Rodrigo Almeida talks about cases that, in his opinion, can win awards
On the Innovation Lions jury, Rodrigo Almeida reflects on the meaning of innovation and his opinion regarding the cases that may win the category. I think that to be a real candidate in Innovation, you need to have invented something. Thing, even. And it’s not an idea, as we usually do, says the executive creative director of AlmapBBDO, an agency that, as he says, has a history closely linked to the festival itself.
We are present year after year. In 2023, once again, we are submitting works that stood out and we are going to Cannes proud and hopeful, always in that order. Also, good luck to everyone!
Change it
Innovation is a word with a very broad meaning, right? And besides, let’s be honest: it’s a little worn. There is always someone looking for or offering innovation, without us stopping to think if we are really giving this word the relevance it deserves. But I think one thing can help define what innovation is: your reaction when you hear an idea. If you shivered, wanted to tell everyone, felt envy or deep admiration, you’ve probably stumbled upon something truly innovative.
Category
I think that to be a real candidate in Innovation, you need to have invented something. Thing, even. And no idea, as we usually do. It’s not just having an innovative campaign, a disruptive concept or a completely new way to engage your audience. Other categories are looking into this. In Innovation, it’s not enough. Winners of this Leo create homes that resist catastrophes, deodorants with an all-inclusive design or a leather made from pineapple (all real cases). a complex category, but, above all, inspiring.
experience
This is my first time judging Cannes. I am replying in the present tense because the trial has already started, online. But I have already judged other international awards and the experience is always very enriching. For now, something very lonely. Just you and the computer. But, after a while, the most interesting part arrives: the debates between the judges. You have the opportunity to listen to other points of view, cultural differences, etc. If you have an open heart, you will leave a professional who is much more prepared than he entered.
Expectations
Expectations are high. It is a very diverse category, which goes beyond any limits of communication. In many cases, it doesn’t even have anything to do with communication. But with creativity, it does. Ever. I’ve seen a lot of impressive stuff so far, and I hope to see even more.
Immersed
The first thing I did after being invited was to delve into the results of this category in previous years. Study each case, read the application forms, research the winning works on the internet in general and not just on advertising sites. An immersion in Innovation, really, to feel more prepared. And, as I said, I already had contact with the works and my colleagues on the jury, too. Also because Innovation publishes the shortlist weeks before the festival officially starts. The finalists in the category have to prepare to present their cases in person to the jury, hence the advance.
This is the kind of opportunity that will help you be a better professional. If it didn’t help, it’s because you did something wrong. I think they add a lot to the career, especially the experiences of receiving a flood of inspiration in a short period of time and exchanging visions with creatives from all over the world.
Games
Talking to a friend who was recently a judge at another international award, he told me: now it’s all about games. I confess I’m getting that feeling, too. It was no wonder that Cannes created a specific category for the theme. Ideas with games were present and dominant in many others, at least two years ago. I believe we have reached the stage of looking at games and the metaverse as yet another point of contact. And we need to be even more creative from here, to bring experiences that are truly innovative for audiences and brands. The Cannes results should reflect this rise in the bar, if the perception that now everything is game is general.
artificial intelligence
Even before judging began, we were already seeing a lot of AI-based ideas in every category from Print to Innovation. This is certainly going to be a trend, I don’t know if it’s necessarily a novelty, since it’s a general expectation. I would love it if the juries had the sensibility to reward the ideas and not the tools. May many works with artificial intelligence, metaversion, games win, but above all, may the most creative and effective works in the world win.
