Guy’s Cannes Diary – part two & three
GuyRoberts, creative director of TBWA\Whybin\Tequila, Auckland, is sitting on the Cannes Promo & Activation jury and writes exclusively forCampaign Brief. Here’s his final two days of reports from the judging room…
Audio: Any Coldplay song.
Thebrief: We were asked to make a shortlist from a long list of entries.The solution: In a world first, we made the world’s biggest, theworld’s smallest, the world’s deepest shortlist. To get there we didn’tjust write any old list. we made a song, a toy, we wrote it on a flyand had buzz around the auditorium.
But we didn’t stop there, we harnessed the power of social media. Weused twitter and facebook like it had never been used before. We seeded it virally in the blogisphere!
Then the unexpected happened, the people made it their own. You tubewent crazy, as hundreds and thousands rushed to take part. They madetheir own songs, toys and painted their own insects and posted themonline. Results were overwhelming and exceeded all expectations*
*Results were unavailable at the time of judging.
Jesus I need to get out more! Today is the day where we battle formetal and if yesterday is anything to go by it’s going to be long.There is a great range of work from all around the world that’s settledto the top, the fun part now is putting it in order.
PART THREE
Done and dusted. After a marathon session we have some winners.
Promo Jury left the Palais last night at 10 feeling shattered but pretty stoked with where we got and what we gave.
Our Grand Prix is a worthy champ backed up by a stella cast of golds,silver and bronzes. I was pretty keen to give the All Whites one afterone of the greatestupsets in World cup history, but the Brazillizn and Argy judgeswouldn’t have a bar of it.
There was some exceptional work and some great stuff got pipped at the post by an absolute cracker.
It’s about 4.00 in the morning down there. By the time you get up the gongs should announced and I should have a skin full!
Sorry its brief but the awards show starts in 35 minutes and it will take me that long to iron my shirt.
All the best.