adobo magazine’s very own founder and editor-in-chief Angel Guerrero took to the stage to moderate a segment of “Insights with the Jury”, a new series of Cannes Lions seminars designed to give delegates an exclusive peek into the judging process. With 20 years’ industry experience under her belt, Guerrero was in charge of the Promo & Activation jury panel. On hand to field questions was Leo Burnett Worldwide Chief Creative Officer, Susan Credle. Joining them were fellow jury members Adam Livesey, Executive Creative Director of TBWA|Hunt\Lascaris South Africa, and Debbie Vendeven, Global Chief Creative Officer, VML, GLOBAL.
Led by Guerrero, the panel delved into the hows and whys behind the Promo & Activation metals awarded the night prior. The big winner, of course, was the Grand Prix scored by ‘Sorry, I Spent it on Myself’ by Adam & Eve/DDB for client Harvey Nicols.
“The execution is just flawless down to every piece of copywriting,” said Credle. “If u look at the film, the courage to be so subversive & how they show a pocketbook or a dress & u think about it in retail holiday when u r so bombarded with ads yelling at u and telling u to buy this, to come in for our outfit… to barely even say there is a product and u as a viewer have to go and say, oh it’s th shoes, the pocketbook or it’s the dress. A brilliant way to showcase a bunch of beautiful things from Harvey Nicols.”
Well-crafted as the campaign may have been, the resulting impact it generated certainly played a hand in its claiming of the top prize.
“The results were phenomenal – the best year in a recession with a luxury brand that speaks for itself. When u put all those together and u consider that in all 3 categories they entered…it went gold very time. The big question is, did it have the scale, did it have the world activation thing on social media… it was quite active, but I think when it comes down to it, it was meant to move retail at the holiday season and it did it.”
By Mikhail Lecaros
