Förra veckan var jag och (nästan) resten av Volontaire i Cannes för att tävla i det 59:e årliga Cannes Lions International Festival of Creativity, också känt som Reklam-VM. I de olika kategorierna delas brons, silver och guld ut, till flera prisvärda kampanjer och projekt. Utöver det kan juryn också ge bort upp till tre Grand Prix per kategori.
Genom åren har, vad jag vet, endast sex svenska byråer vunnit ett Grand Prix. Med vårt, Svenska Institutet och VisitSweden gemensamma projekt Curators of Sweden blev vi den sjunde svenska byrån att få ett av de högsta priserna i tävlingen.
Här är en transkribering av juryns motivering:
Juan Señor, Cannes Lions Host:
“Ian, why did this win?”Ian Tait, (ECD, Google Creative Lab) Cyber Jury President:
“So, the piece we saw before, the Nike Fuel-band was a huge ambitious piece of work that shows what happens when a brand and a agency really collaborates over a period of time to create a platform that will go on for years and years… This also, is a kind of platform that could go on for years and years.…And it is also a very brave thing for an agency and a client to do…
But it is much simpler. It doesn’t use a lot of technology, in fact is uses freely available tools. It didn’t cost a lot of money, but it did take an incredible amount of bravery… We often talk about transparency as being something that’s very important, and this is one of the most transparent campaigns we’ve ever seen.
We love the fact that this piece of work didn’t try to sidestep controversy, it just let… the controversy happen…and that says so much about the client for this was intended. Never has such a simple gesture using this kind of readily accessible technology, said so much about a country.”
