I Am Red, Hear Me Roar
There are hundreds—yes, hundreds—of awards available to those in the ad agency biz, ensuring that just about everyone should take home a prize at some point. Not that competition for these bits of plastic and glass isn't intense, since not only individual careers but the fate of entire agencies rests on continually snagging them to ensure a steady stream of top accounts. In fact, it's gotten to the point where campaigns are increasingly created with an eye on awards, not always to the benefit of the client. A good way to monitor this is on AdsOfTheWorld.com, a Graphics.com Network site, where visitors are quick to comment on campaigns that serve agencies first and clients second.
But if there's one prize that agency types most dream of winning, that would be a Cannes Lion trophy. The Lions were recently bestowed at the 55th Cannes Lions International Advertising Festival, attended this year in sunny Cannes, France, by more than 9,500 delegates from 85 countries. The week-long event wrapped this weekend and included not just a slew of awards ceremonies but seminars, master classes, debates and of course the infamous beach galas. More than 25,000 ads were judged, with trophies acknowledging work for TV/cinema, print, outdoor, interactive, radio, sales promotion, integrated advertising, as well as best media and direct marketing solutions.
Making a big splash this year was the rebranding of the Coca-Cola bottle by brand design agency Turner Duckworth, which was tasked with embodying the phrase "Coke brings joy" in a design that would move the ageless beverage—composed, at best guess, of carbonated water, phosphoric acid, sugar, caramel color, natural flavors and caffeine—into a realm that would free it from a design deemed "cluttered and uninspiring" (touché, Marc Gobé!). The result was enough to take home a mighty Grand Prix in the new Design Lions category.
Simplified it is, with a dramatic use of white and red that lends itself to a myriad of variations spun out on themes involving the use of positive and negative space. All the 2008 Lions are already online and are well worth perusing to soak up the state of the art. While you're there, check out the Coke redesign and especially the somewhat disturbing little movie clip in which Moira Cullen, Coca-Cola Company Design Director, declares that the new aluminum bottle is "tapping into the cultural longing for this brand to be great again."
I have to admit to not being a Coke drinker, so that might explain why this comment struck me as being on the surrealistic side. But perhaps you drink Coke? Do you have a longing for the Coke brand to be great again? Anyone?