Thoughts on Cannes
Cannes are a bit like what the car industry does in their motor shows. Full of concept cars, beautiful and shiny stuff that no one in the street would buy or ever be able to buy and somehow not many people see re-incarnations of these glimmering toys post a motor show. Cannes tend to be the industry's pat on the back by its own hands (no audience awards, critic's awards or anything that may make it the credible zenith of achievement in our business). Yet we love to see the winners out of spite or inspiration depends on who you are. I went through the winners and finalists this morning and for what's worth here is what struck me as interesting random thoughts: 1. Animation is back. don't know if this has been started by Honda GRRR... 2. Serialisation / soap opera style ads e.g. Love Story from Thailand. These were interesting because that type of campaign gets to watch the different bits of the story not just a single ad. The narrative becomes what keeps you looking forward to the next episode. You wouldn't have to fight too hard for attention when you already have an audience that is interested in the next twist in the story. Stella, VW, Smooth 3. Ads that mock ads. I thought these were really interesting Beer AU and Smooth Thailand. There is some honesty about the punter in the street's perceptions of advertising and brands poking fun at the whole thing WITH the audience instead of AT them. 4. There was an ad from Renault that I really liked about crash tests not only because it subverted the conventions of crash test advertising but of food category advertising as well in one creating 'depth' to the engagement. 5. Craft? Somehow it felt like the winners were rewarded for the craft and the new 'tricks & techniques' that were introduced in the production of the ads not the brilliance of the idea. See for your self here.