Cannes Contenders: The UK

CALM The Last Photo

As much as I love this, I can’t watch it. Sadly, I lost one of my oldest school friends this year to suicide. A guy who filled up our lives in our formative years with so much humour and stupidity, so much joy and warmth that it’s hard to comprehend that he would turn out to suffer so badly with depression and decide his only hope of peace was to not go on suffering any longer. Truly heartbreaking. As I’m writing this, the tears are falling down my face. I miss my friend Ben. I wish I could have helped him. I hope work as powerful and important as this will help people like him. To keep the smiles going… and to give men hope that there is a way through. I hope CALM and the team at adam&eveDDB are victorious. Nothing in the UK deserves a gong, and dare I say it, Grand Prix, more this year. This work is beyond awards. It’s hope. It’s classroom education.

CALM (Campaign Against Living Miserably) – Suicidal Doesn't Always Look Suicidal

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Agency adam&eveDDB/London
Production Company Cain & Abel (In-House at adam&eveDDB/London)
Director Max Fisher | (Director)

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Agency adam&eveDDB/London
Production Company Cain & Abel (In-House at adam&eveDDB/London)
Director Max Fisher | (Director)
Editing Final Cut/London
Post Production Rascal Post Production
Sound Wave Studios/London
Executive Producer Carmen DeWitt
DP Jim Joliffe

Editor James Rosen
Post Producer Jai Mhach Durban
Post James Ireland
Colorist James Bamford
Music Supervisor/Music Producer James Radford
Music Producer Morgan Pochin
Music Producer Ben Robbins
Sound Engineer Parv Thind

Sound Engineer Jeff Smith / (Audio Mixer)
Producer Beth Tomblin
Assistant Producer Richard Bailey
Assistant Producer Scarlett Rudd
Chief Creative Officer Richard Brim
Creative Andy Clough
Creative Richard McGrann
Designer Scott Silvey

Executive Creative Director Antony Nelson
Executive Creative Director Mike Sutherland
HP Ben Sharpe
HP Jack Bayley
Motion Graphic Designer Edward Christie
Producer Amy Simmons

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Libresse Periodsomina

This is product relevant and emotive advertising at its best. Advertising that truly understands the role and position of its product in the world. The line ‘Periods never sleep, but why shouldn't we?’ is perfect. I do not have a womb or menstruate, and I won’t claim to understand what it feels like to go through that month in, month out, but this piece of work has been deeply crafted and lovingly woven together by a team of people that do. And I love it. As a womb-less buffoon it goes some way to helping me understand and empathise with what women go through. Hats off to our Essity brothers and sisters over at AMV. The graft and craft of this is clear for all to see, and it’s no mean feat to live up to back-to-back years of wonderful work. Relevant, emotional and immaculately crafted. Let it win.

Essity – #Periodsomnia

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Agency AMV BBDO/London
Production Company Somesuch
Director Kim Gehrig

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Agency AMV BBDO/London
Production Company Somesuch
Director Kim Gehrig
Editor Trim
Post Production Time Based Arts
Sound 750mph
Music Soundtree Music
Chief Creative Officer Nadja Lossgott

Chief Creative Officer Nicholas Hulley
Copywriter & Art Director Anzhela Hayrabedyan
Copywriter & Art Director Luca Grosso
Producer Edwina Dennison
Producer Lee Groombridge
Executive Producer Chris Watling
Executive Producer Seth Wilson
DP Chayse Irvin

Edit Producer Noreen Khan
VFX Supervisors Stephen Grasso
VFX Supervisor Mike Battcock
VFX Creative Director Mike Skrgatic
Colorist Simone Grattarola
Producer Sian Jenkins
Sound Engineer Sam Ashwell
Sound Engineer Giselle Hall

Music Supervisor Peter Raeburn

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Coca-Cola Masterpiece

Oddly, I don’t know whether I like this 'masterpiece'. By no means an innovative concept, it’s definitely one of those transitional scripts that we’ve all seen, read and written. But the interesting part of this is the craftsmanship that transition-master Lord Henry of Schofield and the folks at London’s ETC have lavished upon it. Absolutely fascinating use of AI in terms of motion craft, and evidence of how it can be used (although, having said that, by the time this goes to press, we’ll probably all have this Bafta-grade animation agility through an app that costs a quid). The use of AI does at least help articulate ‘real magic’, which could otherwise be one of those gloriously vacuous globo-lines. Who knows whether the team behind this will stumble across a stage clutching gold; could go either way, but it will almost certainly make for some rampant exchanges in the depths of the Palais craft jury room.

Coca-Cola – Masterpiece

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Production Company Academy
Director Henry Scholfield

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Production Company Academy
Director Henry Scholfield
Music Chief Creative Officer Brian Yessian
Music Yessian/Detroit
Editor Ellie Johnson
Post Company Electric Theatre Collective
Executive Producer Antonia Vlasto
Creative Director + 2D Supervisor Ryan Knowles

Creative Director + CG Supervisor Greg McKneally
Colorist Luke Morrison
Global Creative Director Gerard Smerek
Composer Garth Neustadter
Sound Designer Jeff Dittenber
Music Supervisor Lars Makie
Service Producer Albert Zurashvili
DP Ben Todd

Executive Producer Simon Cooper
Producer Ash Lockmun
Production Manager Antonia Vickers
Production Designer Mark Connell
Editor Tenthree

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Back Market Hack Market

A world class idea from one of the best creative agencies in the world (and, incidentally, run by two of the loveliest and sharpest creatives in the business IMHO). I think this is one of the most simple and pure ideas of the year. Yes, yes, I know it’s loosely related to the UK, but it ran here, and France is near enough to the UK for it to qualify as “in your region”. So, fuck it, it’s in! Plus, it’s better than almost everything to come out of the UK, bar the aforementioned works of beauty. I wish I’d come up with it. I hope it inspires juries to spontaneously stand up and break out into a rendition of Spandau Ballet’s second most famous track to celebrate its simple, golden genius.

Back Market – Back Market - Hack Market

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Agency Marcel/Paris

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Agency Marcel/Paris

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Pharrell Williams Cash in. Cash out

What’s going on down at the absolute talent magnets that are the Electric Theatre Collective? Francois Rousselet’s Cash In. Cash Out, for the Emperor of Creativity that is Pharrell Williams, is evidence of the kind of creative royalty that want to walk and work their halls. From the first frame the zoetrope is fired up, I literally couldn’t take my eyes off it. An absolute schooling in craft and cool. The track isn’t even that good (such is the way with many a genius music video). If this piece doesn’t fill the creatives suitcases with baggage allowance-breaking gongs at Nice airport, then we all may as well just pack up and give up. A magnificent masterclass of motion.

Pharrell Williams ft. 21 Savage, Tyler, The Creator – Cash In Cash Out

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Production Company Division/France
Director Francois Rousselet

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Production Company Division/France
Director Francois Rousselet
Animation/VFX Electric Theatre Collective
Producer Jules De Chateleux
Head of CG Greg McKneally
Colorist Connor Coolbear
Editor Nicolas Larrouquere

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British Airways A British Original

A very British and wonderfully local piece (or pieces) to finish off this ensemble of creative exports. A launch campaign for Britain’s national metal bird company that I think deserves a generous nod for its sheer media powerplay. I hope Nils [Leonard] and chums have absolutely rinsed every last drop out of the case study. Over 500 individual executions across every medium and platform. The TV spots are divine, the print stripped back to the almost annoying levels of art directional simplicity. The observed wit and charming wordsmithery, both current and timeless. The sum of the parts of this campaign should play perfectly into the hands of the Media jury who I hope adorn its creators with multiple lumps of gold Lion.