Steve Coll’s Cannes Diary: Day 5
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.
Over the last four days, we’ve each individually seen somewhere close to 1000 case studies. So today, on the 5th and final day of judging, it’s about choosing the top few campaigns from a record number of entries in Promo and Activation.And it’s easily the most enjoyable day of the lot. The work is sensational.
There are a few campaigns we’ve all seen through the year, multi-million view virals like the brilliant ‘Push to add Drama’. And there are hidden gems. Like the Hellman’s Recipe Receipt, an ingenious idea that reads the Hellman’s barcode at the checkout then prints a recipe using Hellman’s and other ingredients from your basket onto your receipt. Genius.
Massive congrats to all the Aussie and Kiwi winners, particularly the boys from GPY&R Melbourne, who pick up Gold for their brilliant ‘Mobile Medic’ campaign.
The Grand Prix, as you no doubt already know, goes to ‘An Official Day for Small Business’, a campaign for American Express that is just about as audacious and ambitious as you could possibly get. And then we stumble outside, blinking furiously as our eyes adjust to the sun. Best of all – not only are we finished, but we’ve all just remembered we’re in the south of France. Awesome.