GPC - Day 1 Results...

Finished up a long day of scoring ads with only a token 7+ out of the hundreds of ads we canvassed. There are a few strong 6's that are likely to score higher during our revote section, but the day was largely spent doling out mediocre scores for work that rarely moved beyond the safe familiar territory of the predictable. There were, however, a few gems, even if they didn't score particularly well. My favorite is the print ad above, from LB/Paris, entitled "Burning Cars." Although the committee ripped into it for its art direction, and pointed out multiple flaws in the lighting and design, I think the idea is bold and manages to sustain a level of humor that shows a great deal of insight into the local culture. Given the widespread troubles in France after the near-passage of its calamitous new labor laws, and the rioting that ensued immediately, it's impressive to see Fiat stake out its position as a "brand of the people." The idea behind this ad is that while the riotous French youth were busy burning vehicles to protest the dwindling economic security provided to them by the French welfare state, a lone Fiat car stands untouched, next to the burnt out hulls of other automobiles torched by the French mobs. This ad does an excellent job of leveraging Fiat's brand essence and captures its playful personality extremely well... While the committee did feel the image could have been crafted better, they were informed that this ad was rushed into production in order to air during the actual riots, a legitimate reason for not having the time to truly labor over every miniscule visual detail.... This was one of the most thought-provoking ads I saw today, and while it may not have scored a 7, it still made me smile....

What distinguishes the GPC from your average global awards show is the deconstruction that takes place, the debate and critical exchange that occurs over each ad, whether it’s a stunning Cannes contender or the ugliest, most misguided piece of half-assed scribbling you’ve ever seen. Instead of dismissing work outright, pieces are workshopped, broken down, and each step from conception to execution is analyzed in the spirit of collectively improving the ultimate product. The fact that our network values self-reflection, and our creative leaders seek out constructive criticism from their peers is one of the critical elements of LB Worldwide’s global success. We are only as good as the standards we uphold and the quality we aspire to maintain…