My friends at Bartle Bogle Hegarty have pointed out to me (in that terribly British, more in sorrow than anger way of theirs) that while the British performance at Cannes may or may not have been disappointing (I called it ‘crap’), its wasn’t.
And indeed it wasn’t with 28 Lions including a Grand Prix for Axe in the Creative Effectiveness category (although I have my doubts about those categories that require the submission of homework), two other press golds for Axe ‘Firework and ‘Petrol Station’ (left), two film golds for the Guardian’s ‘Three Little Pigs’ and a design gold for Asos.
This isn’t a fluke either, the agency does well at Cannes year after year, winning big for Johnnie Walker, Google and Barnardo’s last year for example.
Mea culpa out of the way (it wasn’t so bad really) did the Brits as a whole perform poorly?
Well we await some statisticians’ assessment of which countries did best but it’s fair to say that that the Brits as a whole failed to trouble the scorers to the extent they might have done in the categories where digital was the whole story (or a factor), although they put up a strong performance in both film categories, which used to be what Cannes was all about. And it’s still arguably more competitive than many of the other, newer ones.
But I don’t think any of the UK’s bigger creative names, apart from BBH, can say they had a great festival. Or do I stand to be corrected again?