Australia fails to make the digital grade in Cannes
Australian agencies have a long way to go to prove their digital prowess on the world stage, if the showing for the Cyber Lions category in Cannes are anything to go by.
Just three Aussie agencies were shortlisted – Droga 5, Leo Burnett and Host.
The winners will be announced in a ceremony early on Thursday morning, Australian time.
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Maybe I’m a bit dumb, but I don’t get the whole ‘Australia proving itself on the world stage’ thing.
1. Have Australian businesses used digital effectively and creatively to meet their business objectives? Yes.
2. Have the agencies of those businesses helped them do that? Yes.
3. Does the fact that a Brazilian, an Uzbek and three Scandanavians didn’t like that work render points 1 and 2 irrelevant? No.
Cannes is the cultural cringe the rest of the creative industries got over 30 years ago. I’m not sure why we still crave the approval of others, be it at Cannes or elsewhere, to validate the work that we do, and for the most part do well, every day.
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Lots of evidence points to the answer to your first and second point being “No”.
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perhaps not a lot of Australian agencies bothered to enter so we were under-represented from the outset? is cannes the stage for the best work in the world, or for the best work amongst attention and approval seeking agencies?
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Cannes is more Godard than Zuckerberg. Still cool but kinda old school.
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It must be something about being older, but I’ve always measured success on the return on investment, not on whether someone I don’t know thinks I did a good job.
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You lot are kidding yourself.
If AKQA (amongst other amazing digital agencies) “can be bothered” entering and winning, with some of the most groundbreaking digital work in the world…. then I would think Australian agencies might want to set the bar at that same level.
I think White with the CBA app, and Droga5 with the Cascade app are pretty unlucky not to be at least finalists though.
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Budgets, Timings, Knowledge.
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