The final day of the festival is commenced by an annual closing ceremony awards. During this, awards are given for categories such as film craft, film and various others. We waited in line for almost two hours and were awarded with seats towards the very top of the auditorium. This shows just how important these awards are to everyone in this industry. It was truly an honor just being able to watch the entire ceremony and see how won the famous grand prix's for the night. There were two campaigns that seemed to outshine everyone else however. The Dove "True Beauty" commercial and the "Dumb Ways to Die" Metro Train campaigns dominated all other commercials in almost every category.
Dumb Ways to Die is an Australian PSA that became a worldwide sensation. The catchy song and adorable animation has grossed over 60 million dollars worldwide and has become the most shared PSA in history. The campaign truly went global adding a smartphone app to the mix of things and letting the song become available for purchase on Itunes( where it rose to the top of the charts). Dove, on the other hand used a campaign marketed towards women and their self worth. This highly emotional commercial gets women to see what they look like through their distorted perceptions of self image. With the Dove campaign, there is no app or theme song but their is a strong internal message. It pulls from the fact that our society enables women to have terrible perceptions of themselves and advertising usually feeds off of that. This commercial breaks it down to simply drawing women on how they think they look and makes a huge social commentary out of it. Both commercials are captivating but extremely different.
After the ceremony came the closing gala. With tons of free food, free drinks and a great DJ the weekend truly ended on a great note. I look back over the week and I still do not understand how it all went by so quickly, but I had so much fun along the way. The festival taught me so much more than a classroom every could and I am so lucky to have had this opportunity. I learned a lot about Public Relations and its role in advertising but I also learned what direction I want to take my life in. The festival has given me a chance to see what types of companies I would like to work for and has allowed me to make connections on the way. Everyone in this industry needs to make it to Cannes at least once.
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