Jeremy Hogg, executive creative director at Howatson+Company is representing Australia on the Cannes Outdoor Lions jury. Hogg, along with most of the other Australian and NZ jurors, writes exclusively for CB.
Ok, it’s done. What an amazing few days. You learn a lot when surrounded by great people with interesting perspectives on the work. Also, you drink a lot of nice wine when you’re in a beautiful coastal city where lots of ad people come together.
There were a few things we consistently spoke about. Has the brand stood behind the work? Is there strategic consistency — something fresh that is meaningful and instrumental to the brand? Does it matter? Is it interesting and understandable for the audience? Is it solving a genuine problem for the brand?
We have a responsibility to improve the work that people will actually see. Not just the work that will impress our peers.
Of course there’s a few pieces I loved that didn’t make the cut. Every juror feels the same. But that’s the nature of advertising. There is always room for personal preference and opinion. What I do hope stands up, is that each and every winning piece of work, from shortlist to Grand Prix, provoked a conversation. And was universally agreed as being a piece of work that deserved recognition.
Above all that, to the work at the pointy end — I applaud all those who helped conceive, buy, create, shape and protect the work. You can see the care that has gone into it.
The best of the work was inspiring. A mix of brilliance, originality and immaculate execution. A representation of what we should be striving for on every brief, not just for a couple of weeks in the south of France.
Thanks for having me.
