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.
Co-CEO and Chief Creative Officer, Les Gaulois
What do you see as the next big trend in this category?
The arrival of Watson technology has greatly changed this category.
What do you value most from the Cannes Lions experience?
Discuss, share with people you meet, and sometimes change your mind about campaigns after these exchanges.
While living, eating and breathing advertising for near a week, at what point does ad-fatigue kick in, and is there a remedy?
What do you think is most important: results or creativity?
The better the creativity, the better the results.
What, to you, defines a successful creative idea?
When everyone talks about it.
Is there anything, in particular, you look at when going through submissions?
What’s the best campaign you’ve seen this year?
What’re your criteria for a Cannes Gold-winning work?
When it is obviousness, you’ll know.