Warren Brown’s Cannes Diary – Day One from the Cannes Promo and Activation jury room
Warren Brown, creative founder of BMF Australia, is president of the Promo & Activation jury. He has just finished day one 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…
I love the work in Promo and Activation as the ideas in it are screaming for attention like a spoilt kid. Trying to arouse curiosity and deliver an impact with measurable results in a condensed time frame is always going to be challenging creatively.
The jury this year is no exception to other years where there is a great mix of talented creative minds from all corners of the globe, except China, although we all know it’s only a matter of time before that changes. It’s something that to my mind makes Cannes unique and gives credibility that it is indeed the Olympics of advertising in all its forms.
Our first day of judging revealed that setting world records, super sizing the product or experience to ridiculous proportions or re hashing a social phenomenon is still not going to get you very far.
Fresh ideas that make you feel something instantly without the veneer of familiarity are always going to win out.
So far the jury have found a few that has made being stuck inside on a beautiful day in the med bearable.
Day two beckons for what I imagine will be more of the same but the good thing about being here before the madness descends on us next week is it’s actually a lot more fun judging with a clear head, and I thought I’d never ever admit to that.
Cheers.