My Cannes highlights: Chris Chiu
Campaign Brief Asia asked Cannes Lions delegates to nominate their highlights of the week, from both the work and personal experiences, at this year’s Festival. Here Leo Burnett Singapore Chief Creative Officer, Chris Chiu, nominates work that impressed him from the Press Lions judging.
Being on the Press jury this year was decidedly different from my previous jury duties on Outdoor (2012) and Direct (2008).
The primary reason being that in the previous two occasions, there was a lot of excitement about the work amongst the jurors; with animated conversations over dinner. Lots of ‘did you see that’ and a bit of ‘I wished I did that’ strewn around.
So while there were the daily post-judging dinners, there was a definite lack of that kind of chatter.
Evidently, it wasn’t the best year for print.
With some 4,000 plus entries, there was the occasional gem but nothing that garnered huge levels of excitement. Nonetheless, here are a few of the campaigns that warranted some of the metal:
1 National Geographic for Kids Magazine (FOXP2)
A charming campaign with a wonderful insight – that not everything one learns in school serves you well in real life. Absolutely fantastic for the product. Lots of hands went up for this one. Sadly, they didn’t stay up past Bronze.
2. 28 TOO MANY (OGILVY LONDON)
Visually as well as impact-wise, this was the Grand Prix for many in the jury; save for the fact that it was a public service campaign. Whether it ran as a junior page in the papers or a 6 sheeter, this would have definitely stopped audiences – job done as far as what a press ad should accomplish. Bold and powerful, for a very sensitive subject.
3. Wrinkles Cream (COLENSO BBDO)
This poster was perhaps one of those that had the jurors re-scanning to re-score this ad the most. At first glance, an innocuous looking piece of work,so ‘beep’ your score.
Then you re-read the line and the copy just to be sure and then you read it once again. Then you go beep, re-score it again. Several beeps later, and it ended up with a Gold Lion. Nice job to the team.
4. Harvey Nichols Sale (ADAM&EVE DDB)
A very clever campaign. Great idea that has obviously kept up with the times. A campaign platform that’s continually evolved enough to not be the same gag played over. Would’ve scored higher than a Silver I reckon if it wasn’t for the previous year’s Christmas campaign which was just brilliant.
5. Volkswagon Climate Control (ALMAPBBDO)
This was one of the jury favourites when it first appeared on the long list. Beautifully art directed, witty copy. Easy Gold.
So there you have it. My 5 picks for what stood out in the Press category for me. As you can see, some nice pieces. Worthy Lions for sure. But ‘nice’ doesn’t quite make for a memorable Grand Prix.
As far as my festival highlights are concerned, sadly I didn’t stay for the festival. I left the afternoon after my press conference. But one of the beautiful things I witnessed happened on the last day of judging- when the press jury was asked to judge the Young Lions Press competition.
Although the judging was pretty straigh forward, it was the pure reactions of joy from the 3 medalists that made many of us smile.
Whoops of joy and lots of hugging, it showed the joy of just doing the work. Very cool.
Chris Chiu is chief creative officer at Leo Burnett Singapore.