Grand Prix in other entry sections.
During the ceremony, Bob Greenberg, Founder, Chairman and CEO, R/GA was also named this year’s Lion of St. Mark in recognition of his outstanding contribution to creativity in advertising and communications. Former US Vice-President Al Gore was given the LionHeart Award for his work in bringing environmental issues to the attention of the world. And the Creative Marketer of the Year trophy was given to HEINEKEN, collected by Jan Derck van Karnebeek, Chief Commercial Officer.
Other awards presented at this evening’s ceremony were:
Agency of the Year was given to R/GA New York. Grey New York came second and Ogilvy Brasil, São Paulo third.
Independent Agency of the Year went to Droga5, New York. Second place Wieden+Kennedy, Portland and third to Wieden+Kennedy, London.
The Palme d’Or, given to the most awarded production company, was presented to Smuggler USA. Blink UK came second and Somesuch UK third.
The Network of the Year award was presented to Ogilvy & Mather with BBDO Worldwide taking second place and Grey in third.
Also awarded was the Holding Company of the Year which went to WPP. Omnicom took second place and Publicis Groupe third.
Want to continue this conversation on The Media Online platforms? Comment on Twitter @MediaTMO or on our Facebook page. Send us your suggestions, comments, contributions or tip-offs via e-mail to email@example.com.