The world buffet of advertising

Getting 30 people representing about 28 countries to agree on anything, would seem about as easy as getting world leaders to agree on a global plan for the environment. However, judging the Direct Marketing category at Cannes proved to be a little easier. (Yes, just a little.)

Direct Marketing had the largest judging panel at Cannes this year. Since Direct Marketing is judged according to fourt criteria - creativity, strategy, execution & results - the jury comprised of a good mix of creative directors and management heads from traditional DM backgrounds, as well as leading creative directors from advertising, with a good award-winning track record in multi-media (including digital and direct marketing).

The task: Pick the crème de la crème of the 1, 363 finest pieces of direct marketing work entered from around the world.

David Sable, the head of the jury and vice chairman of Wunderman New York, stated clearly that the objective was to reward fresh ideas that move us and sell the client's product.

There was a lot of good work. There were even more discussions and passionate debates, when you consider the diverse mix of people in the room. And after five days, the jury had picked the best work. 

When the dust had settled, a few things were clear. Gone are the days when Direct Marketing instantly conjured up images of a letter or box in the mail. A vast majority of the awards involved multi-media and smart use of technology. Even in the traditional flat mailing category, technology playing a leading part when you consider the silver Award winning ‘Navigation Letter' from Volkswagen, advertised the GPS system by showing the route of the letter from the company to each individual on the envelope.

Another favorite was Axion in Belgium. Targeted at reinforcing their strong association with youth, the bank breathed new life into the humble online digital banner. They got Belgium's leading bands to perform in confined areas made to resemble online banner spaces. Then these concerts were streamed live in digital banners of various sizes. A digital revolution? An innovation in Direct Marketing? These days the lines blur as more media integrate seamlessly.

Among other notable winners was Droga 5's ‘The Great Schlep' that helped ensure Obama won the US Presidential election, by getting more elderly Jews in California to vote for him.

The ‘Let It Ring' campaign from Belgium combined a smart concept and technology for an impactful Road Safety campaign. To spread its ‘Don't talk on your mobile phone while driving' message, they got people to send in their friends' mobile phone numbers and email addresses. The friends got an email with a video. When a person played the video he saw the road ahead from a car driver's perspective. At this moment his/her mobile phone would ring. If he took the call, the car crashed. It is a great demonstration to dissuade people from talking on their phone while driving.

The big winner was ‘The Best Job in the World' campaign from Australia. Starting from a simple recruitment ad, it went on to become the most talked about campaign in the year. Truly remarkable.

There were a few other pieces of outstanding work but with such a diverse jury, ideas that had a particular regional or local cultural relevance sadly fell by the wayside. Ideas with a more universal appeal won the majority of the votes.

At the end of the day, clearly the economic meltdown had not led to a drop in creativity. All around the world, there were myriad examples of clients using creativity as a major tool to get ahead in the downturn. A message that marketers and ad agencies in Asia would do well to heed.