SA CANNES PREDICTIONS BY IVAN JOHNSON – ECD 140 BBDO
These are but predictions and not prophecies, so there will be no eating of hats here. That is reserved for the real jurors in sunny Cannes who will have the benefit of washing it all down with vats of fine French Rosé.
I’ve resisted predicting bronze, silver, gold or Grand Prix as only a Cannes juror will have clear line of sight of the competition.
To set a tone of fairness I’ve decided to batter or punt one of our own entries first.
BAND-AID Posters ‘Skater’, ‘Biker’ and ‘Blader’.
A typical Cannes entry, all posterised simplicity and 3-piece configuration. There are still too many campaigns selling nothing new about old favourites and this campaign risks falling into that trap if the art direction does not engage enough at first glance. Although strong as a visual idea the real positive is that a new distribution channel has been exploited ie: skate & bike shops.
1ST FOR WOMEN TV ‘Top Gun’
Black River FC
Although lacking a ‘Top Gun’ budget, this spot delivers what it needs to and it does so brilliantly. Great direction and comedic timing. As always there’ll be a comedy bun-fight for bronze but the novelty of the product might help it along.
NANDO’S TV ‘Diversity’
Black River FC
Although the story and product link is a bit clumsy and forced it still is a good bit of film. The technique is fresh and the editing tight. The fact that Nando’s fills a warm place in the hearts and tums of South Africans and not the rest of the world, might see it fall short in both understanding and emotional connection.
INDEPENDENT NEWSPAPERS Cape Times ‘Selfies’
Lowe Cape Town
A fantastic campaign that has already won everywhere and is bound to be up there fighting for the biggest prize off all. An astute party-pooping juror might ask if this campaign was not one of over-promise. The photo-shopping is brilliant but the pics… well, shot by someone who was actually there and it wasn’t the Cape Times photographer.
A really big idea and deserves credit for its innovation. It might falter because of its budget. Big movie genres need big movie budgets. I hope the jurors see beyond that and fall in love with the idea. But all it takes is one… “but that drum is like sooo CGI.”
STREPSILS & STREPSILS INTENSIVE ‘PROJECT SCREAM MALE‘ ‘PROJECT SCREAM FEMALE‘
Nice and tight. Refreshing after all the monologue stuff of previous years. Might drive the jurors nuts after a few listens though.
LeadSA Tweets #StopRape
A very simple activation. I know – another movie theatre. But works for me. Although a small audience, the use of Twitter would have given it a pretty good reach. I would like to have seen the results. Maybe it was at the end of the video but with no promise of Rosé….
34th LOERIE AWARDS TV ‘Farting’
It’s about our industry. It’s about farting. Mine in the wind? Shortlist.
ABSA L’ATELIER Art Competition
A really good demonstration of the benefits this art competition promises. Although the video was pretty long, it did keep me interested. Please forward the hypnotist’s number to me. I could use him in the studio; “You’re in Cannes, show me the work that wins”.
CARLING BLACK LABEL ‘Be the Coach‘
I’m sure it won last year so not quite clear why it’s been entered again. Rumor has it that a suit came up with the idea, and for that alone they deserve more metal. Personally, as a football purist it’s horrid little scheme but a very popular one for the baying crowd.
VOLKSWAGEN Genuine Parts Print ‘Frisbee’, ‘Soccerball’ & ‘Contact Lens’
‘Genuine Parts’ have always been rich territory for Cannes hopefuls and it appears it will be mined for years to come. The simplicity of this campaign made me fall for it all over again. ‘Frisbee’ and ‘Contact Lens’ are sure to go through.
VOLKSWAGEN Cabriolet ‘Scroll Up’
At least a year old now but still feels fresh. Demonstrates that digital doesn’t have to be complicated and that good ideas are still key. Expect a case of Bollinger from Graham Warsop.
TWINSAVER Radio – 3 Ply Tissues for 3 Ply Issues ‘ALLERGY’ ‘IGNACIO’ ‘DEBT COLLECTOR’ ‘DADDY’S GIRL’
Simple, sharp and pretty funny. It’s brutally clear and efficient like radio ought to be. Although ‘tissues for issues’ is not original they do go together well here. Good job.
TWINSAVER Print ‘3 Ply Tissues’
Again, ‘tissues for issues’ is not an original tag but I must admit that the execution was superb and original. Using the product itself was a masterstroke.
TWINSAVER Print ‘BooHoo to PooPoo’
Very descriptive. You can’t help yourself but imagine the outcome. The combination of products was novel too. Which one did the clients use when they saw this?
TBWA Briefs ‘Self Promo‘
An ok idea sent to clients. A real cry out for help, which is noble enough. It worries me though that a Cannes friendly 3-piece campaign was considered the best way to convince a client of their solution-led capabilities.