 "Off to Cannes")
Êtes-vous un cretin? Ou avez-vous tout simplement ressembler à celui-ci? If the above line has ticked you off, then you obviously know French. If you don't, Here's the translation: Are you stupid? Or do you look like it?
The question is actually rhetorical. Something I've been asking myself as I pack my bags for Cannes - the place that has more festivals than India. Surprised? That's correct.
You have the popular Cannes film festival, the advertising festival, even a dentistry festival, I am told. The last one allegedly features cheerleaders who open their mouths to shout, 'Open your mouth wide'. This while shaking tooth-shaped pom-poms. I can't decide if that is sexy, scary or both.
Before I meander too much, let me come to the festival I am attending - Cannes Lions or the Cannes Festival of Creativity as the organisers choose to call it. It's the annual Kumbh Mela of advertising, where instead of sadhus you see global creative and network gurus. Regrettably, the latter are not quite in the same state of undress. Nor do they sport long unkempt beards and rudraksha maalas. I think we would have all enjoyed that sight, then instantly Instgrammed it or vice-versa.
Cannes now occupies at least twice as many days on the calendar as Diwali (eight or nine to be precise). And the calendar is crowded with seminars, workshops, screenings of the shortlisted work, client dinners, hangovers, networking, one-night stands (for the lucky few), and so on.
The climax of the festival is the awards night. The most cherished are the film, film craft, integrated, digital, direct marketing, print & print craft (especially for the Indian contingent) and outdoor. In the last few years, branded content and promotions has gained traction, so yes, eyes will be glued on that one as well.
The bronzes and silvers typically get mentioned. The gold winners climb the stage and mug for selfies. In recent years, India has taken home anywhere between twenty-five to thirty metals, a few of which, in my view, rated a selfie. Since the purpose of this article is to predict how we will do in this outing, I will bring out my imaginary clairvoyant parrot and have it do the talking. Mithoo! Mithoo! (That's not me, it's the parrot.)
My feathered friend likes the chances of the following ideas. The Visa Saree - an ad film based on the innovative Saree School concept promoted by Visa - where rural women are taught the Hindi language with the help of alphabets printed on the humble saree. Interesting! The creator of the film BBDO was felicitated by the Government of India for this film. It has strong chances of winning big.
Nutralite's Six-Pack Ganesha, DDB Mudra's Black Elephant winner at the Kyoorius Awards last month. Solar- powered bags for Salaam Baalak Trust; the logo campaign for Volkswagen. '5 Star Buffering' by O&M, a hilarious TV spot for Cadbury 5 Star bar. 'Mumbai Mirror Hate' by Taproot (a chilling film of Mumbai's underbelly and how they fear being exposed). 'Sufi Rock' for Pernod Ricard (in design by Ogilvy). Dabur's 'Bold and Beautiful' campaign will win big if the hero of the video case-study is the shampoo they created for cancer afflicted women, rather than the commercial they made (ad agency is Linen Lintas which won big at the Abbies this year). I'm sure there will be some surprise winners.
Here's where I will have to sign off. I am still packing my bags and still have much to do. I will see you on the other side of a tan. Not that you will notice, coz I am plenty dark already. Cheers.
The author is director & chief creative officer, Publicis South Asia
The question is actually rhetorical. Something I've been asking myself as I pack my bags for Cannes - the place that has more festivals than India. Surprised? That's correct.
You have the popular Cannes film festival, the advertising festival, even a dentistry festival, I am told. The last one allegedly features cheerleaders who open their mouths to shout, 'Open your mouth wide'. This while shaking tooth-shaped pom-poms. I can't decide if that is sexy, scary or both.
Before I meander too much, let me come to the festival I am attending - Cannes Lions or the Cannes Festival of Creativity as the organisers choose to call it. It's the annual Kumbh Mela of advertising, where instead of sadhus you see global creative and network gurus. Regrettably, the latter are not quite in the same state of undress. Nor do they sport long unkempt beards and rudraksha maalas. I think we would have all enjoyed that sight, then instantly Instgrammed it or vice-versa.
Cannes now occupies at least twice as many days on the calendar as Diwali (eight or nine to be precise). And the calendar is crowded with seminars, workshops, screenings of the shortlisted work, client dinners, hangovers, networking, one-night stands (for the lucky few), and so on.
The climax of the festival is the awards night. The most cherished are the film, film craft, integrated, digital, direct marketing, print & print craft (especially for the Indian contingent) and outdoor. In the last few years, branded content and promotions has gained traction, so yes, eyes will be glued on that one as well.
The bronzes and silvers typically get mentioned. The gold winners climb the stage and mug for selfies. In recent years, India has taken home anywhere between twenty-five to thirty metals, a few of which, in my view, rated a selfie. Since the purpose of this article is to predict how we will do in this outing, I will bring out my imaginary clairvoyant parrot and have it do the talking. Mithoo! Mithoo! (That's not me, it's the parrot.)
My feathered friend likes the chances of the following ideas. The Visa Saree - an ad film based on the innovative Saree School concept promoted by Visa - where rural women are taught the Hindi language with the help of alphabets printed on the humble saree. Interesting! The creator of the film BBDO was felicitated by the Government of India for this film. It has strong chances of winning big.
Nutralite's Six-Pack Ganesha, DDB Mudra's Black Elephant winner at the Kyoorius Awards last month. Solar- powered bags for Salaam Baalak Trust; the logo campaign for Volkswagen. '5 Star Buffering' by O&M, a hilarious TV spot for Cadbury 5 Star bar. 'Mumbai Mirror Hate' by Taproot (a chilling film of Mumbai's underbelly and how they fear being exposed). 'Sufi Rock' for Pernod Ricard (in design by Ogilvy). Dabur's 'Bold and Beautiful' campaign will win big if the hero of the video case-study is the shampoo they created for cancer afflicted women, rather than the commercial they made (ad agency is Linen Lintas which won big at the Abbies this year). I'm sure there will be some surprise winners.
Here's where I will have to sign off. I am still packing my bags and still have much to do. I will see you on the other side of a tan. Not that you will notice, coz I am plenty dark already. Cheers.
The author is director & chief creative officer, Publicis South Asia