If it’s a good story, people will care
27-05-2015 (07:38) - Gastcolumn
When I told a friend that I would be judging in Cannes this year he was seriously impressed. That was until he realized that there is actually another Cannes festival. One he had never heard of, without the big Hollywood movie stars, but with a lot of advertising. Not so impressed anymore.
Why am I'm mentioning that little anecdote? Because I think it’s good every once in a while to be reminded of how little the rest of the world cares about what we, the industry, care so much about. Advertising awards.
Don’t get me wrong, I’m not going to start awards bashing or pretend that I don’t care about them. I like awards and I’m very excited to be a part of this year’s film jury.
Especially film, since it’s the category that has been declared dead for so many years, but still seems to be quite active (judging by the amount of entries). From the classic 30 second to the long format online pieces… I’m curious to see all the work and to find out if there are new interesting ideas and ways to tell our stories, since that still is what we do. And the basics haven't changed since we used the walls of caves as our chosen media. Creating stories that are relevant and interesting or in the words of a much wiser (ad)-man: ‘Nobody reads ads. People read what interests them. Sometimes it's an ad (Howard Gossage).’
I believe this statement from the 60s is even more true today. Funny or sad, long or short, in mobile or on TV… I don't care as long as it’s interesting. Because no matter on what screen or format, if it’s a good story, people will care. Maybe even my unimpressed friend.
So that’s what I will be looking for in this good old category, besides meeting some good old friends and quenching my thirst with a drink or two.
De komende maand is het weer tijd voor de Cannes Lions. In de maanden naar het festival toe zullen de ambassadeurs van de Orange Lions, juryleden en andere gastschrijvers hun licht schijnen op reclame, marketing en design en vooral: wat kunnen de Nederlandse creatieven in Cannes bereiken? Martin Terhart, creative director, 180 Amsterdam en jurylid van de Cannes Lions Film.
Martin Terhart, creative director 180 Amsterdam