I am ready to be made small by power of big new ideas: Cannes Lions juror Prathap Suthan

Every other difference will take the last seat in the hall & ideas will be the guests of honour, says the Managing Partner of Bang In The Middle, who is on the jury of Outdoor Lions

e4m by Twishy
Published: Jun 5, 2013 6:04 PM  | 3 min read
I am ready to be made small by power of big new ideas: Cannes Lions juror Prathap Suthan

Inspiring creativity for 60 years, Cannes Lions is the world’s greatest celebration of creative communications in all its forms. The creative industry comes together to learn from the best and celebrate the work of the very talented minds.

This year, Prathap Suthan, Managing Partner, Bang In The Middle, is on the jury of Outdoor Lions. He shares his approach towards the awards, dos and don’ts for judging the awards, highlights of the festival and spotting the boldest ideas in the outdoor space…

Expectations from Cannes 2013…
The expectations are many from different perspectives. As part of the jury, I certainly would like to know how global benchmarking happens, and how I fit in. I’d like to learn how similar we are, and yet how dissimilar we would be when it comes to choosing winners. I’d like to see how cultural contexts come into play and how judges respond and react to them. I also want to know up-close how the mechanics and logistics of judging thousands of entries happen. I am also looking forward to seeing the work and catching up with the best and boldest ideas from across the world.

How do you think 2013 will be different from last year?
If I knew that I would be king. I certainly don’t know. And I surely don’t want to know. The art of innovation and the edge of creativity should always remain far above our grasp and expectations. However, I can safely assume that majority of the work will be of a certain standard, and there would the odd bunch of people who cloned last year’s successes. But I would want to think that outdoor would continue to bring in ideas inspired by technology and digital. That’s the way the world is going and where life is headed.

Dos and don'ts for judging the awards…
Nothing really, barring the obvious. But yes, this will as usual be a moment where every other difference takes the last seat in the hall, and where ideas will be the guests of honour. An equal platform where ideas rise above all inequalities, and where ideas get applauded and celebrated, regardless of who created them or where they come from. But for me, I am going in with a completely open mind – ready to learn, ready to fight for and support great work, and ready to be made small by the power of big new ideas.

The Indian entries that you are betting on…
I have my favourites. But I am not betting on anything. I don’t want to disappoint myself or anyone else. May the best win.

The highlight of Cannes for you over the years…
There have been many since my first time in 1992, including applauding friends who went up the stage many times. But the best part of Cannes has been running into people – and famous people at that – In small little cafes, talking about all sorts of things, and picking up bits and pieces, and gems from their minds. My single biggest highlight would be the long three-hour lunch that I had with Ed Meyer – previous owner of the agency that’s neither black nor white. Just me, him, and his parrot green jeans.

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