Cannes 2016; Alexander Kalchev; Outdoor Lions

In the run-up to the Cannes Lions International Festival of Creativity 2016, we've asked a variety of venerable agency heads to dissect and discuss the awards categories, giving their considered overview of how the categories and competition has changed, as well as plucking their top picks for prizes from the creative crowd.

How creatively successful do you think the last 12 months have been in Outdoor advertising?

I wouldn’t say that we will remember 2016 as a breakthrough year in terms of creative Outdoor advertising. There have been some interesting experimental projects. Last year felt like we were on the verge of a big shift in which technology would play an even bigger role, but I’m still waiting for this shift to materialise.

What pieces of Outdoor work have impressed you most and why?

The Sky History Channel Unforgotten Soldiers tableau vivant by DDB New Zealand was a beautiful way to recreate life in the trenches. The Apple iPhone 6 World Gallery is a masterful exercise in simplicity – I’ve found a new, beautiful photo in every city I’ve been in. And the incredible Dreams Of Dalí VR experience [part of the Disney And Dalí: Architects Of The Imagination exhibition at St Petersburg, Florida’s Dalí Museum] would have made him proud.

How much of a positive impact has technology had on this category?

Thankfully, it feels like we have finally left the age of stunts. There is so much promise in new augmented experiences using mobile, connected devices and VR/AR. It’s a matter of time until they come to life.

Where do you think this category is heading in the coming years?

Once connected objects have found their common language and beacons are everywhere, I think the world of Minority Report is not so far away. Also, the profusion of digital OOH is going to give us a lot of interesting opportunities. And VR, used well, could change the category – all you need to do is experience AND Festival’s In the Eyes Of The Animal for a glimpse of the possibilities.

What, for you, is the most exciting part of working in advertising at the moment?

The incredible comeback of film. Thankfully, we’ve finally come to the realisation that not all of what we did in the past was so hopelessly outdated and wrong. It was about time.

What’s the biggest lesson you’ve learned since Cannes 2015?

My ‘glass half empty’ side feels that, despite a few voices of reason, like Amir Kassaei, who have been warning us we should return to what’s important, even fewer people are listening. We all know deep down that there are too many projects that, despite their creativity, are pure navel-gazing and are done for self-serving reasons. We must resist temptation to take this road, because in the long run this kind of work discredits us all. My ‘glass half full’ side says that, ultimately, the real, honest work tends to triumph.

What’s been your favourite campaign of any category from the last year?

I found the Travel Oregon campaign, The 7 Wonders Of Oregon [above], from Wieden+Kennedy Portland wonderful. I’m also a big fan of Harvey Nichols’ Shoplifters – a fantastic execution of a brilliant idea.

Will you be attending Cannes 2016 and, if so, what are you most looking forward to?

I have the honour of sitting on the Film jury and I’m very much looking forward to the conversations around the table. Cannes is as much about the people as the work and I’m looking forward to that chance encounter that turns into a long conversation that turns into a friendship.