Josh Mullens’ Cannes Diary #2

Josh Mullens (left), EP and head of projects at Will O’Rourke, is representing Australia on the Cannes Brand Experience + Activation Lions jury. Mullens, along with most of the other Australian and NZ jurors writes exclusively for CB.

Brand Experience & Activation. Installations. Live Events. Social media. Live Games. Product Design. Mobile. Devices. Mixed Reality. AI. Digital Installation. Touchpoints. Tech-led. Retail. 360. B2C. B2B. Stand-alone. Sponsorship. Partnership. It’s all here. It was proposed that this category is like a modern version of integrated (which is no longer part of the show). A lot of the work that is cause related reminds you just how lucky you are. A lot of the work reminds you that some people don’t read the categories and subcategories closely enough. And a lot of the work is just great, ideas that truly have made an impact culturally.

There was more discussion today on the definition of subcategories, as yesterday we focused on individual sectors. We made our way through the second half and finished again at a reasonable time. Tomorrow we review in the morning to get us to a shortlist and then we will have a better idea of what’s rising to the top. The real discussion starts tomorrow as we understand the shortlist, and what we feel should go where. Time for a rosé.