Australia’s only finalist in the new Innovation category failed to pick up any metal at the Cannes Lions today, with jury president David Droga warning ad agencies they need to build better innovation capabilities.
Leo Burnett Sydney’s Small World Machines vending machine for Coca Cola had been in the final 24, but failed to get a nod, with no traditional ad agencies winning a Lion.
The overall winner was The Barbarian Group, a digital creative agency headquartered in New York, an open source creative platform now used by several agencies globally.
Australian judge Emad Tattouh, the creative technology director at Finch, said the snub for ad agencies was not deliberate, but a lesson for what they need to do in the future.
“It definitely was not intentional, we didn’t look at or focus on who the entrants were,” he added. “Interestingly all the presenters were people who developed the technology were the people who presented it, and that passion really came through.
“There’s definitely potential for some agencies to do some great work, and be in this position in the coming years, if they build out these capabilities.
“The problem is a lot of the technologies created for campaigns is disposable and dies at the end of the campaign, but I think that’s changing now.”
Jury president David Droga described the category as “vital” for the future of Cannes Lions, and said it showed agencies “shouldn’t be outsourcing things that are the foundation of our industry”.
“I feel like there’s worthy winners in other categories this week where the stars have aligned with wonderful ideas wrapped in perfect execution, that’s where it stops,” he added.
“This may open up a whole new side of the industry in the future.”