I really thought the ZooZoo would pick up a metal. Or at least get short-listed. Neither happened. Coming from India, and knowing the kind of impact the campaign generated, expectations in me were pretty high. Maybe it didn’t impress the ‘Foreign’ Jury. Or whatever reasons you can think of. That brings me to believe that there is no ‘benchmark’ called Cannes anymore. Independent juries. Inconsistent judging parameters. If it’s not scam, it doesn’t win? It’s an insult to creativity. Sadly.
The only thing worth talking about Cannes this year – the Seminars and Workshops. From David Plouffe to Spike Lee, most of the talks simply made this Cannes trip worth the effort and money. Wonder what these brilliant thinkers have to say about some of the works displayed. Maybe they too realize that it’s just a business. The business of giving away awards in the name of creativity. As the persistent deadline extensions were anything to go by, Cannes 2009 has seen a significant drop in the number of entries. They have to fare better next year. And, one of the markets they will be watching closely would certainly be India. Pat us on the back. Give us a standing ovation. Encourage us to send more entries next year. It could make up a Lion’s share.
This year, there were a lot many works that stood out. Some were simply great ideas; others brilliantly executed ones. And some, a fabulous mix of both. But I was left to wonder how many were created just for the juries. But this is the year of economic recession. At least it’s heartening to know that local cricket academies, small-time legal practitioners and Not-for-profit night schools have started recognizing the need to build their brands creatively. It’s true. Small companies have woken up. They know a Cannes metal can save their business in tough times like these. They know that a great idea (copied or not) can change their fortunes. They are the real visionaries. It’s inspiring to see them push agencies to create work that is award-worthy. Charitable organizations have always taken the lead when it comes to creating brilliant advertising. And now, art restoration professionals, restaurants and even small Kirana stores have joined the party. Next year, we might see some award-winning work for the roadside vegetable vendors of Ghatkopar, the newspaper boys on Mumbai local and maybe even coke dealers. Great news for advertising. Can’t wait for Cannes 2010.
Let me sign off with another ‘original’ piece of work. This time, a better executed coincidence.
Original
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