June 29, 2017
Ben Golik, RAPP UK’s Executive Creative Director, shares his recap of Cannes 2017 – and questions how well the art of the sell was brought to the festival.
“While plenty of shortlisted work made me think, there was precious little that would make me act. Click. Buy. Switch. Consume. Our pursuit of purpose seems to be at the expense of persuasion. Solving societal ills, not marketing problems.
A road that honked at hairpin bends was shortlisted in outdoor. It was simply outside.
Perhaps this year’s more hard-nosed work did not work hard enough, and was rightly rejected by the judges? Because I don’t believe our industry has stopped selling things. We have simply stopped celebrating selling. There is a sense of shame about it…”
Read more here.