The Hindu Business Line : The simplicity is back!

I’m back at Cannes after a gap of one year. If you were to look around, nothing seems to have changed in this once humble Mediterranean seaside township over the past two years. The city that was once a settlement of fishermen, then a gigantic hospital after World War I, has gradually transformed itself to become the Festival Capital of the world over the past half-a-century. The famous Palais, which in its current avatar came into being in 1979, is the nerve centre of the new festival economy. It is at the Palais that the change becomes palpable.

A distinct Latin American look: A banner at Cannes

One look at the giant banners around the Palais and one gets the feeling that this year it wears a distinct Latin American look. The Metro, a free Brazilian newspaper, is being aggressively distributed. It proclaims 111 Brazilian agencies taking part and an increase in entries by 12 per cent over last year. Once inside though, the buzz centres on the usual suspects. The Key to Reserva, Gillette: Fight for Kisses, X-Box Ammo, Guinness - Tipping Point, Cadbury’s Gorilla are some of the ones being tipped to win big this year.

I simply loved the Key to Reserva, to me the one that will go the distance. I must confess that the Cadbury Gorilla had me perplexed for quite a while. A very simple film, which makes you wonder if you’ve missed something that the jury saw. It was only when I started looking at the spoofs on youtube that the idea came alive. Simple creative thought that provokes the consumer to interact with it. One must check the spoofs out. To me, the days of simplicity are back. The consumer once again reigns supreme and forces the jury to agree.

I am keenly looking forward to the integrated campaign entries as well as the ones for Titanium Lions. These two categories hold the key to the future trends in the communication industry. Just the kind of stuff a ‘suit’ like me looks forward to.

There is a big Indian contingent comprising the advertising and media stalwarts as well as a few clients. The mood in the Indian camp is upbeat and one of togetherness. How I wish we stayed this way even at home! We expect a better showing this year and a better tally than the 12 we brought home in 2007. The first shortlist for Direct and Promo Lions seems to affirm this belief. The big favourites from India are Lead India, Ten Sports, Vodafone, Luxor and Amway. Something tells me that this is a big year for India. Fingers crossed!

The week ahead is packed with seminars, global meets and, of course, the award shows. Normal logic would suggest a restrained approach to nightlife but no such luck here.

A certain harmless little bar tucked in the corner from Martinez Hotel called 72nd Croisette always has other plans; it is the late-night home of the festival. I’m told it comes to life only during the advertising festival as the pockets suddenly become minuscule. A place that barely seats 50 becomes the meeting place for thousands of professionals who will party away the next seven nights. The industry calls it the Gutter Bar, not without reason I guess! Wish me luck! Hic!

(The writer is President, Rediffusion DY&R)