Kristal Knight’s Cannes Diary #1

Kristal Knight, creative director at Saatchi & Saatchi is representing New Zealand on the Cannes Direct Lions. Here Knight writes exclusively for Campaign Brief.

Day one began with a heady mix of jetlag and hangover, which was the result of a great night bonding with a jury who are all super smart and fired up with a desire to put a clear stake in the ground as to what direct really is. It’s one of those categories that has grown and morphed so much over the years that, as you can tell by some of the entries, it’s becoming a bit of a dumping ground. But there is some proper goosebump-good work in there too that will help us make that definition.

Our president Nicky Bullard has given us a set of simple criteria to hold the work to…

1. Do you know me?
2. Does the work move me?
3. Did you make me do something, and can you prove I did it?

This sounds to me like what all advertising should be… so it’s a great way to keep the definition of direct wide open, but also super tight.

But we have to stick the cork in the debate for a couple of days while we consolidate the shortlist. Today was all about sitting in a windowless room in silence clicking buttons. Tomorrow will be too, then the real fun can start. It’s a huge privilege to be here doing this, and I can’t wait for tomorrow’s hangover.