Lions juror Micah Walker: Buzz-chasing Aussie agencies lagging in outdoor creativity
Australia’s poor showing in the outdoor category of the Cannes Lions reflects the creative weakness of the medium locally, Australia’s juror Micah Walker has warned.
Speaking to Mumbrella after the Outdoor Lions jury returned just one Australian winner, Walker said that too many Aussie creatives chase “the buzz” of whichever medium is fashionable at the time.
He said:
“I do believe Australia chases the buzz a little bit… I genuinely believe that in outdoor we are particularly weak.
“In Australia you see a lot of outdoor that’s an announcement rather than a strong campaignable thought, but I hope that changes.”
Walker, ECD of Publicis Mojo Sydney, also warned that high production value awards entries are in danger of becoming more important than the idea itself.
The solo Australian winner was JWT Sydney’s “Sushi train” project for the Japan Earthquake Appeal which picked up silver. According to JWT’s entry: “We created special donation plates that were placed on the sushi trains. Different coloured plates were valued at different amounts, in line with the pricing of the standard sushi plates. Customers were invited to pick up the plates and pay their donation at the cashier, along with the rest of their bill.”
The grand prix winner for the Outdoor Lions came from Droga 5 New York for its “decode Jay-Z with Bing” project.
The winners of the Outdoor Lions were announced on Wednesday morning, Australian time.
anyone care to explain the decoded jayz thing?
User ID not verified.
Hi Richie, I’ll have a go…
Basically, the content of Jay Z’s book was distributed across the city in various outdoor and ambient executions. Fans were invited to photograph it, and unite the content online, via Bing.
If there is controversy, it’s around the fact that in many ways it seemed like a campaign for Jay Z’s book, rather than for Bing. There was an excellent awards entry video though. https://www.youtube.com/watch?v=XNic4wf8AYg
Cheers,
Tim