What brings Indian adlanders to the South of France every year? The not-so-scorching sun and sand are just part of the package. Here’s a snapshot of a Campaign India survey, and a scorecard on how India views the festival’s conference content, where the Lion stands amidst a deluge of advertising awards, and work that our countrymen and women want to see win. Read on...
‘To come back inspired’
Sukesh Nayak
Executive creative director
Ogilvy & Mather
Hooked to Cannes since 2008
Cannes is Cannes!
It is truly the only award show, according to me, that is global in nature. It awards the best pieces of work from across the world irrespective of which language it was created in.
Why attend?
To turn green with envy on seeing what everyone is doing and how they are pushing the boundary. To come back inspired to push more, fight more.
Cannes and the young…
We at Ogilvy have been sending juniors for the last few years. And that is a good thing. I think it’s not just about young creative people; youngsters from across divisions who are passionate about creative solutions must be given an opportunity to attend this festival. For that matter, why only young agency people, even young clients must be encouraged to visit.
My scores
Conference content: 9
Networking opportunities: 8
Cannes Lions (awards): 10
Creative stimulus and inspiration: 10
Official break: 5 (work continues, so it’s tougher to be on con calls from there with the time difference)
Work that might work...
I had Google Reunion last year which went to the festival probably as the most talked about project from this part of the world and it just ended up with two metals. And then one year just like that, we won a Gold for the Indian railways film. So honestly I think more than expecting to win this award show is about putting your best foot forward, trying your best and most importantly, first being happy about the work yourself. And then if it wins, it’s like icing on the cake.
‘First in the series of my many visits to come’
Vandana Verma
Vice president
Leo Burnett
Cannes virgin
Why attend?
I lead experiential marketing for the Leo group. In the past, advertising has always been very traditional but this has changed in the last three-odd years or so. There has been a huge shift in the way we are communicating through our advertising. Being a VP in experiential marketing gives me the leverage to make a big difference to brands and Cannes also has a promo and activation award show which showcases the best in the world in terms of experiential and that is something I’m very excited about.
This is the first in the series of my many visits to come as now activation is a game-changer today.
Apart from the promo and activation show, I’m looking forward to the Leo Burnett and Publicis-hosted events and a chance to meet our colleagues from Chicago.
Cannes and the young…
The focus in Leo Burnett has always been to send a lot of youngsters to Cannes. For us you don’t necessarily have to be in the creative team to be able to go to Cannes.
As far as other agencies go, I think they need to push for the youngsters a little bit more and if possible, make it cross-functional because even an account management person or a planner could have a great idea that manifests in an impactful way.
‘You get to meet the people behind the work’
Vikram Pandey
Executive creative director
Leo Burnett
Fourth trip since 2006
Cannes is Cannes!
You get to see some cutting-edge work which you don’t get exposed to always. You also get to see some fantastic design work. Also, the fantastic speakers! The best thing about Cannes is that you get to meet the people behind the work. I was thrilled to meet the team behind the ‘Genius in a Bottle’ campaign.
Cannes and the young…
I don’t think a lot of youngsters need to be sent; also because going to Cannes is an expensive affair, an investment. But what’s good is that a lot of these sessions are livestreamed and one can sit with their colleagues in their offices and watch them together. Agencies should make an effort to bring people together to watch the sessions because the point is to start a discussion.
My scores
Conference content: 6
Networking opportunities: 9
Cannes Lions (awards): 6
Creative stimulus and inspiration: 9
Work that might work...
Internationally, I hope the ‘Like a Girl’ campaign wins and locally, the Nescafe commercial was fantastically done as well.
‘This is the best reward you can give a young creative person’
Kainaz Karmakar
Executive creative director
Ogilvy and Mather
2012, 2013 and 2015
Cannes is Cannes!
Cannes, unlike many other shows is more than an award show. It’s a Creative Festival.
Awards are a crucial and possibly pivotal part of the show but they have much more to offer. The speakers, the conferences, the kind of talent you get to interact with, is just fabulous.
Why attend?
I am crazy about the speakers at Cannes. Personally for me, listening to Bill Clinton or Jamie Oliver is what makes Cannes so very special. They really get the best of the best. Come on, at which other show will you get to ask questions to Conan O’Brien?
Cannes and the young…
It’s an expensive festival. Let’s not forget that. But yes more and more agencies are sending more and more youngsters as a reward and to get inspired. I believe this is the best reward you can give a young creative person.
My scores
Conference content: 10
Networking opportunities: 8
Cannes Lions (awards): 8
Creative stimulus and inspiration: 10
Work that might work...
I think the 5 star buffering video from Ogilvy India deserves a metal or more.
‘You have to choose what you want to learn’
Mandeep Malhotra
Every year since 2011
Cannes is Cannes!
Three things.
First, it’s the Rosé’s and the parties at the palais.
Then it’s about the people one ends up meeting and hanging out with and partying.
Then it’s an annual ritual of enhancing your learning and skills. Some you’ve forgotten, some you learn anew. You learn from the best work on display. So these three things are the USP of Cannes.
The only threat I see is that there’s so much of knowledge, and you have to choose what you want to learn and what you don’t want to learn. Learning everything doesn’t work out for me.
For the Indian contingent it becomes a reunion, where we bond without egos and it’s about Cannes.
My scores
Conference content: 9
Networking opportunities: 8
Cannes Lions (awards): 9
Creative stimulus and inspiration: 8
Official break: 10
‘When juniors go there it’s a turning point in their career’
Prasanna Sankhe
Partner and creative head
Hyphen
At several editions since 2002
Cannes is Cannes!
Besides the high standards of creativity, and everyone from all the major networks coming, it’s about the glamour. It’s about having a good time, meeting people, but the quality of the work stands out.
Cannes and the young…
They should send more and more youngsters. When one sees the work there, in person, the feeling you get of the fraternity, talk to different people, figure what Brazil and Indonesia are doing, comes across. Seeing the work in person, and having the leisure (versus seeing the Jpegs in a hurry)… you see the bigness of the idea.
When juniors go there it’s a turning point in their career. Thinking changes. You see the level, and you tend to up the game.
They can have a filtration as to who should go.
My scores
Conference content: 9.5 (nothing is perfect)
Networking opportunities: 8
Cannes Lions (awards): 8.5
Creative stimulus and inspiration: 9.5 (nothing is perfect)
Official break: 8
Work that might work...
I’ve seen some design work that should win.
‘Keeping my fingers crossed’
Goral Ajmera
Senior executive creative director
Grey Group
2013, 2014, 2015
Cannes is Cannes!
In addition to great work, the fact that the people behind the work are also present at the festival is what makes Cannes distinct. The event is grand with thousands of creative people from across the globe, all in one place at one time.
Live judging makes Cannes exciting, keeping everyone on their toes.
Why attend?
The last two years have been fantastic (for us) what with four Lions, including two Golds. Keeping my fingers crossed for the third year.
Cannes and the young…
I do believe all agencies make an effort to send more and more people to Cannes. However, it is important that you have some amount of work experience (four to five years at least) so that you can absorb the festival and all it has to offer, in the right spirit.
My scores
Conference content: 7
Networking opportunities: 8
Cannes Lions (awards): 9
Creative stimulus and inspiration: 7
Work that might work...
Internationally, I think the campaign done by Stella Artois for Wimbledon (#herestoperfection) should win this year, especially in Film Craft and Writing. It was a lovely thought with great scripting and execution – Rufus and Official Trophy Engraver.
‘Those that are not able to get the context through, will fall short’
Satbir Singh
Chief creative officer
FCB Ulka
Every year since 2006 (except one!)
Why attend?
The work. The work. The work. And, er, the Gutter Bar.
Cannes and the young…
Agencies should be sending more people, period. Clients too.
My scores
Conference content: 8
Networking opportunities: 7
Cannes Lions (awards): 10
Creative stimulus and inspiration: 10
Work that might work...
There’s a lot of excellent integrated work this year. But a lot of that has strong cultural context. Those that are not able to get the context through, will fall short.
‘I would like to see some truly Indian kind of work winning’
Aman Mannan
Group executive
creative director
Leo Burnett
Cannes virgin
Why attend?
I’m looking forward to the integrated work, because as an industry we’re moving from being a traditional industry to more and more of integrated work.
I would also like to see what work Leo Burnett has put up and how the world is looking at it. Also, the best people from the industry are around and you get to take some notes down, pick some brains.
I’m looking forward to see the work from Leo Burnett US and how that plays out vis-à-vis the competition. Apart from this I would like to see some truly ‘Indian’ kind of work winning.
Cannes and the young…
Come to think of it, the business is becoming younger and younger. We’re a young country, certainly there should be more of an emphasis on the younger lot going to Cannes, and have them learn what the business is about. They should be inspired by what’s demonstrated at the festival.
‘Cannes stands for the best in the business’
Sanjay Mehta
Joint CEO
Social Wavelength
Cannes virgin
Cannes is Cannes!
The x factor for Cannes is that it is a universally accepted advertising industry event that stands for the best in the business.
That is what brings in the best of entries from around the world, so attendees get to see some of the best work in the advertising and marketing communications space anywhere. And which is also the reason that a recognition in terms of being awarded at Cannes, means so much to any brand/agency.
Why attend?
Well, what brings me to the festival, is being on the jury for the Mobile Awards!
But what it also gives me as a consequence, are opportunities to attend the rest of the festival, see the wonderful work across all different segments of advertising, and interact with colleagues and peers from around the world.
Cannes and the young…
Cannes is tremendous exposure to any professional in the advertising world. And getting that education and experience at a young age is a privilege second to none, in advertising.
I can only say that agencies should try and send as many young people as they can afford to, and especially the bright stars in the agency whom they wish to groom for bigger things in time!
For more news updates from Cannes follow Campaign@Cannes.
(This first appeared in the 12 June 2015 issue of Campaign India)
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