As for Nike Livestrong, "We saw brilliant work in every aspect
of the campaign -- print, broadband, an event and specifically
Chalkbot, that in itself showed true innovation in numerous
channels," said Greenberg. "The execution was flawless in every way
shape and form and we voted unanimously." And while "Chalkbot" has
been the most celebrated aspect of the campaign so far, some jurors
found the campaign's most brilliant component to be its opening
gambit -- Armstrong's decision to return to the Tour De France in
the name of Livestrong.
"We have to look at that as part of the advertising," said juror
Rob Reilly, CCO of Crispin, Porter + Bogusky. "That's where
integration is going. It's not just another TV spot. His coming
back was a calculated move to start this campaign. To me, that's
the most important part. Chalkbot is an incredible tool, but the
decision to come back in the first place, as a marketing idea, is
THE JURY: Bob Greenberg, Chairman/CEO of R/GA
served as jury president. He stepped in weeks before the festival
to replace DDB Global CCO Bob Scarpelli, who was recovering from
illness. The jury was predominantly made up of U.S. based jurors,
five out of nine worked out of U.S.-based agencies, but they
emphasized that national alliances played no part in the awarding
of the Lions.
WHAT ELSE DID WELL: Ikea's Facebook Showroom,
out of Forsman & Bodenfors, earned a Titanium Lion; Gold
integrated Lions went to The Martin Agency, Richmond, for JFK
Library's "We Choose the Moon"; AMV BBDO for the Metropolitan
Police Anti-Knife Campaign; and TBWA/Chiat/Day/L.A. for Gatorade
LIONS AWARDED: Sixteen total: 1 Titanium Grand
Prix, 1 integrated Grand Prix, 1 Titanium Lion, three integrated
Gold Lions, four integrated Silver, six integrated Bronze Lions
TRENDS THAT SHAPED THIS YEAR'S ENTRIES:
Fighting commoditization; trend toward earned media -- "a lot of
the entries showed no media dollars spent, or less than previous
years," said Greenberg; and plenty of movement with new platforms
like Twitter, Facebook and Foursquare.
LOOKING TO NEXT YEAR, AND BEYOND: During the
press conference, Cannes International Advertising Festival
Executive Chairman Terry Savage addressed a question about why
Titanium/integrated wins didn't figure into the the awarding of the
festival's agency of the year honor. "Historically, agency of the
year has been measured along a traditional set of criteria," Savage
responded. "That is a point we should address going forward."
Savage also provided no definitive response when asked about how
the blurring of categories -- with certain pieces of work winning
in as many as six different areas -- will affect future shows.
"That's a question we run into every year, and I suspect inevitably
there will be some sort of collapsing. Cannes isn't the [industry]
leader; we're a follower, and we have to be close to change but
within the context of being a global brand. The world doesn't move
at the same speeds. It's a complex set of equations, but we'll
review each year accordingly."
For 2011, Savage also noted the festival is likely to introduce
its first effectiveness award. Qualifying entrants must have been
shortlisted or better in the previous year. "What we're trying to
do is establish a direct link between creativity and
effectiveness," he said. The festival is also looking to introduce
the Black Lion, to honor "an individual group from the advertising
industry who made a significant contribution to the industry."