Juror for the first time at the festival, CCP da Lew’Lara\TBWA attributes the creation of the prize to the Covid-19 pandemic
Cannes Lions is an old acquaintance of André Gola. Lew’Lara\TBWA’s CCO now has 78 Lions. But this year’s experience is new. Gola will participate for the first time on the festival’s jury in a category that is also new, that of Creative Commerce Lions.
From the keen eye for art direction, will come the analysis of “how brands and products approach in a creative and innovative way, online and/or offline, payment solutions and the consumer’s transaction journey”, anticipates the executive, who has by Publicis, Leo Burnett Tailor Made and AlmapBBDO.
In the latter, he remained for almost 14 years, serving as art director, creative director and executive creative director. For Gola, the decision of the festival leaders to create the category has to do with the behavioral changes dictated by the Covid-19 pandemic.
“The world economic crisis has worsened, and creative solutions to increase revenues are, more than ever, super important”, he emphasizes. Check out, below, the ongoing preparations for the executive’s participation in the event’s jury.
Debut
The main reason that led Cannes Lions to introduce the Creative Commerce Lions category, which for the first time will have specific works for this area, is the pandemic. Covid-19 has exacerbated the economic crisis around the world, and creative solutions to increase revenue are, more than ever, super important.
Experience
It is the first time that I participate as a judge at Cannes Lions. I think the festival prints a different size from all the others. It manages to attract the attention of more people from all over the world, consequently, a more diverse look, bringing a wider selection of the best work done in the world.
Criteria
To review entries in the Creative Commerce Lions category, we will assess how brands and products creatively and innovatively approach online and/or offline payment solutions and the consumer transaction journey.
Influence of Covid-19
A look at the festival, specifically for this category, shows the importance of being creative in all communication points offered to consumers.
face-to-face return
My expectation for this year’s works, with the festival returning to the face-to-face format, is to return to a greater exchange of experience between the judges during the trial, opening up more space for different perspectives with a greater exchange of experiences and local cultures.
What to expect
Among the trends, I believe that many innovative solutions in technology should appear, contrasting with great simple and powerful ideas, which in times of crisis, gain even more strength.
Connection
I’m receiving works from several judges, not only from Brazil, but also from abroad, who help by bringing a little more of the client’s cultural and local context.
