What would you say to individuals who touch upon Cannes Lions’ status as a celebration week?
I feel that’s a really slender view. It’s not simply promoting folks getting collectively and patting one another’s again, the variety of shoppers that attend is wonderful. The award present is simply part of it; the remainder of the competition is a lot of wonderful seminars, nice audio system, and new-age folks on stage explaining what they’re able to doing. So, it’s a big studying floor and a chance to maintain abreast of worldwide actions. Each time there’s a congregation, folks can have a drink collectively, some will celebration exhausting — that is true of any competition anyplace on this planet. Man is a social animal, you may’t tie him up in a Zoom name all his life. So, these folks [who only see the parties] have both not had fun after they visited or they haven’t gone there and are commenting [based on] googling.
What’s Cannes Lions to you, then and now?
It’s the most worldwide one of many lot, and its in-person inclusion [of people from around the world] is considered one of its sturdy factors. Different folks have exhibits, Cannes has a competition for every week.
Cannes Lions imply quite a bit as a result of the juries are worldwide, so there’s extra of a worldview. And if you happen to win, it’s an incredible enhance to morale — whether or not they’re younger or previous. In any case, it’s a recognition by peer teams from around the globe. This might be my 25 th 12 months there, and I anticipate it to be a beautiful mixture of seeing the very best of labor, listening to the very best of individuals, assembly quite a lot of good buddies like [American advertising executive] Jeff Goodby, and making new buddies [Cannes is where I met Michael Conrad, who asked me to be on the faculty for the Berlin School of Advertising]. So, individuals who suppose it’s a ball on the market… it’s a bloody hectic time!
The Meet Ups House at Cannes Lions 2019
| Picture Credit score: Getty photographs
It’s been two years for the reason that occasion passed off in particular person. Is that this an opportunity for a reset?
The business, general, has accomplished a improbable job throughout these troublesome instances. Final 12 months, once we noticed the work that received, it confirmed the trouble that went in, even with one arm tied behind their again. This 12 months, it will likely be a beautiful bottle opener — for feelings, for normalcy, [for creativity]; a type of a vitamin injection. So, I’m trying ahead to it.
What are the alternatives now with Net 3?
The alternatives are galore, however it’s a must to concentrate on the standard of concepts. You’ll have the metaverse and the like, however the strain is to suppose even tougher in regards to the idea. You must make folks surprise ‘how did they consider it’ as a result of the query ‘how did they do it’ is changing into simpler now. What communication amenities did Mahatma Gandhi have? And he moved a billion folks! At this time, there are a complete lot of how, however you should have a Mahatma Gandhi type of thought.
The funds to take part in Cannes Lions is pricey, and lots of say that attending is now not needed, because of the rise of digital.
If there isn’t any longer a must attend in particular person, then there isn’t any must go and meet your mom in Jaipur. Simply do it on Zoom. Don’t neglect, in-person folks encourage one another much more. Use all of the expertise accessible, however will it ever make up for human contact, that heat hug you give to any individual? Sure, Cannes Lions is pricey. However, I’ve a query: if you happen to had a superb thought that you simply thought would rock the world, wouldn’t you discover the cash? I won’t be able to ship as many individuals this 12 months as I’ve despatched up to now. However you ship folks with a really clear understanding — that they’ll come again and share it with the others who couldn’t go.
Piyush Pandey is Chairman World Inventive & Government Chairman India, Ogilvy.