Avoid This Pile

If you’ve got a subscription to creativity-online.com (and there’s no reason you shouldn’t), check out the Cannes Diary by Cannes Judge, Blake Ebel, ECD of EuroRSCG in Chicago.
He posted this picture of the print work that didn’t make it to the shortlist:

I’m guessing there are a lot of pieces in that pile that will still be featured on the agency web site, and in the books of the ADs and CDs who created it. There are probably some really nice lines and cool art direction in there. But even though they paid the $350-per-piece entry fee, they still ended up in this pile.

If you’re really trying to do amazing, Cannes-shortlist-caliber work, you’ve got to do more than a nice line and cool art direction. Even in print. It’s becoming a platitude, but it’s true: good enough simply isn’t good enough.