Tuesday, April 28, 2009

Cannes Lions



CANNES LIONS 2009
56TH International Advertising Festival
June 21 - 27 / Cannes, France

Tomorrow is my last day at work. I am devoting my few hours to perfect my entry for this festival. Andrew Petch, our Australian Expat from Saatchi Singapore said that my idea is brilliant! If the juries will judge it, it's only a yes or a no. The simplicity of the idea can make me bring home a gold or just be grateful that I had this idea entered in Cannes. Saatchi & Saatchi Manila will have 10 entries and will be entered on different categories. My entry is for our client North Face. One of these days I will post it here and show you how my idea started.

I can't thank Andrew enough. Sometimes he makes me crazy because he is very very particular on details. Uncountable revisions everyday. I have on my desk all the printouts I made and all the Final Artwork's proof. Damn they are mountain of papers now! Well that I have to exaggerate. But seriously, Andrew will push us to the limit and there's this one funny day that I was skateboarding around the office and he gave me that strange look. Maybe he's thinking that I was slacking and not doing my North Face ad. So last Friday, he approached me and said: "Hey Joan, no more skateboarding today. You have to focus and finish your North Face. And this one, will not give you fame and money (pointing on the monitor with the DARI Creme stb I was doing at that moment) but that one, (pointing at my North Face Ad on my table) will make you famous and will give you big money." Oh well, he is God damn right! If by fate I win, it will do give me fame and for sure the money will follow.

So as I count the days before the announcement of winners, I will pray that somehow my idea will be appreciated and will be considered brilliant by the juries at Cannes Lions Festival. I can't thank GOD enough for all the blessings he's giving me. I am amazed everyday about my life and how He works in mysterious ways. I often find myself teary eyed and smiling almost everyday as I see the sky blue during day and how stars glisten every night. I consider my life as a journey full of surprises and lessons that I never stop learning and growing. Now I just don't say I am learning and growing but I make it happen everyday. I will prove to the world that one can change and it's for the better.

Lets go for the GOLD!!!

hugs,
joanie xxx


update hint

salam. hye guys. erm... sorry sbb x terbls msg d chatbox or fb or anything.
sbb mmg x on9 these few days. since laptop d-repair lg~~~ wawawawa.
i've got a lot of things to tell. yup. but, lepas dpt laptop semule.
since ni pon on9 gune laptop nora, d rumahnye. hee. trimas. XD

update hint
  • bout 2 movies - bohsia, fast n furious 4 [with ttm]
  • KT [kenangan terindah] call me last nite~~~ whee =]
  • birthday abah
  • my practical test TODAY! - this evening. huuu...

and owh. mmg blog ini suda d privatekan. harap maklum. hee.
and and. i'll read ur blog later. cant wait 4 my laptop!!! huhu...
wish me luck 4 my practical this evening. sgt takot okay..???
and... rinduuu sgt same ini blog n cite2 kalian. hee.

take care ppl!

Thanks for coming

April 28

Food Writer’s Diary is enjoying robust traffic today, thanks to links from the talented and I’m just going to go ahead and say good-looking people at Eater, Grub Street, Midtown Lunch, Cityfile and elsewhere, so I’d like to take the opportunity to welcome new visitors, ask one and all to participate in the poll on the right of this page, and to be as kind to strangers as is reasonable.
I’d love to write a fascinating new blog entry today, but I’m on 19 different deadlines and am about to be late for a staff meeting, so instead, and in honor of iced coffee season, here’s a link to a blog entry of yesteryear about the language of Starbucks and assorted other things. It’s not too long, and it’s an enjoyable read. I would add a coda, and that’s just a mention of the new Comedy Central show, Kröd Mändoon and the Flaming Sword of Fire, showing that the use of redundancy in language as a humorous device continues.

Cauliflower Cheese

One of the challenges facing molecular gastronomy is knowing where to draw the line between innovation and tradition.

Some dishes have become classic for good reason – they taste really good just the way they are. As such, alterations can be seen as pointless frippery. Experimentation for the sake of change.

Why ‘deconstruct’ a guacamole when regular guacamole is pretty close to perfection?

For culinary innovation to be successful, the resultant dish must maintain the integrity of the inspiration, or else the point has been missed and all that remains on the plate, and on the palate, is the bitter taste of disappointment and a hunger for the original.

Even Ferran Adria et al accept that not all dishes are a success. Granted, he scores more hits than misses but I’m sure his team have an awful lot of fun along the way.

And much of what this is about is having fun.

Eating (and cooking) is one of only two pan-sensory activities in which we, as humans, engage. Why shouldn’t it delight, amuse, surprise, tease or even arouse rather than just fuel?

Balancing these twin objectives – integrity and amusement against innovation and satisfaction – is a real challenge. But one that is enormously satisfying when it works. This was my first effort

Cauliflower Cheese

Cauliflower cheese is one of those big classics. Done right it is like being wrapped in a warm duvet and watching a Frank Capra film. Bite-sized florets of cauliflower, still carrying some bite, covered in a cheesey white sauce and topped with even more melty cheese, just turning that slightly crispy/chewy shade of brown. Give me the dish and a fork. No plates or napkins necessary.

Stripped down it has three main elements – the sauce, the cheese and the cauliflower. It also has three textures – soft, chewy and slightly crunchy. Finally, there are three flavours – saltiness from the cheese, caulifloweryness from the cauliflower and a slight bitterness from the topping.

The challenge was to keep all these fundamentals in place without compromising the flavour or satisfying nature of the inspiration.

After much head scratching, musing and mulling, this is what I came up with:



Mozzarella spheres with deep-fried cauliflower and bitter chocolate and a cauliflower and Parmesan puree with Parmesan crisps.

I think it ticks all the boxes. And you’re going to want the recipe aren’t you? I shall make it so…

For more little nibbles, follow me on Twitter