Guy’s Cannes Diary – part two

GuyRoberts, creative director of TBWA\Whybin\Tequila, Auckland, isrepresenting New Zealand on the Cannes Promo & Activation jury and writes exclusively forCampaign Brief.Other Aussie and Kiwi jurors will be contributing exclusively to the CBBlog over the next 10 days, so make sure you check in daily, hourly,every minute…

Audio: Any Coldplay song.

Thebrief: We were asked to make a shortlist from a long list of entries.The solution: In a  world first, we made the world’s biggest, theworld’s smallest, the world’s deepest shortlist. To get there we didn’tjust write any old list. we made a song, a toy, we wrote it on a flyand had buzz around the auditorium.

But we didn’t stop there, we harnessed the power of social media. Weused twitter and facebook like it had never been used before. We seeded it virally in the blogisphere!

Then the unexpected happened, the people made it their own. You tubewent crazy, as hundreds and thousands rushed to take part. They madetheir own songs, toys and painted their own insects and posted themonline. Results were overwhelming and exceeded all expectations*

*Results were unavailable at the time of judging.

Jesus I need to get out more! Today is the day where we battle formetal and if yesterday is anything to go by it’s going to be long.There is a great range of work from all around the world that’s settledto the top, the fun part now is putting it in order.

I’ll be in touch.

You can also follow the latest Kiwi/Aussie Cannes news via Campaign Brief on Twitter as well as via the hash tag:  #ozcannes10

Follow all the Cannes action on your iPhone and/or iPad: The Campaign Brief iPhone App,which is available on iTunes for only US$1.99 – is now in the top 20iPhone Apps charts in the ad category in most countries in the AsiaPacific region plus Canada, the UK and USA. The CB App gives youaccess to the latest, breaking advertising and creative news across theAsia Pacific via the CB Blogs.