The organisers of Cannes Lions on November 18, 2010 announced that the event would be changing its strapline from ‘The International Advertising Festival’ to ‘The International Festival of Creativity’. The move reflects the transformation of Cannes Lions over the last few years from being a celebration of creative excellence in advertising to now reflecting creative excellence in all forms of communication.
It may be recalled that at the culmination of the Cannes Lions 2010 in June this year, Festival Chairman Terry Savage had said that the 2011 Festival would be called Cannes Lions 58th Festival of Creativity. Speaking at that point of time, Savage had observed, “The very fundamental of Cannes Lions is that it reflects the reality of the business, and this is where the business is headed.”
Launched in 1954, and originally known as the International Advertising Film Festival with only TV and Cinema ads being judged, the Festival has changed significantly in recent years to embrace communications in the broadest sense. In 2011, the international juries will award Lions in 13 distinct categories: Film, Press, Outdoor, Cyber, Media, Direct, Radio, Promo & Activation, Design, PR, Film Craft, Titanium & Integrated and Creative Effectiveness.
“If you view the work and listen to the conversations taking place at Cannes Lions, you realise very quickly that the event has evolved way beyond pure advertising,” said Philip Thomas, Festival CEO.
He further said, “Apart from the welcome attendance of Design, Media, PR, Activation and other professionals from all forms of communications, the winning work at Cannes can no longer be described as being simply ‘Advertising’. Many of the Grands Prix are now being awarded to experiences, technologies, social media, user-generated content, services, events – the options for marketers now are rich and diverse, and we need to embrace that change. It’s important that Cannes Lions offers a global event that is relevant to the industry, and having listened to feedback from many industry leaders, we feel that now is the right time to truly reflect what the Festival has become.”
Cannes Lions International Advertising Festival to become Cannes Lions Festival of Creativity in 2011; to add Cannes Effective Awards