The stage is a big achievement in itself: Remind Cannes Lions Jurors
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As the curtain will soon rise on the Cannes Lions Festival, agency heads and marketers lean forward, hearts racing, wondering if their work will get them the coveted trophy. Agencies and brands, like warriors preparing for battle, present their finest work. Creative souls, whether in the hallowed halls of the creative department or elsewhere, pour heart and soul into their craft. So, as the spotlight intensifies, nerves fray. Months of labour and meticulously crafted campaigns are now dissected by the Jury members.
Some will stride away, proudly clutching their Lions, their triumph celebrated with joy and admiration. Others, humbled by the experience, will reassess and find renewed determination fueled by the fierce spirit of competition. But let’s not forget: participation itself is an achievement.
And so, as the countdown to Cannes Lions begins, we had a chat with some of the jury members about what they had to say about this year's participants. Here are the edited excerpts:
Akanksha Goel, CEO & Founder Socialize / We Are Social, United Arab Emirates:
An often underappreciated reality of winning is that so much of it actually happens in the middle. We love beginnings because of the excitement to start. We love the end because we achieve what we aimed for. But the real battleground is the middle. That’s where ideas are pushed and pulled, where many falter.
But it’s also where true passion for the industry shines, with teams stepping beyond the confines of billable work and working hours to create career-defining work that sometimes brings home a Lion. Embrace the middle. Whether your agency makes it to the end or not, remember to recognize, reward, and celebrate this middle. It’s where the magic happens.
Anusheela Saha, NCD, FCB India:
One of the biggest and better shifts I have seen so far is the emphasis on brand work. And when I say that...I mean work that makes business sense or comes from a place of building more brand love currency. Purpose driven work for the heck of "do good" is not the most desired place to be in for entries. It's a good shift and a much needed one.
Gurbaksh Singh, Chief Innovation Officer, DENTSU CREATIVE India:
Firstly, good luck to all agencies participating in the Cannes Lions this year. I would like you to bring nothing but your best original and out-of-the-box work. It is a festival that recognises innovation, uniqueness and significance. Emphasise not only outstanding creative campaigns but also those that can move people emotionally.
Remember that it is often the most memorable works that unite inventiveness with meaning. Strive to make your entries reflect a true dedication to what you believe in as well as the core values of the brand. I anticipate experiencing the craftsmanship of mind-boggling ideas you have come up with and their compelling narratives.
Hephzibah Pathak, Executive Chairperson, ...