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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2007
REVIEWS AREBAD Conference the next morning was horrible. P ress f rom a round t he world did two things. Threw con- stant q ues tions a t u s as to why didn’t their countr y win mor e Lions? And did we “cheat” by mov- ing Do ve f rom fundraising? Che at is a h ar sh w ord. Kind o f p ut a dampener on the end of the process. But our faith was restored at the ceremony that night. The respon se to ‘Evolution’ win - ning Grand Prix was huge . I think ever yone in t he audit orium g en- uinely felt something when it played. Even those delegates who’d had botox and spray tans especially for the occasion. It was then, heading to the Closing Party, that I suddenly for- got about the pain. And the bloody mess. And the things we’d all yelled at ea ch ot her a nd did n’t mean. It was o ver. And it w as a n amazing experience. It is so much informa - tion to tak e in , which serio us ly makes yo u exh austed. It’ s horribly political. But only a round shortlist vs. bronze. You do meet some great people, and c an r eally upset some others b y n ot p laying th e gam e. You see so me excellent idea s. And some t hat made y our e yes b urn. And you walk away knowing more about what makes a great idea, and understanding a l ittle mo re about how a Lion can happen. Great ideas will storm through the politics. Good ideas can, but they can also get caught in the game. Of Australia’s 21 shortlisted spots, what happened? From watching the jury’s reaction and chatting to a few of th em a fterwards, i t s eems we were p erceived a s a l ittle “ quiet” this y ear. Li terally. A c ouple o f judg es commented that they expected the Australian work to be much l ouder a nd f unnier. There was almos t a pas siveness t o o ur front r unners, w hich when put up ag ainst a lot of Amer ican and British work, didn’t make them a s memorable at Cannes, as they had been here on our telly’s. The work also didn’t seem to have the enter - tainment le vel re quire d to ge t it through multiple viewings. You needed t o ke ep ma king th e ju ry laugh, or feel something a fifth and sixth t ime to make i t up the Lion ladder. ‘FlashBeer’ d id t hat. ‘Children THE CLEMENGER GANG AT CANNES THIS YEAR: CAMERON HOELTER, JONAS PETERSON (NOW AT DRAFT FCB), EMMA HILL AND PAUL REARDON (PETERSON AND REARDON WROTE THE CANNES RADIO GRAND PRIX WINNING SNICKERS ‘HOEDOWN’ JU L Y /AUGUST 2 007 See Children Do’ did that. Just my observation. So, judging a t Cannes. Quite the experience. I t doe s hurt a bi t. But it’s a pain you forget. CAM PA IGN B R I E F 21
September October 2007
May June 2007