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Seen and noted

Guest Judge: Olivier Altmann co-founder, Altmann+Pacreau, Paris

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    May 18, 2015 21:46 (Edited: May 19, 2015 07:46)
Winner: BC Used Oil. Put simply - a simple, and quite provoking idea.

Runner up: Canal Sony Brasil. We all know that doing ads for local TV programs isn't easy. You don't have much money and the clients usually wants to show a trailer for the show. So here you have a smarter way of doing that.

Winner: FGM. It may not be the first time that creatives have used a flag as an allegory but finding out that there are mutilations happening in the UK was striking information for me. It hurts national pride, which is a great way to make people react.

Runner up: League Against Obesity. In a time where everybody is inclined to have a positive view of people suffering from obesity, it's quite interesting to see the problem from a different angle. Instead of accepting them the way they are, the reality is that we must understand that those kids are suffering and that they need our help.

Winner: Tim Hortons 'Magic Levitation'. To be honest, I'm a bit over all of these stunts and candid camera kinds of ads but, I must admit that connecting the levitation trick with the new creamy chocolate chill experience is actually quite relevant. The same idea in a classical TV spot would have been cheesy but in real life it works.

Runner up: Battersea Dogs & Cats. A fresh way to use geolocalisation for digital billboards. I wonder how they track people since I didn't see any sort of chip in the leaflets they were giving pedestrians...

Winner: Snickers 'Hungry Streetwiew'. A simple, interactive experience that helps build the "you're not you when you're hungry" platform. I regret that isn't built as a real street view, just as a single web page, and that when you click on it, the actual picture of the monuments doesn't match the fake one in terms of angle or quality.

Runner up: Testicular Cancer Awareness. Although we've already seen some funny ideas using porn films, this one is not only funny, it's relevant. Indeed, it's when you have your hands on your "popaul", as the French would say, that you're in the best position to check out what's underneath.

Overall, I'd say I was a bit frustrated to see most of the work this week done for charities, associations or very small clients. Interactive, like print, shouldn't be an opportunity for creatives to do confidential work to impress their peers, it should be for strong and powerful campaigns that help build brands. Let's be careful not to forget the real world, with real people watching real advertising. Let's see if Cannes will reward those ideas that really make a difference and that we all admire. 1.jpg
This week's guest judge is Olivier Altmann, co-founder, CEO, CCO, ALTMANN+PACREAU, Paris.

Passionate about advertising, Olivier began his career in 1987 as a copywriter at Young & Rubicam, then at FCB, Australie and BDDP (now TBWA Paris).

In 1998 he co-founded the agency BDDP & Fils (Omnicom Group), which rapidly became the most awarded French agency in 2000, 2001 and 2002 (ranked 6th worldwide in the Gunn Report). He was named CEO in 2003.

In 2004, he joined Publicis Conseil, the flagship agency of the first french communication group, as co-CEO
& chief creative officer.

At the end of 2009, Olivier was appointed worldwide chief creative officer of the Publicis network and made a member of the Worldwide executive committee.

Under his leadership, Publicis Worldwide doubled its wins at the Cannes Lions international advertising festival and was ranked the 2nd best network two years in a row (Eurobest 2010 and 2011).

2012 sees the Gunn Report rank Publicis Conseil as the #1 advertising agency in France and Olivier the 4th best chief creative officer in the world.

In 2014, Olivier joined forces with his longstanding partner Edouard Pacreau to launch a new breed of independent advertising agency, an agency of ideas: ALTMANN+PACREAU.

During his career, Olivier served as chairman of the French Art Directors Club (the official association for creatives) and as president of many national and international advertising juries. He is one of the 15 most influential creative leaders, according to the international magazine Shots.

But above all, he has had the opportunity to work with many major advertisers and for some of the most iconic brands such as BMW, Coca Cola, Caisse d'Epargne, Ricard, BNP, Bongrain, Seb, Mercedes, Vodafone, Nestle, Michelin, McDonald's, Club Med, La FNAC, Samsung, Wonderbra, Heineken, Orange, PMU, AXA, Intermarche, Renault among many others.

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