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Cannes an empty “purpose campaigns” go together like bread and butter. Everyone likes to feel good. No one wants to actually do anything.
I mean, the film craft Grand Prix winner was everything we all complain is being killed across the industry - storytelling, incredible craft, genuine time, effort and care allowed to flourish.
And the gold-winning New Zealand/Herpes campaign is everything awesome about what this industry can be when it uses genuine creativity in interesting ways. Imagine taking that brief.
But purpose work in general is so boring and transparently self-serving for the most part, yes.
Years ago it was great but then the corporations came in (the un cool) thinking they are cool for going hence the mostly nonsense you see now
Bro our agency had an all hands briefing just for “Cannes worthy work” on March 1st and we created a whole thing that has now won some stuff… was it at the client’s request? No! Will it move the needle in any way? No! Was it done just for the clout? Yes! This industry has lost its way.
I don’t understand the Viagra one.
Taste maybe. Or perhaps the payoff line.