Hard to deny that they were factually true

Total 671 posters, 264 campaigns... And, upon arrival, a grand prix the Eagle campaign, signed BETC Euro RSCG (Havas) bataillé, disputed, subject of polemics hectic on the role of the poster and the bottom of the business of advertising. Should override the virtuosity of a poster scrutinized by a recognized creative Caucus Or the emotional shock of an imperfect creation More simply, the shock interview poster space of a few seconds is sufficient to outweigh the possible faults of art direction Clearly, that is a good display "Our posters are your content," had synthesized in the introduction Jean-Charles Decaux, President of the future, co-CEO of JC Decaux and President of the grand prize. Thus arose a debate both eternal... and unexpected for the 35th edition of a price now institutionalized, almost "tidy of the cars", held this year from 19 to 21 September in Marrakech. Even if it seems obvious that the came, among the twenty-four jurors, small agencies such as the thing, H (Havas), Marcel Paris (Publicis), just, TBWA/MAP (Omnicom), or even June twenty-first, selected by the new President of the jury, Olivier Altmann, Publicis Board Co-Chair, weighed on the freshness and liveliness debates.

Thus, last year, an almost unanimously to was operated without tumult on the campaign Canal , already signed BETC Euro RSCG, and only won the poster designed for the according by the Devarrieuxvillaret Agency. At one point as a certain sluggishness eventually escape this soft consensus. This year, the Eagle campaign has prevailed by 12 votes to 23, against 9 votes to the Diesel ("Live fast") signed Marcel Paris campaign. In doing so, the jury rewarded a creating brilliant and sophisticated, restoring a breath mark and served by a flawless artistic direction. "Help the man to return to nature", just low blows the signature of the brand, which flatters the intelligence of the consumer. One of the posters of the campaign is thus designed as one of these books for children where the reader must discover a character based on the landscape: here dressed in Eagle equipment, human looks like to be mistaken bats that he met.

Controversy

In Eagle, the site of e-commerce of Diesel "Live fast" campaign was nearly prevail, its modernity, its Visual Treaty and especially his second degree: thanks to the Net, say essentially posters, people go faster... but also more poorly. Does anything live women daubing red lipstick to not waste one second, taking baby and bottle upside down... "It is currently the most beautiful campaign of e-commerce that can see but also the more subversive, because it returns at the same time a rather pathetic picture of the way in which we live", said Vincent Beghael, Creative Director of Strateus Lowe (Interpublic).

It is from the latter that the controversy arose. His campaign for the yellow vest of road safety, now mandatory, and the presence on the poster, in guest-star unexpected, fashion designer Karl Lagerfeld, all subtitles "is yellow, it is ugly, it goes with anything, but it may save your life", has created a great controversy: artistic director found to be invalid, indigent typography... Some creative did not have words to describe the campaign. Hard to deny that they were factually true... but all also difficult not to recognize that the campaign has made a number of international newspapers. Vincent Leclabart, President of Australia, flew to the rescue: "" it is yellow, it is ugly, but it may save your life..."." This is typically a demonstration which joined the philosophy of Bill Bernbach and his campaigns for the Ladybird: "ugly but it works." Here, too, are used of the weaknesses of the product to a force. "While Benoît Devarrieux, comanager h, asserted this ambiguous praise:"We're going to go with a grand prize "nice" but not necessarily "strong", even if it was that very good work submitted." But the grand prize, it is the memory, the memory that is correct, and there is road safety that is required. Sometimes the memory, it is beautiful, damage, then it's horrible. "Bis ASM when the debate is again asked during the review of the second road safety campaign. A series entitled "Just a little", between the regular defensive argument I just spent a little red" a result, which is nothing nuanced:"He just died." Attention by the price of the Public who elected him "best poster of the year", the campaign has been "retoquée" by the jury because, once again, the weakness of its artistic direction.

Marrakech will therefore shone by the eclecticism of its top, and a higher quality level. While, for its part, the Havas group, already holder of the grand prize as the last year, largely picked up development with five other awards: Eurostar, trebling rewarded with its three campaigns ("London at mind-blowing prices"), ("Lyon"), ("all London change") signed Leg (Havas) Bocage (Agency H) and Canal ("Sports") (BETC Euro RSCG). Register, on the other hand, some major outline: rule, in terms of creativity, category fashion and textiles, little has in recent years, the Grand Prize awarded to Eagle and Diesel and Bocage awards. Progressive removal of colorful graphics, very "seventies", for the benefit of artistic directions bright witness, the campaign "Eurostar Lyon" Leg treated, almost academicians. Finally, stubborn lack of categories , beverage, distribution, telecommunications automotive and trademark SNCF, RATP, e. Leclerc, Kookai, Club Med... which, there is still so long, the heyday of the grand prize in the display.

Market destabilized

Upon arrival, this list is, overall symptomatic of the situation of the market of the France display, destabilized by the successive changes of rules on advertising. Shoved a first time by the burst, January 1, 2007, large distribution on television, external communication (display large format, furniture, transport) had to face a drop in investments from 97 million euros gross between January 1, 2007 and June 30, 2008 (source TNS MI). But it is from: without too much of stuffy, maintaining a stable 11 market share and posting growth of investments from 3.2 per cent between the first half of 2007 and the first half of 2008 and a global turnover of EUR 1.1 billion in 2007. Better than the market plurimédia off Internet ( 1.5).

Suppression of France television advertising, associated with the application next (ADM) audiovisual media Services Directive and therefore to the arrival of the second promotional cut on the screens, is again carrier of destabilization for outdoor advertising. But at the press conference immediately following the announcement of the grand prix, Jean-Charles Decaux who, in the space of a few years, is installed as figure focal point of the profession, said it: "the outdoor advertising should logically retrieve 11, market share, some EUR 700 million advertisers invest now in the public service channels." The ball is now in the camp of advertisers and, in particular, target now under priority displays: the consumer, and all in particular, the food sector. A them play.