Steve Cochran’s Cannes Diary – Day Three from the Cannes Promo and Activation jury room
Steve Cochran, creative director at Colenso BBDO Auckland, is representing New Zealand on the Promo & Activation jury. Cochran has just finished day three of judging and writes exclusively for Campaign Brief. Other Aussie and Kiwi jurors will be contributing exclusively to the CB Blog over the next 10 days, so make sure you check in daily, hourly, every minute…
Twelve facts from Cannes.
1. There are more than 2100 entries in Promo & Activation this year.
2. We have divided into four groups of five to watch a fourth of the entries per group.
3. That’s between 160 and 200 case studies watched by each group every day for the last three days.
4. Watching 160 to 200 case studies in a day is mostly laborious.
5. Much of the world doesn’t seem to know what a Cannes jury would regard as a good idea.
6. 200 million hits on YouTube doesn’t mean something will be considered good.
7. The use of the term ‘the world’s first’ is now officially an advertising cliche.
8. Technology should be used to realise great and relevant ideas, not be used as an idea.
9. Using Twitter and Facebook in a campaign is not that impressive.
10. Tomorrow we will review our collective shortlist and see what the top ten percent of Promo entries look like, then decide metal on Sunday.
11. There will be work awarded on Monday night that will make you envious.
12. And speaking of envious… the local rose I’ve been sipping while writing this is pretty bloody good.