Henrique Tanji, founder and CEO of Ritmika Audio Arts, will be a Cannes Lions judge for the first time
Henrique Tanji, founder and CEO of Ritmika Audio Arts and judge for Entertainment Lions for Music, considers music as the common thread to ensure emotional connection. “But we can’t just have a super famous artist singing the campaign jingle at a random show and think he can win something”, he warns. Tanji sees his first experience on the Cannes Lions jury as “one of the most enriching, due to the face-to-face exchange of ideas, concepts, analyzes and repertoire with some of the most important professionals in the world in the field of music, audio, entertainment and creativity”.
Determination
In a category like Entertainment, we should never restrict ourselves to just creativity or musical content when collaborating with the brand. I believe that, in this equation, it is essential to also consider the efforts, limitations, social link and context, in addition, of course, to investigate the veracity and relevance of the work in relation to what is in the presentation. It is necessary to “challenge the idea”, after all, we cannot just have a super-famous artist singing the campaign jingle at a random show and think he can win something.
Requirements
To be awarded in this category, first of all, of course, the campaign needs to have an excellent idea. Afterwards, the presentation counts for a lot, even more so in a category that talks about and illustrates entertainment. Even without large productions, everything needs to be shown in a clear and eloquent way, which captures attention. Furthermore, the results need to happen and be clearly proven so that we are not just talking about pure entertainment, but an action for brands.
Commitment
Personally, I love going back and crossing the data with reality to understand whether the impact generated by a great case is really real.
Realization
I was never a juror at Cannes, but I always had that desire, as a professional achievement. I participated in other important juries, but Cannes is special. And expectations are very high. I believe it is one of the most enriching experiences you can have, especially through the face-to-face exchange of ideas, concepts, analyzes and repertoire with some of the most important professionals in the world in the field of music, audio, entertainment and creativity. It will be impossible to leave there without a huge amount of learning and a lot of inspiration for the next projects.
Read the full article in the printed edition of May 27th
