Tara Ford’s Cannes Diary #1

Tara Ford, creative director at TBWA\Melbourne is representing Australia on the Promo and Activation jury. Ford, along with most of the other Australian and NZ jurors write exclusively for CB.

This year there have been 3,736 entries into the Promo and Activation category alone. I have seen hundreds of case studies in the pre-judging. But even after all those hours watching, there are only a few really good ones that stick in my mind.

And now in Cannes, as we look at the shortlist and rank what’s left, I’m thinking about what it is that makes those certain pieces of work stand out.

Of course it has to be relevant to brand and consumer, and real. But beyond that, what makes it memorable? What makes an idea special?

The special ones go beyond the academic, beyond the clever use of xyz, beyond the ‘turn it on its head’ approach….

They are the ones that make me feel something. And I’m not just talking cause or purpose driven work that pulled at my heart strings. I’m also talking about, the witty and funny work.

Some had charm and humour, while others delivered the message with devastating precision to a human truth. They broke free of the rest and came up close.

In short, they tickled my humanity.

And when you think about it. That experience of watching case study after case study is not unlike how a consumer must feel with the relentless stream of messages and brands endlessly vying for their attention everywhere they turn.

In which case, same rules apply.

Tickle their humanity.