Cyber Lions Judge from Cannes: “Excellent among the best”
0 Comments
, Posted in Viral Marketing, Digital Marketing, Experience Brands, Congresses and events, Digital Creativity, Awards, cyberlions, Cannes
After our post on Friday, Mariano de la Vega sent us some words from Cannes (thanks Mariano!)
I wouldn’t say that Argentina hasn’t obtained anything when it got two shortlists and both shortlist are the same idea played on two different ways (banner and viral video.
Only great ideas reach the shortlist, but getting to an award, excellence in execution was expected, I can show you excellent executions (automotive) that have not reach the shortlist because they couldn’t find great ideas on them.
It has been a very demanding jury on this edition and as proof you just need to compare the awards from 2006 with the ones on 2007, where less awards were given. I am very happy with the level and where a standard was set for the future, I think that the last period 2006/2007 has been very productive for the industry in our region that has been growing, but also around the world.
Beyond countries, borders, agencies and networks I believe that Cannes is about celebrating the best ideas and executions without thinking about its origin. This is what makes the festival big. Awards are not given: the excellent is distinguished among the best.
I have seen people from countries that are more developed than our region, celebrating getting into the shortlist. It was really difficult getting into the shortlist.
I think we have to take advantage of Argentinean creatives and make the clients invest on big executions and not seeing the media only as a source when there is not budget, brief or strategy.
This space is evolving not because of technology but because of the people that is using it. We have to understand that besides being an integrating media of other media it is a media to distribute content.
The viral video grandprix shows how a customer and an agency had the guts to choose to broadcast a spot that could have been done for TV, however the strategic decision was: instead of looking for the consumer I will let them come to us, choose to see us and choose to spread the message with a relevant concept to the audience, inspiring and full of insight.
The grandprix that won, diesel (far far Sweden) shows that it’s not a question of technology application, but that success is based on an identification of the user and the originality approaching the website.
Maybe this is the beginning of the end of corporate sites that try to speak to the user from there own core without establishing a real conversation with the consumer.
Lets not forget that people do not visit a website just for its good design or because they click on a link. People visit a website when there is something valuable for their own interest.
To sum up what this Cannes edition leave us as a lesson is the value of simple original ideas that come from and insight and that they involve the user building it and spreading the message.
In this order: Idea and execution.
MORE INFO
Agencia Interactiva del año: AFRICA PROPAGANDA from Brasil.
