Shane Bradnick’s Cannes Diary: Day One

| | No Comments

shaneheadphones.jpgShane Bradnick, executive creative director, DDB NZ is New Zealand’s representative on the Cannes Radio Lions jury. Bradnick, along with most of the Australian and NZ jurors, is reporting exclusively for CB.

If you’ve been following other Cannes diaries you may have realised that the preferred choice of clothing here in the Mediterranean is white linen. Great in the sun I’m sure, not so great in rain. There’s humour in seeing advertising people in soaked transparent pants.

Yes it’s raining in Cannes, and I only hope the thunderstorms are not a sign of things to come in the radio jury room.

In the age of the technology lead social media connected world firsts, it’s refreshing to be judging one of the actual world’s first mediums.

 

But a couple of days into it and only a handful of spots have really stood out, the rest seem to be hiding behind tired and over used techniques. There have been all the usual suspects so far. The over-intellectual monotone monologue with a twist, the well known song with witty re-worked lyrics, the left right left right surround sound surprise, the you think it’s a girl/boy’s voice but actually it’s a boy/girl’s voice and even the no voice at all but just sounds to make a point.

 

With radio, the idea is king and craft is queen.

 

Hopefully the best work is yet to rise to the top and we find a few spots that truly surprise us. Stay tuned. Yes, that is a radio pun.