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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2007
CAN NES CANNES: THE FILM While there were some huge wins for Australia and NZ at Cannes this year - Promo, Direct, Integrated, Radio - it disguised the fact that we are going through a bad patch in the Film category. CB asked the OZ and NZ judges what they thought. CANNES FILM JURY. CHILDBIRTH. No on e who’s done either t ells you w hat it ’s r eally like befo re you’re about to experience it. They just mak e “that f ace” w hen t hey hear you’ re about to go t hrough it. Kind of like a wince mi xed with a “glad it ’s not me again” sm irk . And they say things like.. “you real- ly have t o d o i t to und erstand it” and .... “I t hink you’ll find i t really (uncomfortab le silence). .. mem o- rable”. So here’s how I found it. The fi rst thin g to remember i s don’t watch 8 fi lms on th e wa y to Paris. What was I thinking? Not when 4,474 telly ads were to come , t hat’s for s ure. Arri ved at around 5 pm, g ot p icked up f rom the tr ain stati on by t wo men i n expensi ve black suits. One d rove the spec ial bi g bl ack car wit h Cannes Advertising Festival painted all over it, the other one put my bag in the boot. They drove me abo ut 800m to the hotel. “This is going to be ace” I thought. Next morning, you open your big expensive French hotel b linds to reveal a spanking 26 degree morn - ing, and a gentle blue wave rol ling ont o th e pr ivate beach you will absolutel y never set fo ot on. Yo u instead he ad to The Lions Vi llage, “bonjour ” away to the oth er 2 0 judges and then get the briefing. Chairman of Judges, Bob Scarpelli, ch airman, chief cr eatve officer of DDB Worldwide, and one of the ni cest and most awa rded guys you will ever meet, tells us to “choose wor k th at m akes u s feel something”. For the majority of the first 1,500 entries all I f elt was “fuck I wi sh this would s top”. I cou ld n ot believe the standard of some of the ideas en tered. And I use t he t erm “ideas” loosely. That was on ly the beginning of u nderstan ding what winni ng a L ion means t o som e 20 CAM PA I GN B RIE F countries. Anything and e verything wa s entere d. I gue ss th at’s t he “you’ve got t o be in it to w in it” menta lity . But the Fi lm p rocess could seri ousl y be cut in half i f agencies were a li ttle more realistic in what they TRULY thought had a chance. Which is possibly linked to another interesting thing that hap- pened. On Day One, you’re handed your Palm Pilot and log in and as you go through the shortlist process you’re briefed to vote 1 – 3 if you think something either isn’t worthy of being on the shortlist, or you’re not sure. They told us there would be a chance to discuss the shortlis t once it had been collated a fter the first three days. Being the definitive person I am, anything I tho ught wasn’t worthy I just gave a 1 . ‘Cause I wa s sure. But some judges quite ri ghtly may have given 2’s or 3’s if the y wanted to see how it fitted into the scheme of things later. But, wha t it meant numbers. Some very questionable ch oices were made. You h ad t he o riginal scores in front of you and could see what was close to g etting o n t he shortli st a nd what w asn’t. We ’re talking things being brought bac k that were so far away from being on the shortlist they were microscopic and from another pl anet l et a lone region. Luc ki ly good i dea s and j ust ice mostly prevailed. Mostly. Bronzes were pretty much earned through the strength of t he id ea, not the beers bought for each other at the Majestic. Silver and Gold seemed to happen much less c ontroversially. Which was ace, and restored my f aith in what we do. Great ideas spoke for themselves. In anyone’s language. Gran d Prix vot ing st art ed at around 7.30pm on t he Fr iday night. Ahhh Friday night in the South of FILM JURY EMMA HILL, GCD, CLEMENGER BBDO, MELBOURNE we ended u p seeing on t he Wednesday was a whole lot of ques- tionable s tuff on the shor tlist. And when many of us commented on it, we were told “the s hortl ist i s the shortlist you can’t take th ings o ff the shortlist”. Oversight in the briefing? Maybe. How to k eep p eople i n Sh ortlist hope and re-entering ne xt ye ar? Hmmmm.… also maybe. Anyway s, the re w as also so me great stuff on the sh ortlist. Which inc identally whittle d do wn th e 4,474 e ntries to a muc h s harper 540. It was lik e wat chin g d irt fall through one of those panning in a river sifting things and le aving you with little nuggets of gold. A nd sil- ver. And lots and lots of bronze. Thursday was when the har d t o explain childbirth bit started. All 21 judges back i n one ro om, and we were each given a wildcard to bring one thing back t o be r e- judged that hadn’t made the short- list. You couldn’t choose something from your own ag ency, b ut th at didn’t mean someone from anothe r agenc y bu t from yo ur r eg ion couldn’t. And another. And anoth- er. And another. Regions are very powerful things, when the region needs Lions in France, in a big dark ro om, fi lled with the s ame 20 p eople you’ve looked at all week, and the smell of tension, and the smell of the same tired 20 people sitting in th e same room for the last 1 1 hours. They did give us a beer at this stage. Just one. Anything that had won Gold was eligible to win Grand Prix. Ex cept if it was fr om P ublic Service or Fundraising. But they asked us to include t hose in ou r vot ing a nyways. Ju st t o se e w hat happened and what happe ned was we a ll overwhelmingly vo ted f or Dove ‘Evolution’. Which was f rom Fundraising. After some hushed chatter from Bob and the Cannes gang in a c or- ner, Bob fronted the jury and asked us to vote on whether we wanted to move ‘Evolution’ to a category that made it eligible. As a jury, he sa id that was our call. It was unanimous. We moved it. And it won . Easily. I think from my one b eer memory, the split was 17 votes for Dove, 3 for Nike ‘I Feel Pretty’ and 1 for Coke ‘Grand Theft Auto’. And just as Bob had asked us to a cknowl- edge, i t was the spo t that mad e everyone feel something. It r eally did. The respon se in the Pr ess JU L Y /AU GUST 2007
September October 2007
May June 2007