Attendance is down and so are the entries, but it goes without saying that fabulous work will be celebrated at this week's festival. The recession, of course, will temper the show's over-the-top activities. It's time to get back to basics-and that means a renewed focus on the work. This year, 11 different juries will consider a total of 22,652 entries (down 20 percent from last year). Here is a look at Adweek creative editor Eleftheria Parpis' five favorites -- and why she thinks they should bring home top prizes.
TITANIUM
Campaign: Obama for America
Will the advertising industry's largest international awards show honor a political campaign with its highest honor? Depends on whether the jury, led by David Droga, founder and creative chairman of Droga5, can put aside politics when reviewing the 403 entries in the Titanium and Integrated competition, and view the case history for what it is: one of the most powerful examples ever of modern brand building.
"Obama for America" used every available media channel to put a candidate in direct communication with the public, along the way rewriting the rules of political advertising. A rich showcase of engagement, it utilized a Web site and a blog, social-networking sites like Facebook and MySpace, an iPhone application, videogame advertising -- even Barack Obama merchandise -- to build an unprecedented grassroots movement that turned a little-known senator from Illinois into a U.S. president and global icon for "change."
The campaign won a Grand Clio last month (a gold Clio in Interactive went to the powerful Obama music video, "Yes We Can," created by Black Eyed Peas' frontman will.i.am). And Droga5's hysterically funny call to action for Obama via the Jewish Council for Education and Research, "The Great Schlep," starring Sarah Silverman, will most likely score in Cannes. But will the insular ad industry give a political campaign its most prestigious award? It would be a daring move that embraced the notion that a great idea can come from anywhere. For more on this pick, CLICK HERE.
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