by Iain on June 30, 2009
I really don’t want to have to write this post. But when even the Cyber Lions Jury Chairman is posting things like this, what’s a guy to do ;-)
There are traditional agencies (although they’re the least traditional of the traditional agencies obviously) who are doing incredibly well in awards like Cannes. But let’s not forget one simple thing. THESE ARE ADVERTISING AWARDS!!! Therefore it would seem totally outrageous to suggest that companies whose business is advertising won’t be able to do incredible work in that space. Of course they will. They can apply a bunch of the same principles you’ve always used. Add some executional smarts hired in from a production company and whomp, there it is. Awesome online advertising!
And that’s not to suggest that agencies like CP+B don’t have the capacity to do interesting things beyond traditional online advertising. Things like Whopper Sacrifice prove that they do with bloody bells on.
It’s obvious that the language of the past isn’t going to be the language of the future. And as everything becomes more digital these stupid old distinctions become pointless. And hey, perhaps pure-play digital agencies will become a thing of the past?
But I thought it was advertising that was meant to be fucked? So doesn’t that mean winning lots of advertising awards mean that you’re the most fucked of the fucked?
Sorry that’s my best playground insult battle-weapon launched ;-)
I wouldn’t write off the digital specialists just yet. There’s a bunch of things that we can make and do that are pretty damn exciting. And the fact that they’re increasingly not ‘advertising’ has to be interesting to some folks. Surely?
[Edit: just to clarify - I called Cannes an 'advertising' award because that's how it's perceived by most people - it's entered by companies that do advertising for clients. Many of them are advertising agencies, no? It just so happens that a lot of stuff that's getting awarded is progressive advertising.]
[Edit2: was also interesting to see how different juries would perceive work differently - because everyone has their own agenda. The same work would fare quite differently if it was entered in Design / Titanium / Cyber, for example Fiat Ecodrive appeals to some people in the Cyber Jury because they like to think they can design automobile functionality.]