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A New World (DIS)order

11 July 2011 No Comment

Every time I go to the Cannes Lions Festival I try to find a message, a meaning, something.

Remember when Dove Real Beauty ad won everything?

Many other good actions were awarded that year. Like a billboard with solar cells to generate energy for a village. And I thought, hey, advertising can do something good to the people

Silly me. One year later, the Empire Struck Back.

The main awarded works were for junk food and videogames.

So, what 2011 was about?

1. A new world order.

Some Grand Prizes went to countries like China, South Korea and Romania, countries outside the map of creativity until yesterday. Countries that used to win everything, like England, had a poor performance. Ideas are everywhere.

Ok, maybe they weren’t at the Digital category.

The old promised land of innovation, had no GP.

And, honestly, it was really one of the weakest categories.

2. A new world disorder

What’s a category in an event called “Festival of Creativity”?  Take a look at what won and it’s easy to see that there are no rules for categories anymore.

The same idea can suck in Press and win gold in Outdoor and it doesn’t need, necessarily to be an outdoor.

What’s PR? The president of the jury made a speech about how the advertising world has no idea about it. Promo can be Direct. Or an internet viral. Or else.

Nowadays you can win an award for “best use of sound special effects”.

And we are not talking about 2 hour Hollywood movie, with a 30 second spot.

If it’s all about “creativity”, the more simple way to tell if a piece is good would be simplify all festivals with just one category: “ideas”.

The criteria would be simple:

-          Is it new?

-          Does it provoke any feeling: make you laugh, cry, makes you want to buy a product or increases the sales?

-          Is it relevant?

But this is just my judgment about what makes a good creativity.

It will never gonna happen.

After all, some shows are not really about ideas, are they?

This industry makes money, not art.

- Fabio Seidl

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