media update’s Aisling McCarthy chats to Clerke about the importance of mobile content and the Cannes Lions, represented in South Africa by Cinemark. 

You have been selected to be a part of the judging panel for the Mobile Lions of the Cannes Lions. What does this honour mean to you?

On a personal note, it’s been a “life-long-goal-kinda-thing”. So, I’d say it means a lot. Not only will I get to see industry changing work, but I’ll get to share a slice of pizza with the minds behind it.

And on a much bigger note, I think it’s about time that South Africa is acknowledged for its digital knowledge and expertise, which I believe is world class.

Tell us a bit about why the Mobile Lions is such an important category?

Well, the fact that we’re as attached to our mobile phones as we are to our significant others is good enough reason.

This small device we carry around in our pockets has become the way we see and understand the world. Not a moment goes by that we’re not doing something on it – from checking the weather to the latest news, connecting with colleagues, and sharing our days with friends #JustSaying.

Brands that properly understand this, use it to their advantage, and do it correctly are able to connect with their consumers on a deeper level.

The Mobile Lions are divided into seven different categories, namely; technology, websites, apps, rich media, games, social, and campaign. Which of these categories are you most looking forward to judging?

All of them are pretty damn exciting, but if I have to choose (good practice for judging later), I’d have to say technology, websites, and campaigns.

Technology because this device has unlimited potential that never stops surprising me. Websites because creating an impeccable and beautiful user journey on such a small canvas isn’t easy, and campaigns because I’m a sucker for a big idea brought to life in a way that really connects with an audience.

There is a new award in the technology category for 360° video. What are you expecting to see from this category?

360° video isn’t an idea, it’s an execution. And one that isn’t easy to get right. So I’d expect to see a great idea that unfolds in a memorable story that uses 360° in a way that is different and unexpected.

South African judges have judged the more traditional categories in the past, such as print, outdoor, and television. How important do you think it is that South Africa is represented on the jury panel of the newer awards, such as mobile?

Our digital knowledge and application are right up there with the rest of the world. And, sometimes, I think it’s even better because we have plenty of complexities.

Due to data restrictions, slow internet, and having to ‘make it work’ on a feature phone through to smartphone, we have a vast knowledge of mobile behaviour. Having that kind of diversity on a panel can only help to spur on debate.

What do you think separates an exceptional mobile campaign from an average one?

A few things: A great idea that is truly executed mobile-first. One with the scale that couldn’t help but spread far. A campaign that actually changes the way people see things and do things. And, finally, one I really, really wish I did myself.

As the creative director of Hellocomputer, you have worked on some very successful campaigns, such as ‘Social Feed’. Tell us a bit about this project and how it worked as a mobile initiative?

‘Social Feed’ was born from an incredibly simple insight (they always are): people spend lots of time on their phones sharing things on social media, and brands spend a whole lot of money giving consumers things to share.

So, our idea was to cut out the middle man (social platforms) and rather get brands to buy ‘media’ from us – ‘Social Feed’ (our non-profit media channel).

Whenever a consumer shared the ads from our site to their newsfeeds, the brand would give the money to the PSFA (a non-profit feeding organisation in South Africa), and not the social media channels. So, as people tap-tap-tapped on their mobile screens, we intercepted them to feed children a daily meal. And it worked.

For more information, visit www.canneslions.com

Interested in other South Africans judging at Cannes? Read more in our article, Branded content is the new frontier: A Q&A with Jason Xenopoulos