A snapshot to the other side of Cannes - Wednesday

Campaign Brief asked The Brand Agency's Josh Edge to wander the streets of Cannes to bring you a different perspective to the annual global adfest. Here's are some of the things that caught Edge's eye today.

So the wheels are turning much faster at Cannes now, especially with some of the higher profile workshops and seminars kicking in (Berlin School Of Leadership, Wunderman, 180 Amsterdam etc..). With some Australian Lions in the crowd, and no international network parties to muddy the waters, it was all hands to the Opening Gala for music, backslapping and storytelling galore. So without further adieu (see what I did there?)....

Above: This is what a Cannes party looks like when it has around 50% less delegates, a generally muted mood and is traditionally one of the quieter parties of the week. If you're thinking it still looks like a monster bash, you'd be bloody right.
Below, pic 1: Live music from France's finest, but not as covers-centric as last year. Sadly, the bloke yelling for 'Money Money' was promptly ignored. Maybe he was just literally asking, things being what they are.
Pic 2: You've got to admire the commitment of the advertising creative. Even in the midst of one of the biggest parties in Cannes, he has time to lose himself in deep thought and concentration as he tries to nut out that 5 page brochure for Monday morning. That, or he's dead.


Below, pic 1: Every advertising function needs gigantic flame-spewing rocket launchers going off every few minutes into the sky. Anyone going into pitch in the next few months take note. Common reaction from clients I chatted to on the night was a big thumbs up for the rocket launcher.
Pic 2: Probably the most compelling reason for more active involvement from the Young Lions contingent at Cannes. Big ups Toshikazu and the good people at Fast Retailing Japan! Not to mention the firm but fair bar staff on the Carlton Hotel Beach.
Pic 3: One more reason why bringing the Chief Financial Officer along for the jaunt may prove useful.


Below, pic 1: Flimsy French Heineken glasses - 0. Australian contingent - 1.
Pic 2: Taking photo tips from the hardcore Japanese creative delegates.
Pic 3: Mix The Gutter Bar with hundreds of post-Gala revelers and Cannes' notoriously-aggressive drivers, and you've got yourself a recipe for absolute mayhem.
Pic 4: Another no-name creative desperate to get his photo taken with me.


Below, pic 1: The famous Martinez in all it's glory, complete with Gutter and the last of the post-Gala contingent. If you think it all looks a little disjointed, you should try navigating it with a couples of glasses of beer and some surly Martinez security guards continually tapping their little in-ear microphones and whispering urgently into their sleeves.
Pic 2: As chaotic as it looks, though, this is the absolute best place in Cannes to meet and have some surprisingly in-depth talks about everything from creative process, digital issues, post-30sec TVC advertising landscapes, life, the universe, and everything. There's simply nowhere else in the world where you could be chatting for 40 minutes to three different executive creative directors, the director of several Grand Prix-winning film spots and one of the biggest clients in the world at 4am with a constant supply of Red Bull at the ready. Did I mention I really love this place?
Pic 3: If the streets look deserted, that would be the 7am walk back to the hotel and the start of a another long day of seminars. Some further survival advice for would-be Canne-ians. Go to the Monoprix shops early in the week. Buy vegetable juice. As much fruit as you can afford. Berocca. Daytime flu tablets. Extra-strong mints. And a decent comb. The whole lot will cost you about 10 euro and you'll feel a million bucks on 3 days of no sleep.


And lastly, in the interests of guerilla marketing, a little shout-out to my fellow Urban Invasion Space Invaders aficionados (http://www.space-invaders.com).


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