June 23, 2009

Best job in the world = best campaign

Tourism Queensland wins both PR and Direct Grand Prix at Cannes. AdAge reports – When Lord Tim Bell laid out why Tourism Queensland’s “Best Job in the World” campaign had netted the inaugural Grand Prix for the PR category, he sounded almost apologetic.The phrases he used to describe the winner–“classic,” “very simple,” “single-minded campaign”–didn’t signal much in the way of technological innovation or the pushing of boundaries. Instead, his message was that a great publicity idea carried forth in millions of impressions by mainstream media is enough to win, even at a place where everyone is trying to understand new tools of persuasion manned by ordinary consumers.

No doubt this campaign will go on to score big in the interactive categories.

Read the full report at Creativity Online.