RUMOURS OF YACHTS: I hear rumours of yachts and rosé – however, I am bunkered down in the basement of the Palais reviewing shortlisted work from around the world. I’m on day three, at hour seven, because entries are up this year. Almost 100 countries are participating and the entries number over 26,000. Creativity is back in a big way and I’m dazzled. If you’re looking for me, head for the basement.
If you’re looking for me, head for the basement of the Palais. I’m on day three, at hour seven of reviewing shortlisted work.
DYI Mini: Automotive is a notoriously tough category. One made notoriously tougher by global supply chain issues affecting auto production. But when life gives you lemons, you make lemonade. Or in this case you make your own Mini. The lack of Minis spurred the DIY Mini movement resulting in Minis constructed of pasta, duct tape and yarn. This in return resulted in the creation of the “Don’t Do it Yourself Department”. This clever TikTok-centred campaign puts a smile on your face and a Mini in your brain.
The Festival of Missing the Mark: There are dozens of event pavilions dotting the perimeter of the Palais. The marquee brands range from the Wall Street Journal, Amazon, Amex and Meta to Spotify and Reddit. However, it may surprise you to know how few are making wise use of this envied real estate. Most are now “invitation-only” or offer an empty brand experience. The irony of being at a festival touting inclusion and the celebration of world-class activation ideas is vast. Missing out on a chance to strut your stuff to global marketers and creatives perplexes me. As a result, a nod goes to Pinterest, one of the most beloved hubs here. Visual discovery is celebrated to spark inspiration, and the activities range from creating personalized hats, totes and cross-body bags, real-time tattoos and piercing to adult colouring. It’s joyful, fun and everone is invited. Maybe next year those brands outside the Palais will tap into some of the inspiration celebrated within.
A nod goes to Pinterest, for creating one of the most beloved (and inclusive) brand hubs here.