Steve Coll’s Cannes Diary: Day 4

June 18 2012, 8:44 am | BY Lynchy | 1 Comment

Steve Coll, ECD at Euro RSCG Australia is Australia’s representative on the Cannes Lions Promo and Activation jury. Coll, along with most of the Australian and NZ jurors, is of course reporting exclusively for CB. Day 4. I think. It is Day 4 isn’t it? I’ve gotten to the stage where I have to check. That’s partly because it’s been the biggest day by a long shot – a 14 hour marathon, with one purpose in mind. The shortlist.

Over the last three days, we’ve been working in smaller groups, each looking at hundreds of entries. So, today, for the first time, we’ve seen everything that has made the cut. And, due to the sheer number of entries, it means every judge will be seeing one or two campaigns for the first time today. It’s a good system, as it means there are a few nice surprises; great campaigns that your fellow judges have included on the list.

Campaign Brief 457.png Campaign Brief 460.png It also gives you a good insight into what the jury has been drawn to. I know a lot has been made of the case-study video. To be honest, if you’re competing here, you’re competing against the best in the world, and a good case-study video is par for the course. Today, we’ve looked at hundreds of well-presented, well-told stories that offer a simple, compelling reason for a particular campaign. This is the first time I’ve been on the Cannes jury, so there will be other more experienced points of view than mine. But, from what I can see, a good case-study video is not special. It’s expected.

In fact, the more cases you look at, the more the great thinking stands out.

Campaign Brief 458.png I’ve seen many examples of brilliant, original, creative ideas, where you just sit back and wonder how on earth no one’s thought of that before. In some instances, the sheer ambition and audacity of campaigns just leaves you gob-smacked. There are some ideas where a category has behaved in one way for years, and someone has flipped it and done the same message in a totally different way. Or taken something that was a negative and completely re-invented it. And none of it is complicated. Particularly in social media, the best campaigns stand out because there is no lengthy explanation of new technology, just a brilliantly simple idea that has engaged thousands, or in most cases millions, of people. It’s awesome.

Campaign Brief 459.png

And, unbelievably, I am actually looking forward to another marathon to sort out the winners.

Pictures –

– The jury at work

– Brian Sheppard, Saatchi Canada

– Matt Ryan, Livio Tronchin, Christoph Becker

– Half the jury – Gonzolo, me, Masaya, Hiroko, Palbo, Andreas