Editor-in-chief Michael Weinzettl's parting shots at some of the results of this year's Cannes Lions Festival.
The Cannes Lions Festival ended last Sunday and I just want to add a few more observations about things that struck me since then. As for the Film category, the readers of Lürzer's Archive will have been familiar with just about all of the commercials awarded Gold Lions and many of the Silver and Bronze winners – as well as the Grand Prix, Harvey Nichols "Shoplifters" by Adam&EveDDB, London. We featured it back in Vol. 5-15 of the magazine and it was our Spot of the Week on this website in October last year. I was particularly pleased to see some absolute favourites of mine such as Droga5's Under Armour spot, as well as Shiseido's High-School Girl among the ones awarded with a Gold Lion.
Client: Harvey Nichols. Agency: adam&eveDDB, London. Creative Director: Colin Booth. Art Director: Ben Stilitz. Director: Layzell Bros. Production Company: Blinkink
Client: Under Armour. Agency: Droga5, New York. Creative Directors: David Droga, Alexander Nowak, Tim Gordon, Felix Richter. Art Directors: Toby Treyer-Evans, Laurie Howell, Cynthia Ratasbouth
Client: Shiseido Co., Tokyo. Agency: Shiseido Co., Tokyo. Creative Director: Masato Kosukegawa. Director: Show Yanagisawa. Production Company: Watts of Tokyo, Tokyo
So much for Film. Last week I wrote that some of the Print Lion winners looked a little bit suspicious to me, what with being so late to the ball that they did not even exist at the time of the official Cannes deadline. Of course, by now we have been informed that AlmapBBDO's Bronze Lion-winning print campaign for Aspirin was approved by Bayer, a client who apparently never does print in Brazil. It was in fact just created and shown at the festival only -– the very definition of a fake Cannes entry I would say. The fact that AlmapBBDO, one of the very best agencies in the whole world, assumes it necessary to stoop to this is, for me, a sad comment on the whole Cannes awards business.
Client: Aspirin. Agency: AlmapBBDO, Sao Paulo
I wonder if similar machinations went on with the quite striking Baby Bel campaign by Y&R, Paris, which won several Lions in Print and Outdoor. When we requested for the campaign to be featured in Vol. 4-16 of Archive (which we're about to go to press with), we were told that the client had not given the agency the permission to show the ads except at the Cannes Lions festival. Which is a mind-boggling explanation if you think about it and a big pity after having hired such world-class digital artists as Carioca Studio to cooperate on it.
Client: Babybel. Agency: Y&R, Paris. Creative Director: Pierrette Diaz. Art Director: Guillaume Auboyneau. Copywriter: Guillaume Auboyneau. Digital Artist: Carioca
We got a similar reaction when putting in a request for publication of another Lion-winning campaign to be featured in our upcoming issue. This one came from Jung von Matt, Hamburg, for the beer-bellied men in the Bergedorfer Beer campaign. They politely stated that they don't have any interest in the campaign being featured in the magazine. Now please know that normally – and luckily for us, I hasten to add – most agencies (those of the Jung von Matt network included) will go to any length to make sure their latest work DOES get showcased in Lürzer's Archive magazine. (Some agencies going so far as to submit the same work over and over, just to make sure it gets included.) So what happened in these cases? This sudden shying-away from any more publicity for their award-winning work? Draw your own conclusions...
Client: BCS Bergedorfer Braugesellschaft. Agency: Jung von Matt, Hamburg
All of that, however, is in the past now. Let's have a look at the hopefully bright future of advertising as exemplified by the students from all over the world, attending various schools and institutions whose aim it is to produce the creatives of a new generation. Which is to say that our annual Lürzer's Archive Student of the Year contest is awaiting your vote. Ever since 2004, we’ve encouraged students of advertising to submit their work and in each print issue of Lürzer's Archive we dedicate two pages to ad campaigns created by students. Those whose work I select for each issue get a coveted place in the magazine and automatically become nominees for the Student of the Year Award. (Previous winners of the title have gone on to great things in the ad world include Menno Kluin, who won the first contest back in 2004/05. After making his name as an art director at Saatchi & Saatchi, New York - winning eight Cannes Lions - Menno became Executive Creative Director at DDB, New York and in January 2014 moved on to the same position at Deutsch NY.)
From now on, a year’s worth of nominated work (from Vol. 4-15 to Vol. 3-16) is featured on our website and you, our readers, are able to pick the candidate whose work you think deserves our prestigious award for 2016. Based on these votes, the top five campaigns are then judged by a jury of top ad creatives and myself to decide who will be the recipient of this year's Student of the Year Award.