Training ground for fertile minds

Training ground for fertile minds
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First Published: Wed, Jun 20 2007. 12 29 AM IST
Updated: Wed, Jun 20 2007. 12 29 AM IST
The more things you see, the more ideas you have” seems to be the theme of this year’s advertising festival at Cannes
Just consider how much there is to see.
At least 45 seminars on subjects ranging from the rise of independent agencies and search marketing to digital creativity, Asian diversity and Al Gore.
What else is on the menu?
More than 5,000 film entries, and many more entries in the categories of press, outdoor, direct, promo, media, radio and cyber lions. Then there’s the mother of them all, the Titanium and Integrated Lions (awards).
Even if you were to sample just 10% of all this fare, you’d come out a billionaire—rich in mind and content.
It’s Sunday evening and the Palais de Festival is alive with action and promise.
The Indians are just trickling in. There are more than 120 of us expected here, probably the biggest delegation ever. Even China has only 95 delegates.
I see a lot of young Indians around, so cheers to the agencies that are promoting their under-30s.
Cannes is the best training ground for fertile minds. You’ve got to come here as a student or a pilgrim.
I was watching the Integrated and Titanium entries this morning and one of the ideas really got me—it’s for theNissan Sentra.
They picked a 28-year-old man and gave him the Sentra to use as his house.
He lived in it for 21 days: cooking, sleeping, driving around the city, bathing outside, being chased by people, challenged by cops... the works.
The thought was that the Nissan Sentra is so spacious and functional that you can virtually live in it.
They built a whole campaign around this idea. The films were shot like reality TV. There were websites and fan clubs and TV interviews. The chap and the car got famous. What an innovative way to launch a car!
As I write, I get news that the short-list for promos and direct is just out.
JWT India has five in the first list out of India’s 11.
This is only the beginning. There’s lots more to come. The place is buzzing with ideas, you get the feeling you are standing on the edge of thought. All you have to do is have faith and leap.
Let’s see how the next six days unfold.
Josy Paul, national creative director at JWT India, will write exclusively for Mint from Cannes this week.
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First Published: Wed, Jun 20 2007. 12 29 AM IST