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Here, at Cannes, winners have been announced across direct, public relations, promo and activation, mobile, outdoor and media segments. Attending the award ceremonies has been rather fruitful. While we happily picked up many metals for McCann Worldgroup India - two Silver Lions for Share My Dabba in direct, two Silver Lions for Big Babol and two Bronze Lions for Premier Tissues in outdoor - there is a lot of work from across the world that stood out, too. While some of these big winners were based on surprise and smartness, I felt a larger chunk of was still ideas, with a big heart. So, for every DHL stumping the competition with thermal packs that turned into 'DHL Delivers Faster', there was a Mimi Foundation cancer makeover, where cancer patients were given a makeover only to be reassured how they still had it to look good.
It's a very touching idea. One only has to look at the transformation of these cancer patients. Some old ladies looked better (read happier) than any international diva could. I am elaborating this because I had emphasised the importance of the human heart in a communication in my last article. And, it is only reaffirmed when I see ideas with a big heart shine through a complex maze of tens and thousands of entries.
That takes me to another multi-metal winner, The Social Swipe. At some point or the other, we have all felt an urge to donate, but didn't find an easy way to do it. This installation allowed people to simply swipe their cards on it and donate, just as a demonstrative moving image of a loaf being cut appeared after the swipe.
Now, imagine what happens if you make a heartfelt idea marry cutting-edge technology? In two words, Sweetie happens. This computer generated 10-year-old girl that tracked thousands of people engaging in webcam child sex tourism has created a huge impact not just because of its content, but also because of its intent.
It shows how powerful solutions based on technology can be. Pay per laugh was another great example. Devices attached to theatre seats tracked how many times audiences laughed. And, if you laughed more, well, you paid more for it. Harvey Nichols's 'Spent it on myself' is trending as another big winner.
The Creative Effectiveness Grand Prix went to another idea with a big heart. Guilt trips for Australian Rail, which allowed parents to send prepaid tickets home to children who wouldn't usually return home after shifting to cities - wow!
All this was topped with McCann's riveting seminar on universal storytelling. It was a reminder how for a story to travel across continents and cultures, it has to be based on universal human values.
The very fuel of a story spreading like wild fire has to be something of universal interest.
That is pretty much the summary of the escapades here at Cannes. It's pouring great ideas now.
The author is the National Creative Director at McCann Worldgroup
