What would you say to individuals who touch upon Cannes Lions’ repute as a celebration week?
I believe that’s a really slim view. It’s not simply promoting individuals getting collectively and patting one another’s again, the variety of purchasers that attend is wonderful. The award present is simply part of it; the remainder of the competition is a lot of wonderful seminars, nice audio system, and new-age individuals on stage explaining what they’re able to doing. So, it’s a big studying floor and a chance to maintain abreast of worldwide actions. Whenever there’s a congregation, individuals can have a drink collectively, some will social gathering onerous — that is true of any competition wherever on the earth. Man is a social animal, you’ll be able to’t tie him up in a Zoom name all his life. So, these individuals [who only see the parties] have both not had fun after they visited or they haven’t gone there and are commenting [based on] googling.
What is Cannes Lions to you, then and now?
It is probably the most worldwide one of many lot, and its in-person inclusion [of people from around the world] is one among its sturdy factors. Other individuals have reveals, Cannes has a competition for per week.
Cannes Lions imply so much as a result of the juries are worldwide, so there may be extra of a worldview. And if you happen to win, it’s an incredible increase to morale — whether or not they’re younger or previous. After all, it’s a recognition by peer teams from world wide. This might be my 25 th 12 months there, and I anticipate it to be a stunning mixture of seeing the perfect of labor, listening to the perfect of individuals, assembly a number of good mates like [American advertising executive] Jeff Goodby, and making new mates [Cannes is where I met Michael Conrad, who asked me to be on the faculty for the Berlin School of Advertising]. So, individuals who suppose it’s a ball on the market… it’s a bloody hectic time!
The Meet Ups Space at Cannes Lions 2019
| Photo Credit: Getty photos
It’s been two years for the reason that occasion occurred in particular person. Is this an opportunity for a reset?
The trade, total, has executed a unbelievable job throughout these troublesome instances. Last 12 months, after we noticed the work that received, it confirmed the trouble that went in, even with one arm tied behind their again. This 12 months, it is going to be a beautiful bottle opener — for feelings, for normalcy, [for creativity]; a form of a vitamin injection. So, I’m trying ahead to it.
What are the alternatives now with Web 3?
The alternatives are galore, however it’s important to concentrate on the standard of concepts. You might have the metaverse and the like, however the stress is to suppose even more durable concerning the idea. You must make individuals surprise ‘how did they think of it’ as a result of the query ‘how did they do it’ is changing into simpler now. What communication services did Mahatma Gandhi have? And he moved a billion individuals! Today, there are a complete lot of how, however you could have a Mahatma Gandhi form of thought.
The funds to take part in Cannes Lions is pricey, and plenty of say that attending is now not vital, due to the rise of digital.
If there isn’t a longer a must attend in particular person, then there isn’t a must go and meet your mom in Jaipur. Just do it on Zoom. Don’t overlook, in-person individuals encourage one another much more. Use all of the know-how obtainable, however will it ever make up for human contact, that heat hug you give to someone? Yes, Cannes Lions is pricey. But, I’ve a query: if you happen to had an excellent thought that you simply thought would rock the world, wouldn’t you discover the cash? I won’t be able to ship as many individuals this 12 months as I’ve despatched previously. But you ship individuals with a really clear understanding — that they may come again and share it with the others who couldn’t go.
Piyush Pandey is Chairman Global Creative & Executive Chairman India, Ogilvy.