Everything in the campaign carried the overall idea – the new directors featured in the Showcase were so talented, established directors would need to retrain and seek alternative employment. For a memorable introduction to the showcase Tarsem, one of the world’s most famous commercial directors, was ‘retrained’ as conductor of the Cannes Philharmonic Orchestra. He then gave his debut performance in front of a stunned audience of 2000 of his peers, prior to the reel.

As one of the best-attended events of the festival, the Showcase demonstrated the agency’s commitment to be at the leading edge of the industry to both its peers and its clients. Its PR value was immense – covered by everyone from The Wall Street Journal to Campaign Magazine.