Cannes rounded off tonight with three big Grand Prix: Titanium (breaking the mould etc) for State Street Global Advisors’ ‘Fearless Girl, Integrated for Boost Mobile’s US voting campaign and, still the biggie although its status is under assault, Film for Channel 4/4Creative’s “We’re the Superhumans.”
Hard to argue with any one of them; ‘Fearless Girl’ from McCann New York is a bold statement on a big issue which resonates and reflects well on client State Street.
The same applies to Boost Mobile and agency 180LA who not only recognised an issue but tried to do something about it.
C4’s ‘Superhumans’ is possibly the most exhilarating film entered in any ad awards for years. As such it’s a deserved winner in a year when Cannes has seemed to be give its highest awards to anything other than ads; C4 itself describes it as a trailer.
But the absence of ads as we know them is something that should concern the festival organisers.