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Cannes: Figueroa Reyes on judging integrated

I feel simultaneously lucky and unlucky to be on the jury for the Titanium and Integrated categories at Cannes this year. Lucky because these are the most stimulating, innovative and competitive categories in the world today. These are the categories where without any doubt, the things that will shape the future generations of communicators, are happening today.

Not so lucky because being part of the jury of both categories is a great responsibility. I don't mean that the rest of the festival's categories are less important, on the contrary. But after so many years of coming to Cannes, I am conscious that a bad idea on TV, print or outdoor is criticised and whistled by the delegates, but the criticism doesn't really extend outside the Palais.

If the Integrated or Titanium categories aren't up to scratch, we risk taking the next generation of creatives and clients the wrong way. Integrated ideas represent the sum of all we have to be as communicators.

As ever, judging this work for awards or within the agency involves the same process. That is, a search for a concept that is fully whole, that appeals to multiple audiences while making the brand or product proposition relevant, clear and memorable.

Because a concept that is not fully whole is not a concept. It can be just a good idea that doesn't last for long. Whole ideas have a challenge that catch all audiences so the challenge is greater not only about the invested budget, but about the panoramic view of the company that wants to get through to the public.

There are few words used more frequently in the ad agency business than integration, and it's also one of the most abused words. I hope the Cannes judges this year see genuine integrated campaigns - not an amazing spot, a couple of print ads and some stunning outdoor. I'll be looking for work that goes further than that, work that transcends the egos around the table and that is clearly the result of people working together on an idea that probably only one of them, or even none of them, created.

As for the Titanium category. I'll be looking for work that helps the ad industry to widen its horizons. I wonder if Chad and Steve submitted YouTube?

FIRST IMPRESSIONS ... CLOROX

The minute this idea came into being we knew it was a strong one - sometimes life's like that. Two years ago, we started to work on a different idea intended to help Clorox get closer to Latin women from the Hispanic market in the US and Latin America in an innovative way.

We created a soap opera. A 130-chapter soap opera which lasts one hour and is now on primetime on Telemundo (the TV Hispanic channel of NBC in the US), where Clorox and its brands are part of the plot in a natural and spontaneous way.

Thanks to two maids, a housewife, a gardener, the chauffeur and, obviously, the two main characters, the products enter the plot in an unexpected way, never seen until today.

To quote an example, there's a key moment where a murder happens and a T-shirt gets stained with blood that can incriminate one of the good characters. This second story inside the hard story lasts for 30 chapters; until Clorox laundry appears to clean the traces of blood, to eliminate the evidence, leaving the T-shirt as white as if it was new and saving an innocent person from going to jail.

- Rodrigo Figueroa Reyes, President and executive creative director, FiRe Advertainment, Buenos Aires.

- Rodrigo Figueroa Reyes joined DDB Argentina in 2000. In 2003, he set up his own branded content company, with DDB Worldwide as a partner. FiRe now has five offices dedicated to marrying advertising and entertainment.

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