A snapshot to the other side of Cannes – Wednesday

Campaign Brief asked The Brand Agency’s Josh Edge to wander the streets of Cannes tobring you a different perspective to the annual global adfest. Here’s are some of the things that caught Edge’s eye today.

So the wheels are turning much faster at Cannes now, especially with some of the higher profile workshops and seminars kicking in (Berlin School Of Leadership, Wunderman, 180 Amsterdam etc..). Have a read of Yoley’s blog for some facts and figures from these sessions, because today’s installment mostly revolves around what took place shortly after closing time at the Palais [Hmm…’Yoley’ seems to have gone missing today. Maybe he’s still making his way home from the Palais! Ed.].  With some Australian Lions in the crowd, and no international network parties to muddy the waters, it was all hands to the Opening Gala for music, backslapping and storytelling galore. So without further adieu (see what I did there?)….

Above:This is what a Cannes party looks like when it has around 50% lessdelegates, a generally muted mood and is traditionally one of thequieter parties of the week. If you’re thinking it still looks like amonster bash, you’d be bloody right.

Below, pic 1: Live music from France’s finest, but not ascovers-centric as last year. Sadly, the bloke yelling for ‘Money Money’was promptly ignored. Maybe he was just literally asking, things beingwhat they are.

Pic 2: You’ve got to admire the commitment of the advertising creative. Evenin the midst of one of the biggest parties in Cannes, he has time tolose himself in deep thought and concentration as he tries to nut outthat 5 page brochure for Monday morning. That, or he’s dead.

Below, pic 1: Every advertising function needs gigantic flame-spewing rocketlaunchers going off every few minutes into the sky. Anyone going intopitch in the next few months take note. Common reaction from clients Ichatted to on the night was a big thumbs up for the rocket launcher.

Pic 2: Probably the most compelling reason for more active involvement fromthe Young Lions contingent at Cannes. Big ups Toshikazu and the goodpeople at Fast Retailing Japan! Not to mention the firm but fair barstaff on the Carlton Hotel Beach.

Pic 3: One more reason why bringing the Chief Financial Officer along for the jaunt may prove useful.

Below, pic 1: Flimsy French Heineken glasses – 0. Australian contingent – 1.

Pic 2: Taking photo tips from the hardcore Japanese creative delegates.

Pic 3: Mix The Gutter Bar with hundreds of post-Gala revelers and Cannes’notoriously-aggressive drivers, and you’ve got yourself a recipe forabsolute mayhem.

Pic 4: Another no-name creative desperate to get his photo taken with me.

Below, pic 1: The famous Martinez in all it’s glory, complete with Gutter and thelast of the post-Gala contingent. If you think it all looks a littledisjointed, you should try navigating it with a couples of glasses ofbeer and some surly Martinez security guards continually tapping theirlittle in-ear microphones and whispering urgently into their sleeves.

Pic 2: As chaotic as it looks, though, this is the absolute best place inCannes to meet and have some surprisingly in-depth talks abouteverything from creative process, digital issues, post-30sec TVCadvertising landscapes, life, the universe, and everything. There’ssimply nowhere else in the world where you could be chatting for 40minutes to three different executive creative directors, the directorof several Grand Prix-winning film spots and one of the biggest clientsin the world at 4am with a constant supply of Red Bull at the ready.Did I mention I really love this place?

Pic 3: If the streets look deserted, that would be the 7am walk back to thehotel and the start of a another long day of seminars. Some furthersurvival advice for would-be Canne-ians. Go to the Monoprix shops earlyin the week. Buy vegetable juice. As much fruit as you can afford.Berocca. Daytime flu tablets. Extra-strong mints. And a decent comb.The whole lot will cost you about 10 euro and you’ll feel a millionbucks on 3 days of no sleep.

And lastly, in the interests of guerilla marketing, a little shout-outto my fellow Urban Invasion Space Invaders aficionados(http://www.space-invaders.com).