Worthington’s Cannes Diary – part two

NickWorthington, executive creative director of Colenso BBDO, Auckland, isrepresenting New Zealand on the Titanium & Integrated jury andwritesexclusively for Campaign Brief.

Workedout yesterday that out of the jury of 10 there are 6 American basedjurors, so it feels a bit ‘One Show’  with the yanks all knowing theAmerican work and asking questions about the other stuff.

Not abad thing in itself but I’m surprised America has so many. We’re aboutto count up the  votes of the last 72 hours so I’ll get a feeling thenfor what Aus and 

kiwi work might or might not make it.

There is so much stuff it would be a triumph to break through to eventhe finalist list. Only one campaign has really got the jury talking sofar and that’s because we really can’t define it which could be a goodthing as I guess the titanium should make us scratch our heads and mostof the stuff is very formulaic.

And the one over-ridingfeeling is for me that as soon as people put these videos together theyforget that they are storytellers telling a story and the emotionalintelligence disappears. 

The best 5 min case studies aregreat tales told with wit, humour, drama, pathos, just like great tvcs.Lots look like the presentation dept put them together and thecreatives went off to the next job which is a shame as poorpresentation destroys great ideas as much in a case study as it does ina print ad.

Cheers, nick w

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