Cannes Lions International Festival packed with excitement

Wednesday, 18 June 2014 00:00 -     - {{hitsCtrl.values.hits}}

By Murtaza Tajhboy of Leo Burnett Solutions Inc from the 61st Cannes Lions International Festival of Creativity 2013 The third day at the Cannes Lions International Festival of Creativity was jam-packed with excitement and delight. After the events we attended over the last few days, I was up on my toes and ready for the day to start even before my alarm rang. When the group met for breakfast this morning, we planned what speakers and workshops we’d attend for the next five days, since there was no way for us to see them all. We also found out yesterday that our ‘Mosquito Repellent Newspaper’ campaign has been shortlisted in the Use of Integrated Media – Media Lions category. Out of a total of 227 entries shortlisted in Media Lions, 40 were entries from Asia. They were from Asia, Singapore, Hong Kong and China each had five entries shortlisted followed by Malaysia, Japan, South Korea and the Philippines which had three entries shortlisted. Indonesia and Taiwan were shortlisted twice and Sri Lanka had one entry shortlisted. We have all got our fingers crossed for a metal for Sri Lanka! Throughout the day we went to many interesting seminars and workshops and met a lot of amazing people. We have a stellar line-up of influential speakers this year. First up for the day was a workshop called ‘Earcasting: How to Avoid Death by Voiceover instructed by Ralph van Dijk’. It was a really stimulating workshop that gave us valuable knowledge that we will bring back home to Sri Lanka. In the workshop we learnt how to avoid casting clichés and got practical tips on voice directing. We were told to write a brief and then directed a live actor who performed it. Many radio ads have cheesy voices so I know this workshop will help us in the future. Another great session was by The Coca-Cola Company on ‘Winning in Real Time’. The speaker Wendy Clark, President, Sparkling and Strategic Marketing, Coca-Cola North America looked at what it takes to implement creativity in the new world. We looked at it in detail from a traditional marketing perspective and we also analysed a newsroom approach in detail.  The Coca-Cola Company is known for employing technology and diverse capabilities to change the professional make-up of its organisation. The brand is known to celebrate the coming together of everyone, everywhere. The seminar gave us insight on how conversation analysts and producers work seamlessly with marketers and planners to create a globally wired and networked organisation that can react, respond and win in real-time. Clark demonstrated how Coca-Cola is managing the real-time fusion of creativity, strategy and resonance to deliver results. Linking live to the company’s activation of FIFA World Cup 2014, we looked at the power of winning in real-time and the implications for brands, partners and agencies. She showcased the company’s ‘Global Hub’ network through a live demonstration and we were able to listen, analyse and engage in conversations as they happened, live during the tournament games. Next on the agenda was a master-class run by Jonathan Klein, Co-founder and CEO of Getty Images, called ‘Why Pictures are the Language of Our Time- Images that Changed My Life’. In the talk, Jonathan explained his journey from building Getty Images and shared with us some photos that helped shape his life. He explained the power of photographs and how and why we are so moved by the images we see. The last event of the night was the award ceremony which took place from 7-9 p.m. for the media, mobile and outdoor lion’s awards. The anticipation and excitement in the room was contagious and we were all looking forward to it. We ended the night at the Havas Cafe as they hosted a one hour DJ set with the Music Dealers. Last year the Cannes Lions team introduced the online viewing of one seminar a day for the public, each seminar was decided on following an online vote and the most popular seminar each day was screened. Today (Wednesday 18 June) you can watch it at 1:30 p.m. local time on ‘Youtube: The Art of Storytelling on Youtube, with Dreamworks Animation and Vice Media’. Ranil, Sithum, Shayani, Marsh and I will be updating you on our experiences at Cannes each day including the announcements of the finalists and winners. Tomorrow there will be more finalists announced along with another great evening of fun and excitement.