Why I like it: Cannes can be such a lottery that making predictions is a fool’s game. But I’m going to be a fool right now and guarantee that this outdoor campaign will pick up at least one Lion next week. There’s too much that is awesome about it for it to go unnoticed…it’s exactly what I think judges will be looking for: A simple, “why didn’t I think of that before!” idea. Credible integration with the brand and its message. A great example of “show, don’t tell” (instead of just talking about IBM being useful to cities…these OOH boards are useful!). Use of media that transcends its normal limitations (this isn’t just a print ad made big.) A fetching case video. A sub-category that may likely has less competition than others. Fantastic work. Advance congratulations to my colleagues in Paris:)
Why I like it: “Wow.” I predict this will be your reaction if you dive into this choose-your-own-adventure film/web site/promotion by Perrier. You are instantly submerged into a hedonistic, underground world of Perrier, in the hunt for a secret bottle that will let you win prizes of wild partying. It’s a nice enough promotional idea, but what is staggering here is the executional twist: you can change point-of-view at any time, seeing things through the eyes of every participant in this decadent affair. You hope from one person to another as you want, instantly switching perspective as you descend further into the decadence. Let’s say we go in and spend a few minutes interacting with this world that Perrier has built. What is the value of that? How do you compare it to a 30 second TV ad, or an outdoor board? I think the metrics have not yet been developed to accurately tracks this type of
(note: watch this in full screen with the volume up. You’ll get a little more of the cinematic feel that way)
Why I like it: Wow. What a gem of an ad. I can imagine that some of you may be thinking “meh…this is amazing, but it’s more film than actual advertising”. Well, certainly this has very cinematic aspirations, but that doesn’t mean that the basics aren’t very well taken care of. Let’s do a quick review according to our standard criteria: it’s tremendously interesting and atmospheric (storytelling!) It’s well branded, with Perrier heroically (and every-so-stylishly) at the core of the climactic moment. I give it just an “ok” on persuasion – the refreshment message is obviously there, but purposely amplified to make it less truly persuasive and more of a narrative device. Is it campaignable? Could be, but this is clearly a one-off. And finally, I think it does hit some very interesting emotional notes for a mineral water ad: bravery, hope, suspense, despair, and a subtle undertone of melancholia. Overall, a very rich treat, with many flavors at play! So yes, it is an ad…and a very good one.
But let’s talk for a second about the courage and drive that it must have taken to get this made. This doesn’t look like it was cheap. And it doesn’t look like it came from a specific creative brief. this looks like a labor of love. In between all the mediocre work that we will inevitably churn out in our life, we’re lucky if we get to work on one of these even a few times in our career. But that “luck” is earned through blood, sweat and tears! So hats off to the folks at Ogilvy Paris and Perrier who made it happen!