The Martin Agency’s Daniel Fisher: my Top Tips for Cannes

Daniel Fisher is executive creative director of The Martin Agency London. Before joining Martin he was deputy ECD at adam&eveDDB.



My Top tips for Cannes

Every few years, a piece of work comes out of industry that makes you proud just to be a tiny cog in it, regardless of whether or not you were part of the team, agency, network, holding company or nation that was behind it.

As you would expect, those bits of work usually go on to clean up pretty much everything before them in Cannes.

This year there are not one but two pieces of work like that. And as well as making me feel proud of our industry, they also both make me insanely jealous of the people behind them. Not because of the amount of shiny Lionware they are going to be dragging back from the Palais all week, but because they have gone and done that very rare thing that every agency the world over claims to do on a regular basis but which very few ever actually pull off, which is to impact, shape and create culture.

Those two bits of work are of course, State Street Global Advisers – The Fearless Girl, and Channel 4 – We’re The Super Humans.

I love them both and I don’t think there will be a huge amount of spare change left over in the categories they are entered for.

So far, so predictable. So here’s a couple of other pieces of work that I think deserve to come home with heavy suitcases:

Like my addiction – Addict Aide.

Great idea. Great use of the medium. So much more powerful than any TV ad or print campaign could ever have been.

Skittles – Give the rainbow

So many brands come across as disingenuous when it comes to Gay Pride. Skittles drained the colour from their rainbow logo and won a legion of fans in the process.

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