Dominic Hofstede's Cannes Diary #2

Screen Shot 2018-06-19 at 1.43.59 pm.jpgDominic Hofstede, design director at Maud, part of Accenture Interactive, is representing Australia on the Cannes Design Lions jury. Hofstede, along with most of the other Australian and NZ jurors writes exclusively for CB.

Today, an internal dialogue that began over a month ago in pre-judging morphed into a collaborative critique. After weeks of individually reviewing the work, we shortlisted collectively across all of the categories. The Jury is a veritable World Cup of individuals sourced from Brazil, Denmark, Dubai, France, Germany, India, Pakistan, Russia, Singapore, the US and UK. Drawing from this bank of knowledge added an invaluable layer of understanding, particularly in work with cross-cultural nuances. Given the ability to converse openly, it was also pleasing to see strong opinions shared, forcefully at times, but without bullying (yet).
Screen Shot 2018-06-19 at 1.44.14 pm.jpgScreen Shot 2018-06-19 at 1.44.28 pm.jpgSome brief observations leading into the final day of judging:

Durability
Will this work resonate beyond the moment? This is a question we've struggled with throughout the judging process. Campaigns, by their very nature, reflect the context in which they are created, but does that mean the work can only exist within that discrete time? Perhaps this explains why the book section resonated with so many of the judges. A good book endures and continues to add value long after more ephemeral forms of communication have faded.

Exaggeration
With unlimited budgets and open-ended briefs, we saw many examples of jaw-dropping excess, from casting entire cars in amber, to filling a night sky with thousands of drones. The best work here was still derived from a simple idea, with scale used to amplify and elevate the outcome. Weak ideas are not improved by profligacy.

Edible Everything
From edible business cards to chopsticks to burger wrappers, this micro trend appeared repeatedly throughout the judging process, mainly in promotions. Occasionally, it worked.
Distilling the thousands of entries to a final selection of winners promises to be a most invigorating and challenging undertaking. Judgement day awaits.

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