PRINT & PUBLISHING DANIEL FISHER
EXECUTIVE CREATIVE DIRECTOR, THE MARTIN AGENCY LONDON
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.