When we get close to the Cannes advertising awards season there's a sudden interest in world issues or minorities, topics that usually grab the judge's attention. There are also quite a few categories that pump money into "research" in order to come up with some half assed story (usually a short film) on how their category is helping said minorities or contributing to a worthy cause etc etc.
This is obviously all crap, and all they want is the award and to be in the press, which automatically gains the advertising agency more exposure and the brand a lot of free advertising too. The research bit? A script that has been completely approved client-side and we have to go by religiously. Even if that means working overtime, which we obviously don't get payed for.
No it's not WK