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 viewed in portfolios, which l ay on tables l ess th an two f eet from our beady eyes. Needless to say it was a game we all tired of very quickly. Now,we al l kn ow there ar e such things as good and b ad jurie s… happily mine was the former. Open, honest and seemingly devoid of any hidden agendas. Mind you, this was probably due in no small part to a complete and utter b reakdown o f the ‘ Blackb err ies’ t hat w e were using to cast our votes. This re sulted in a good ol d fash- ioned showing of hands an d op en discussion. No hiding behind tech- nolog y for us. In fa ct it was t he debates, some extremely heated, that made t he jury ex peri ence so much mo re rewardin g for al l u s jurors. We all learnt something. Discussions were only ev er about the work, not who had produced it. Hmmm, sound unfamiliar? What were this years trends? Well, ‘Scambient’ tried to rule but failed. There were thousands o f o ne o ff stunts devoid of integrated thinking that just didn’t cut i t. There were remark ably few en tries into the Alcoholic beverages, Corporate and surprisingly Charity categories...and a word of advice he re….Financial services is definitely a soft category, judging by this year’s entries. Campaigns were a lso do wn, but Toys , Home Entertainment a nd Pers onal Hygien e provi ded this year’s highlights. As for the Grand Prix, HBO, there never was any doubt. It scored the highest overall ma rk at every stage tiguable Terry Savage. He informs me that this i s the first of five din- ners like this he has for the juries. As I leave at midnigh t, I wo nder how he does it. The other judges: At 7:45am the next mor ning we all assemble tog ethe r in the foyer of the Martinez. Firs t up, it’s publ ici ty shots, briefing on the process, and then eight hours of judging. We ’re the largest judging panel with 30 of us. We were split up into groups of five for the first three days to decide a short list. Europe made u p t he majority o f the judging pan el but overall there’s a pretty varied group. Our President, Marcio, is probably the smal les t in statur e, b ut t he largest in character. The foo tball: One of t he gr eat DIRECT JURY DYLAN TAYLOR BMF, SYDNEY THE TOP TEN THINGS about judging at Cannes. The hospitality: Get off the plane at Nice, and a s you are ju st g ett ing over the largest number of Lear Jets you‚ve ever seen at an airport, you understand why they are there. The dappled su nlight hi ts you as gl ide through t he ai rport t o discover a French Goddess holding your name on a card. From there you are pro- pelled effortlessly to the Croisette in your own chauffeur dri ven v ehicle. Welcome to Cannes. The M artine z: Thi s Art d eco palace could only really exist in the Sou th of F ranc e. Outsid e ar e parked the sort of vehicles that peo- ple l iving in Monaco c an only just afford. I nside, the foyer ’s marbl e and brass shine, buffed c onstantly by soft calfskin shoes that cross it. If the place looks frighteningly expen- sive that is because it is; the French have taken extracting mon ey fr om those there at festivals t o an ar t form. Sit by the beach? That’s $50. By the pool out fron t, t hat’s $50. Club sa ndwich, that’s $50 . T wo beers that’s $50. Just brilliant. Rosé : It ’s ever ywhere on every table from a round 11 onwards. It seems to be the oil o f the r egion. Ev eryone’s dr ink ing it , an d i n Cannes it tastes truly magnificent. In Pyrmont, it doesn’t quite have the same appeal. The Carlton: So here we are, at the Carlton on the first nig ht to m eet all the other judges from Direct. It’s just down the road fr om t he Martinez and even bigger and more expensive looki ng. So from 7:30 onwards, it’s mingle, drink and eat. I also catch up with the man tasked wi th org ani sing this, the in fa - quirks of Cannes is that every year that ends with an even n umber, there’s a major football tournament on. This year it was the European Championship, held in Switzerland and Austria. England had failed to qualify so everyone expected a fairly high standard o f o pen, at tacking football. As soon as j udging f in- ished, normally around 6:30, it was across the road with up to a d ozen judges to watch the two game s that were on. I do have to admit, tha t the Germans and th e Swiss were great fun to go out with. Especially the head of the Promo ju ry w ho turned up to the bar with an enve- lope of 500 Euro notes, and insisted on buying champagne a ll night, even though Germany lost. Scam: So on day f our we g ot to the short li st stage. So me 1 ,700 pieces of work had been judged and 101 of those were fr om Aus. And with 30 judges, there was invariably someone who knew about the work, and what was rig ht an d what wasn’t. So why do i t? Wh y put something in that you could poten- tially lose more reputation for than you could gain? Well o ne a gency had tried in a spectacularly obvious way, and its work thrown out. They of judging and was the unaminous victor. It epitomises everything that is great about Outdoor, yet the idea was so much bigger than just a poster, bec ause whilst most great posters engage the passer by for a few v ital seconds, HBO engaged, enthralled and captivated its audi- ence f or mi nutes. Then left them wanting more and then even deliv- ered on that. Brilliant and inspiring. Whic h is exac tl y wh at C annes , despite al l the c ynicism that sur- rounds it, is all about. were rumoure d t o have received some sort of warning. Bet their CD is feeling pretty clever. The T-Shirt: On day four we got a money-can’t-buy-gift. Our Cannes bags ar rived , w hich wer e d uly handed out to everyone. On top of the guides, free CDs and t-shirts, there was a unique black ‘Cannes Jury 2008’ t-shirt. I think a fair few were worn on the last judging day. The gutter bar: I believe it’s really called 72 La Croisette, but it is now famous as the gutter bar. Next to the Martinez (very handy), it would appe ar to be the ad hang out of choice. From around 11pm until around 5am people in progressive stages of crapulence, hang out and well talk, well, crap. The work: On the shortlist Aus did pretty well, with 20 finalists, I think German y onl y d id one bet ter . That’s a pretty fair return: one in five entries. However, when hand- ing ou t met al t hings g ot a l ot tougher, and it took a whole day to decide on the 38 pieces of metal handed out. Aus ended up doing pretty well with a Gold, a Silver and three Bronzes. The pi ece from Thai land for Unilever was first thing voted for and won a Gold s traight away. It got a pre tty big c lap from the jury. It was simple product demonstra- tion with a t-shirt being the enve- lope‚ sending people Breeze wash- ing powder to tria l; the t-shi rt arrived filthy and the Breeze effort- lessly cleaned it. I loved the Bob Monkhous e work for Prostate Cancer research that won a Gold, amazing CGI. The Indian Grand Prix built more as rumo ur during the week, and wasn’t even a Gold until the last sess ion , it invoke d some pr etty impas sioned s peeches, and a lot discussion. Is it d irect ? Was it a worthy winner? Well thirty people in a room in Ca nnes at 7:30pm on 14 June t hought so, and reall y that’s all that matters. 28 CAMP AI GN B RIEF JU L Y /AUGU ST 2 0 08
May June 2008