Evan Roberts’ Cannes Diary: Day Two

Evan Roberts, creative director at GPY&R Melbourne is in Cannes. He writes exclusively for Campaign Brief.

Finally, after more than a decade in the industry I’ve made the pilgrimage to Ad Mecca. After hearing so many stories and seeing so many friends come back frothingabout the experience, I’m determined to make this one count. Awards, seminars, networking, rosé, loose-fitting white linen pants – I want it all.

So after registering and going for a gentle amble around the place I quickly realised I was surrounded by people having the exact same conversations we all do, just in different accents. People were Skyping about productions, presentations and one young gentleman was having a rather heated debate around what I could only guess was an unsatisfactory debrief. He was really spitting some venom too. The vein in his forehead was big enough to strangle whoever was on the other end of the line. Intense.

Anyway, I digress. My point is, this eavesdropping session gave me great comfort, because it showed it doesn’t matter where you live or who you work for, the same battles face us all. It also showed that great work is hard to do. You have to do everything you can to make the work great. Even if that means strangling someone with your giant stress-induced forehead vein. And in the end, that’s what clients pay us for – to care for their brand as much as they do.

So with these thoughts in mind, I decided it was time to check out some work. We began with the Outdoor and Press and I was pleasantly surprised by the level of work. The judges have been tough, with a lot less work shortlisted this year, but it makes for a impressive wall. Some wonderful modern work like the British Airways interactive billboard, some wonderful craft and some good old fashion, straight up ideas.

Then it was onto Direct. A lot of great work this year. A lot of books too. There’s one that purifies water, one to help you cook (like you literally tear the pages out and cook with them) and there’s also the lovely book from M&C Sydney which helps test your child’s eyesight.

So good luck to everyone with some work in the show, I’m sure you’ve moved heaven and hell to get it there.