Billboard, Palais des Festivals
This year two grand prizes must be awarded in the Outdoor Lions category, one for Billboards & Street Furniture and Posters, one for Ambient. In 2009, only one Grand Prix was awarded, for the Zimbabwean “fight the Regime” campaign from TBWA/Hunt/Lacaris in Johannesburg, South Africa.
Not that anyone from Cannes’ advisory board is asking, but in an already vast sea of categories and possibilities, I actually like this change. A lot. Outdoor advertising is growing in stature and diversifying in forms. The advent of digital technologies has opened up more possibilities for OOH than in any of the other mass media. Read that last sentence again. It’s pretty amazing. Most people think the future of marketing is online –and maybe much of it is- but ‘signs’ will always be with us.
My opening remarks at this year’s OBIEs were all about the importance and longevity of signs, the text of which can be found here: http://godsofadvertising.wordpress.com/2010/05/05/hosting-the-2010-obie-awards-consumating-my-love-affair-with-posters/
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