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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With two strong Grand Prix contenders in the running, the jury "exhaustively debated" the choice and ultimately decided to honor both. "In the end, it was impossible to reconcile," he said. "What you've got is fantastic work in both places," and the jury didn't want to penalize one over the other. And Davis added, the decision to do that was unanimous: "First and foremost this is a festival and it's meant to be festive and celebrate extraordinary work. We felt it was much better to celebrate both pieces."

The Cadbury "Gorilla" spot, created by Fallon, London, is a one-and-a-half minute "glass and a half production," as the opening credits note -- referring to the amount of milk found in the chocolate bar -- and features a gorilla drumming along to Phil Collins' "In the Air Tonight."

The jury said that the spot "defies the conventions of the category," by not showing the chocolate and simply demonstrating the sheer pleasure the product brings consumers. "It's a courageous piece of work," said Davis.

The winning Halo 3 campaign, from T.A.G/McCann Worldgroup, San Francisco, included three-minute online executions -- "Enemy Weapon," "Gravesite," "John 117/Monument" and "Combat" -- that delved into the story of the legendary battle between humanity and aliens using documentary-style interviews set 500 years in the future. Another commercial in the campaign, "Diorama," also received a gold and a bronze Lion. The jury praised its unique approach in the category and the deep level of the storytelling. "You became quite emotional about the pieces as you are moving through the touch points," said South African juror Paul Warner, founder and executive creative director of MetropolitanRepublic.

While the Film competition opened up to include other film content, which added 15 hours to the assessment of the 4,626 entries, the judges said mobile and interactive TV fell short of prizes, citing the fact that the platforms are still young and few entries were received.

The jury also addressed the fact that by awarding two Grand Prix, one acknowledging a broadcast execution, another a video campaign, the work was again being segmented rather than brought together under one banner.

But Davis said it was more about making sure two deserving pieces of work were honored. "The lines will continue to blur," he said. "And there will be challenging discussions around the work every year."

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