Creative Director, Alan Edgar, is spending his nights missing his wife (who’s in Cannes) and writing us blog posts. Here’s his favourite outdoor print and ambient work:
Bonjour my little petit pois, I’m reeeeally gettin’ into zee swing of zee Cannes Awards here in our own leetle Sandtin Riviera een Sloane Street.
But my French accent is as bad on paper as eet eez in real life so I’ve been told to knock it on the head.
OK, Confession time again: the only thing that makes me feel more sick than not being at Cannes in the flesh is seeing how brilliantly simple the winning work is in the Outdoors Category.
In a continuation of their ‘Have a Break’ Campaign, Kit Kat has produced these gold-winning posters; the insight is so current that I’m sure everyone will be able to identify with them.
Just when you thought it couldn’t get any simpler check out this other Gold Lion winner for Virgin Australia; it looks like a scamp from a creative guy’s layout pad. I’d love to speak to the team involved and ask them how difficult it was coming up with something that reads as effortlessly, and as immediately, as this? Très bon.
The Mercedes-Benz F-CELL work (the invisible car) won the Grand Prix in this category but the posters for its ‘Night View Assist’ features took Gold too. Check out how smart and beautifully art directed this work is:
OK, at first glance, the next winning campaign completely screws up my argument about simplicity winning the day, but the idea behind it is easy-peasy to understand that it communicates instantly.
Finally, in terms of posters, I love this last campaign. You think you’ve seen every conceivable, cliched washing detergent ad under the sun, hey? How are you going to make people start believing what you’re going to say about your formulation? Well, don’t start with your product, start with an insight about stains. We’d all admit that we know that our food has a million additives in it these days, right? Well, as soon as people acknowledge this it’s easy to convince them that no old-fashioned detergent will be enough to deal with new-age additives in stains. Très magnifique.
My wife, who was dragged kicking and screaming (not) onto the plane to go attend Cannes this year, tells me that the audience at the Palais went mad for these last pieces of work:
Carlsberg produced this stunt in Belgium with 148 bikers in a movie theatre. Innocent couples want to take their seats, but the room is filled with not-so- friendly gentlemen… How will they react?
This was to launch a TV channel in Belgium, called TNT (who’s tagline is ‘We know drama’). Instead of telling the TNT story to the public they decided to give them a story to tell and directly engage them. Triggering the unstoppable curiosity of people they placed a big red push button on an average square. The sign with the button invites people to ‘push to add drama’. And then they waited…
More tomorrow. Au revoir!