So, Dove's Evolution film was the Grand Prix winner in the Film (and Cyber) category at Cannes. Well deserved imho - big idea (beyond the category) executed simply and powerfully.
What has shocked me over the weekend have been the comments in the advertising press about how this is a milestone in the industry because this started as a viral film on YouTube. Is it just me, or is the category film rather than television? Isn't it about what makes a compelling piece of film not about how much media is bought to distribute it?
Comments like this worry me about how archaic and media-centric our thinking as an industry really is. Film is film whether you blow 90% or 0% of your marketing budget on distributing it. As Richard has often stated film is still an incredibly powerful way in today's world of new channels to explain a brand's point of view in a way that people want to engage with. The truth is now that the playing field has been flattened - good film is good film and it no longer depends on how big your media war chest is, it depends on how interesting the content is.
(Sorry for the recent silence (like any of you worry) - been a hectic time at work and trying with Mark to get something good to talk about at the planning conference)