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Cannes Lions 2011: India stacks two more Bronze Lions in Film

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Cannes Lions 2011: India stacks two more Bronze Lions in Film

“The most difficult brief is to create a global film that connects locally.” Tony Granger, Global Chief Creative Officer, Y&R, who was the Jury President for the Film Lions category this year, summed up the challenge of the category in that one sentence. And yet, two entries from India, that were the only two to have been shortlisted in the category, have managed to create films that a global jury could appreciate and award.

Mudra’s Silent Anthem that has done very well for the agency this year, has won a Bronze Lion in the Film category. The work is done for Big Cinemas from Reliance Media Works.

JWT India has won a Bronze for the work that the agency has done for Airtel, entry titled ‘Endless Goodbye’. Ironically enough, the work was done by Adrian ‘Metal’ Miller, who had worked with JWT for a brief period of less than 10 months as Chief Creative Officer for JWT’s Delhi office.

Enter less, but Enter well: Jury Member Malvika Mehra

Speaking on the India wins, Malvika Mehra, National Creative Director, Grey India, said, “Both the entries were very good. It's amazing, how when there is emotion involved, it cuts through countries and culture. The Silent Anthem work really touches you and it touched the jury too. Indian cinema halls, in cities like Mumbai, playing the Anthem before the movie begins. But it had become quite a blind spot for audiences. The way this film is done, it reaches to you and holds on to your attention.”

When the film had played during the judging process, Mehra had stood up to respect the National Anthem.

On Airtel, she said, “It was just a simple, lovely idea. It is a simple thought that you never really have to say good idea and it beautifully executed.”

Colvyn Harris, CEO, JWT India, said, “Cannes is our global creativity Olympics, so really delighted with winning a Bronze for Airtel. From a global standpoint, JWT has had a great year, the best ever. With specific reference to India, we could have done better, and we must do better. Next year is next year. We'll do better for certain.”

While Mehra stated that India had done well this year in the category, she was quick to point out that Indian agencies had a long way to go on the execution part. She added, “In terms of ideation, I saw some good pieces and I saw some really bad work. We have to be careful with what we enter and we have to put the best work. Instead of sending too many entries, we should stick to the sharp couple of pieces and fine-tune.”

Nike ‘Did’ it for W+K
This was one category in which the Grand Prix debate was intense till the finish. Finally, by virtue of more votes, Wieden+Kennedy’s work done for Nike, entry titled ‘Write the Future’, was awarded the Grand Prix. The closely contending entry that fell short very closely was Droga5’s Puma Social ad.

Tony Granger said, “These were both beautiful, timeless and brilliantly executed films. Every single detail was polished and meticulously looked at. There was a lot of good debate on the two pieces of work. Finally, I told the jury to vote from their heart, and after a lot of deliberation and re-voting, Nike won. The Nike movie creates an emotion and leaves you feeling very inspired.”

Mehra was among the few who thought Afterhours was the better work. She said, “There is no taking away from the brilliance that Nike brought and that it deserved to win. But it is near impossible that all 21 members of the jury agreed to the same thing; there can be debate in the house. In this specific case, I was inclined towards Puma social. In all the sports brands advertising we have been seeing so far, Puma came out like a dark horse and owned the space of the afterhours. They created a niche and it was a very fresh thought.”


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