The 62nd Cannes Lions International Festival of Creativity is just a few days away with opening ceremonies beginning on June 21. SHP+ will be attending this gathering of an estimated 12,000 members of the global creative communications industries. Why are we attending? Well, in no particular order:
It is Cannes Lions
Cannes Lions is an action packed seven days of networking, celebration, encouragement and learning where the world’s creative minds come together under the Riviera sun to inspire creative bravery that changes the course of communications. This is where the industry sets the global benchmark for good creative where recognition here is the ultimate compliment.
This year over 40,000 entries from over 90 different countries will vie for recognition. This year is the launch of a highly anticipated new category, the Creative Data Lion, created in response to industry demand and set to establish a benchmark for groundbreaking, data-fuelled creativity.
But let’s be honest, too. It’s nice taking your work to the beach.
China is here
Creatively, China has been picking up momentum ever since 2009 when the country won 14 trophies. This began a strong run where from 2010 to 2014 China has accumulated close to 90 Lions with 22 in 2014 alone. In 2011, JWT walked away with China’s first ever Cannes Lions Grand Prix for the work they did for Samsonite.
More impressively, the Cannes Lion 2015 Media Person of the Year will be presented to SY Lau, Senior Executive Vice President of Tencent and President of its Online Media Group (OMG). How impressive is this? Past honorees include Eric Schmidt, Executive Chairman of Google, Mark Zuckerberg, co-founder and CEO of Facebook, and Salar Kamangar, CEO of YouTube. SY Lau will be the first executive of a Chinese company ever to receive this prestigious honor as he is recognized for his leadership in the emergence of Tencent’s OMG as China’s leading online communications, social and entertainment service company.
China will be well represented this year with guarantees to make its biggest ever impact on the festival.
The People Inspire
This year we see a strong Chinese representation not only in the entries and honorees, but also in the jury. Each year more than 300 world-class experts judge the work. All judges must be award-winning and the number of judges from a country is directly correlated by that country’s winning performance from the prior year.
Among the esteemed panel, China will be represented by visionaries such as：
– Graham Fink, Chief Creative Officer of Ogilvy & Mather,
– Tomaz Mok, Chairman/Chief Creative of McCann Erickson
– Jimmy Lam, Vice Chairman/Chief Creative Officer of DDB
– Kitty Lun, Chairman/CEO of Lowe
– Delia Lu,Chief Creative strategy office of WizAd
– Johnny Tan, Chief Creative Officer of BBH China
– Anna Chitty, Managing Director of PHD, Shanghai
– Jean Li, CEO of Isobar
We caught up with Ms. Lun and asked her what was the best part of the festival in her opinion. She simply replied, “The speeches and presentations because within a short period, the world’s best creatives will be sharing a piece of their minds.” (For more of Kitty’s views on this year’s China in Cannes, see Here)
The festival kicks off June 21 and runs until June 27. Follow us as we explore the week’s non-stop festivities from sunrise to sunset late into the evening hours!
2015 Media Person of the Year SY Lau (Right). 右图是今年的“年度媒体人物”刘义胜在演讲。
SHP+杂志去戛纳金狮啦！第62届的戛纳金狮广告节即将在本周末（ 6月21日）开幕。SHP+将首次派出记者团到现场直击报道这个全球创意行业的盛会。预计本届广告节一样既往的人头涌涌，来自全球的广告创意人和许多国际品牌客户都将飞到这个美丽的小城市。今年参加的人数更达到1万2千多人。全世界的广告公司希望获得金狮的荣誉，但是作为广告节本身，你知道戛纳到底真正吸引人的地方在哪里？ 中国的作品在戛纳的表现又如何？在启行前，我们就略略说一下我们对戛纳认知吧：
地下海阳光下的创意与欢乐
除了名声在外，做为广告节，戛纳广告节的活力是其他任何一个广告节都不能比拟的。连续七天的广告节像嘉年华一样热闹，到处都是创意讲座、演讲、研讨会和论坛。每一天，从早到晚，除了官方安排得满满当当的日程，外加每一个晚上的一项重要的颁奖礼外，还有各个广告公司和制作公司举办的聚会、酒会、餐会和派对，从海滩到酒店，戛纳城内创意怏然，欢乐无穷。我们记者的邮箱在临近开幕前两周就被各种邀请涵给炸了。
虽然在这里掉了手机都砸到一大拨的创意总监和企业高管，其实除了广告界大腕外，还有许多娱乐巨星和名人受广告公司的邀请前来演讲，今年的名单上就包括了Pharrell Williams、Marilyn Mansion和Jamie Oliver等。要知道，在地中光明媚的阳光下激发出的酷点子分分钟有可能改变世界广告和传播的进程。而你在这里得到最大的恭维是被人拍着肩膀说：“兄弟，你的想法，我中意。”
今年，有来自90个国家和地区、超过4万多件的作品争夺20个奖项的金银铜狮奖。最受关注的奖项当数今年新设的 “创意数据金狮奖”。由于大数据这几年在行业的广泛运用，这个奖项的设立已经是大势所趋，其目的是为了奖励最具先锋性的创意数据运用。
虽然可以预见这是马不停蹄赶场子的一周，但是能地中海宜人的海风中与全世界最顶尖的广告人谈创意，一手拿着鸡尾酒，另一只手交换着名片，然后跳到泳池里谈下一个campaign计划，这日子过得真没啥可抱怨的。
龙起凤舞，中国在戛纳
2009是中国在戛纳广告节上里程碑的一年，它捧回了14座奖杯。自此之后，中国在戛纳上保持着不俗的表现。从2010年至2014年中国已经积累收获得了近90座狮子，仅在2014年上，就获得了22个奖项。 2011年，智威汤逊(JWT)更是凭他们为“新秀丽”(Samsonite)策划的作品《天堂与地狱》为中国拿下了首个戛纳的至尊大奖(Grand Prix) 。
今年的戛纳上早早就传来了让人振奋的消息，戛纳把“2015年度媒体人物”的大奖授予了腾讯高级执行副总裁及在线媒体集团（OMG）的总裁刘胜义。这个奖分量不轻，在以往获奖者的名单里包括了谷歌执行董事长埃里克·施密特（Eric Schmidt)、大名鼎鼎的Facebook创始人兼CEO马克·扎克伯格（Mark Zuckerberg,) 以及YouTube的CEO撒拉族卡曼加 （Salar Kamangar)这些改变互联网世界的重要人物。刘胜义是首位中国公司的执行官获得此殊荣，在他出色领导下，腾讯OMG已经成为了中国最领先的数字传播、社交以及娱乐服务公司。
中国已经在前哨的重要奖项里先拔头筹，我们可以期待中国的作品会在戛纳的舞台上取得更佳的成绩。
What is all the fuss about Cannes Lions? It’s about the creativities – the dynamics and the fun it brings forth. 到底去戛纳有什么好得瑟的？因为它是全球最活力四射、最好玩的创意广告节。
逐渐壮大的中国评审团
我们之所以会预测中国今年会有好成绩，不仅体现在在中国送选作品上，而且还反映在评审团的人数上。戛纳有着300多人组成的庞大评委团，大多是国际广告公司的高层。成为评委是要讲条件的：首先你必须有在戛纳获奖的作品，其次是你代表的国家的评委人数是由去年该国的获奖情况而定。中国在去年表现出色，今年评审团的人数自然就会增加。
一如既往，中国的评委大部分来自4A广告公司：包括了戛纳常客的上海奥美首席创意官Graham Fink、 麦肯董事长兼首席创意Tomaz Mok、DDB的副董事长兼首席创意官林俊明、LOWE 董事长兼首席执行官陈伦洁莹、WizAd的首席创意策略官Delia Lu、BBH中国的首席创意官陈奕俊、PHD上海的执行总监Anna Chitty以及Isobar的总裁林友琴。
“戛纳广告节最吸引人的地方是什么？”，我们问过LOWE董事长兼首席执行官陈伦洁莹说：“（最吸引人的是）各种演讲和讲座；以及可以在这么短的时间内与世界上最好的创意人分享心得。”(更多对Kitty的访谈，请看这里）
虽然今年的戛纳上还是缺少了中国中小型本土广告公司的身影，但是我们相信他们迟早都会来的。6月21日至27日，SHP+在戛纳开始从日出至日落夜深不停歇的节奏。
BAM Music Library Brings Edgy, Indie Sounds to Chinese Creatives
