2017, 六月 星期四
Three Cannes Jurors Share Their Favorite Work & Predict Trends
Just days away from the long-awaited Cannes Lions Festival, we asked three jurors from our network – JWT Puerto Rico and Latin America’s CCO Jaime Rosado, JWT Amsterdam’s ECD Bas Korsten, and JWT Bogota’s ECD Claudia Murillo – to share their thoughts on their favorite piece of work and the trends they expect to see at this year’s festival.
What is your favorite piece of work from the past year & why?
Jaime Rosado: #OPTOutside for retailer REI. Building a brand is about taking risks and avoiding the temptation to follow the crowd and common trends. In that sense, the decision to close the REI stores on Black Friday and invite their customers to go outside is, in my opinion, a simple yet genius idea rooted in what the brand stands for.
Claudia Murillo: There were a lot of great pieces at Cannes 2016, but “The Next Rembrandt” was one of my favorites. For me, “The Next Rembrandt” brings into the spotlight the discussion about the boundaries of technology and creativity. Even boundaries between life and death, because they used incorporeal data to bring an art creation to life. This creation gave us the illusion that our most loved master artists can be immortal.
Bas Korsten: I love “Meet Graham,” a project from Clemenger BBDO Melbourne for the Transport Accident Commission. From the JWT family I love “The Fin,” a unique amphibious prosthetic leg, that was done by the New York office for Northwell Health. “Meet Graham” is one of my favorite because it is a striking visualization of the only person who could survive on our roads. It is a campaign that has a fresh and original new perspective for a cause that has seen thousands of different executions over decades. I also love “The Fin” because it is a fundamental solution that will have such a positive impact for so many people.
What trends do you think you will see from the winners this year?
Jaime Rosado: It is always hard to predict trends at Cannes, but I think we will continue to see a lot of work using technology, just for the sake of it. I hope that the judges will remember that a great idea always comes first.
Claudia Murillo: I’m pretty sure that the use of platforms, such as Pokémon Go, ideas related to Trump’s election, or the Olympic games are going to be common topics at the festival. However, I also hope to see good examples of real time marketing ideas, clever use of digital behavior to promote products, and ideas where brands bring political or cultural statements into the world. I get excited when I see brave creativity that reveals hidden truth and gives people something to think about. In conclusion, I hope to see empowering activations and clever promotions more than elaborate executions or fancy promo mechanics.
Bas Korsten: I think this year’s winners will be those fundamental projects that really mean something in the people’s lives, change things for the better, and create concrete solutions that also serve as communications pieces.