My Experiential Paper

So we were all assigned to write a 3 page paper on any experience we've had since we've been in Europe. They were all really good. So I decided to post mine up for anyone to read. It's my experience of getting lost in Antibes and having to walk 6 miles to get home along the coast. But it's through the eyes of a 17th century commodore. Hope yall like it.

Excerpt 67 from the Journals of Commodore Thomas Edward McConnell

The Precarious Journey from Antibes to Juan Les Pins

10:00 am

Our journey from the southern France city of Juan Les Pins has led us to a brave new world: The unchartered world of Antibes, as the indigenous peoples call it. Set in the hills of the Mediterranean Sea, this bountiful land will provide many resources and for the people of our home land of America. My crew of 14 trusted explorers have come with nothing, spare a few essential tools, water, and our private accords. Our goal was to map out the land, mark out any points of interest, bring back anything small of value, and report our findings back to the Royal Families of Reichert, Kohn, and Beaver.

As we first began to explore the area we were optimistic. Nothing was on our minds but the thought of possible eternal glory that would be granted to us should we succeed in our missions. We pressed on throughout the area to find that the indigenous peoples have already established a thriving economy and marketplace. Absinthe was the local drink of interest, of which my crew and I took a plentiful stock. Ancient corridors, which oddly resemble the sprawling cities of Athens, lined the entire area. We would trudge on with only a few guidelines to steer us from potential danger that were graciously provided to us from the Royal Family Beaver, who had employed several smaller factions to scout the area briefly.

Once the area had been thoroughly mapped and charted, with items of interest collected, it was time for us to make the journey back to our outpost of Juan Les Pins. The route we initially had taken, although short, was one of precarious dangers. Many of the tribal bands of Golfe-Juan-Vallauris had taken a watchful eye of us. As acting commander, I would make the decision to take an alternate route home, along the coast. I had believed that decision to be wise, as to avoid attack and plunder by those aforementioned tribes. It would be a decision I would regret for the rest of my days.

11:00 am

All would seem to be well as my crew followed on. I was able to recognize many landscapes, recognize our direction on via compass and through other less traditional means, such as tidal patterns and foliage growth direction. It seemed as though my loyal crew would follow me in to Hell and back, no matter what wretched demon spawn we might encounter. A commodore could not ask for a greater crew.

We would continue on primitive roads, constructed by the indigenous peoples at some time in ancient history, in a single-file line with myself at the Helm. The air was brisk and the sweet smell of the Mediterranean uplifted our spirits into a god-like trance. Traditional American songs were sung and some of the crews even began to perform ceremonial steps of our home land. Times were good.

As we continues to find our way home, the scenes had began to change into a more ominous shade. We encountered more and more strange locals who enjoyed time at the beach in the nude, a tradition unheard of and looked down upon back in America. Worry began to spread across the entire crew for fear of being at lost. I must admit, a tinge of doubt was beginning to cross over my mind as well. Even the strongest of men can only be taken to a certain point until they too crumble under the weight of indecision.

12:00 pm

Midday had finally approached. Sadly to say, we had hoped to be back in Juan Les Pins, resting comfortably in our outpost. The crew had grown restless as our feet began to tire and water rations began to dwindle. My first mate had become more and more distant as the day grew on, an ominous sign for any captain. Whispers of mutiny had reached my ears so I decided to take drastic measures. I pulled my crew to the side of a sharp cliff to let them know of my decision. Our language specialist, Deckhand Molly F Drake was to engage a local and hopefully communicate enough to ask for directions back to Juan Les Pins. I knew that if this attempt failed, I would surely be doomed to mutiny. We then started on again and as the first local came into sight, an overly tan male wearing nothing but what seemed like a loincloth that resembled a Speedo as we know in America, Deckhand Drake engaged the peculiar fellow in the local tongue of Antibes. We watched the transaction with angst hoping for a good outcome. The conversation faded and the man faded back on to the beach. Drake reported back to us that we were indeed headed the right way and that we would be home in no more than 20 nautical minutes. The crew was overjoyed at the good news so we trudged on. 40 minutes passed...

1:00 pm

Was it a false set of information? We shall never know. Nonetheless we were once again lost. With water rations dwindling into dangerous amount (myself only having a meager 40 milliliters left in my trusty Camelback) and tempers flaring my worst nightmares came to fruition. Mutiny.

I was sent to the back of the line, the brig as some of the other deckhands had termed it, to wallow in my own self pity and reflect on the dangers I had led my crew into. First Mate Mallory O’Brien took over the reigns as acting commander. Do I blame them? No. The crew had done what all peoples in the world would have done in a dire situation: cut the head off of the monster and replace it.

Several other natives were consulted as we continued, and all gave us promising information, but after our last encounter, no one knew if it was actually verifiable. We continued along the coast, south by south west, in the same single-file line, with me in the back. Dehydration and massively sized blisters would slow our pace to that of a sloth. Tied up in the metaphoric shackles that gripped me, I wanted nothing more than to lead my crew again. Eventually the entire group dissipated into a free-for-all of individual bands, tied together only by the thought of reaching Juan Les Pins. It seemed as though all hope had been lost.

I will reserve my next journal log exclusively for if I survive or perish.

2:00 pm

Salvation. Under daunting odds, we have reached our outpost of Juan Les Pins. After four grueling hours of navigating the coast, we have made it home. The most fortunate news is that no one perished along the way. All the crew was accounted for. As we arrived back to the outposts, we were immediately swarmed by other worried explorers. After everything had been accounted for, we reported our findings to the Royal Families. Despite our extended journey, they were just as pleased to have us all back as they were with our findings of the Mysterious world of Antibes.

I can only hope to have my reputation as an unfaltering leader restored through means of hard work and preparation. Hopefully my journals will help future explorers not make the same decisions I foolishly made.

God save the Royal Families of Reichert, Kohn, and Beaver.

Commercial Critique 5: MTV- Balloons

This entry created by Brazilian agency Loducca MPM in Sao Paulo, Brazil for MTV takes a fresh new approach to a classic visual medium: The flip book. The simple spot shows a hand created machine that runs a needle on a track. While running, the needle pops thousands of white balloons, each with a hand drawn picture on them. As the balloons pop, one by one, animation of rock stars and people are shown each doing different things, such as playing the guitar, smoking something, or even birthing children. The scene is accompanied by a fast paced vocal piano duet of a classic melody. Towards the end, the cameras take a different view and actually show the machine in action popping all the ballons to validate the creation as real. Finally at the end, the slogan "The music never stops" appears and the spot ends.

This modern adaption of the flip book is a thing of beauty. The simple idea showcases the creativity of Loducca and draws the viewers in for an immersing experience. It turned in to a viral hit, and it's obvious why. Creativity was obviously exuded for this completely live action spot. The camera mounted on top of the machine behind the needle is a brilliant position to view. The drawings on all the balloons are cartoon-like and innocent which really served as a great way to complement the music.

Very creative adaption. It received a standing ovation when it aired (as well as a Gold Lion in Film...)

Commercial Critique 4: Heineken- "Entrance"

This spot by Wieden + Kennedy Amsterdam titled "Entrance" features a man entering a party ans essentially running everything. He goes through out the room greeting seemingly important people in unique ways, which often involve a Heineken. It is accompanied by a very upbeat and memorable song called "Golden Age" by The Asteroid Galaxy Tour.

The visuals are absolutely stunning with this spot. Choreography was key when directing it. As the man makes is way through the crowd, all of the different people are moving in a way that seems very fluid. It is very appealing to the viewer's eye. It is mainly live action, which is the truly stunning part considering how much is going on at once, with some amount of CGI throughout it. One other aspect that draws the viewer into actively searching out the spot is the song selection. W+K did a great job choosing this song that is fun and unique but not very well known. They chose a band that had a lot of potential and marketed them (see their name on the bass drum of the drum kit) with Heineken. When I first saw this spot, even though I thought it was visually appealing, I searched for it on YouTube because of the song. When I found it, I began to admire more and more the actual direction W+K and the production company took.

Commercial Critique 3: Nike- "Write the Future"

Most have you have probably seen this spot done for Nike Soccer by Wieden + Kennedy Amsterdam. It features several of the world's greatest soccer players going through various soccer matches. Each player is shown making a great move and/or a mistake and then the futures are shown of each of those players. The futures rely heavily on the actions of those players. The target market is geared towards people who play soccer and all fans of the world cup.

I believe this commercial is the best put together spot of all the commercials I've seen at the festival. Apparently the Film Jury agrees with me because this spot was awarded a Grand Prix Lion. The cinematography is beautifully done. All the angles that the directors chose to film it at are unique and flawlessly transitioned.  It's pretty much all CGI except for some possible motion capture ball technology in order to get the fluidity of each player right. The idea for the commercial in itself is also a masterpiece. It tried to relate the intensity all athletes in the world put on their shoulders no matter what the sport it. Players, from amateurs to professionals, take many of these situations as life or death; what defines them as a person.

Amazing piece of work. I would have changed a thing and I hope W+K keeps putting out content like this.

Commercial Critique 2: Axe- "Premature Perspiration"

Argentinian agency Ponce struck gold at Cannes with this spot advertised by Axe. The commercial features a selection of men with the problem of "premature perspiration", obviously playing off the problem of premature ejaculation. The spot shows men, after seeing an attractive female in a compromising position in real life, suddenly and violently sweating under their arm pits. The narrator goes on to encourage people not to sympathize with anyone with this problem and to encourage them to seek help immediately. The solution, according to Axe, is their new product that fights against premature perspiration and, above all, helps guys get girls.

I believe that the spot was very well produced with a simple cinematography that got the joke and point across. Unfortunately, I don't think that this commercial will be airing in the States any time soon. Although personally I would be fine with it, I don't think the American public would be fine with it on network TV. I do think it could succeed as a viral hit, which it has so far. I think the slow motion filming accents the feeling of guilt and depression that is supposed to go along with the idea. I think that the ratio of CGI and live action fits perfectly into making a great spot.

It definitely deserved the Gold Lion it won this year.

Commercial Critique 1: Chicken Licken- "Monkeys"

This clever spot was created by BBDO South Africa. It features a man who's craving for Chicken Licken (Represented by the Red Monkey) grows bigger and bigger through out the day, impeding him of even the simplest of tasks. He eventually gives in once the monkey on his back has reached monstrous sizes. He makes a journey across the town to the nearest Chicken Licken and satisfies his craving, only to be visited again by the adorable monkey soon after.

I thought this spot was one that is very hard to find in today's age: One of little to no CGI and no dialect. It hits home with anyone who loves chicken wings and thinks monkeys are adorable, and who's going to argue that they aren't. The idea is simple, playing off the age old phrase of a monkey on someone's back. I think there's beauty in simplicity and BBDO was spot on with this ad.

Day 7; Word of the Day is: Memories

One of my pet peeves in life is when people use the phrase, “Greatest ___ of my life.” It just seems like that person is setting the bar of life experiences at that one event. This is especially true if that person is young and has their entire life ahead of them.

You guys have no idea how tempted I am to use that phrase about the last 3 weeks, especially at the festival.

It just seemed like everything flowed so effortlessly. I've made some of the best friends I'll have, been to some of the most exotic places in Europe, learned more about the advertising industry than I dreamed was possible, and have had some of the craziest times I can remember.

This whole experience definitely ranks among the top few in my life, most of which are incredibly personal. I believe that says a lot. My girlfriend's Dad, who worked his entire as a top creative director life in the Ogilvy and Mather Canadian branch has never made it out to Cannes.

That last statement does 2 things to me: 1) Scares the living shit out of me for fear of never being good enough to reach Cannes again and 2) Makes me realize how lucky I am to have experienced it.

When I'm old and gray I have no doubt that I'll remember these Memories as vividly as when they happened. I cannot wait to one up my grandchildren by saying, “Back in my day, I went to Cannes and attended beach parties thrown by the top advertising agencies around the world, each of which costed roughly $200,000 to throw. Boom little boy/girl.”

I can only hope to be that cool of a grandfather.

But in all seriousness we ended our last day of the seminar by getting all dressed up and attending the awards for the Film Craft, Film, Integrated, and Titanium Lions.

The Grand Prix for Film Craft was won by Droga5 for their Puma “After Hours Athlete” TV spot. What an incredible idea. The premise was focusing on the “after hours” athlete who stay up past last call, play traditional bar games like darts, billiards, and bowling, and deal with the buzzkills and cockblocks of our generation. Many of us can relate to that feeling, especially coming from the University of Georgia. Putting that person at the center of attention and drawing the spotlight away from the traditional athlete was truly a beautiful move.

The Gand Prix for Film was won by none other than Wieden + Kennedy, this time in their Amsterdam branch, for their Nike “Wire the Future” spot. This honestly came as no surprise to me because this spot made such an impression on me when I first saw it last year. I actively searched it out in order to relive the experience. The spot showed several world famous soccer players playing in games and before key pivotal moments within the game, the player flashes to scenarios based on whether or not they did well. Each scenario was overly blows out of proportion but it did a beautiful job of showing how serious athletes as well as regular people take sports. It also has a pretty killer song in it (Hocus Pocus, by Focus)

The Grand Prix for Integrated went to Droga5 NYC for their work with Bing to create the “Decode Jay-Z Campaign”. The premise was that Droga5 put random pages of Jay-Z's new book all over the world that let fans live the world through Jay's eyes. They released it before the actual release date of the book so it gave fans a head start in to the world of Jay.

Unfortunately there were no Titanium Lions, the highest awards a campaign of any sorts can receive, given out this year. Although I did find this disappointing, the fact that the Jury was able to subjectively make this decision really solidified the fact that these awards are only given out to those who TRULY deserve it.

Maybe next year.

But all in all this was a truly life changing couple of weeks. I can't really think of a way to properly describe all the emotions and experiences I've gone through personally and with my new found friends.

I guess if any of you guys want to know, just come find me.

Until next time.