So it’s that time of the year again when the Ad world huddles up to gauge if they have enough of entries to make them the top agency of the world (or at least win a Lions cause that is prestigious enough). The last time I was at the Cannes Lions was when I was on the Cyber Jury (a couple of years ago) and my experience there was not that of a delegate rather than that of the Juror. I still remember Jose Borghi of Borghi Lowe got all of us on the Cyber Jury caps that read ‘No Sun for Me’ in the front and ‘I’m on the Cannes Lions Jury’ at the back. That was not entirely true though, we did manage to get a couple of hours of daylight (thanks to the long days in Cannes). But the experience was more work and less attendance to the many super sessions on hand.
This time I am going to be is pure delegate mode and I am especially looking forward to the Lions Innovation. It’s the first year for this new category of awards and it also shows how Cannes is evolving and preempting mediums of Advertising. Besides experiencing the many innovations across the globe the talks are interesting too. They range from the use of data to storytelling to anthropological constraints to Virtual Reality to Robotics. Quite Exciting for a person in the digital domain. Gregory Roekens talk titled ‘What will happen when Brands becomes AI and Customer becomes Robot’ should be interesting along with Nick Halstead’s talk titled ‘Social Data is the new Don Draper’.
As usual the Cannes Lions festival also get in a few celebrity speakers. The last time I was there Jack Black and Lou Reed (they were put up in the same hotel as me hence I remember them). This time it’s David Coultard, Viola Davis, Marilyn Manson, Adrian Grenier, Natalie Imbruglia, Kim Kardashian West, Jaimie Oliver, Mark Ronson, Monica Lewinsky, David Guetta, but the ones I am looking forward to most are Sir Kenneth Branagh, Al Gore, Pharrell Williams, Julia Loius-Dreyfus & Brian Grazer.
We also have Advertising Celebrities like David Shing, Sir Martin Sorrell, Matt Eastwood, Prasoon Joshi, Maurice Lévy, Jeff Goodby, Chuck Porter, Rei Inamoto, Bob Greenberg, Sir John Hegarthy, Rob Reilly, Kentaro Kimura … There are just too many to put down.
I believe the toughest task for any delegate is trying to juggle between the many talks, workshops and hoping you pick the right ones to attend. You will miss a few good ones as you cannot be at two places at one time but I hope I pick the right ones.
Which gets me to the final bit of this piece. The Work.
I am sceptical about India garnering a big haul of awards as much as it did last year but I see the VW print ads, the Nutralite - Health Cha Shree Ganesh Campaign and the Lux Perfume Potraits along with the Life Saving Dot bringing home some metals.
On the International front the print campaign I would love to see win would be the one done for Scrabble and the A.C.Camargo Cancer Center - Cancer Prevention (Fairy Tales). Simple but just Brilliantly done.
In Cyber, Momondo - ClickTwo Travel (https://youtu.be/iIfGEtutsB0), Canal Sony - Skip Ad Festival (https://youtu.be/RJXfOxrnMu8), Soundcloud - The Berlin Wall of sound (https://youtu.be/ 3mUswgVQePU), Squarespace - Jeff Bridges Sleeping Tapes (http:// www.dreamingwithjeff.com/), WWF - Endangered Emoji (https://youtu.be/v26WWHUwj38), Puerto Rico Tourism Company - #BostonBlizzardChallenge (https://youtu.be/qolZOzAoeQw), Geico - Unskippable Ads (https://youtu.be/pvcj9xptNOQ), G Shock - Five Minutes (http://fiveminutes.gs) & Google - Explore Loch Ness in Google Maps (https://youtu.be/-HZfKMNipqA) stand a good chance of grabbing metals. The Big Winner will be Honda Type R - The Other Side (http://www.hondatheotherside.com/?x=en-gb).
Considering it’s the first year of Innovation it would be a bit difficult to predict the winners but here’s a few that I believe would make the mark. Hammerhead Navigation (https://vimeo.com/90542803), Optus - Introducing Clever Buoy (https://youtu.be/Wv5b4jwABiw), Friends of Nature - Rebirth After Reading (https://youtu.be/ ZH5kyCaC7oc), Volvo Lifepaint (https://youtu.be/CfWzeGlaFvI) & Huggies - Meeting Murilo (https://youtu.be/KD0AC43fc_4). From India I believe the Life Saving Dot (https://youtu.be/Sclg_AfGzcE) should hit the spot.
New this year is the Glass category and I believe Always - #LikeAGirl (https://youtu.be/XjJQBjWYDTs) and the Lux Perfume Portraits (https://youtu.be/vsz_6HvDd5E) should pick up some metals.
A category that is on the rise is Branded Content and we will see a number of awesome content here but these are the ones that would be my pick. Rums of Puerto Rico - 450 Years of Rum (https:// youtu.be/IgjSNDF9QcQ), Pedigree - First Days Out (https://youtu.be/ 7KIYoe16q9Q), Kahlua - The White Russian (https://youtu.be/ f283Jwt2ePo), Land Rover - The Ultimate Surprise (https://youtu.be/ DlRuD0mWDds), Nike Football - The Last Game (https://youtu.be/ Iy1rumvo9xc), Beats by Dre - The Game Before The Game (https:// youtu.be/v_i3Lcjli84) & Peanut Butter Cheerios #HowToDad - Dadhood (https://youtu.be/6GYxH2-WeZY).
In Film, John Lewis - Monty The Penguin (https://youtu.be/iccscUFY860), Sainsbury’s - Christmas Miracle (https://youtu.be/ NWF2JBb1bvM), 1one production - Jesus (https://vimeo.com/ 118529138), Canon - The Come and See Series (https://youtu.be/CVEwB1PjZmo), Nike Football - Winner Stays (https://youtu.be/3XviR7esUvo) and Nike Golf - Ripple (https://youtu.be/CdhWhgA8Y0A) seem to stand out.
In Film Craft, Coca-Cola - Coke Thirst (https://youtu.be/AFOzaAYqaM8), Lurpar Spreadable - Freestyle (https://youtu.be/dBE7GuGQLGo), Guinness - Made of Black (https://youtu.be/hIvHZFB-iYU), Honda - Endless Road (https://youtu.be/5u95Zc7AbDM), OK Go - I Won't Let You Down (https://youtu.be/u1ZB_rGFyeU) and Honda Type R - The Other Side (http:// www.hondatheotherside.com/?x=en-gb) are a class apart.
We had a few innovations in Mobile and Outdoor too. In Mobile, L'Oréal Paris - Makeup Genius App (https://youtu.be/G1z2Od5lIsA), Melbourne Writer's Festival - Twists & Turns (https://vimeo.com/ 112890002) & Mercedes-Benz - Build a GLA on Instagram (https:// vimeo.com/120258505) were interesting. Premier Foods - Mr. Kipling 'Life is better with cake' Poster (https://youtu.be/SGkpf8f4mJQ), Battersea Dogs & Cats Home - LookingForYou (https://youtu.be/jFJrrJgw5iw), Women’s Aid - Bruised Woman (https://vimeo.com/108381287) and Samsung - The Safety Truck (https://youtu.be/ ZetSRWchM4w) pushed the boundaries of Outdoor advertising.
And finally Direct saw a number of interesting routes namely States United against Gun Violence - The Gun Shop (https://youtu.be/1nAfWfF4TjM), Ikea - Experience the Power of A BookBook (https:// vimeo.com/108193826) and Nutralite - Health Cha Shree Ganesh (https://youtu.be/aRYfhn0kNe0). Honda and Nike are brands that could be big winners this year.
And now, Inspiration awaits …