Lachie’s Cannes Diary – part two

Lachie McPherson, executive creative director of Publicis Mojo Auckland, is representing New Zealand on the Cyber jury. He’s finished judging for the week day and writes exclusively for Campaign Brief, the only Australian trade press in Cannes this year.

Just finished judging for the week.

In the cyber category two big themes emerged: the digital world movinginto the space of real time experiences, and invisible technology. The most inspiring stuff combined both of these then went on to create areal emotional response. Nike ‘Chalkbot’ revolved around a specially designed robot that chalkedthe road with goodwill messages during the Tour de France. Thousands of peoplewere moved to share words of hope and positivity while the world watched liveduring the race.

The ‘We choose the moon’ website brought the past into today and allowed people to relive the moon mission exactly 40 years later by combining masses of archival footage, images and flight data in a great real time experience. Don’t worry if you didn’t do it live, the effect is still super real. It’s kind of a digital monument, not carved in stone but open for everyone to share.

I capped of the judging by crashing the seminar featuring Facebook’s Mark Zuckerberg. ‘In the past we valued privacy’ he said, ‘but these days we value openness and sharing’.

After seeing how hard it was for many of the jurors to suppress their urge to tweet every juicy detail of voting and discussion, I’m willing to admit he has a point.