Lions in the Year of the Ox By Ralph M. Mendoza
Yet while Cannes is ground zero for people who live, breathe, and dream the industry, it is about much more than advertising. Dr. William J. Ward, a teacher at the College of Business at Ferris State University, relates how his most riveting experience at last year’s festival was listening to the speakers on, of all things, activism. “They strived to connect with all walks of life, and do so freely and with such care...It became increasingly clear that these companies were not solely dependent on cash, or cleverness, but passion. These are the great businesses of our time and they are alive. Each technique or creative strategy was implemented to live another day. As life is to an individual, I am convinced
elements of a piece of media work, and place more emphasis on the outcome of each media case. From this year, the judging will be based upon: • Insight, Strategy and the Idea (35% of the jury’s vote), • Creative Execution (30%), • Results and Effectiveness (35%). The format of credits will also be changed, to ensure the Media agency for each entry is always acknowledged, regardless of which agency or company submits the entry. These are just a few of the things to look forward to in this Festival. Will a tight economy and high exchange rates make a
In the five months to go, each of us will have to find our inner Ox, slowly and steadily inching closer to the Lions.
For the horoscope-happy, the year 2009 connotes the virtues of a formidable ox. Oxen are in fact superior creatures, exhaling hard work as they plod and pull their obstinate wagons towards the end of the dirt road. Such raw but real dominance of Yin over Yang may very well be reflected come June 21st-27th, at the Cannes Lions 56th International Advertising Festival. Once again, boldface names from all sides of the industry will gather at the French Riviera to celebrate the dogged, devoted pursuit of quicksilver brilliance. More than 10,000 registered delegates from 94 countries and around 12,000 total visitors from the advertising and allied industries are expected to attend this event, celebrating the best of creativity across all media, discussing industry issues and networking 24/7. Over 28,000 ads from all over the world are showcased and judged at the Festival. Winning companies receive the highly coveted Lion, honouring the most creative TV/cinema, print, outdoor, interactive, radio,
design, sales promotion, integrated advertising, as well as the best media and direct marketing solutions. A unique programme of high-profile seminars, workshops and keynote speakers, organised by some of the biggest names in the industry, are also presented. Surely, the Cannes Media jury will yet again be on the lookout for the perfect idea-execution recipe. “Media, it’s personal now. It’s exciting, it’s dynamic, and it’s changing every day,” says Media Lions Jury President Nick Brien. “No longer a world defined by pushing one-way messaging focused on generating awareness, rather a world of creating realtime conversations able to drive brand advocacy and consumer engagement, made possible through the growing influence of digital media.” As the Festival’s first ever Outdoor Jury President from Japan, Dentsu’s Akira Kagami is as enthused with his role: “Outdoor isn’t outdated. It is a category with lots of room for fresh thinking. I truly look forward to seeing many great ideas.”
that success is to every business it cannot be formulated.” A number changes will also be introduced to the Media Lions section for 2009. These include a revision of the categories and the required written submission, and a restructuring of judging. The latter will reflect the three crucial
dent in registration, or will the Young Marketers package and PR Lions generate as much new cash as new knowledge? We’ll find out this summer. But in the five months to go, each of us will have to find our inner Ox, slowly and steadily inching closer to the Lion.
1. What are your expectations for Cannes 2009? 2. What would you do to win an all-expense paid ticket to Cannes? Tin Sanchez (Head of Copy, BBDO Guerrero) 1) That the winners will once again make me feel excited, angry, dejected, inspired, pessimistic and optimistic. Like a child and an old man at the same. Something will snap, for sure. It happened before, it will happen again. It’s actually happening now. 2) It’s not what I would do. It’s really what WE HAVE to do as Pinoy creatives. And that’s to come up with SOMETHING. ANYTHING. Well, specifically a brilliant idea executed in the most mind-blowing, fingers-numbing, hair-loss inducing sort of way. Dennis Nierra (BBDO Asymmetrical Art Director’s Former Student) 1) (Politely declined to answer) 2) It’s been said that if our mind doesn’t work, we should use our body. So if I lose the chance to be at Cannes Festival (which is 99.5% sure), I’ll probably disguise myself as a huge carrot (or any veggie, wala lang) and hide in the plane’s cargo. When I get there I’ll apply as an event gopher under the pseudonym “Nathan de Coco” just to be there. OR… I’ll try to enter the Cannes Film Festival instead, I’ll audition for an indie film that needs a chippendales role as “Coco Babylove”. Troy Monsod (Graphic Artist, Starcom MediaVest Group) 1) Well probably to know the next trend (if ever there is) in design. Is it still vector art? Will it be 3 or 4D? etc. 2) What would i do to win a ticket in Cannes? Well if you guys were to sponsor my trip and all, I would probably wear an Adobo shirt every day and video my whole stay for a documentary. january-february '09
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