AgVoice | Reflections of a 2011 Cannes Lions Judge: Promo & Activation Jury

This year, judging over 2,000 entries in the Promo and Activation category at Cannes, my fellow jurors and I were amazed at how complicated we can let our work become -- complicated ideas that bring with them an arrogant assumption that today's consumer would ever take the time to figure them out, let alone willingly engage in them. The watch-out is that in our eagerness to dazzle consumers with technology we could turn them off forever, like the overbearing boyfriend or girlfriend who just doesn't understand what "I'm just not that into you" means.

As I tweeted back to our agency this week, "a simple idea is the ultimate sign of respect for those who are exposed to it," because it understands that the consumer is not sitting around waiting for the next app, Facebook page or website to come from Brand X - it says what it needs to say and then gets out of the way. And sometimes, when we're really good at what we do, we can even brighten a little bit of their day, rather than invade it.

One of the great things about judging at any award show, but particularly Cannes, is that it provides the opportunity to evaluate work more objectively than we do in our day jobs, with our current clients. As a result, we're able to see things like a consumer sees things. Cannes is about celebrating advertising at its very best, but it's important to not get swept up in the self congratulations of the industry and lose sight of what truly is advertising at its best ' smart, simple ideas that connect with consumers and change pop culture along the way. | By Tom O'Keefe, Executive Creative Director, Draftfcb North America