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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.

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

http://twitter.com/Steffan1

My novel on Amazon -http://www.amazon.com/Happy-Soul-Industry-Steffan-Postaer/dp/1592993524/

Hello everyone! The International Advertising Festival at Cannes starts a week from today. In addition to covering the festival on my “home” blog, The Gods of Advertising, we will be discussing the out-of-home category in greater detail right here. However, instead of waiting until the festival actually starts I will begin posting in advance, starting now, including a review of last year’s big OOH winners as well as an overview of Cannes in general. While I may repost these articles on Gods of Advertising, they will debut here. In addition, I welcome you to follow me on Twitter: http://twitter.com/Steffan1

But first I think it only fair to provide you my slight credentials. In addition to having won five Lions in my career (three for Heinz Catsup & two for Altoids), I’ve attended the festival in Cannes eight different times. While I’ve never served as judge for the competition, I did provide that service for Canne’s sister festival, The Dubai Lynx in 2008. In addition, I’ve judged on panels for most of the major advertising award shows in America, including this year’s MPA Kelly Awards, The New York Festivals and, of course, your 2010 OBIE awards. Incidentally, the video from that event (in which I proudly served as master of ceremonies) can now be found here, in two parts. Scroll down…http://godsofadvertising.wordpress.com/about/

When I first came to Cannes –I believe in 1998- the primary focus for the festival was films. Of all the categories, nothing was more hallowed than winning a Lion for 30 and 60-second TV commercials.

Much has changed since then, in particular with regard to the advent of digital platforms. It cannot be overstated the importance the Internet and technology have played in reshaping Cannes. Not only have numerous online categories been added but, in many ways, they’ve usurped TV as the prizes worth winning. Indeed, the Grand Prix (best of show) for Cyber Lion may be the most coveted prize of all.

These changes have also greatly increased the quantity and quality of possible outdoor Lions awarded and the luster of winning them. (More on that later.) It is my opinion that out-of-home (as a category and prize) will only get more prestigious as the years go by.

Until next post, do as your momma said: Stop watching TV and get ‘out of home!’