クリエイティブに役立つアイデアの宝庫 世界最大の広告祭「カンヌライオンズ」を徹底紹介

世界中のクリエイターが生み出した珠玉の広告作品が集う広告フェスティバル「カンヌライオンズ」がいよいよ開幕! AOLニュースでは、今まで誰も想像しなかった斬新な発想や最先端のテクノロジーがぎっしり詰め込まれたカンヌライオンズの魅力を徹底紹介します。


●そもそも「カンヌライオンズ」って何?
正式名称は「カンヌライオンズ 国際クリエイティビティ・フェスティバル」。一年に一度、フランスはカンヌで開催される世界最大級の国際広告フェスティバルで、受賞者に授与される「金のライオン像」を目指して世界中の広告マンがクリエイティビティを競い合いあいます。フェスティバルの舞台は、あのカンヌ映画祭と同じ「パレ・デ・フェスティヴァル」。まさに"広告版・カンヌ国際映画祭"と呼ぶにふさわしい、権威ある賞となっています。

今年は、世界92か国から3万5765点の作品がエントリー。日本からも、過去最高となる1093の作品が出品されます。さらに、人口7万人程度の小さな街に1万人を超える業界関係者がカンヌに集結し、ホテル代が高騰するため、毎年この時期には「ノミネートは嬉しいけど、経費が厳しい......」などというぜいたくな悲鳴も聞かれます。



●日本企業の活躍
日本企業で初めてフィルム部門のグランプリを獲得したのが、1974年のサントリーのCM。ミュージシャンのサミー・デイビス・ジュニアが音楽を口ずさみながら、サントリーのウイスキーでオン・ザ・ロックを作る、というシンプルな構成ですが、グラスで氷が転がる音やウイスキーが注がれる音、そしてサミーがアドリブで刻む渋いビートが合わさって、ファンキーな「音楽」に仕上がっています。

Suntory Whisky White / Sammy Davis Jr. ad libs(制作:日本天然色映画)

1993年には、日清食品のカップヌードルのCMシリーズがカンヌを席巻。槍を手にした原始人がマンモスや怪鳥モアを追いかけるコミカルな姿や、CMの最後で唐突に流れる「Hungry?」の声など、覚えている方も多いのではないでしょうか? 「腹減った」 「食欲を満たす」という人間誰もが持っている欲求をシンプルに表現した力強い作品で、世界中を魅了しました。


Nissin Cup Noodle / Moa(制作:博報堂)

最近の作品では、遠距離恋愛中のカップルがお互いの愛を確かめるために10億ミリメートルの距離を走り抜ける相模ゴム工業の「LOVE DISTANCE」(フィルム部門・金賞/2009)、九州新幹線の開通を祝うために沿線に集まった群衆を車窓から映したJR九州「50KM WAVE」(フィルム部門・銅賞/2011)、世界中のクリエイターが「初音ミク」を通して作品を投稿・共有する様子を描いたGoogle Chromeの「Everyone, Creator」(ダイレクトマーケティング部門・銅賞/2012)などが高い評価を受けました。

相模ゴム工業 / LOVE DISTANCE(制作:GT)

JR九州 / 50KM WAVE(制作:電通)

Google Chrome / Everyone, Creator(制作:博報堂)

●今年の注目ポイント
そんな個性的な作品がそろう「広告業界のワールドカップ」が、今年もいよいよ今週末から開催されます。

注目は、広告クリエイターの間ではカンヌの前哨戦と目される「アドフェスト」で最高賞を獲得した、太陽光エネルギーだけで富士山頂から金環日食中継にチャレンジしたパナソニック「ECLIPSE LIVE FROM FUJIYAMA」と、ロンドンで開催された俳句展のPRキャンペーン「Catch the moon, Catch the blossom」、インタラクティブ部門で銀賞を受賞した、ソーシャルメディアをつかってみんなで一冊のマンガを描き上げるという講談社「ソーシャルキングダム」など。

ECLIPSE LIVE FROM FUJIYAMA(制作:電通)


Catch the moon, Catch the blossom(制作:電通)

ソーシャルキングダム(制作:博報堂)

また、フェスティバルには日本人アーティストとして初めてPerfumeの参加が決定! 「HACKING: REDEFINING THE CO-CREATION FRONTIER」と題し、Perfumeのメディアアーティストを務めてきた真鍋大度氏とともに、日本のエンターテインメントとデジタルアートの融合を、世界中のクリエイターに紹介します。なお、同セミナーの模様は、6月20日の23時(日本時間)からカンヌライオンズのオフィシャルYouTubeチャンネルで生中継されます。

カンヌライオンズYouTubeチャンネル
http://www.youtube.com/canneslions 


いかがでしたか? 世界の一流クリエイターによる最先端の作品が集まるカンヌライオンズは、明日の仕事に役立つアイデアがたくさん見つかります。あなたのクリエイティビティを刺激すること間違い無しのカンヌライオンズを、ぜひチェックしてみてください!


◆カンヌライオンズ 国際クリエイティビティ・フェスティバル
会期:6月16日〜22日(現地時間)
日本語版公式ウェブサイト:http://www.canneslionsjapan.com/ 


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Kate Upton has been making a splash this year, appearing naked in several magazines and as one of Terry Richardson's favorite models. Her rise to fame has not been without controversy, though, having also been the target of attacks from 'thinspiration' sites calling her 'fat.' 

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The cover of V Magazine's September 2011 issue was intended to pay homage to Spanish filmmaker Pedro Almodovar's 'Tie Me Up! Tie Me Down!" However, many readers were concerned that it was demeaning to supermodel Naomi Campbell and that it glamorized sexual violence.

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