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You mean the way it was for decades? The way it should be? If you need a 2 min case study to explain the idea, I'm sorry, it's not that great an idea. The case studies themselves seem more important and impressive than the ideas, and that's not what these shows should be about
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You missing the point: we sell ideas. Case studies are our attempt to keep selling ideas to a jury. It's part of the job. It shows talent, craft and persuasion.
Manipulating, fabricating results and lying in those cases should definitely not be part of the process. That's where the problem is.
Adv is so full of BS at this point
How are they going to cheat then?? /s
I mean some ideas need to be explained and can’t be shown without a case study. Not everything is a billboard or a commercial.
Maybe a template for case study? They’re all similar-ish anyways.
Let’s be honest. There would be hardly any submissions if the main criteria was the public impact.
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My suggestions:
- You have to submit proof that the idea existed: PR articles with links, videos, etc… if an idea actually existed, there will be people talking about it.
- You can’t trust the numbers on the case studies and you can’t fact check them, so simply disregard them completely. If the idea is good, numbers shouldn’t matter.
- Simplify the categories. Have you ever tried to submit a real integrated campaign to Cannes? There are no good fits. The way the categories are structured favor small fake work instead of real campaigns.
- Simplify the submission process. It’s so stupid that you have to write a 3,000 word thesis to submit a billboard to Cannes. Creatives don’t wanna write it nor jurors wanna read it.
- Select a better jury. No offense to the people who have judged the work in recent years, but a lot of them don’t really work in advertising. Which means they have no previous knowledge of award winning campaigns. Which means they award work that’s very derivative.
- Stop submitting to Cannes. I understand the glamour of going to the south of France but, as a creative award, Cannes is way behind D&AD and the One Show, maybe even the Andys. And it gets worse every year.
I say we swap case study videos back for a singular board addendum.
I buy that some entries need a bit of context/explanation/BTS/results. But you shouldn’t need more than that.
How do you submit an experience the way the public experienced it?
You lay it out in the case study. And that’s where they’re forced to fluff. Most campaigns would not be impressive enough to win a big award without the fluffing case studies provide. “8 billion impressions” etc
So, your above suggestions mean award judges will have to spend 2 months not 2 weeks in a dark room in Cannes. Don’t get me wrong, that’s far better than being back in the office but I get the feeling C suite ain’t gonna love it.