We don’t deserve Cannes.
Has our industry lost the right to celebrate creativity?
The Cannes International Advertising Festival began in 1954. When founded, its purpose was to celebrate and recognize excellence specifically in advertising film. By 2011, it was rebranded Cannes Lions International Festival of Creativity to stress the importance of the multiplying channels of our craft, and the expanded impact advertising can have on business.
Some find Cannes an indulgence for the entitled. A chance to schmooz and drink rose. But for me, I love that it’s a community where creative thinkers and doers come together to be inspired. At minimum it reminds us that advertising is applied creativity for business growth. In theory.
In reality, it’s not clear to me who attends; why they attend; or even if they SHOULD attend. If it’s like the Oscars, then attendees should have to be proven-talent in the industry. Or recognized for their contributions. Or at minimum, screened on a demonstration of curiosity and a passion about advertising.
Instead, next week we will receive a stream of social posts about how incredibly humbled and proud people are for winning an award for work they barely touched. I’d rather hear about something that makes me go hmmm.
I attended Cannes only once - when @johnst controlled its own budget. As a creative agency co-founder, I was exhilarated. I still remember Anderson Cooper and Conan O’Brien onstage explaining that great journalists chase the story and let the facts follow. Unfortunately, once we sold our company, I was never permitted to attend again.
While not a great way to maximize ticket sales and appease sponsors, Cannes should require delegate screening; a short essay entitled, “Why I Deserve to go to Cannes.” Or “What I’ll contribute to Cannes.” No AI allowed.
Our industry is at risk of losing its reason for being. Like Cannes, creativity was at its core. As Bill Bernbach famously said, "Creativity is the last unfair advantage we're legally allowed to take over our competitors." Reading our trade press, it seems we’re more interested in salacious stories about Holdcos’ squabbles and turnover. AI taking jobs. Data that enables brands to know you better than your mom does. An industry formerly known for inspiration and imagination has become SO freakin’ dull. It makes me wonder what the Gods of Cannes Past think of us? Probably not much.
If you are going, do yourself and the industry a favour. Go with a curious mind. Ask a lot of why, so what and what-if questions. Avoid sessions about “How AI can produce 1000 versions of a brand’s #NationalPencilDay campaign for pennies!” Look for good story tellers with a story to tell. People with a point of view. People who have CREATED something. And then bring one good idea home. Return with a renewed energy for how you can make your company, your client, your work or yourself more interesting.
Because the world doesn’t need more DULL.
If you’re concerned your organization is slipping into dullness, I’d love to hear from you.