Simon Veksner: Why what won, won
July 6 2015, 10:06 am | | 3 Comments
By Simon Veksner
Creative Partner, DDB Sydney
Juries no doubt think they are objectively choosing the best work they see.
But the fact that every year certain styles of work are more heavily awarded than others has to mean that juries aren’t just choosing the smartest, most emotive, or most insightful ideas… but also what is somehow on-trend. READ ON…
3 Comments
But “Volvo’s Life Paint idea” wasn’t actually their idea at all, was it?
t’s funny, I’ve been hearing that argument a fair bit. Quite correct that Grey did not invent Life Paint, 3M did.
But repackaging a generic product, and marketing it for a brand… that’s a core skill we ad agencies are supposed to have.
It’s no different to who ‘really’ made that brand of beer we drink, or that fridge we put the beer in. Is it?
While it’s true that is a core skill that we ad agencies should have, in most cases that beer, shampoo or honey is a product that can be bought (and sold) by someone. In this case it wasn’t available for sale anywhere, in fact it’s not clear where it was available at all. But the jurors were convinced that is was “a genuine innovation that will save lives.” Pfffffft. The Cannes money train rolls on, all aboard.