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Three thou­sand, one hun­dred and twenty. That’s the num­ber of pieces of print work that awaited us on the morn­ing of our first judg­ing ses­sion. It may be a cat­e­gory with dwin­dling en­tries but that’s still a shit­load of print work to go through, es­pe­cially as many of them had case stud­ies and we only had four days to re­duce that num­ber to a hand­ful of golds and one big, shiny Grand Prix. Ours was a small jury, and there was a col­lec­tive de­sire to cham­pion work that was rein­vent­ing the cat­e­gory in an age of “if it didn’t hap­pen on In­sta­gram, it didn’t hap­pen”, as our pres­i­dent, Fran Luckin, said in her open­ing talk. So did we find “the fu­ture”? I’m not sure we can say that, but we did see some bril­liant work. And, af­ter hours of de­bat­ing, we gave the Grand Prix to Burger King “Burn­ing stores”, which we re­warded not just for its brav­ery but for the fact that it was a print cam­paign that man­aged to gen­er­ate a mil­lion con­ver­sa­tions. No easy task, that. And all around an idea that came straight from the brand’s core propo­si­tion. One last thing worth men­tion­ing. This was my first time judg­ing at Cannes and it was a real eye-opener into how tough those jury rooms are. Just get­ting a short­list is an achieve­ment. So if you got that far, here’s a hearty pat on the back from me.

Grand Prix: Burger King ‘Burn­ing stores’ by David Mi­ami

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