NEWS: Cannes jurors give China a bronze lion in first festival visit

China has scooped a bronze lion on its first visit to the Cannes advertising festival, with a prize in the press and poster section for a Kit Kat ad produced by McCann-Erickson Guangming.

China has scooped a bronze lion on its first visit to the Cannes

advertising festival, with a prize in the press and poster section for a

Kit Kat ad produced by McCann-Erickson Guangming.



The ad, entitled ‘monk’, is a rear-view shot of a vast courtyard of

monks bowed over in prayer, all wearing bright red robes and kneeling on

circular red mats. A lone monk is seen standing up - revealing a Kit Kat

sign painted on to the mat - and tucking into the chocolate snack,

smiling broadly at the camera.



The award has delighted Chinese delegates who have come en masse to

Cannes for the first time. The nation has started big with a delegation

of 170 representatives and a total of 69 entries into the competition.

The Korean and Russian delegate numbers are also high, with 120 and 105

respectively.



The festival president, Roger Hatchuel, urged Chinese agencies to make

their presence felt at Cannes.



According to Hatchuel: ‘The nation has a strong history of graphic

design in advertising and there is some wonderful work being produced

there. China is one of the world’s fastest growing markets and they are

now ready to present their advertising on a global stage.’



One juror, who wished to remain anonymous, suggested that the Chinese

entries still had a long way to go before becoming serious contenders.

‘The majority of the work is not particularly high calibre,’ the juror

confided to Campaign. ‘The main problem is that it is impossible to tell

the difference between work from China, Taiwan, Japan or Korea.’



As part of the organiser’s intention to applaud creativity in developing

markets, the juries are also awarding diplomas to the best ads that

failed to make the shortlist.