Cannes: Cadbury, Xbox Take Film Kudos | Adweek Cannes: Cadbury, Xbox Take Film Kudos | Adweek
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Cannes: Cadbury, Xbox Take Film Kudos

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In Integration, Xbox Halo 3 "stood head and shoulders above the rest" of the contenders, said Tutssel. "The variety of the work they produced was so surprising and so new and so engaging," he added. "It is breathtakingly beautiful in its craft, thinking, its execution and the way it connected with people. It's game-changing in its thinking."

The Cannes delegation may be surprised to see that the cross-competition winner of the week did not receive an honor in the Integrated contest. That campaign, HBO's "Voyeur" by BBDO in New York, won the Grand Prix in both Promo and Outdoor and won Lions in the Media, Cyber, Design and Film contests as well.

Titanium juror Nick Law, evp, chief creative officer North America of R/GA, said that the campaign was a "beautiful case study," but the jury felt that the outdoor projection was its "most wonderful" component and had been rewarded by another jury.

"From a digital perspective, my feeling was that it was brilliant, but it wasn't very deep. It was deep in the sense that there were stories to follow, but it's an entertainment brand and the writing on the HBO TV shows are so beautiful and so deep," he said. "The feeling was that that should have crept more into the digital experience. The struggle we have with digital is it doesn't have a great tradition for narratives and while this is a leap forward, I don't think it's there yet."

Storytelling in the Film competition. however, is experiencing a renaissance of sorts, thanks to advances in digital technology.

"Film is back in a big way," said Craig Davis, Film and Press jury president and worldwide chief creative officer of JWT.

While Dove's "Evolution," a spot that was produced for the Web and migrated to broadcast, was the Film Grand Prix winner last year, this was the first year that the 21-member jury considered film entries created for distribution on screens other than TV and cinema -- Internet film, integrated film and film for "other" screens.

Because those additional entries were so strong, said Davis, the jury awarded more golds than it had in recent years. In 2008, 21 golds, 33 silver and 52 bronze were awarded.

Explaining why the jury deemed two efforts worthy of the top prize, Davis said comparing broadcast and online film is "a little bit like apples and pears," noting the fixed time lengths and regulations that broadcast spots have to contend with and the luxury of long-form that online film has. "But the fundamental difference is between push and pull. Online is more about ideas that the audience seeks," he said. "There was tremendous work of both types this year. It was a pioneering year to embrace other film content."

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