Matt Gill’s Cannes Diary: Day Two

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IMG_1934 (1).jpgMatt Gill, group CD, Healthy Thinking Group is Australia’s representative on the Health & Wellness Lions jury. Gill, along with most of the Australian and NZ jurors, is reporting exclusively for CB.

Got up early and went down for a walk up and down the beach front. A couple of cups of coffee and onto the Palais des Festivals for our first day of judging.

There are 1200 entries left after pre-judging and we were split into 2 rooms to cover 600 case studies each. We have 2 days to get through these and vote campaigns in or out of the next round when we decide what is short listed. Most of the work we saw today was pretty good, but good’s not going to cut it here and only great work will move forward.

Augmented Reality is already making inroads in several industries, including healthcare. On the Pharma side we are starting to see a large number of healthcare professionals use some form of electronic tablet for their day to day tasks. Hand-held devices have become powerful medical tools that help doctors and surgeons to accomplish their tasks quickly and more efficiently. Augmented Reality can add another layer of information which improves a real-time image with data, creating a virtual view-finder. As you’d expect consumer health also uses this technology to tell a story and can help show you what people go through when they are unwell, this is then shared as interesting content. You need to look past technology for technologies sake but there are a couple of really nice creative uses on show today. But as we keep telling ourselves in the jury room, don’t get sucked in by bright shinny things, they need to have a great idea attached. Luckily we are starting to see case studies which have both.

We also saw wearable devices that reverse colour blindness, shirts that deaf people can wear to feel music they can’t hear and ambient media that can tell you if you have a cold or flu.

Today was certainly a baptism of fire, 13 hours of judging and we didn’t quite hit our quoter of case studies for the day. Tomorrow is looking to be equally as long.

Jetlag rattrape avec moi