Paul Yole’s Cannes Diary: Day Five + Six

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PAUL YOLE_ CANNES-thumb-300x225-118087.jpgThe Brand Agency’s Paul Yole has written for the Campaign Brief Cannes blog for the last seven years. He’s at it again this year.

The seminars have been a bit disappointing in 2013.  While there have been some high points, on the whole it is pretty much the weakest of all the years I’ve been coming. Too much quantity has diluted the quality.

 

Having said that there are still plenty of sessions to look forward to.

Yesterday’s highlight was the Future Lions awards with Miami Ad School Hamburg once again taking out the honors. They and the Berg School in Sweden have dominated these awards and these young kids are remarkably talented. Check out the work for Amazon Amaze and Pebble Sense Danger.

 

The story of the Japanese girl band Perfume was also pretty cool. Amazing work with technology. It won silver. See it here.

 

Today is Friday and thankfully I’ve just seen two of the better sessions, from IBM and Heineken with Publicis. I’ve rarely heard such good sense talked by a client than the Heineken CMO Alexis Nasgard. I especially liked his view that clients should rely more on their own experience and judgement than quantitative evaluation.

 

Finally, check out IBM’s film, ‘A Boy and His Atom.’ Made from actual atoms by IBM scientists with agency Ogilvy New York, it is touted as the world’s smallest movie and got 1m views within 24 hours.