by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
button in toolbar for more information.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Please subscribe by clicking on the link to receive
Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
C ANNE S Promo j ury, wher e most if t he wor ld’s bi g i deas ar e en ter ed. HBO’s ‘Voyeur’ and Playstation’s Halo3, to name two. Th ese ar e huge and largely non tra ditional thoug hts. They requ ire det ailed presentations to show the s cope of the idea and its execution. And lots of creative effort a nd mo ney goe s into their production. Now the problem i s, fo r e very truly brilliant idea that is a lso bril- liantly presented, there are li terally hundreds brilliantly disg uised sh it ideas. We work in the business o f per- PROMO JURY BEN COULSON GEORGE PATTERSON Y&R, MELBOURNE BEWARE SLEEPY JURIES, the age of the creative entry is really here. If yo u h ave ever been to one of thos e a wfu l Hollywood shlock busters, just because the trailer was so bloody good, you hav e a sma ll feel ing of what moder n Cannes judging is like. In the age of the big budget, multi media entry, it is easy for a tired juror to b e s educed by the entry, not the work. To e xplain further , I sa t o n th e suasion, so it’s not sur prising that this new multi media way of pr e- senting ideas, provides a real oppor- tunity to lead the witness. This year even the simplest id eas had a 3-5 minute film to accompany it. If you believe the entries, every single idea was adored by the t arget mark et, created a nation stor m of me dia attention and probably resulted in a street parade being thrown in honor of the client. Oft en the temptation to pr ove how good the idea i s, simply ou t ways the actual idea. In many c ases nice little stunt ideas, tha t might have deserved a finalist or better, we re chucked ou t because you could feel the desperation in th e entry film. Please don’t ever get a V/O to say early one evening we bumped int o Dar yl and Wayn e Ar nold fr om Profer o, who were tak ing a walk with Lord David Puttnam. Then there’s the intrigue and the secrecy. Headhunters circling lick - ing their lips, head-honchos whis - pering with CDs f rom o ther n et- works plotting revolutions, w ith Jane Austen like ma chinations o f pride and of predjudice. Cannes Je t’adore! So, to the work! Having judge d TV at D&AD this y ear, th en t he Media Spikes, the c hance to d o Promo in Cannes was a belter. We began six days b efore the fe stival ope ned, meanin g we ’d f ini shed judging in time to enjoy the festival. (Unlike Toby T who sat in th e dark all week only to come out for the final night.) How come six days ? Wel l wi th PROMO JURY ANDY BLOOD TBWA\WHYBIN, AUCKLAND LADIES AND GENTLEMAN, welcome to the biggest show in our business. The gr eatest ‘show off’ on eart h. Welcome to Cannes. C’est Magnif- ique! I absolute ly l oved i t. The sheer scale of it. The spectacle. The ambition. The unashamed celebr a- tion of the business of advertising in all its mutating forms. I hadn’t expected to. I last went in 26 CAMP AI GN B RIEF ’97, and my adventures the n hav e been written about before, and are very difficult to top. Bu t 11 years later and a few more countrie s unde r my belt, not to m ention a pride of Lions on the shelf, Cannes blew me away. I’d expected to be cynical, to be jaded, but it’s almost impossible to be so. 28,000 entries. More than 10,000 del egates. The best of the bes t work i n the world. And seven days of seminars, sun - shine, and seriously big hitters like Rupert Murdoch, Ma rtin Sorrell, and even Tony Bennett. And strolling along La Croisette almost 1800 entries, most co nsist- ing of 3-8 minute award en try videos, plus web, plus A2 b oards, plus ‘things’ to look at and hold, that’s a whole lot of work to view. And more often than not, discard. For me , what’s truly ex cit ing about the Promo category, is tha t it’s becoming strikingly s imilar t o the sexiest category: The Titanium. The five st ronge st en tries we re Speights, ‘ Snoop’, Halo 3 , HBO Voyeur and The Simpsons ‘Kwik e Mart’ - any one of which could’ve taken out the Promo Grand Pr ix - were all contenders for Titanium. It was a strong performance from NZ wi th S pe ight s, NZ B ook Council, Durex, adidas and Omaka War Museum bringing home Lions. And for the Oz contingent ‘Snoop’ “we needed a b ig idea” or “the results were amazing” or “the idea took the entire n ation by storm” when you are d escribing an idea with the scale of a painted up rub- bish bin. The entry film is important (actu- ally, they ’re v ital) to explain the ‘new’ ideas that we are celebrating these days. They do help an idea to be l iked by the judges . The Speight’s ‘Great beer delivery’ entry [via Publicis Mojo, Auckland] had a wonderful moment in it, where a Caribbean w ait er (encounte red during the adventure), told the jury to vote for the pub delivery because he thought it was the best idea he had ever hear d. It was a great mome nt and may have given its entry the extra one percent it need- ed to win. My agency has won a couple of Gold L io ns a t Cann es in the Promo category i n r ecent years. Each time we have carefully crafted the entry. What I suspected when produ cing these fi lms, was mad e clear to me when judging - always make the film a little more modest than the idea. No matter how big or small the idea, you would be wise to make sure that it is the idea that stands out, not the presentation. That is, until they create a category for the idea trailer as well as the film. was held in high esteem. Another thing to note is that the Promo categ ory r eal ly suits New Zealand’s s tyle of brave, unusual, groundbreaking, ‘earthy’, hybrid analog/digital ideas. And there’s a place for low budget ideas too: ‘The moment t he internet stopped ’ (from Israel), Playground clothing’s ‘Hat ch an Eg g’ pr omo (fr om Stockh olm), and ‘Freez ing the Game’ (The Dominican Republic), all feel like ideas that could’ve come from here. Little countries with big ideas. My par ticular favou rite was ‘Ha tch an Egg’, where a young male in a super snug ‘Playground’ outdoor down jacket was given the challenge of hatching an egg for real. He lived inside a specially built ‘chicken farm’ in-store and people followed his progress there and online . Touchingly, many days later, the egg hatched and a cute fluffy little chick was born. (Which has now gone to a kindergarten.) I also loved ‘Where’s the Eagle?’ from P or tugal , and t he P uma Palermo180 soccer boot campaign. And I cou ldn’t hel p bu t l ove Dodge’s ‘Dare Days’, even though it was a little close to our adidas ‘Be the Ball’ from two years ago. Finally, the over riding feeling I was left wi th, was that there was a noticeable step change, with the bar having been raised. Take a look at the thir ty or so shor tlist for Titanium. Not just great ideas but game-changing solutions, and even in some cases, life-changing. Our best is no longer good e nough. We must do even better. JU L Y /AUGU ST 2 0 08
May June 2008