Cannes seminar highlight – Day One
Paul Yole, Head of Strategy at The Brand Agency and a regular contributor during the Cannes week highlights the best seminar from each day of the Festival.
Not so long ago, nobody went to any seminars on the first Sunday. You’d just arrived and they didn’t seem all that interesting anyway.
Changed days. If the queues at The Palais yesterday are anything to go by, it’s going to be a long week that will test the patience of delegates.
I’m going to try and pick out one seminar each day and give a quick run down of the content. Good or bad.
The highlight of day one, playing to a packed house at 5.30pm, was the presentation from Morihiro Harano, founder of the hot Japanese agency, Party.
He made a couple of interesting points, including
1. Is the Art Director/copywriter team still valid after all these years and shouldn’t you have instead a CD/Technical Director team?
2. The evolution of new technologies corresponds to the evolution of storytelling. It happened with the printing press, radio, movies and television. Now, the Internet and mobile applications create a whole new landscape.
3. With the kind of work Party has been creating, they find that it’s pretty useless to present concepts and storyboards because the client doesn’t get them. So they create prototypes instead.
He then showed us some of Party’s amazing work such as the Backseat Driver game for Toyota – Toy Toyota – and their big Lion winner from last year, the Xylophone film for NTT wooden mobile phones.
A big line up today with the likes of Ridley Scott, Jeff Benjamin and some K-Pop.
I’ll need to start getting in line.