The 64th Cannes Lions festival kicked off June 17, and more than 400 jurors are working to determine which creative works will be honored with a prestigious Lion.
They hail from more than 50 countries and are the industry’s most select. And this year, the jury is approaching more of a true gender balance. Forty-three percent of the jurors are women—that’s more than double the female jurors in previous years. And eight of the 23 jury presidents are women.
The festival’s outcome is in the hands of the judges. Twelve are from BETC, Havas, and Les Gaulois. In fact, Stéphane Xiberras, President & Chief Creative Officer of BETC Paris, will serve as Jury President for the Promo & Activation Lions.
We spoke with several jurors from the Havas network to share what it takes to win a Lion, give their definitions of successful creative, and reveal how they manage to beat fatigue at the festival.
Havas Media CEO, India & South Asia
What do you see as the next big trend in this category?
Digital as an integral and integrated piece.
What do you value most from the Cannes Lions experience?
Amazing and interesting ideas.
While living, eating and breathing advertising for nearly a week, at what point does ad-fatigue kick in, and is there a remedy?
Actually, as soon as fatigue sets in there is a new idea that charges you up.
What do you think is most important: results or creativity?
What, to you, defines a successful creative idea?
A combination of creativity and results.
Is there anything, in particular, you look at when going through submissions?
Something that connects with the heart and tingles the mind.
What’s the best campaign you’ve seen this year?
Can’t say as of now am in the process of judging. However, there are many bests.
If this is your first time judging this year, what are you doing to prepare?
More than anything, the ability of my mind to absorb so much creativity.
What’re your criteria for a Cannes Gold-winning work?
The idea has to be brilliant, unheard of and unseen, creatively executed, and it has to deliver business results. Simple expectations.