With all this hullaballoo about digital and the like it was interesting to see that the two Grand Prix winners in the recent Cannes Lions festival were conceived and produced by ‘traditional’ ad agencies with digital divisions. DDB Stockholm for VW’s ‘The Fun Theory.’ And W+K’s work for ESPN. In my experience of working in agencies with similar structures, the idea is conceived by the ad teams then produced in the digital dept. Obviously, with help and guidance from the digital team about what can and cannot be achieved. But in much the same way a team would go about producing a TVC. (i.e. They don’t actually make the film themselves.) Goes back to the argument of working in ‘harmony’ rather than isolation.
I think both these pieces also merit the coveted Cross of Iron award. I know, I know, it’s hard to tell which one will take pride of place on the shelf in the office, but all I can say is, there are only 3 Cross of Iron awards in existence.