Heather’s Cannes Blog: Our ‘Best advertising in the world’ leaves Aussie delegation buoyant

By Heather Jacobs, Campaign Brief Asia

So, if austerity is the new black in these tough times where doesthat leave Cannes, the most decadent of advertising festivals? The mood on dayone, Sunday, was subdued. Talk of the GFC had many shakily handing over creditcards for over-priced drinks hoping they weren’t declined and the CarltonTerrace was a washout. It’s not supposed to rain in Cannes in June – didn’tthey move the festival a couple of weeks to avoid this? 

Many delegates are MIA, someone said there’s 50% fewer registered thanlast year’s record high and entries are down 20%. In the midst of a recessionsending 20 people on a jolly to the South of France looks irresponsible whenpeople are losing their jobs, taking pay cuts and even iconic brands likeBritish Airways are asking people to work for free.

Back in Australia, which hasn’t been as hard hit as the UKand the US, it was cooler not to be going to Cannes this year. Even Cannesstalwarts like BWM Sydney’s Rob Belgiovane threatened not to come, but at the last minutegot himself on the judging panel.

 Talk in the Gutter Bar doesn’t come cheap with drinks at €10(about $20) a pop and people are shouting over each other to stress how quietit is this year. But once you’re here there’s nothing to be done except tothrow yourself into the fray. With the first shortlists handed out at 3 P.M. onSunday, just hours after getting off the 85-hour flight from Australia, andthree press conferences a day on Monday and Tuesday there’s no easing into it,it’s straight to work.

In press conferences stern-faced judges wax lyrical aboutthe winning work, which the journos get under embargo until the awardsceremonies are over, and grimace at the stupid questions the press ask. Themost excited person I’ve seen so far is a Young Lion from Romania who screamed,hugged everyone within a 50-metre radius after hearing he’d won the printdivision and wrapped himself around David Lubars so tightly he had to besurgically removed. His pure undulating joy was a reminder that this is a placewhere careers can be made or destroyed on the back of those heavy metal Lions.

Speaking of Lions, Australia had a fabulous start to theweek – two Grand Prix for ‘Best Job in the World’, which is shaping up as thecampaign of the festival, and we blitzed the Direct, Promo and PRLions. TED ‘Project 696’ managed the unusual feat of winning a Gold, Silver andBronze in Direct and Earth Hour’s ‘Vote Earth’ was up against ‘Best Job’ forinternational PR campaign of the year. The mood quickly turned from complainingabout the recession to pride in Australia’s success on the world stage.

Sure, there’s no Leo Burnett party this year, no DDB party,no Young & Rubicam party, no Publicis party in the Pierre Cardin mansion, noCampaign Brief Villa Pool Party and people are actually taking about going to theOpening Gala. But there’s still the chance to see the best work from around theworld, revel in Australia’s success, go to the odd seminar and soak up theinspiration that comes with this very unique annual festival.