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The short list for winners in the out-door categories were posted today at the Palais des Festivals in Cannes. It appears around 400 pieces were chosen as finalists.

By many accounts, Nokia’s “World’s Biggest Sign Post” (top box) is favored to win the Grand Prix as part of an elaborate integrated campaign showing off the phone’s ability to point people to some of their favorite places (chosen by consumers via text). The arrow itself (hung from a crane) was short-listed in the ambient “special build” category. It’s pretty cool. It’s big. However, it is not among my favorites, of which two have been posted above.

Of special note is the piece from Y&R, Amsterdam entitled "Man." That's right: it's an ad for out-of-home media by Interbest Outdoor. Part of a campaign. Pretty cool, eh?

The other billboard for Fed Ex, "Mud" by BBDO Proximity in the Philippines, is an excellent use of strategy and space.

The outdoor Lions will be awarded tonite! I shall post about the winners tomorrow.

Two new categories indicitive of outdoor's growing stature in Cannes.

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/

An overview of Cannes: Like the World Cup in more ways than one.

There are myriad categories and sub categories for entering at Cannes. The lists are readily available on their website –all over the web really. Given that, you’d think it would be easier to become a finalist, let alone win at Cannes. But you’d be wrong. It’s hard as hell. Furthermore, for all the ways to enter the competition there are thousands upon thousands that are entering.

It’s hard for some of us in America to understand the importance the global marketing community puts on winning Lions. In many countries winning is considered a mandate by agencies as well as clients. With so much gravitas attached to the contest, and so many entries from so many countries, it can and does become a national and political race, not unlike the Olympics or World Cup, which incidentally happens to be happening at the same time this year.

We here in the States don’t put such a priority on winning this international prize. Ergo we are often bested by zealous agencies from far smaller markets. Latin American countries, Brazil in particular, are gonzo about their Lions. Like that country’s uber-famous footballers, its creative directors are also treated like celebrities, often seen on the evening news and in the morning papers. National pride is at stake!

With this pressure comes the occasional bi-partisan juror and “scam” ad. Without getting into it here –trust me, it’s a big issue- I think that sort of thing heightens the suspense, adding drama to what is already pretty dramatic.

Last year’s big outdoor winner at Cannes: “The Trillion Dollar Billboard.”

Before we begin looking at this year’s outdoor submissions, finalists and winners I thought it a good idea to review last year’s grand prix winner, The Zimbabwean “fight the Regime” campaign from TBWA/Hunt/Lacaris in Johannesburg, South Africa.

Billboards were created using the all-but-worthless currency of Zimbabwe as the actual media. Brilliant. But first a little background…

In their own words, The Zimbabwean “ is (are) a group of committed and professional Zimbabwean journalists and friends from around the world who have come together to start the first physical newspaper for Zimbabweans in exile.”

A noble pursuit to say the least, The Zimbabwean brings professional journalism to a region not used to much of anything fair and balanced, let alone the news. A provocative advertising campaign, and one readily accessible to those without access to technology, was a perfect opportunity to show off the out-of-home medium. And did it ever.

Staff writer, Sue Northern documented just days ago, after the campaign garnered yet more awards, this time at the prestigious D&AD awards in London:

“The campaign which created a new medium, turning banknotes into advertising space, thus highlighting the incredulous inflation in Zimbabwe where the money was not worth the paper it was printed on.

As a robotic Big Brother style voice summarized the campaign with the statement, "How do you pay for advertising when the currency is worth less than the paper it is printed on.” The Trillion dollar campaign has helped to elevate awareness of the situation in Zimbabwe on a global scale.”

In addition to being a provocative and stirring campaign for the Zimbabwean, these billboards became touchstones for much needed political and societal debate on the many socioeconomic issues devastating the region.

Last year's big winners -http://www.canneslions.com/lions/archive_list.cfm?playlist_id=4322

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