“The best job in the world” vs “Professional fan”
2009 Cannes CyberLions awarded (Mark will be posting a wrap-up for that in the next few days), now we are all waiting to know which entries will win Film category and the Grand Prix for Titanium and Integrated, which is rumoured that will be given to Obama’s presidential campaign.
In the meantime, we already know for sure that one of the highlights of the Festival was the “Best job in the world” campaign developed by Cummins Nitro for the Tourism Queensland, winning three Grand Prix this year: PR, Direct and Cyber. That is the payoff of a great idea with a flawless execution.
However, it looked a bit weird to me that another campaign, released a few months before the “Best Job” one, and under the same concept/idea, has gone almost unknown.
This “Aficionado profesional” (“Professional fan”) campaign was launched by DoubleYou in April 2008 to increase people engagement with spanish F1 driver Fernando Alonso, which is perceived as someone “distant” in Spain. The campaign won various awards last year (i remember El Sol and Effies) and submitted to Promo, Direct and Media Lions at this 2009 Cannes Advertising Festival.
Up ’til now, the guy selected to do the coverage is still working on that with an amazing and increasing amount of followers and fans in Facebook, Twitter and so on; the campaign is still “alive”, in a way, because all Alonso’s fans are interested on that.
This is the case study for the “Best job” campaign, launched in January of 2009:
In this case, i don’t know if the future coverage here is as interesting for people as it was the selection process.
The first one didn’t make it to any shortlist, the second one won three Grand Prix. So let me be clear about this, this post has nothing to do with 2009 Cannes Cyber Jury (pretty clear that you can’t win Cyber if you don’t submit to Cyber LOL), that this is not a flame-intended post nor an accusation of plagiarism at all, because i believe that these things happen. But i can’t understand the criteria under both of them were judged… is it that the Job one was worldwide and the Fan one for Spain? but is the value of the idea exactly the same if the idea has been done before?
So… what do you think? funny thing though
(i also found two other posts about this, thanks Xavi and Ezequiel for noting that)