Josh Mullens' Cannes Diary #4

Photo 1.jpgJosh Mullens, 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.

Tuesday's final day of judging was a whopper. 16.5 hours rounding out at 1.30am in the morning. From 9am-4pm we went through the 218 strong shortlist and reviewed the work. From 4-9pm we figured out what would get metal. From 9pm-12am we decided on the golds, silvers, and bronzes. And by 1.30am we had a Grand Prix. We chose the golds first as there was about 20 or so pieces of work that floated to the top and we selected 12 pieces knowing one would get a promotion.
Screen Shot 2018-06-22 at 7.55.14 am.jpgSome are calling Brand Experience & Activation a mix of the retired Promo & Activation and Integrated categories, with newly found focus on experiential. As it is a new category we felt it was important for us to be broad in the delivery of the golds, as it helps define the versatile style of work that is done in this space. After golds were decided we moved onto silver and bronze and all of that work is awesome as well. So dependent on the time available I'd encourage you to watch as much as you can fit into the schedule (if you're strapped for time the golds and GP is a good entry point). Now seeing the inside of the Cannes jury room I can honestly say, any metal, or shortlist, is really an awesome achievement and should be celebrated.

Screen Shot 2018-06-22 at 7.56.42 am.jpgA quick note on the Grand Prix, Today at Apple, which focused on how they have reimagined their retail space (all 501 stores) to create more valuable user experiences for their customers. One of the jury members said this was a GP that was 42 years in the making, given their long standing focus on the products themselves. At the press conference our jury president Rob Reilly said, "In a time where retail is dying, this brand is figuring out to be meaningful in people's lives today, and I think, for another hundred years." With governments and councils around the world having less time and money to give back to their communities, brands have an opportunity to give back with experiences in really important ways. Without boring you any longer with my ramblings, here's the most celebrated work.

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