Misha McDonald's Cannes Diary #2

LE MISHA (1).jpgMisha McDonald (left), creative director at TBWA\Sydney is representing Australia on the Cannes Outdoor Lions jury. McDonald, along with most of the other Australian and NZ jurors writes exclusively for CB.

We ALL see it and the room goes quiet...

An idea that makes our 'beeping' devices stop.
It's a killer idea - but with one major catch - the art direction is shite.
Its BEAUTIFUL and DISGUSTING at the same time.
You LOVE it sooooo much - but CANT vote it.
It's like seeing a cheerleader on meth.
Like James Bond driving a Toyota Corolla.
The idea has the soul of an angel - but the face of Apex Twin.
If there was a category called - I WISH I'D DONE THAT - WITH ANOTHER ART DIRECTOR' there'd be lots of Copper Lions awarded this year.

Then there's the opposite - The terrible idea that looks totally NEXT LEVEL.
There are some incredible art directors out there that can not only 'polish a turd' - but roll it in glitter.

But DIESEL has taught us a valuable lesson here today...  
Sometimes mixing RIGHT with WRONG can actually work it's ass off in fashion -
as we 'Embrace the Flaw' ;)


Old CD Guy said:

Far better a great idea with poor art direction than the other way around.

I don't recall anyone ever saying "I would have bought (insert product or brand here) but I didn't like the art direction."

As long as the idea comes across - and a great idea should still cut through so-so stylistic considerations, that's really all that matters.

It's always been the case that there are too few great ideas and too much flashy but vacuous look-at-me advertising.

And you don't need to sit on an awards jury to know that.

You don't even need to be an advertising person.

Leave a comment