Worthington’s Cannes Diary – part two

NickWorthington, executive creative director of Colenso BBDO, Auckland, isrepresenting New Zealand on the Titanium & Integrated jury andwritesexclusively for Campaign Brief, the only Australian trade press inCannes this year.

Worked out yesterday that out of the jury of 10 there are 6 American based jurors, so it feels a bit ‘One Show’  with the yanks all knowing the American work and asking questions about the other stuff.

Not a bad thing in itself but I’m surprised America has so many. We’re about to count up the  votes of the last 72 hours so I’ll get a feeling then for what Aus and 

kiwi work might or might not make it.

There is so much stuff it would be a triumph to break through to even the finalist list. Only one campaign has really got the jury talking so far and that’s because we really can’t define it which could be a good thing as I guess the titanium should make us scratch our heads and most of the stuff is very formulaic.

And the one over-riding feeling is for me that as soon as people put these videos together they forget that they are storytellers telling a story and the emotional intelligence disappears. 

The best 5 min case studies are great tales told with wit, humour, drama, pathos, just like great tvcs. Lots look like the presentation dept put them together and the creatives went off to the next job which is a shame as poor presentation destroys great ideas as much in a case study as it does in a print ad.

Cheers, nick w

Sent from my iPhone