In Brazil, Cannes Lions CEO spoke about the most emblematic works of this year’s edition of the festival, held in June
Cannes Lions Festival CEO Simon Cook took to the stage at Teatro Faap, in the Higienpolis district of So Paulo, on Tuesday afternoon (8), in an event promoted by the newspaper O Estado de S. Paulo, which represents Cannes Lions for 22 years, in partnership with Fundao Armando Alvares Penteado (Faap).
Paulo Pessoa, executive director of the state’s advertising market, Fernando Scheller, the newspaper’s business editor and writer, and Karina Busso, professor of advertising at Faap, also participated in the meeting.
After Cook’s presentation, they led a panel that drew attention to issues related to the winning works, in addition to controversies involving diversity in the award juries.
“We want to represent society more and less the industry in which we operate”, said Simon Cook, when answering a question from the audience, made up mostly of representatives of agencies and entities in the sector.
“We present to Brazil the best that happens in Cannes, and we take our best experts to Cannes, in order to maintain the relevance of Brazil, which is among the three countries that register the most and win awards at the festival”, highlighted Paulo Pessoa. According to him, of the total of 826 awarded works from 44 countries, 600 registered the participation of Brazilians, “showing Brazil’s presence in various markets around the world”, he adds.
Karina Bousso, highlighted the importance of the festival as an instrument for discussions and parameters in the classroom. “It serves as a rich material for our classes”, confirms Karina, from Faap, who sets up a new curricular structure for the advertising discipline, with the aim of “training complete professionals”, promises Karina.
Tactical topicality, multitasking media, scalable solutions, elevating empathy and metacommerce were the themes grouped by Cook in the Cannes Lions Official Digest?? Each of the topics features examples of award-winning projects.
In the multitasking media cut, Cook highlighted the campaign The tiny pocket, by Brazilian AlmappBBDO and EnergyBBDO from Chicago, created for Aspirin, by Bayer Consumer Health Brasil, and bronze winner in the Health & Wellness category. “Media multitasks. Consider new ways to apply it to deliver messages more efficiently,” guides Cook.
