Amy Weston’s Cannes Diary #1: Did we just become best friends?

Amy Weston, Executive Creative Director, Clemenger BBDO is representing Australia on the Cannes Brand Experience & Activation Lions jury. As judging gets underway in Cannes, Weston shares her insights from day one inside the jury room, exclusive to CB.

The pre-judging for “Brand Experience and Activation” occasionally felt like judging “Brand Anything”. Every relationship with a brand creates some sort of experience, doesn’t it?

So, Day One’s task for the 10 easily excitable and slightly jet-lagged people in our jury room was the messy business of figuring out what this shortlist wants to stand for.

To get there, we kept coming back to the same questions:

–              Is the audience actually part of this idea, or are they just watching it happen?

–              Are we rewarding work that’s found a new problem, or work that’s genuinely had an impact on one?

–              Is the brand at the heart of the interaction, or just along for the ride?

–              Why do so many entries have the word “Missing” or “Impossible” in the title?

–              Did we just become best friends?

After lots of compelling debate we managed to find a very worth shortlist. All the work on it deserves to be celebrated.

Now we’ve got two more days to figure out how much.

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