The Media jury, headed by Fernando Rodes, CEO of Havas' Media Planning Group, awarded 21 Media Lions and the Grand Prix at this evening's award ceremony at the Palais des Festivals.
The Archipelago campaign may have seemed a surprise choice for Grand Prix honors, but the work met the criteria set out by the media jury at the outset of the judging process, Mr. Rodes said. Mr. Rodes, speaking at a press conference, said that to win, entries had to be creative, efficient, innovative, well-executed and capable of working across different media platforms.
"It was a combination of concept, strategy and execution," said Mr. Rodes, who called the campaign an effective fusion and an example of how a media approach "can allow an advertiser to create a long term, sustainable property."
The Archipelago campaign was based around a series called The Open Show, which aired daily on CNBC and on the Archipelago Web site. The comedic episodes follow two characters on a quest for new ways to open the Archipelago virtual exchange. The campaign was conceived by a Fallon team including former Creative Director Scott Vincent, who also directed the episodes. Mr. Vincent is now a director with production company Hungry Man.
No country dominated
No one country dominated the Media Lions; New Zealand and South Africa scored three apiece, and the U.S., the U.K. and Germany garnered two Lions each. The balance of Lions was awarded to a broad range of countries.
Crispin Porter & Bogusky of Miami was responsible for the second U.S. Media Lion win, for its "Twin Label Technology" campaign for brewer Molson that utilized Molson beer bottles for brand statements beyond a simple logo.
Automaker BMW made the Media Lions list, not for its ballyhooed BMW Films effort but for a Bixenon Headlights spot out of Omnicom Group's TBWA Hunt Lascaris, South Africa, which won in the category "Best Use of Cinema." Another carmaker, Toyota Motor Sales USA's Lexus, was also represented, with a campaign for Lexus Europe out of Publicis' Zenith Optimedia, London.
Creative agencies accounted for a larger portion of the winners than did stand-alone media operations. Mr. Rodes said the jury was careful to weigh an idea strictly for its idea and not its origin.
While there was an abundance of good work entered in the media category, the jury acknowledged that its expectations for groundbreaking work were not met. "We were all professionals and we can see where the industry is going," Mr. Rodes said. "Cannes represents the best, so our expectations were high."
Mr. Rodes also said media entries did not appear to be pushing technological boundaries. "As far as technology and innovation, the media sector has to take it much more seriously," he said.
Mr. Rodes also said the way in which media cases are entered in the festival could be an area for improvement. He noted that the entry process for the media competition is currently structured along the lines of film entries and, therefore, sometimes cannot accommodate the complexity of some of the work in consideration.