It’s not that long ago that Cannes (then the Cannes Advertising Film Festival, the very small brother of the preceding feature film version) was of interest only to agency creatives and production companies and, in the case of the US and UK, of far less moment than big domestic competitions like the One Show, CLIOs and D&AD.
Now as the mighty Cannes International Festival of Creativity it resembles more of a gigantic Turkish, bazaar; companies big and small (many of which only have a vestigial relationship with ‘creativity’) busy hawking their wares.
One such this year is Twitter, proud occupier of a billboard atop the Palais des Festivals and determined to make its pitch to the great and good of the advertising world (including clients). With an extra spring in its step following the embarrassment of much larger rival Facebook’s botched IPO in New York.
Among the Twitterati making an appearance are co-founder Jack Dorsey and CEO Dick Costolo. They’ll be telling anyone who wants to listen that Twitter is the ad medium for mobile (which Facebook currently is not) and that, in the words of the company UK’s ad boss Tony Wang: “Unlike a traditional social network that’s about family and friends, from the very beginning Twitter was about interests and information.”
Facebook will be fighting its corner, of course, as, doubtless, will lots of other media which we’ve never heard of and probably won’t hear much from in the future. But that’s Cannes for you.
Let’s hope we see a few decent ads too.