Josh Mullens' Cannes Diary #2

Screen Shot 2018-06-18 at 7.28.03 am.jpgJosh Mullens (left), EP and head of projects at Will O'Rourke, is representing Australia on the Cannes Brand Experience + Activation Lions jury. Mullens, along with most of the other Australian and NZ jurors writes exclusively for CB.

Brand Experience & Activation. Installations. Live Events. Social media. Live Games. Product Design. Mobile. Devices. Mixed Reality. AI. Digital Installation. Touchpoints. Tech-led. Retail. 360. B2C. B2B. Stand-alone. Sponsorship. Partnership. It's all here. It was proposed that this category is like a modern version of integrated (which is no longer part of the show). A lot of the work that is cause related reminds you just how lucky you are. A lot of the work reminds you that some people don't read the categories and subcategories closely enough. And a lot of the work is just great, ideas that truly have made an impact culturally.
Screen Shot 2018-06-18 at 7.28.28 am.jpgThere was more discussion today on the definition of subcategories, as yesterday we focused on individual sectors. We made our way through the second half and finished again at a reasonable time. Tomorrow we review in the morning to get us to a shortlist and then we will have a better idea of what's rising to the top. The real discussion starts tomorrow as we understand the shortlist, and what we feel should go where. Time for a rosé.

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