For the primary time in my 14 years in a row attending Cannes Lions, I spent many of the first half of the pageant within the bowels of the Martinez, sitting in convention rooms, some with none home windows. However it was pure pleasure as a result of we had the nice fortune of getting to arrange for Titanium, Glass and Innovation Lions displays. The involvement, care and focus this required made it one of many highlights of my week. Concepts form in another way, relationships and bonding between purchasers and company get stronger and campaigns out of the blue have a second life. It was nice. All of us, collectively, centered on the work.
After I lastly deserted these beige-carpeted rooms, I discovered a unique image. Listed below are my ideas on the 2024 Cannes Lions.
Calendar obligations took over
We had been busy this yr. Nobody appeared to have time for something as if an evil AI replace had taken over our calendars to steer us away from a very powerful factor: seeing and speaking in regards to the inventive work.
That is our personal doing. Because the pageant has grown to incorporate extra activations, extra entrepreneurs, tech platforms, media giants and social media creators, it may well’t power us to go downstairs within the Palais and stroll round to see the work. We’ve to impose it on ourselves, towards our loopy ambitions to fulfill each potential customer, shine in three completely different panels on the similar time and provides free hugs to everybody.
And it’s a should. Going to the Palais and experiencing individuals’s reactions to the work in actual life reminds us of the influence of our creativity and our efforts. Observing our purchasers’ pleasure (or plain jealousy) over nice concepts is the validation we have to preserve pushing. Lacking that as a result of we’re working from assembly to assembly is a disgrace.
So, first takeaway: We have to make extra room to collectively expertise the wonderful work whereas we’re right here.
The one different moments to take action are the Galas. McCann Worldgroup had the collective expertise to see the Golds and Grand Prix within the Award Galas, launched by the booming voice of media character Juan Señor, the Lions’ resident emcee.
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