Cannes Diary: Jose Molla, La Comunidad

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9:17a.m. Just woke up. I won't make many remarks about being hungover. Let's just say the Spaniards got it right with the saying "happy nights, sad mornings". Tymontaguebobmoo- rebobgrimbergtonymarkwaitesannemarieronbergerl- eoandyfackrellandyfogwillrickboycostevemykolinjeff- klingmarktutsellstephanexiberrasremibabinet... last night was all one long encounter.

9:25 a.m. The daily debate begins. Should I go into a dark room to hear people talk about themselves, or should I go to the Pier and lie out in the sun?

9:40 a.m. Today, the sun won the debate. I decided to spend the morning in Anne Marie's office, meaning the Carlton Pier, where all the big players hang. The only time I've encountered a business opportunity in Cannes has actually been while doing nothing. So that's the plan.

10:23 a.m. I love Cannes! There, I said it. I came here for the first time 18 years ago, and I refuse to be one of those who continue to complain year after year...yet keep coming back.

Most common complaints I've heard this year:
  • Too many categories.
  • I don't know anyone anymore.
  • We used to all fit inside the Martinez playing the piano.
  • Why did Yahoo put such huge logos on the Gutter bar?

11:45 a.m. Enough sun. At the Palais looking at the long shortlist. Tustsell just told me tomorrow's TV reel at the ceremony will be outstanding. I trust him.

12:50 p.m. I was just asked to sign a bingo card with my face on it. You've got to be kidding me...

1:15 p.m. Trying to make this sound unpretentious, but there's no way to spin it: On the BETC Euro RSCG yacht talking about the details of my brother Joaquin's conference today. These French really know how to do it.

In this crazy profession we are always two accounts away from our worst year ever and two accounts away from our best one yet, so nothing wrong with having some meaningless fun for a week.

Jeff Kling, Gold in the arm category

2:40 p.m. Entering the Palais to see my brother, Joaquin Molla, Jeff Kling, Steve Mykolyn and Stephane Xiberras trying to beat C.A.I. (Creative Artificial Intelligence), an interactive machine designed to produce mediocre advertising (like 99% of the work we see out there) and that could represent the future. Who will prevail, man or machine?

4:30 p.m. Go buy something nice. Man prevailed against the C.A.I. and our jobs are safe for now. Interesting conference where everyone talked about their worst campaigns, and what they did to turn their creative output around. Apparently people still make a difference.

4:43 p.m. The rumors have begun: Canal Plus, Old Spice, Gatorade and Johnnie Walker are contending for the Grand Prix.

5:10 p.m. Saw some very cool interactive and design work. Now watching more from the TV shortlist. There's always the "what is this doing here?" question, but overall the work seems solid. Not sure if the guy snoring next to me agrees, though.

Cool flying device controlled by an iphone

6:23 p.m. Best conversation I had today: "You have to work until you make yourself redundant to your own agency. Only when you do that - only when they really don't need you - is when you have a company." Thanks Paul (Lavoie).

6:45 p.m. Got here on Wednesday, but finally I feel I've arrived. I saw the leopard dressed lady and her daughter, who wander around La Croisette every year. The word on the street is that the daughter was born out of a night of passion between the mom and a very famous movie star during the film festival. Go figure.

7:35 p.m. Sunset in Cannes. The city finally looks like the glamorous French Riviera instead of a huge convention center.

7:45 p.m. At Landia's production house cocktail at the Carlton.

10 p.m. It's dark, and we know that all roads eventually lead to Gutter Bar.

11:10 p.m. Another interesting thing I heard tonight: "Other conferences like South by Southwest are forward thinking. Cannes is always about the past, what people already did."

12:01 a.m. All intellectual conversations are deteriorating rapidly. Getting harder to find decent blogging material. Au revoir.

José Molla is co-founder and co-chief creative officer of La Comunidad, an independent agency with two offices in Miami Beach and two in Buenos Aires.
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