CANNES LIONS REPRESENTATIVE OF THE YEAR 2016
ACHIEVEMENTS 2016 IAPI is the professional association representing all creative and media agencies in Ireland. IAPI has been an official Cannes Lions Rep since Autumn 2014. Year on year, IAPI is increasing awareness and interest in the Cannes Lions Festival in Ireland.
2016 was the most successful year for the Irish industry at Cannes in terms of attendance & participation.
32% AGENCIES 88%
IRELAND’S YOUNG LIONS CHARITY PARTNER 2016 This year IAPI teamed up with The Peter McVerry Trust to compose a brief that was challenging and relevant.
The Trust’s mission is to reduce homelessness and the harm caused by drug misuse and social disadvantage. They are unique because they implement a ‘housing first’ policy. Homeless young men and young offenders are a focus. Our Young Lions with Francis Doherty, Peter McVerry Trust
THE OFFICIAL YOUNG LIONS COMPETITION LAUNCH On 20 January IAPI hosted the official launch of the Young Lions competitions in the Irish Film Institute.
This was a very appropriate venue for the event as IAPI introduced the film category for 2016, and announced that Oscar nominated Irish director, Lenny Abrahamson, would direct the winning advertisement.
2016 Young Lions Young Lions Competition in numbers
Competition in numbers
IAPI secured a very impressive jury to judge the 2016 Young Lions competition Piet Wulleman, Head of Strategy, Duval Guillaume, Belgium
Chris McCarthy, Head of
Creative Strategy, The ZOO, Google Paris
Lucy Anne Ronayne, Creative Director, Havas Worldwide London. (youngest female CD in London)
Sarah Clohessy Marketing & Research Manager, Wide Eye Media
Max Brady, Co- founder & Executive Producer, Pull the Trigger Films
Francis Oâ€™ Doherty, Communications & Advocacy Manager, Peter McVerry Trust
YOUNG LIONS PRESS COVERAGE
An evening with Piet Wulleman Following the judging of the Young Lions competition, we took advantage of the fact that we had an extremely well decorated juror in town,(27 Lions) and asked Piet Wulleman, Head of Strategy, Duval Guillaume, to speak at an event for Creative Directors. Piet showcased some of his award winning work that has earned his agency multiple Lions and highlighted the importance of not just entering work to Cannes but also attending the festival.
Behind the scenes â€“ the making of the Young Lions Film Director Kieron J Walsh in action
Young Lions, Ronan Jennings & Laura Halpin from Havas Worldwide Dublin, on set.
Unfortunately Lenny Abrahamson was taken ill the day before filming. IAPI were able to secure another great Irish film director, Kieron J Walsh, to direct the advertisement at short notice. Check out the 60 sec film!
YOUNG LIONS FILM UNIQUE PARTNERSHIP We pulled the creative community together. The goal? Give 2 Young Lions the opportunity to see their idea come to life and shot by an experienced director and crew. Pull the resources of the advertising community together in the service of a charity that has not advertised before. Pull the Trigger, agreed to shoot the Young Lions film pro bono. Wide Eye Media offered to air the 60 sec cinema ad FOC in 72 cinemas for 6 weeks. The ad debuts nationwide on World Homeless Day, 10th October. RTÉ, Ireland’s national broadcaster will air the film FOC and a 2 minute behind-the-scenes film covering the Young Lions competition, in a unique ad break on the country’s largest TV channel at prime time. This airing will coincide with the cinema campaign, providing massive exposure for both World Homeless Day & the Young Lions competition.
ENGAGEMENT WITH YOUNG LIONS IAPI led a very successful campaign for the Young Lions Competition 2016. We saw a 75% increase in entries and a 28% increase in agencies participating. We put together a stellar jury, providing training for our Young Lion finalists and encouraged senior level staff to assist and support their young lions. News that we secured Oscar winning director Lenny Abrahamson garnered unprecedented press coverage.
EVERYTHING YOU WANTED TO KNOW ABOUT CANNES BUT WERE AFRAID TO ASK On 28 January, IAPI held an official Cannes Lions event in Dublin to provide agencies with vital Cannes Lions Festival information. Simon Cook, Director of Awards headlined. Simon was interviewed on Newstalk, one of Ireland’s leading radio stations with a daily listenership of over 402,000, discussing Cannes and IAPI’s involvement as an official festival representative. 60% of the 65 attendees were of a senior level; e.g Managing Directors. This senior level of attendance was reflected in the massive increase in attendance this year.
On 9 June, IAPI held a pre-Cannes event, bringing all of the delegates together before departing for Cannes, and providing them with all of the top tips for Cannes such as download the official app, where to stay, how to get around & how to tackle the festival for first timers.
COVERAGE Due to the absence of Irish journalists at Cannes, IAPI recruited some senior member agencies to report from the festival and share their first hand experiences. IAPI also secured publication of these blogs online with the Irish Independent, Irelandâ€™s top selling newspaper.
DIRECT FROM CANNES One of IAPI’s largest member agencies, Core Media, sent a number of delegates to the festival this year. Core staff vlogged their experiences of the festival in order to promote it to the wider Irish MarComs industry.
Check out one of the videos here!
The vlogs were published on Adworld.ie – Ireland’s leading information portal for the advertising, marketing, PR and media industries.
DIRECT FROM CANNES IAPI filmed while in Cannes capturing reactions from our Young Lions, a variety of festival veterans and some first timers. This footage was published on our youtube channel & promoted across our social channels.
See what our Irish delegates thought & why everyone should attend Cannes!
See what our Young Lions thought about the festival!
BUSINESS RESULTS IAPI held numerous events throughout the year promoting the Cannes Lions Festival both client & agency side. A direct result of this was the increased awareness of the festival and a record breaking attendance at Cannes Lions; 32% increase in delegates and 88% increase in agencies attending.
We have also seen an increase in the number of entries from 72 in 2015 to 93 in 2016 and Irish agency Rothco have now brought home two Lions!
POST â€“ CANNES EVENTS & PROMO
The Business Case for Creativity Bravery On 27 July, IAPI teamed up with the Marketing Institute of Ireland, (client association) to host an event aimed at CMO’s. We invited senior agency reps who attended Cannes to present the most creative campaigns that won at the festival, demonstrating to clients the importance of creative bravery and the success of these campaigns from a business perspective. Every person who attended (100pax) was given a copy of “The Case for Creative Bravery” that IAPI lugged back from Cannes!
Check out our promo for clients filmed in Cannes!
CREATIVE MARKETING ACTIVITY & BRAND AMBASSADORS IAPI invested heavily in marketing to promote the Cannes Lions Festival. We sent multiple edmâ€™s to our database of 1,400 members. We have our own Cannes Lions microsite linked to our IAPI homepage. And we organised 8 Cannes Lions events to promote the festival & Young Lions competition.
Our Cannes Lions microsite
CONCLUSION IAPI invested â‚Ź35,000 of our own money promoting the Cannes Lions Festival in the Irish market throughout 2016. We saw a huge increase of 88% in agency attendance at Cannes and 78% increase in agencies participating in the Young Lions competition.
We organised multiple industry events promoting the festival. Notwithstanding no Irish media attended Cannes, we secured extensive coverage of the festival across multiple media outlets. IAPI are pleased with our achievements in 2016 and excited at the prospect of increased success for 2017.
OBJECTIVES Looking towards 2017, IAPI will build on the momentum of 2016. We intend to engage members with a host of events & workshops, to showcase the benefits of attending the festival, for both clients & agencies. With a target of 20% growth on our record year of 2016. We will increase general entries to the Young Lions competition and aim to send more Young Lions to Cannes. We believe strongly in nurturing young talent. Our end goal is to start bringing home some Lions!