Jane Austin in Cannes: creativity below hearth – however a richly-deserved Movie Grand Prix for CALM

Cannes week has ended and the AI backlash is already in full swing. Perhaps it’s the collective hangover, however together with speaking smack about AI, some Cannes attendees gave the business’s artistic output a little bit of a mauling within the press.

TBWAWorldwide President Troy Ruhanen thinks creativity is ‘bloody common’ and ‘not in its boldest place’, and complained that it’s being overshadowed by AI hype, in an interview with AdAge.

Promoting’s artistic choices haven’t gone down properly with Spike Lee both. At a press convention, the legendary filmmaker and Cannes’ Inventive Maker of the Yr, complained about all of the garbage TV adverts he needed to sit by way of throughout lockdown.

“I watch plenty of sports activities and a few of these commercials ‘I’m like, who wrote that? Who thinks that’s humorous?” Lee mentioned, including: “And particularly these quick meals [commercials]. I imply particularly with the pandemic there are extra quick meals commercials now than ever and I don’t perceive it. They’re not even attempting to be artistic.”

Oh expensive. It’s powerful love like that may knock the final remaining shred of confidence out of an business present process an existential disaster.

On the upside, there have been some rays of artistic hope among the many successful entries at Cannes. It was significantly heartening to finish the week with adam&eveDDB’s “The Final Picture” marketing campaign for suicide prevention charity CALM successful the Grand Prix in Movie. This highly effective marketing campaign, which featured footage of actual individuals dwelling seemingly carefree lives earlier than they died by suicide, began a nationwide dialog round the truth that the indicators should not simple to identify and the way suicide can cover behind a smile.

Objective-led work for a charity or NGO isn’t precisely the order of the day at Cannes anymore as juries appear to be transferring towards extra paying consumer work. However the CALM marketing campaign is a vital reminder of what could be achieved when creativity is utilized to an extremely vital trigger.