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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
from ever y conceivable par t of the world. Increased interest in the cat- egory me ant there were ov er 1700 entries. Because Direct entries take longer to judge, they sensibly div id- ed the jur y int o six groups of fi ve. Each da y t he i ndividua l gro ups would ch ange out. That wa y y ou got t o meet m ost of y our fel low jurors. Each g roup of five wou ld then pass the “Entry Boar d” around the table. The entries were the usual copy-heavy pieces with an attac hed mai ler, R ubi k’s c ube , magnifying glass or whatever. I say “whatever” b ecause many o f the entr ies contained obj ects you shouldn’t e ven c onsider po sting. The best example was the full sized washing machine we had to judge on Day One. To s peed things up we’d judge two or three boards at a time. If you ent er next yea r, i t’s wo rth DIRECT JURY MIKE O’SULLIVAN SAATCHI & SAATCHI NEW ZEALAND LAST YEAR I WROTE a really depress ing p iece about my 2007 Cannes Film jury experience. It detailed six days of total misery in a dark room. This year was the com- plete o pposite. I loved the Direct jury. It was a truly enjoyable expe- rience. No, really it was. We start- ed on t he Wednesday b efore t he festival had properly b egun. The Li on s Dir ect A ward s how wa s scheduled for the f irst night of the festival, so the Direct jury had t o convene that much earlier. Our Jury Pres ident , Mar ci o Salem, was a truly diamond geezer, whose job it was to try to keep us on track. All up, there were 30 of us spending as much t ime as you can on your entry board because while numerous e ntry v ideos w ere sub - mitted, ver y few wer e actually viewed. Although the judging crite- ria i s Creativity, Str ategy, Exec- ution and Results, that’s not how it really wor ks. If t he id ea was cra p, you di dn’t ev en b other l ooking a t the results. Thankfully Cannes is a creative show, first and foremost. By S aturda y we h ad c ulle d th e work do wn to a s hort list of 1 70 pieces. Cannes sho rtlists ar e made up of the top 10% of entries, which explains wh y yo u oc casionally s ee June 12 8.15 am: We've been split into 5 groups and we' re viewing the work individually to create short list. 548 entries for my group from the 2758 total. 7pm: Still Judging judging judging 7.30pm: I ts 7 :30 h ere but feel s like 3:30. Everyone is meeting to watch the football game tonight 3.00am: Off t o b ed. Feeling f at after eating an ice cream sundae the size of a handbag June 13 9am: Day 2 has begun. Jetlagged 10am: The cyber jury was remark- ing how the film jury got the better hotel 1pm: J ust ha s h ad t o blow into the mi crophone, d ance, s ing, pre - tend t o b e a c lock, h ad my h eart rate tested all in the name of adver- tising. 2.30pm: A couple of entries forgot to r emove th e Getty water mark from their videos. Whoops :) 2.45pm: I t lo oks l ike t he iPhone CYBER JURY ASHLEY RINGROSE SOAP CREATIVE, SYDNEY NEWS LIMITED ASKED ME to Twitter my experience at Cannes. http://twitter.com/cannesashley This is the abridged version which I feel sums up the experience quite well. I r ecommend Twit tering an JU L Y /AUGUST 2 008 event like this to any future judge. June 11 1pm: Just arrived in Nice. Had one of those people with a sign with my name. Now getting driven to the hotel by driver. 1.20pm: Got the judges gift for this year. It’s a desk clock. Last year was a Hermes Towel! Doh! 7.45pm: Cyber Jury Dinner. I had pre-booked vegetarian for some stu- pid reason! has impac ted he avi ly o n Mobile advertising June 14 1.00pm: Should be a good deal of Aussie entries in the shortlist. In double figures for sure. 2.55pm: That’s me done for fi rst round!!! Off to explore the greater Cannes area. 7.35pm: Not sure how to use the second toilet here? Will need to ask a French judge later tonight. 2am: 15 euro a night for internet is a bit rude. the odd dodgy piece of work on a shortlist, i t’s just due to the sheer quantity of e ntrie s i n some c ate- gories. All t he fin alists wer e place d in a huge room and one by one, the jury reviewed and re-scored all the work for metal. Though most of the work we j udged had a response m echa- nism, a lot of the work didn’t come out of an envelope. When you look at the Gold Lions awarded, you’ll see a mix o f q uite u ntraditional ideas. The Grand Prix went to The Times of India. I can’t explain it; you’ll h ave t o j udge f or y ourself. Personally, I had to watch it many times, just to “get it”. Starting out with direct r esponse ads, i t ended up i n a TV s how, a nd a c ontact strategy t hat t ouched o ne b illion people. In summary, my Film jury was a nightmare, whilst Direct was a breeze. We t alked about the work, took frequent breaks, and even had a few half days. We debated, argued, agreed, and then had a con- vivial dinner on the last night. After six days, we wr apped the Ca nnes Direct jury on Monday afternoon. I left th e p ress c onference, h appily looking forward to the week ahead at Cannes. If I h ad b een o n t he Film jury, I’d have been up to com- mer cial 43 out of 542 in the Financial Services c ategory, with another five days judging still to go. Just t hinking a bout i t ma kes me shiver. June 15 9.15am: The 3 40+ s hortlist i s here. The work across the board is pretty good. But we have to cull the bottom 1%. Las t chan ce for pri vi- lege votes! 10.45pm: Judges actually do read the descriptions for entries! 7.30pm: OK i'm done for the day. 143 to go. Off with the other judges to the CHINA beach party. 8.45pm: CHINA p arty ha d no Chines e fo od. Th e d essert t able took a beating from me. June 16 9.15am: Judging day ?? has begun. It’s Monday I think. 9.16am: I r ealised I fo rgot to u se my special vote t o discuss a piece that didn’t make it but was my fav. Shit! No going back I’m told. 9.45am: I t’s t he y ear o f b rands creating c razy goof-ball/dork char- acters 9.46am: I wonder how much each SMS is costing from here? 10.15am: The PR a campaign generates is featuring heavily in the entries case studies and explanation videos. 11.30am: An entry that won gold last y ear in f ilm h as been entered this year in interactive. Can you win twice for t he same piece of work?! Jury says no. 7.45pm: On the $75M MSN boat. I s pilt my OJ on the c arpet. Half the crew is Aussie?! June 17 10am: Ver y toug h in the jur y ? today. CAM PAIGN B R I E F 29
May June 2008