More Cannes Predictions from Around the World
Top creatives from the U.S., Japan and Latin America Weigh InBy: Creativity Editors, Published: Jun 14, 2012
The surprising Ben Ali's outdoor; the simple "Invisible Drive" by Mercedes Benz. Intel's Museum of Me, which gave me Goosebumps; the emotional Keyboard of Isolation [an art installation illustrating the isolation of family members because of massive internet use] and the absurd, but so real "Three Little Pigs" from The Guardian.
Best work from you region:
I love "Grandma" for Zonajobs, the Smart Twitter spot [out of BBDO Argentina] , Dad in Briefs [for BGH Air Conditioners, via Del Campo Nazca Saatchi & Saatchi], Coke's Download Concert, Tang Rollercoaster, Hellman's Recipe Receipt, Maquina de Dinero, Ghandi Bookstore's Keep Reading campaign and Staples Screensaver spot [out of David].
Thoughts on addition of new categories at Cannes:
For me a new Cannes category is a new trend, simple as that. Who cares if it's about spending/winning more money? I care that a new category presents the notion that people are doing more great work in specific areas.
My favorite of the year, although I am not sure if it will win a Grand Prix: I just love the Nike "Back 4 the Future" project from Wieden so much. If you can be part of something that cool once in your career, mission accomplished. Some things I think will win Grand Prix: Film: Canal+ "The Bear" from BETC Paris orThe Guardian's "Three Little Pigs" from BBH London; Film Craft: "Back to the start" for Chipotle from Creative Artists Agency; Cyber: CNN "Ecosphere" from Heimat andPhillips "Obsessed with Sound" from Tribal DDB Amsterdam; Design: Solar Report from Serviceplan; Press: Something from India, Brasil or China; Outdoor: "Unhate" for Benetton from 72andSunny; PR: TNT drama from Duval Guillaume (10 millions hits the first day...); Promo: Kaiser Chief "Bespoke album" from Wieden London; Branded Content: K-Swiss MFCEO from 72andSunny.
Most interesting trend/creative development since the last award season:
I love that people are mastering the long format. Not sure if it will be a winner this year but I watched the Call of Duty "Elite" video about 20 times. The U.S. is king in this discipline.
Thoughts on additional new categories:
In other show it's perfectly acceptable. For instance the D&AD has even more categories and nobody seems to complain about that. As long as they are able to maintain quality, just like the D&AD, I don't see any problem with it.
In the film category, my favorite is "The Guardian's Three Little Pigs". Wonderful idea and entertaining story. There hasn't been outstanding ad created by The Guardian recently but I am glad they are back. That's part of the reason why I chose this.
Most interesting creative development since last awards season:
Invention. New ways of using technology and the invention of a service that brings new value to society.
Best work from your region:
"The Museum of Me" by Intel [created out of Projector Inc.] It is absolutely wonderful to show personal social life with a very human, emotional and beautiful installation.
What needs to go away in terms of Cannes or award shows in general?
Scam ads. I hope that work which is obviously made for award entry should go away.
Thoughts on the addition of new categories to the festival:
I understand that it is the trend, however some categories have clear rules for entry, but some do not. It is hard for agencies to decide which category they should apply their work because of the ambiguous rules. One work can be applicable for various categories and it costs a lot to enter.