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Why is unoriginal work being awarded at Cannes?

The Unhate campaign has just been award a Grand Prix at Cannes. I won't say it's a copycat but it's not quite fresh either. The idea itself is very basic and we've already seen similar executions.
http://www.joelapompe.net/?s=unhate&x=0&y=0
Do the Cannes judges not care about originality?

Here's an excerpt of the rules:
"The International Festival of Creativity offers experts from the world of advertising the opportunity to promote themselves by showing their best and most ORIGINAL creative work in this unique international event."

Shawali's picture
Shawali
Activity Score 8442

It's the same thing every year. This year is no different, another "been done" campaign wins, mostly because of its shock value.

No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094

Cinnamon Cane's picture
Cinnamon Cane
Activity Score 2

I agree: Same Same but Different.

Shawali's picture
Shawali
Activity Score 8442

Every year, a different kind of the same.

No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094

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