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How Can Cannes Lions Stay Relevant?

Awards and Events 414 Add to collection

ECD at Hasan & Partners Mikael Nemeschansky on how Cannes could shape the future of the industry

How Can Cannes Lions Stay Relevant?

There’s always some criticism around Cannes Lions and its relevance. Whether it’s about the authenticity of the work or the festival growing too big, it goes without saying Cannes needs to stay relevant. 

If you care about this business, you need Cannes to stay relevant. Anybody who says they don’t care about winning a Lion, is a liar or a hypocrite.

The work that is awarded sets an example of what can be achieved when creativity is implemented with vision and great audacity. 

Cannes is celebration of creativity, but at the same time we have to ask ourselves: has it turned into a retrospective, rather than being a predictor of what will be good and great?

Does it focus too much on what has been done already when really we should be looking for inspiration from the world around us rather than the work of our industry, however good. 

If our work is about finding better truths and insights, how does Cannes help us do better work?

Cannes features an impressive cast of keynote speakers from Al Gore to Heston Blumenthal, but most of the topics seem very familiar and driven by buzzwords like Data, Storytelling, Branded Content, etc. Where are the themes that will blow our minds and truly inspire creativity?

I can’t help but compare Cannes with SXSW.  Sure, SXSW is a little bit rough around the edges and there’s too much of everything, but that’s the beauty of it. You never know what’s the thing that will inspire you. Because inspiration and creativity doesn’t start from the work that has already been done. It starts with seeing the possibilities around you and understanding what is happening around us. 

To create new, we need to focus on what is next, instead of what has already been done. To stay relevant Cannes Lions needs to be the event that ignites conversations that help shape the future of our industry and create new work that reflects the world around us.

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hasan & partners, Tue, 23 Jun 2015 13:47:38 GMT