{"id":145939,"date":"2025-03-20T15:45:16","date_gmt":"2025-03-20T15:45:16","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/some-thoughts-on-cannes-the-goat-farm\/"},"modified":"2025-03-20T15:45:16","modified_gmt":"2025-03-20T15:45:16","slug":"some-thoughts-on-cannes-the-goat-farm","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=145939","title":{"rendered":"some thoughts on Cannes \u2014 The Goat Farm"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p class=\"sqsrte-large\" style=\"white-space:pre-wrap;\">If you\u2019ve noticed that your favourite swanky Auckland restaurant has been a bit light on advertising lovelies this week (especially middle aged male creative directors), there\u2019s a good reason for it. This week marks the annual celebration of advertising creativity at Cannes, in the South of France. Each year, thousands of ad folk (and thousands more trying to sell them stuff) get together to first judge, then award each other\u2019s work, drink themselves silly and stay in some of the most expensive hotels you\u2019ll find anywhere.<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">Cannes is a hoot, and the one time I was invited to judge, my bag was packed before I\u2019d put down the phone.<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">It\u2019s also a bit flawed. This year, the unofficial theme has been sexism, with first Kiwi <a href=\"http:\/\/stoppress.co.nz\/news\/trouble-cannes-cindy-gallop-calls-out-james-hurmans-book-sexism\">James Hurman<\/a> then wine and social media industry darling <a href=\"https:\/\/mic.com\/articles\/146809\/gary-vaynerchuk-apologizes-for-outrageously-sexist-party-invitation#.E5fyFBDLz\">Gary Vaynerchuck<\/a> called out by #changetheratio crusader Cindy Gallop. (Both have since apologised, as covered off in the links.)<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">It\u2019s a worry. What used to worry me even more, though, was that the ads that won at Cannes were almost never anything like the ads most clients bought and ran to help promote their products and services. A big chunk of them existed more to win awards than to, you know, sell stuff. It\u2019s not surprising. Advertising people don\u2019t usually get promoted on whether their ads work. They get promoted on whether their ads win awards. (I think it\u2019s what economists call a perverse incentive.)<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">A good example this year was an app out of multinational Grey\u2019s Singapore office. It uses crowd-sourced image analysis to help find refugee boats in the Mediterranean. It\u2019s a cool idea. It won A Gold Lion at Cannes. <a href=\"https:\/\/www.theguardian.com\/technology\/2016\/jun\/21\/refugee-rescue-i-sea-app-pulled-app-store-outed-as-fake\">The only problem is it\u2019s a fake<\/a> and doesn\u2019t actually work. (Soz, drowned refugee children!)<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">Stuff like this used to irk me. Over time, though, I\u2019ve changed my position. I still think chasing awards for their own sake is at best a waste of agency time and at worst a betrayal of the clients who pay our wages. The award-winning work, though, serves a handy purpose. For me, it\u2019s like high-end catwalk fashion. It doesn\u2019t have to be commercially viable. It doesn\u2019t matter if no one other than Lady Gaga will ever wear your dress made from meat, or your 15 inch heels or whatever. But when you push those boundaries, try new things, maybe tell some lies about how real your client or brief or media placement was, you break new ground. And next year in Glasson\u2019s you see echoes of that catwalk craziness from Paris, or New York. And the world is a more interesting place for it.<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">Two great examples awarded at Cannes this year have been <a href=\"http:\/\/theswedishnumber.com\/\">The Swedish Number<\/a> \u2013 a super simple but powerful campaign that allows anyone in the world to call a Swede (seriously) and Y&amp;R New Zealand\u2019s <a href=\"http:\/\/www.adweek.com\/news\/advertising-branding\/yrs-mcwhopper-burger-king-gobbles-print-publishing-grand-prix-cannes-172111\">McWhopper<\/a>. Will they drive more tourism or sell more burgers? The jury is out. Do they challenge marketers to think differently and do better work? You bet.<\/p>\n<p class=\"\" style=\"white-space:pre-wrap;\">I don\u2019t know if I\u2019ll enter or attend Cannes again (both start looking super expensive when it\u2019s your own money). But I\u2019ll read the blogs, follow the scandals and admire the work \u2013 and try not to worry too much about what\u2019s real and what\u2019s just inspiring.<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019ve noticed that your favourite swanky Auckland restaurant has been a bit light on advertising lovelies this week (especially middle aged male creative directors), there\u2019s a good reason for it. This week marks the annual celebration of advertising creativity at Cannes, in the South of France. Each year, thousands of ad folk (and thousands [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[22080,6021,15171,4538],"dealstore":[],"offerexpiration":[],"class_list":["post-145939","post","type-post","status-publish","format-standard","hentry","category-advertising","tag-cannes","tag-farm","tag-goat","tag-thoughts"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>some thoughts on Cannes \u2014 The Goat Farm - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=145939\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"some thoughts on Cannes \u2014 The Goat Farm - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"If you\u2019ve noticed that your favourite swanky Auckland restaurant has been a bit light on advertising lovelies this week (especially middle aged male creative directors), there\u2019s a good reason for it. 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