Russ Tucker's Cannes Diary: Day One

image1.JPG (2).jpgRuss Tucker, national digital CD, Digital Arts Network, Whybin\TBWA is sitting on the Cannes Lions Mobile jury. Tucker is reporting exclusively for Campaign Brief.

It was the best of times, It was the worst of times....

I write these words in my personalised gold leather diary on day one wearing a blue pastel blazer because this is Cannes.

Wait, what? The worst of times?

Well being locked away in a dark room watching a gazillion case study videos could be misconstrued as a bad thing. However being locked away in a dark room with some of the brightest minds judging some of the best mobile work the world has to offer is nothing short of great. The worst thing is not being allowed to share with you any of the great entries getting traction with the judges.
I can however share some weird new marketing terms that I aim to get trending by putting a hashtag in front of them.

#Flyables.
#ContentTherapy.
#CitizenScientists.
#EmotionalMedicine.
#WearableFruit

Just some of the wonderful ways agencies are describing their wonderful and oftentimes pleasantly weird ideas.

As for real trends in the work it's too early to predict what will stick and resonate with the other judges.

I do see a lot of brands experimenting with Virtual Reality film. VR live streaming and accelerometer activated animationy type stuff. There is also a lot of connected 'things' and apps to control them. Tomorrow we have the arduous task of putting the remaining entries under the microscope and shall no doubt start to look for flaws and cracks with the intention of whittling away our long list to a short list.

I've asked some of the other judges for their experiences via the medium of twitter.

CHt5AUbWIAAps7M.jpg@Maccan75 - In terms of case studies "360 experience" is the trending buzzword, closely followed by "immersive" #CannesLions.

@chapmandk - First day of judging done! Great group of people, good discussions and some inspiring work on show. #cannesjury

@evanschechtman it's amazing to see the way creative teams around the world use the same tech to solve their unique problems.

@sm63 Awesome fun on day one of jury duty, looking up some great work and some interesting initial deliberations with fellow jurors.

@pierrelipton Many cases try to frame something very simple in a cultural cause or wrapper. Like saying a fart soundboard was made to raise awareness about Lower G.I. Disorders.

Ps. Terry isn't a savage he's really quite a sophisticated gentleman.

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