Professionals such as Laura Esteves, Rafael Pitanguy and Marco Giannelli, known as Pernil, talk about their expectations for the festival, which returns to the French Riviera after two years
This year’s edition of Cannes Lions will have even greater significance for the communication market: it will mark the reunion, after two years, of the biggest names in international creativity on the French Riviera.
When the 2019 awards were over, no one could have imagined that the 2020 edition would be canceled because of a pandemic and that the 2021 edition would be completely online.
Now, at the moment of resumption, the expectation is that the festival will reflect the lessons learned from the last two years and also the impact of a war on European territory, with the invasion of Ukraine by Russia.
“In addition to the innovative potential and creative quality, I believe that attention will be directed to impact cases. The pandemic and the war in Ukraine made brands put into practice their speeches about ESG purpose and goals and transform themselves into super active social agents” , says Matias Menendez, ECD at AKQA.
In last year’s edition, the social and inclusive theme dominated the festival’s awards, which recognized works such as ‘Salla 2032’, from Africa, ‘Eu Sou’, from VMLY&R.
Schedule Yesterday (27), the organization announced the speakers who will be at Cannes Lions 2022. The program was built on areas classified by the organization as ‘priority’, identified through the Cannes Lions Creativity Study – diversity and inclusion, sustainability, data, business transformation and creative effectiveness are some of them.
Among the names are David Droga, founder of Droga5 and CEO of Accenture Song, Wendy Clark, CEO of Dentsu International, Mark Read, CEO of WPP, LinkedIn CEO Ryan Roslansky.
“I think it will be great to be able to participate in the festival in person, meet people again and remember or get to know their height (after 2 years by zoom, teams, etc., this is one of the biggest surprises of live meetings). As for the festival , I think themes such as diversity and sustainability will continue to grow stronger. After all, Cannes Lions is a reflection of the concerns and ambitions of companies around the world – no wonder ESG is the most talked about acronym at the moment, right?” Marco Giannelli (Pernil), CCO from AlmapBBDO “It will be interesting to see the post-pandemic and war context in Ukraine reflected in the communication and in the Festival’s organization itself. After two remote years, there is the hedonism of wanting to connect and relate after so long. coming soon and with no deadline to end should give a shock of reality. All this added to a challenging economic scenario that ignited a functional and rational side in brands. The 2021 Festival consolidated two years of the industry into just one. of very rich material. This year, reflecting the 12-month production and lower investment of many brands, the jury is likely to be looking out for good low-budget solutions. Which is always a specialty of Brazilian creativity. that should weigh in the evaluations, it’s hard not to give in to the habit of comparing the submitted material with previous years’ winners. But if we want to be really fair, a good exercise could be also consider the context: how what we are experiencing influences what we are producing.” Laura Esteves, Executive Creative Director at Galeria“What I expect from Cannes this year is an expansion of the dominant agendas. Ideas that bring themes such as race, ethnicity, gender, diversity, social inclusion, sustainability must continue to attract attention. Added to them, I believe that ideas that address mental health and attempts to recover the economy should come with force. The Ukraine war certainly raises discussions about freedom and democracy within the festival, but I don’t think we’ll see an important reflection of that in the projects submitted yet. In my opinion, what will weigh in the evaluations remains the relevance of the ideas to the great world agendas, regardless of the category. Good ideas in the metaverse should also grab the spotlight.” Fabio Ludwig, Creative Director at WMcCann“In addition to the innovative potential and creative quality, I believe that the eyes will be directed to impact cases. The pandemic and the war in Ukraine made brands put into practice their speeches about ESG purpose and goals and transform themselves into super active social agents. Many companies have shared responsibilities in crisis situations together with governments and the press, becoming protagonists in solving problems, whether using the reach of their channels to fight disinformation, with donations and even restructuring their operations. entertainment side, the entry of brands into the gaming universe, the metaverse and NFTs.” Matias Menendez, ECD of AKQA“Unbelievably, going to Cannes means meeting dozens of Brazilians who lead our industry. I really want to see colleagues in our market and have quality time to compare impressions and learn from the differences. in B2B, because 5 years ago we created a b2biz unit at Fbiz, 100% dedicated to the topic. Finally, in the current context of immense instability in the world and particularly in Brazil, I seek inspiration to develop social initiatives together with our customers, partners and trade. After all, we live in a time when communication increasingly requires connection with our time. In other words, creativity will remain at the top of the jury’s assessments, but the most relevant works will be linked to people and the consumer’s day-to-day reality, as well as their desires and behaviors, valuing a close and diverse dialogue.” Paulo Loeb, CEO of Fbiz “This first edition of the post-pandemic Festival must be generating very conflicting feelings in everyone. On the one hand, any return to normality is great, but on the other hand, bringing together people from all over the world in one place makes me a little apprehensive. I intend to take all the care and keep wearing a mask in closed environments. As for the conflict in Ukraine, it seems that it will be a protracted war that came at a very delicate moment for the world economy. However, if these two years have shown us anything, it is that making predictions longer than 15 days is futurology. I can only hope that things get resolved as soon as possible. Coming back to the festival, I hope it will help to rescue and help the creative level. Like everything in the last two years, creativity has also suffered from the pandemic. Festivals like Cannes have always indicated a north. I hope the judges look hard at the storytelling of ideas. I think this has always been and should always be the main focus of creative professionals.” Pedro Utzeri, VP of Creative at Leo Burnett Tailor Made “During the period of isolation and the mandatory home office, it was amazing to realize that yes, we can create and produce remotely. Incredible projects. But now, with the gradual return, it is possible to realize that there are some things that we only have even in person : body expression, eye to eye, spontaneous reactions. The usual criteria, such as creativity and simplicity, are still alive. I believe that the good use of technology is also a differential. But, considering the times we have passed, I believe that the relevance for people must be essential for a successful idea. The pandemic has transformed or reinforced some perceptions of our industry. Among them, the notion that brands can transform our reality. After all we’ve been through, it’s no longer possible to brand is not relevant. With this legacy still fresh, I believe that the purpose and commitment of brands to the world and society will have greater weight in decisions” Angerson Vieira, Executive Creative Director of Africa“Certainly, being able to meet again will be the great differential of this edition of the Festival de Cannes. Nothing replaces the exchanges with the judges and colleagues that the face-to-face event provides. The juries also end up enabling deeper discussions and this always impacts the result The war, on the other hand, has the direct impact of taking Russian agencies out of the competition, and encouraging the participation of Ukrainian professionals, as the festival organizers have already announced. As brands increasingly assume social roles, it is possible that some works, especially from Europe and the United States, address this issue.” Rafael Pitanguy, CCO of VMLY&R“Currently, I see a movement of brands to try to create conversations, moments and lighter occasions to confront the reality of the current world. And recent events have made the context of creating different, it has become more human, and more connected. with people’s purposes. And a result of this behavior is a trend that has been showing up strongly in recent festivals, which is the questioning between a brand’s purpose versus how true is the message in question. I believe that companies with true purposes will be recognized between people” Sergio Mugnaini, CCO from Ogilvy“Cannes is always epic. We always learn, get inspired, have fun and get out of there better. Perhaps this year will be the greatest in history. Because you have a lot of accumulated nostalgia. Breathing creativity, innovation and trends there, in loco, is different. It will be nice to see. And for those who are not there, it will be very important to listen. Because this year’s discussions will also be the most relevant in recent times. Pandemic and impacts, wars and injustices, reality and resignifications. In addition to being in person, it will be a more human festival. What should guide the appreciation of transformative, representative, inclusive ideas that make a real difference in people’s lives.” Otavio Schiavon, Executive Creative Director at Talent Marcel “In addition to celebrating the best creative work produced by the industry, the face-to-face review of the work helps improve the quality of the discussion so that great ideas gain even more prominence and continue to inspire us on a daily basis” André Gola, CCO of Lew’Lara\TBWA
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