The humorous “Sorry, I Spent it on Myself” campaign for British retailer Harvey Nichols earned its second Grand Prix at the International Festival of Creativity Wednesday night.
The campaign premise was super low-cost Christmas gifts, like paper clips and sink plugs, people could buy for others so they could spend the money saved from their gift budgets on themselves. On Monday night, the campaign came out on top in Promo & Activation, and on Wednesday it was in the Press competition for agency Adam&Eve DDB London.
When it comes to choosing the top honours in Cannes, there never has to be much discussion about quality because the contending gold winners are extraordinary, said jury president Remi Babinet, creative director of BETC in France. “It is more about what is the sign you want to send to the industry.” The ads are simple shots of the gifts against a stark white background. “We chose [Harvey Nichols] for the simplicity, freshness, irreverence and the execution, of course,” said Babinet.
“It also sends a message out to the industry about getting back to ideas,” added Damon Stapleton, executive creative director of Saatchi & Saatchi, Australia. “I think the simplicity of this work makes it iconic.”
“For me, the most important thing it is saying to the market is it’s possible to do a very good campaign with a low budget,” said Marcelo Reis, creative vice-president at Leo Burnett Tailor Made in Brazil.
The judges were asked if they fear for the future of the press craft and print advertising as print media struggles and titles close.
Gotz Ulmer, executive creative officer of Jung von Matt/Alster Werbeagentur, in Germany, said print tactics and disciplines are being repurposed for the digital age. “If you look closely, what is going on Facebook now, it’s print… It’s a picture with a headline,” he said.
“Of course print is dying, we all know that. But it is really important to know… the craft itself is not dying.”
There were no Canadian entries shortlisted in either Press or the new Product Design competitions, where the Grand Prix went to “Raw For the Oceans,” a new line of denim from G-Star Raw made by recycling plastic waste recovered from the oceans. The line was launched with Pharrell Williams, owner of Bionic Yarn.
Cannes launched the Product Design competition this year to recognize “the applied use of physical products in aiding the communication of a brand ethos as well as its use to have a positive impact on improving people’s lives.”
Jury president Donghoon Chang, executive vice-president of Samsung Electronics, said because it was the first year, the jury felt additional pressure to set standards, but did not find it difficult to decide on Raw For the Oceans as Grand Prix. “It is a beautiful, soft, very wearable denim; not what you’d expect from wearing plastic bottles,” he said.
The work met all of the judges’ criteria of form, function and innovation, but what really put it above the rest was “their sincere commitment to sustainability and social responsibility,” he said.
Former BBDO Toronto creative team Chris Joakim and Mike Donaghey, who moved to Ogilvy & Mather London in 2012, also picked up one of the eight Product Design Lions for Freedom Candles for Amnesty International.
Canada made five entries to the competition that saw 194 entries in total.
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