A (final) snapshot to the other side of Cannes
Campaign Brief asked Josh Edge to wander thestreets of Cannes tobring you a different perspective to the annual global adfest. Here’sare some of the things that caught Edge’s eye on the final day.
Sothe Palais has been swept up, the Gutter Bar has returned to 72Croisette, and the battle-weary delegates have begun wheeling theirbags into the glaring Sunday sun. So long Cannes, I knew ye well. Sowhat have we learnt? Here’s some rambling thoughts on what went downthis week:
1. Cannes second-time around can be an incredibly draining experience.If you step into it with memories of first-year adrenalin and euphoria,you best pack a lot of cold and flu tablets and several tubes ofBerocca. This is a town that hands out bags of Red Bull and Lukozadetablets for a bloody good reason.
2. Meeting and networking is alot easier once you’ve been around the traps in previous years. Friendsbeget friends and all of a sudden you’re discussing creative excellencewith several Gold Lions winners on the Carlton Terrace. Their shout, ofcourse.
3. We live in an era where a Presidential race wins the twomost coveted advertising awards in the entire world. I don’t know how Ifeel about that just yet, but I think it says something powerful abouthow blurry the lines have become between ads and ‘real life’.
4.Cutting the number of delegates in half makes getting into the GrandAudi for the Film and Titanium awards nights a piece of piss, not tomention grabbing a beer at the closing gala. Even the toilets had zeroqueues!
So, let’s a have a look at what went on at the final day and night in Cannes:
Above – Even in the middle of a global recession, and with manyof last year’s trimmings vanished (no Dessert Tree? Sacre Bleu!),Cannes still found it in it’s heart to set off some monster explosionsin the sky.
Below, pic 1: First thing in the morning is a bad time to begiving a Cannes seminar, especially after 5 days of late-nightnonsense, but I was completely inspired and reinvigorated by thischeeky talk from the boys at Lean Mean Fighting Machine. Based on theideas of Edison, Einstein etc about the value of having fun at work,about taking breaks and taking the piss, even having a sleep at work.It was a welcome kick in the pants to an industry that’s been takingitself a little too seriously lately. Here, one of the boys hasapparently traveled back in time to give himself a good-talking too ona video link up with himself yesterday (!!). He later turned around toreveal that the arse was completely cut out of the back of jeans.
Pic 2: After cleaning up at the awards last year, Uniqlo has beenomnipresent this year. Embarrassingly enough, I was actually wearingthe previous night’s shirt when I took this pic.
Below,pic 1: I bet he was regretting the decision to stand out in 30+ weathercompletely tarted up in gold and a heavy suit. I gave him 2 Euros forhis silliness.
Pic 2: After a few days of quiet stillness, all hellbroke lose on Rue d’Antibes as people poured into town. It was a goodthing I wasn’t attempting to use the Hotel de France for any sleeping.
Pic 3: Not many ports find themselves hosting one of the biggest cruise ships and a giant tall ship simultaneously.
Pic 4: Yeah, you do feel a bit like a gimpy movie star walking up those stars. I waved, a couple of Frenchies booed.
Below,pic 1: Inside the cavernous Grand Audi for the presentation of Film,Titanium and Integrated Lions. Giving that these happen almost everyday in Cannes for the various categories, there was a lot of excitementto see if Obama would take out the top award.
Pic 2: I gottaadmit, seeing the beautiful Boag’s ‘Pure Water’ spot from Publicis Mojogetting the big screen treatment made this cynical old writer get alittle misty-eyed. Great to see quality Australian work being so wellreceived around the world, especially being followed up by a silver forClemenger BBDO’s ‘Woman Whisperer’ Carlton spot.
Pic 3: Atthis point, you’re literally surrounded by some of the most famousfaces in advertising. Opening the door for the wife of some worldwidebehemoth is a neat way to score a business card or six.
Pic 4: Gottaadmit, I was loving the classy champagne holders on the side of thebuffet plates. Unfortunately, most delegates didn’t seem to get muchcloser than the entrée table with epic lines at either end.
Below, pic 1: Cannes tip #47: Get in on the carbs early. Itmight feel weird flying halfway around the world to munch on breadrolls and water, but your stomach will thank you after the sillyamounts of Heineken and Rose consumed over the next 7 hours.
Pic 2: Despite the obvious abundance of Michael Jackson hitsgetting airtime on the dancefloor, the band was loud, English, and fullof champagne. My calves are feeling it this morning.
Pic 3: Probablyone of the only places in the world where you’re likely to get awaywith making bunny ears behind the head of Gary Shenk, Chief ExecutiveOfficer of Corbis and an all-round champion guy.
Pic 4: Ifeveryone’s looking a little tired in these shots, just be thankful thecamera wasn’t pointed in the opposite direction. Balmy Cannes nightsplus long-sleeved button-up shirts minus one week of sleep do not equala flattering shot of this photographer.
So, that’s it from Cannes, hopefully it’s been somewhatilluminating, hopefully we’ll see it all again next year. Good luck onnext year’s entries! I’m going to grab some sleep…