So the sand has well settled and Cannes is long over for another year. Observations from afar? I’m left wondering when it will get to a point when it’s just the Cyber Lions and then everything else. The only other category will be for work that had no digital component whatsoever. If it’s got a URL on the poster, it can’t be entered. Or… are the categories themselves just becoming irrelevant, it’s all just stuff, integrated, direct, promo, telly, digital stuff, that’s all connected somehow. Anyhoo… it just seems a lot of the digital stuff keeps popping up in other categories.
>>>>>Large Kittens Below<<<<<
By PROJECTOR (JPN) For UNIQLO
It’s a fusion of dance video routines, time signal music and clock utility, so the description on the entry says. But it’s more than that. It’s a brand and it’s collective agencies who have for the last little while produced some amazing work with such an articulate digital focus. If the GAP was born a decade or two later and had some imagination this is who they could be. But won’t. They also have a solid grip on the widgetisation of your brand and where it can take you, or more importantly where people can take you.
By LEAN MEAN FIGHTING MACHINE (UK) For EMIRATES
Audacious idea. Have this Brazil nut gabber on for the time it takes to fly from Dubai to Sao Paulo. Lean Mean Fighting Machine also takes out Interactive Agency of the Year beating out Crispin Porter + Bogusky, all this with staff of only 20 proves that they really are.
QR codes, QR codes, QR codes… Now even a Pet Shop Boys film clip has got em’ but with a little twist. The QR codes appear throughout the clip embedded in a pixel animation. So when you pause on a frame (there are over 100 of them in the clip) and point your phone at them you’ll be taken to civil liberties/social rights sites that provide more information on the songs moral message. Neat.
By POKE (Geezerland) For Orange
Good things should never end. Just like the site. Which didn’t, the more you scrolled it just kept on going. Full of whimsy (break out the toffee) and instantly embeddable sized bits and pieces to take away for later not to mention FREE THINGS hidden in the site. The awards for this thing seen to be unlimited as well so far…Cannes Cyber Lion Silver > Webby Awards – People’s Voice Award > Art Directors Club of New York – Silver > One Show Interactive – Silver > The Clio Awards – Bronze > IAB Creative Showcase – Grand Prix > IAB Creative Showcase December 07 > FWA – Site of the Month > D&AD – Nomination > Design Week – Commendation > Creative Circle Certificate… enough.
Yet it doesn’t seem to be for these guys, their latest effort play balloonacy looks set to capture the collective attention of internet again, The results they must have for some of their sites must be staggering. BTW check out the interior designed toilets from the London office.
By CRISPIN PORTER + BOGUSKY (Seppo) For DOMINOS
You build the pizza, your save the pizza your order the pizza and then you track it all the way to your front door (almost) Now I’m glad this won, because it’s a utility. You know, something you can use, and through it’s being useful it becomes a really good ad/brand promise. Smells like the olden days.
SEE SOMETHING. FEEL SOMETHING
By SOAP CREATIVE (OZ) for FOXTEL
You know the one, where you’re inside the telly, watching people watching you. Getting all emotional.
Nice work from the local Soaperheros.
GET OUT AND PLAY
By FARFAR for NOKIA
Great simple game play, wonderful stop motion and superlative production values.
THE KEY TO RESERVA
By JWT SPAIN For FREIXENET CARTA NEVADA RESERVA CAMPAIGN
Really it’s a long form TVC featuring Martin Scorsese. Beautifully produced tho’
Seriously who didn’t have a go of this thing? Well six billion minus 40 million… equals… mmm five billion, nine hundred million and sixty million people didn’t. The stats on this would have been amazing, brilliant take-away content.
READ A BOOK AT WORK
By Colenso BBDO for New Zealand Book Council
Beautifully simple idea. The fullscreen site looks like the generic windows desktop, yet it’s not it’s minisite for the New Zealand Book Council where you can read books (short stories, poetry etc) at work as the content appears as wonderfully terrible powerpoint slides.
By Droga5 for The New York City Department OF Education
Now this is really something, a program whereby kids in New York High schools are given specially built phones that function as learning devices during school hours (teachers can send out assignments etc) an all the normal distracting features are turned off. After school hours all the calling/txting features are turned back on and it’s just a regular phone again, other than that the credits etc are then linked to student performance, so it’s incentive based as well. Sure there are brands involved in this but it really is for the greater good. It’s these type of ideas that really belong in the Titanium category, not just campaigns that don’t fit in any category because they defy the genre, but for ideas that rise above advertising itself.
It reminds me of this idea and that’s not a bad thing.
That said, advertising and it’s hard to go past a good beer ad. Really you have to see this it’s amazing.
It’s what this whole content thing should be about. The Speights Great Beer Delivery.