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Johannesburg - With about half the results in, South Africa's achievements at the Cannes Lions Festival - sometimes called the Olympics of advertising - are beginning to look like its showing at the World Cup: a virtual wipeout.
The results of six of Cannes' 12 awards categories have been announced, and shortlists for two others have been issued. And so far, what South Africa has got to show for a record 793 entries, at a cost of R2.9m in entry fees, are one Gold Lion, five silvers, seven bronzes and 38 shortlisted for possible awards.
The point-count for these results is 369 points. It's a big come-down from last year, when the industry collectively garnered 2.5 times as many points at Cannes, walked away with two Grands Prix and five Golds, and produced the Trillion Dollar Campaign, which is now the most-awarded campaign in world advertising history.
And it's not as if the country can expect much more. The categories still to announce results are Press, where South Africa has only eight finalists from three campaigns; Film/TV, where the shortlist is not yet known, but we are traditionally weak; Cyber, where South Africa don't have a single finalist; Design (three finalists); and Titanium and Integrated, a very small category.
The country's best chance for any further metalware are probably in Press, but the maximum possible is three - if each campaign wins, and titanium/integrated, where 12 quality entries are shortlisted.
The single Gold Lion was won not by any of the established creative leaders, but by Y&R South Africa, an unknown at the awards podiums, which has begun a creative renaissance under Mick Blore. It took Gold in the Outdoor category for Xbox, and also had three other ads shortlisted. This follows awards this year at Clio, The One Club and the New York Festival. It also earned a United Nations award for public service advertising.
Outdoor is so far strongest overall.
South Africa has been a prominent winner at the other leading global competitions (Clio, The One Club and D&AD), but this is largely because of timing. The Trillion Dollar Campaign was launched before Cannes last year, but after the others. But now a year has passed and it has entered and won everything possible in that cycle, with its single great idea. Without it, South African advertising looks in trouble.
- Fin24.com