It's Cannes week. Well it is in a virtual sense at least. And I find myself for the first time in a very long time, a mere one hour and twenty minutes flight away from Rose Town as opposed to feeling akin to embarking on a bus trip to Mars from my previous home in New Zealand. I'm not bothered about not being there frankly. It may be close, but Barcelona is infinitely nicer. And frankly, all awards shows still feel in this post pandemic reality we find ourselves in, a little bit, well, trivial.
BEST TV And so, looking at the work on offer this week, a clear winner emerges. It doesn't have a glossy case study unlike the countless purpose-led two minute examples presently being poured over by judges. In fact I had to use my new found friend in Catalonia, Google Translate, to help me land the message, my Norwegian being a little rusty.
Winner: IKEA '
Trash Collection'. One thing any piece of IKEA furniture will ever become I suspect is a family heirloom. But a great bit of upcycling on the other hand, it can be. The great thing about this film is that the brand allows us to see it the way it really is. Truth is a wonderful weapon.
Runner up, Ryan Reynolds' agency's latest effort for
Match.com. A power ballad to out of work wedding singers. Fall in love. Get married. Give more work to wedding singers. Hilariously over indulgent execution. Just wish it was 30 seconds shorter.
BEST PRINTPrint, it's
IKEA Trash Collection again all the way. That iconic IKEA retail typography works a treat when it's seen out of context.
BEST OUTDOOR Outdoor.
Burger King Auto Pilot Whopper. This feels like a great example of social media at its best rather than Outdoor. Good to see BK pick a fight with someone other than McDonald's too.
BEST INTERACTIVEInteractive. Harley Davidson '
Tough Turban'. I love the great use of tech here. This is a brand that is abandoning its cliched past. Respect.
This week's guest judge is Toby Talbot, global chief creative officer of DDB's bespoke agency, 14.
Catorce, as it's known locally, advertises in ninety markets around the world. The agency has 150 people from 27 nationalities based in one of the most diverse and exciting cities on earth, Barcelona.
Prior to his European switch last year, Toby has been a prominent member of the New Zealand and Australian advertising community for the last twenty-five years.
His last role in NZ was CCO of Saatchi & Saatchi. He did an eight year tour of duty at Colenso BBDO back in the day, but his main agency of record in New Zealand, Australia and now Spain, has been DDB.
Talbot is currently
the No. 2 ECD in the world on the global Bestadsontv Creative Rankings over the last 17 years. Even though he's not an ECD and the best ads aren't on TV any more.
