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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
C ANNE S 1.2 5pm: Eve ryo ne feels happ y with the golds so far. 10.30pm: The final grand prix has split the jury. Do we even award the third? The other two were easy. Its 10:30pm and it might be a while 11. 15pm: All done! Ev eryo ne happy and re lie ved. Of f t o th e party. Missed opening gala 3.30 am: I c an officially che ck being accosted by prostitutes off my todo list June 18 8.30am: I’m judging young lions. 10.55am: Cyber Jury Press confer- ence is over. 2.55pm: R/ga + nike are about to start their talk. It’s packed! 7.45pm: At the Cyber gala now. We have to sit through des ign and press aw ards too. Lame. No ne o f the Cannes Lion awards have an y details on it?! 9.50pm: At the yahoo p enthouse party. One guy is he re wi th Ti m Kring! 2am: I’m knack ered but every - one’s jus t gettin g s tart ed. Off to bed. June 19 9.55am: Being able to sl eep in. Priceless. Off to see the screening of titanium film work. Mobile network is so busy it’s im possible t o c all people. 12.30pm: Havin g fr ee lun ch thanks to jcdecaux. 2.15pm: The guy from Coke did a great talk. W+k ok. 6.30pm: I have officially run out of clean undies. 7.30pm: I mi ss ed t he Ru per t Murdoch cock tail p art y. B ut his talk/interview was great 9.45pm: At the Publicis party they have 4 women dancing in skin tight black leotards. It’s a sexy version of Uniclock. 9.47pm: Y&R party ne xt t o u s now has dancers in tiny lingerie. It’s competitive even for w ho ha s bes t party. June 20 11.30am: Chuck from CP+B did the best talk so far. 12.45pm: At the Campaign Bri ef Villa Pool Party. 9pm: Aussie jury dinner was good. Only Deja n and Da rren Spil le r made it. I had a fist sized steak! 10pm: The Times of India party is going off. They have the Indian Ali G here. radio ads without sleep. London l ived up to th e c liché. I looked outside and i t s tarted to rain. Another compelling reason to stay in bed. The n ext mo rning I checked out the hood I used to live in, during a stint y ears a go. I a lso decided to slaughter my c redit card at Selfridges. I finally reached th e e nd o f my journ ey, landing in sunn y Nice. The Cannes Lions pe ople k indly organised a driver who decided he was going to scare th e sh it o ut of me by flooring it all the way to my hotel in Cannes. That evening all the judges wer e brought togeth er for a ‘meet and greet’ dinne r. We sa t a t we dding reception style round ta bles an d asked e ach other won derfully cr e- ative questions such as “So, do you have much work entered this year?” and “How many times have y ou been to Cannes?” Once we g ot through all that , I soon discovered that I was in th e company of g enuine, i nterest ing and more importantly, reall y fu n people. The k ind o f p eople you would have round f or b eers an d pizza. Mark Gross from DDB Ch icago was chai rman of j udges. Hi s cr e- dentials included one of my all time favorit e ideas, the now leg endary Bud Light ‘Real Me n o f Ge nius’ campaign. The radio panel was made up of RADIO JURY DEJAN RASIC COLMAN RASIC CARRASCO, SYDNEY AUSTRALIA IS WAY TOO FAR from the rest of the world. I’m reminded of t hat as I walk , bleary eyed through Bangkok airport wondering why t he he ll I’m eve n t hinki ng about buying another fucking iPod. The first leg of the flight is kind of 30 CAMP AI GN B RIEF almost tolerable. The s econd leg i s just plain torture. There are only so many movies you ca n sit th rough back to back. In situations like this, vodka h elps and the fligh t a tten- dants have the compassion to ke ep it coming. Finally, that l ittle pl ane made u p o f pixels lo oks like it’ s touching the word London. Thank fuck for that. Two n igh ts in Lon don b efore Canne s did wonders. The re’s no way I was going to sit through 1400 pe opl e fr om Sou th Afr ica, Argentina, Brazil, Cana da, Ch ile, Belgium, France, Germany, I taly, France, India, Norway, Spain, UK and The Philippines. The j udging process was either going to be super fair or resemble t he E urovi sion Song Contest. The next morning I discovered we were meant to be meet ing in the hotel lobby, at the ungodly time of 8:45. Turns out the rest of the jury discovered the s ame th ing. A fter forcing myself to drink a café au lait (which is French for shit coffee), we gathered at the Palais des Festivals for the official briefing session. I was encouraged by the p rofes- sionalism and fairness of the judg- ing system. This was a well- oiled machi ne, obviously t he r esult of 10.30: Just shook hands with Bob Gr een ber g, he d oes n’t k now Bannerblog. His loss:) June 21 10am: Today has Razor fi sh, AKQA & Appl e t al ks an d fr ee lunch at JCDeCaux of course. 11am: Microsoft has dropped off a b ottle of 2000 Louis Roederer champangne. I think it’s for all win- ners. It looks expensive. 7pm: In th e grand hal l for film and titanium awards. Then off to closing ga la. Vip tickets made it a lot easier. The line outside is huge! 3.35am: It’s all over. Last drinks and then off to bed and then 19hrs of flights back to Sydney!! June 22 3pm: Waiting at airport for flight. I miss home. experien ce and fin e-tuning over many years. Everything down to the wireless touch screen voting gadgets we clutched was well thought out. All that was left was to snap on the headphones and press play on the first of 1400 radio ads. That really bad café au lait kept coming and I star ted to mi ss Carlos, my Barista. At least the shit coffee kept me awake through the countless barrage of incredibly bor- ing work. Finally, the good stuff started to appear and damn was some of i t good. Australia got a fair amount short- listed. The outstanding ‘Disclaimer’ RACV s pot fr om Cl emen ger Melbourne won a Silver Lion, but that was unfortunately it. Maybe we are too busy focusing on TV, inte- grated, experiential, content, multi- channel this and that, but what I discovered was the power of a sim- ple single-minded audio idea. I won’t go into the clichés of what makes a great radio ad, but let’s just say it can r eally make you love a brand when it is done well. New Zealand had some great stuff entered. The ‘Knocked Up’ cam- paign from DDB had the jury in sti tches. The ‘Incomprehensi ble Irish’ spot for Murphys Irish Stout and ‘T ak e Ov er ’ for Bruce Almi ght y wer e al so won der ful pi ec es of c ommunication, both from Saatchi Auckland. The Grand Prix went to a timeless idea from Den tsu, T ok yo for Canon cameras. The simple benefit of a quick shut ter s peed was brought to life through the clever use of narr ation movi ng qui ckly from speaker to speaker. Some other favorites included the hilarious ‘Last girl on the dance- floor’ s pot for Sp rit e Zer o from Saatchi Copenhagen and the IKEA ‘Low voice’ spot from Zig Toronto. So, with the radio done I soon found myself at kicking back at the Carlton Terrace, joining a group of very happy (and generous) produc- tion compa ny e xe cutives . They were c elebrating their win and as they poured 600 Euro bottles of Cristal, I realised the fun had only just begun. 7 JU L Y /AUGU ST 2 0 08
May June 2008