June 28, 2015

Cannes – it’s a wrap

Another year at Cannes has come and gone in the blink of an eye. Even for those of us not there it hasn’t been a particularly memorable festival. No stand out project that people will talk about for years to come. Lots of me-too work that makes women, teens, LGBT or whoever feel proud of themselves thanks to brands that truly understand them. With so many brands saving the world the future is looking bright. OK, maybe I’m being a bit cynical. But there is something of a bandwagon rolling around adland right now. So I am going to choose some of the work I think isn’t copycat.

Last year Intermarche in France showed how they were able to get French people buying ugly fruit and vegetables. This year they have come up with a way to brand fresh orange juice with the times that the juice was squeezed. It won gold in DIRECT and probably took a lot of efforts to get the production line up and running.

So many agencies are looking for that earth shattering idea and incredible execution to bring home a Cannes Grand Prix. Grey New York did it with hardly any effort at all. The Volvo Interception campaign took home the Direct Grand Prix with a simple tweet.

But sometimes it’s the beauty that makes it a winner as in this Cyber Gold winner for Photoshop’s 25th anniversary. The Dream On campaign made use of 1000s of Photoshop files submitted by real users.

Who would have thought that the humble GIF would be back and bigger than ever in 2015? EA Sports harnessed people’s obsessions with American football and GIFs to get people talking about their console games. This won a Mobile Gold and Cyber Silver Lion.

OK, so I need to include one project that tries to save the world. The Clever Buoy project for Optus (sorry Americans, doesn’t sound quite right when you say it) uses technology to protect people from those pesky sharks that want to spoil your fun and eat your limbs. After all, the sea is there for humans not sea life! Now you can check your mobile before jumping into the sea and feel safe knowing that M&C Saatchi won a Titanium and Mobile Lion.

Finally, if there is one thing that has helped advance civilization in recent years it is the emoji. It has elevated communication to whole new levels. Now we’ve reached the summit of language with this Titanium and Integrated Grand Prix project from CP+B that lets you order pizza with emoji. Not just any emoji of course. The pizza one. Another case of minimum effort for maximum Cannes glory.

I’m exhausted now so go and check out all the winners here – while I order a pizza.