Paul Kemp-Robertson

Biggest fuck up? My biggest fuck up was, on the face of it, a seemingly inconsequential one. I was working at Leo Burnett in Chicago and had to take an early morning trip to New York to speak at an event. The plane was practically empty. On my only other trip to the Big Apple, I’d landed in the dark. This time, however, the cloudless sky was bluer than Yves Klein blue. As we approached LaGuardia, I realised I was sitting on the ‘wrong’ side of the plane.

Proactive pragmatism Winners that solved specific problems – as opposed to just offering a platitudinous commentary on the challenging issues of the day – included UK supermarket chain Iceland. The retailer tackled the issue of food poverty head on, by launching Food Club, a system of interest-free microloans to help customers navigate the cost-of-living crisis. This ethical lending programme won a Gold Lion in the Creative Commerce category.

I’ll come right out and say it: I’m backing a product demo to smash it at Cannes this year. It’s not innovative, like the S(c)ent by Glade  product demo was, or ambitious like Renault’s Village Electrique. In fact, there’s nothing flashy or PR-worthy about it. Which makes my pick simultaneously the least ‘Cannes’ thing but also The Greatest.