CANNES RESULTS 2015
3 July 2015
Well done to all the winning agencies for flying the SA flag in Cannes. Apart from the Lions South Africa hauled home this year, three of our Creative Circle Exco members also brought back some valuable insights from their various juries. We asked them to share some of their experiences from the judges chambers to the Croisette as we explore the place where creativity and effectiveness intersects. See their thoughts and the SA winners below.
Justin Gomes, Creative Circle Chairperson
Graham Lang, Creative Circle Exco Member and Chief Creative Officer at Y&R South Africa
Ja, but did it work? Did it drive sales? Did it create awareness? Did it really create a movement? Important questions, all of them. As long you are not being cynical they are great questions. But if your mind has been made up already that Cannes is about the industry talking to the industry then you really are missing out on some pretty amazing stuff. I have attended Cannes in many different capacities. As a Junior Art Director, from the UK, as a CCO and now as a Jury member. And the one thing that I always question is, did it work. You’d be silly not to.
Let’s a look at some of the big winners. The ALS Ice Bucket Challenge. Did it work? Yes. Geico’s Unskippable Ad. Did it work? A pre-roll ad with millions of views and shares. Domino’s Emoji Ordering. Does it work? Yes, you can order pizza with a firkin EMOJI!!! The iPhone 6 Billboards? Worked in a big way. Ok, you get the point. There are many more campaigns that are there to stand testament to the notion that creativity and effectiveness share the same DNA. You either get it or you remain cynical. Let’s move on.
The thing that is threatening Cannes the most are people that are not there to look at the work. Let’s start with the tech companies. I stumbled in on a Facebook event that was taking place in the hotel that I was staying in. It was a briefing session to all FB reps in Cannes. They were being given some very direct guidance on how to ‘interact” and “engage” with the advertising community. They are in Cannes to take your attention off the work. By inviting you to their free beach with their free smoothies, free yoga sessions, free massages and onto what ever it is they want to sell you, all so that you use their platform in order for them to get closer to your clients so that they can work closer with your clients. You can connect the dots.
Then there’s the Rose set. Most of them belong to the film production industry. It’s lunches here, dinners there, boat trips to anywhere. Tempting an fun but again it takes you attention off the work.
Then there are the Cynics. Many of them are journalist. They cannot seem to realize that they have been given the most incredible opportunity to celebrate the industry and the good that it does. But instead they look to sensationalise the industry by looking for scandal or a misleading rumor from the gutter bar. That becomes the headline news and in turn the topic of conversation. Again, taking your attention off the work.
For me Cannes has always been about the work. Looking at the work. Talking about the work. I think the distractions in Cannes will grow and therefore the work will become harder to spend time with. So my advice is to see beyond the hype. Navigate the obvious floors. Find the magic and take home the inspiration because there is no better place to see how our industry can push brands and organizations to places we never thought possible.
Pepe Marais, Creative Circle Exco Member and Chief Creative Officer at Joe Public
An incredibly inspiring two weeks that has changed my view in so many ways and a show that I will not miss easy in future. On the panel that I represented South Africa on, there was an absolute drive towards seeking and rewarding work that was real with measurable impact and results. And with results not just meaning media impressions, but actual sales. Work such as Volvo’s Interception.
That said, we couldn’t overlook pure outstanding ideas when even done on a small scale for brands such as Nivea and Burger King. These are the kind of ideas that drives our industry forward, no matter how small. They are on the fringe, but isn’t that how Malcolm Gladwell’s marketing tipping point works? Start with the trailblazer?
And then the Ice Bucket Challenge. Irrefutable when considered that it actually raised R3 billion for the cause. It must be the most spectacular result in the history of fundraising.
And yes, across the board a move towards brands doing good and a fair share of emotional connection. And yes too, as some syndical observers mentioned, “shouldn’t we just sell fucking toilet paper sometimes?” But shouldn’t we leave the hard sell up to the 99% other stuff that we do? Let’s face it, Cannes is the top 1% that’s out there in the world.
In the end, I return inspired to do greater work, whether it makes you cry with tears of sorrow or laughter.
Ahmed Tilly, Creative Circle Exco Member and ECD at Black River FC
Cannes was different for me. As a first-time judge, I found inspiration in more ways than usual. The people I served a judging panel with were incredible. To have access to some of the greatest creative minds in the world was an absolute gift. It was also reassuring that they are all striving for the very same end result we in South Africa are: magic.
I judged the outdoor category, which was the largest category in Cannes with over 5100 entries this year. The days of judging were intense but the result very satisfying. Winners in the category, which by the way is quite varied, included everything from simple posters to technologically advanced outdoor activations and executions.
The Grand Prix in our category was awarded to the Apple’s “shot on an i-phone 6” integrated campaign. Interestingly, one of the reasons it was favoured was because it was a big, well-seen, campaign that found a human interaction for one of the world’s most advanced piece of technology.
The Golds were all superb, my favourites being the Samsung Safety Truck, “the Marathon Walker” for Water for Africa, the “Look at Me” billboard for Women’s Aid and “Security Moms” for Recife Football Club. I must be honest though, I had quite a few favourites that landed Silver and Bronzes instead of Golds. The lesson I learnt first-hand is that at Cannes, a short-list is very valuable and not to be dismissed.
I left Cannes jealous of some of the work on show. I left feeling really good about what we are able to do as creative people. I left feeling a little sad too, that creativity doesn’t get the respect it deserves in our country and perhaps the world. I left Cannes feeling like I have to do better work. And I did feel that as South Africans we need to dig deeper if we want to make the rest of the world stand up and be jealous of our work.
Individual Agency Cannes Results
|CREATIVE CIRCLE MEMBER||GOLD (7 Points)||SILVER (5 Points)||BRONZE (3 Points)||SHORTLIST (1 Point)||TOTAL POINTS|
|Ogilvy & Mather JHB||1||2||2||15|
|Ogilvy & Mather CT||1||6||9|
|Publicis Machine CT||1||1||4|
|Grid Worldwide Branding & Design||2||2|
Group Agency Cannes Results
|CREATIVE CIRCLE MEMBER||GOLD (7 Points)||SILVER (5 Points)||BRONZE (3 Points)||SHORTLIST (1 Point)||TOTAL POINTS|
|TBWA SA (Jhb/CT/Dbn/Grid)||2||1||14||33|
|Ogilvy & Mather SA (Jhb/CT/Dbn/Gloo)||1||4||8||27|
|Y&R SA (Jhb/CT)||1||2||10||21|
|BBDO SA (140/Net#Work)||1||1||10|
|KingJames Group (CT/Jhb/)||1||4||7|
|Publicis Machine (Jhb/CT)||1||1||4|
|FCB SA (Jhb/CT/Hellocomputer)||4||4|
|JWT SA (Hardy Boys)||2||2|
|AWARD||AGENCY||PRODUCT & TITLE||CATEGORY|
|GOLD LION||BBDO Africa||Guinness 'Made of Black'||Film|
|GOLD LION||Ogilvy & Mather Jhb||Suntory 'Night Before the Project'||Radio - Non Alcoholic Drink|
|GOLD LION||TBWA\Hunt\Lascaris Jhb||Tiger Brands/Doom 'Lance the Bedbug/The O'Flannegan Cockroaches/Cheryl the Moth'||Radio - Household|
|GOLD LION||TBWA\Hunt\Lascaris Jhb||Tiger Brands/Doom 'Lance the Bedbug/The O'Flannegan Cockroaches/Cheryl the Moth'||Radio - Scriptwriting|
|SILVER LION||DDB SA||Wrigley 'Country/Opera/Disney'||Radio - Campaign|
|SILVER LION||TBWA\Hunt\Lascaris Jhb||Flight Centre 'Music Fest/Beer Fest'||Radio - Campaign|
|SILVER LION||Y&R SA||Jaguar Land Rover SA 'Crocodile/Eagle/Lion'||Film|
|BRONZE LION||BBDO Africa||Guinness 'Made of Black'||Film Craft|
|BRONZE LION||FoxP2||National Geographic Kids Magazine 'Bear/Snake/Ice Caps/Bees/Fish'||Press|
|BRONZE LION||Ireland-Davenport||National Museum of Military History 'Cup of Life'||Direct - Dimensional Mailing|
|BRONZE LION||Joe Public||Dial Direct 'The Notebook'||Film|
|BRONZE LION||Joe Public||Population Services International 'Fine Line'||Outdoor - Illustration|
|BRONZE LION||Joe Public||Cinemark /Experience App 'Vote SA'||Promo/Activation|
|BRONZE LION||KingJames CT||Sanlam 'One Rand Man'||Branded Content - On Line Series|
|BRONZE LION||Ogilvy & Mather Jhb||Suntory 'Team Building Weekend/Lacing Up your High Tops'||Radio - Campaign|
|BRONZE LION||Ogilvy & Mather Jhb||Suntory 'Team Building Weekend/Lacing Up your High Tops'||Radio - Scriptwriting|
|BRONZE LION||Ogilvy & Mather CT||Volkswagen SA 'Terminal Velocity'||Outdoor|
|BRONZE LION||Gloo@Ogilvy CT||FNB 'ATM'||Media|
|BRONZE LION||Publicis Machine CT||Hasbro 'Cookies'||Outdoor|
|BRONZE LION||Y&R SA||Jaguar Land Rover SA 'Spider/Scorpion/Leech'||Outdoor|
|BRONZE LION||Y&R SA||X-News 'Goat/Starve/Hell'||Press|
|SHORTLIST||DDB SA||Wrigley 'Country/Opera/Disney'||Radio - Performance|
|SHORTLIST||FCB CT||BMW Motorrad/BMW S1000RR 'Couch'||Press|
|SHORTLIST||FCB CT||Cape Union Mart/K-Way Tents 'Prime Property'||Press|
|SHORTLIST||Grid Worldwide Branding & Design||Anti-Est '#Unlearn'||Design - Print|
|SHORTLIST||Grid Worldwide Branding & Design||Anti-Est '#Unlearn'||Design - Poster|
|SHORTLIST||Hellocomputer CT||Peninsula School Feeding Association 'Social Feed'||Cyber|
|SHORTLIST||Hellocomputer CT||Peninsula School Feeding Association 'Social Feed'||Media - Use of Social Platform|
|SHORTLIST||Ireland Davenport||Salvation Army '#The Dress'||Media - Public Awareness|
|SHORTLIST||Ireland-Davenport||National Museum of Military History 'Cup of Life'||Direct - Branding|
|SHORTLIST||Joe Public||Population Services International 'Lovers & Condoms'||Outdoor - Toiletries|
|SHORTLIST||Joe Public||Cinemark/Experience App 'Vote SA'||Media - Use of Screens|
|SHORTLIST||Joe Public||Dial Direct 'A Lifetime a Minute'||Radio|
|SHORTLIST||KingJames CT||Sanlam 'One Rand Man'||Promo & Activation|
|SHORTLIST||KingJames CT||Sanlam 'One Rand Man'||Branded Content/Entertainment-Integrated Camp.|
|SHORTLIST||KingJames CT||Sanlam 'One Rand Man'||PR|
|SHORTLIST||KingJames CT||Comair 'Rugby Windows'||Radio|
|SHORTLIST||Ogilvy CT||Volkswagen SA 'Balcony/Driveway/Wheelchair Ramp'||Press-Service|
|SHORTLIST||Ogilvy CT||Volkswagen SA/Golf R 'Terminal Velocity'||Press|
|SHORTLIST||Ogilvy CT||Audi SA 'First Love/Judgy Mom'||Radio|
|SHORTLIST||Publicis Machine CT||Adidas 'Contortionist'||Radio|
|SHORTLIST||TBWA\Hunt\Lascaris Jhb||Flight Centre/Student Flights 'Grandpa'||Film|
|SHORTLIST||TBWA\Hunt\Lascaris Jhb||Flight Centre/Student Flights 'Grandpa'||Outdoor|
|SHORTLIST||TBWA\Hunt\Lascaris Jhb||Medecins Sans Frontiers/Awareness Donations 'Tough Decisions'||Direct|
|SHORTLIST||TBWA\Hunt\Lascaris Jhb||Flight Centre/Student Flights 'Grandpa'||Press|
|SHORTLIST||TBWA\Hunt\Lascaris||Flight Centre 'Music Fest/Beer Fest/Beach Party'||Radio - Scriptwriting|
|SHORTLIST||The Hardy Boys||Unilver/Omo 'Clean Never Discovered Anything/Clean Never has Adventures'||Press|
|SHORTLIST||Y&R SA||Travel Shoppe/Travel Agency 'Architect/Mushrooms'||Press|
|SHORTLIST||Y&R SA||Jaguar Landrover SA/Landrover 'Leech'||Press|
|SHORTLIST||Y&R SA||JHB Zoo 'Night Tour'||Promo & Activation|
1. The HEALTH & PHARMA Lions is not an official category in The Cannes Lions Festival. It is a totally separate event & is held before the official Cannes Festival begins. Cannes Lions do not include this category in their rankings/Agency of the Year or towards network points or upload this category on their Winners/Shortlist website results. Therefore the Creative Circle cannot endorse this category & award points to the agencies who did receive a Lion or was listed on the Shortlist.
2. To avoid double counting of creativity points, the highest score only is recorded, i.e. If an ad wins a Lion – the shortlist is omitted.
3. To calculate Creative Circle Points – if a Lion has been won for a campaign – the one ad will get the Gold/Silver/Bronze points, and the remainder get finalist points.