SA CANNES PREDICTIONS BY MIKE BARNWELL – ECD DraftFCB Cape Town
I’d just like to start by saying, after going through all the entries, I’m feeling pretty darn optimistic about this year’s batch of work really. I thought there were some pretty strong contenders in quite a few categories, although as per usual, I think we’re still letting ourselves down a little as far as film goes.
As for everything else, let me get the most predictable prediction out the way first: ‘Be the Coach’ by Ogilvy CT. There’s not much more I can add to what’s already been said about this campaign, except that it’s more than likely on course for yet another well-deserved gong. This time for Creative Effectiveness. I’m sure we’re all breathing a sigh of relief that we don’t have to go up against it again at this year’s Loerie Awards. Oh wait; they’ve just introduced Creative Effectiveness there as well. Bugger.
There were a few other pieces I felt were worth a mention here as well though. Actually, these could easily be entered into some other categories too, including PR or Media Lions. They were: King James’s Santam ‘Back at Ya’ campaign, Ogilvy Jhb’s ‘Journey of Hope’ for KFC and Ireland-Davenport’s ‘Falling Skies’ publicity stunt. All worth a shout in my opinion.
As far as print’s concerned, I’m ashamed to admit (especially as an art director), I’ve actually fallen out of love with this medium over the past few years. But I must say, after having seen some of this year’s entries, particularly from TBWA Jhb, it’s kinda restored my faith again. So thanks for that.
In the end, I was a little hard pressed to commit to any one campaign, but seeing as there will be more than one Lion to go around on the day, why should I? So in no particular order, here are my top five: Ogilvy CT for VW ‘Genuine Parts ‘Just because it fits doesn’t mean it’ll work’, Lowe CT’s ‘Selfies’ for Cape Times, and then from TBWA, the self promo, ‘We do amazing things with your briefs’ and Flight Centre’s ‘Student Economics’ and the ‘Weird accents’ campaign.
There were three stand-out pieces for me in radio. This is a category we’ve notoriously excelled at over the years and hopefully this year won’t disappoint either. They were Draft Jhb’s brilliantly produced and very funny genuine parts campaign for Toyota, Fox P2’s cleverly written and entertaining Frank .net ads, and then no radio list would be complete without at least one campaign from the inimitable Ms Glover. This time for the ‘Distance to danger’ campaign for Merc and Net#work BBDO.
I think SA’s big contender in the integrated and online categories this year will undoubtedly be Ogilvy CT’s ‘Street Quest’ campaign for VW. I’m sure it’s destined for big things and they should feel pretty hard done by if it walks away with anything less than a Silver.
And then lastly, design. Two beautifully crafted pieces of work make it onto my list. The first is the brilliantly quirky DSTV alphabet from Ogilvy Jhb. The other is the ‘Marmite Blogger’s Drop’ from Machine. Even though you may hate the stuff, you have to love the attention to detail that’s gone into producing it.
Fingers crossed for a bumper year. Good luck!