BBH's Ian Heartfield Talks Film

What’s your definition of what this category means in 2018?

If you made a great piece of film for a paying client, and it ran on a screen of some sort somewhere in the world, enter it into Cannes and see how it stacks up against the others.

What makes a great Film entry in your opinion? 

A great idea, beautifully crafted.

What’s your favourite Film campaign from the past 12 months and why do you think it can be considered so effective?

Nothing comes close to Audi Clowns (obvs). But a very, very distant second place would be Nike Nothing Beats a Londoner. It makes me feel proud as punch to be living, working and bringing up my kids in the dark, damp, dangerous streets of London town; an extraordinary achievement.

If you were on the jury what would you be looking for and taking into consideration this year in the Film category?

The same as always, originality of idea and craft.

How do you think the Film category has changed over the past few years in advertising?

There is a distinct lack of big blockbusters from big clients.

How can or must the Film content work with other platforms in order to remain relevant and is there still a place for traditional film content as standalone pieces?

Film works brilliantly with other platforms. Is there any brand in the world that thinks they can make a film and nothing else? Is there any brand in the world who wouldn’t want to make a film to run with everything else if they could? I doubt it. 

Can a lone film do enough?

That’s an interesting question in relation to the last one. If Guinness Surfer ran for the first time tomorrow – on TV, in cinema and online – I’m pretty certain it would get the world talking and buying more Guinness. So, I guess the answer is yes.

What sort of work are you anticipating seeing win at the festival this year?

Great ideas, brilliantly crafted.

What can you see for the future of the Film category in years to come?

I can see it re-establishing itself as the single most important category of the whole festival. Or I can see it getting lost amongst all the noise and hype of the new shiny things. I hope it will be the former.