Cannes Lions Re­port: the orig­i­nals and the less orig­i­nals - by Joe La Pompe


Each year., at ev­ery global ad­ver­tis­ing award, we ex­pect more in the way of in­no­va­tion, cre­ativ­ity and orig­i­nal­ity. How­ever, and each year again and again, sev­eral win­ning cam­paigns ap­pear to lack orig­i­nal­ity, bor­row­ing too heav­ily from con­cepts al­ready used if not over-used. Let's just have a look at the 20+ en­tries submitted to Cannes Lions 2018 and iden­ti­fied by Joe La Pompe. Some of these ads got awarded and oth­ers made it to the short­list. But they all have one thing in com­mon: that air of déjà-vu. Re­cy­cled ideas, clichés cam­paigns, bla­tant copy­cats, rip-off con­cepts or sim­ply lack­ing orig­i­nal­ity? What­ever you name it, one thing is cer­tain, the fol­low­ing show­case just adds to the em­bar­rass­ment. We are ought to won­der if these cam­paigns de­serve to be rec­og­nized at an award show renowned for hon­or­ing cre­ativ­ity in its broad­est sense? Have a look and be the judge.

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