Rei Inamoto: Mobile Lions Jury President

It’s surprising to think that the Mobile category at the Cannes Lions is only in its second year. It is so ingrained in all of our lives that it feels like it’s been around forever. This year the Grand Prix went to DDB DM9JaymeSyfu, Makati City, for ‘TXTBKS’, their entry for Smart Public Affairs. Gabrielle Lott spoke to the man in charge of leading this year’s Mobile jury, AKQA CCO and VP, Rei Inamoto.

 

LBB> What words of advice did you give to your jury this year?

 

RI> There are now over a billion smartphones in the world. Over 90 per cent of people between the ages of 18 and 30 wake up with their mobile phones every day. Sure, the Mobile category might only be in its second year, but if these numbers are any indication, it is now the most pervasive device in history. With that in mind, my advice to the jury this year was to find ideas that would be most influential not just in the Mobile category but also at Cannes Lions as well as the industry as a whole.

 

LBB> Outside of your own category, are there any pieces of work you had your eye on to do well this year?

 

RI> One piece of work that was talked about around the world is Red Bull's Stratos. It was probably the most audacious idea of the last 12 months.

 

LBB> From what you’ve seen so far, what do you think of the overall standard of work coming out of the industry in the last 12 months?

 

RI> It's a cliché to say that it's the most exciting time in the industry, but it is. Equally, I hope to see work that's exciting as the time we live in.

 

LBB> What were you most looking forward to about Cannes 2013?

 

RI> Discovering something new. Catching up with people I know. Meeting people I don't know.

 

LBB> Favourite spot in Cannes and why?

 

RI> The roof of JW Marriot. You can find serenity and escape from all the craziness that is Cannes.

 

LBB> It was the 60th anniversary of the Cannes Advertising Festival – where do you think the industry will be in another 60 years?

 

RI> Possibly 60 more categories added? Just kidding.

 

Where will the industry be in 60 years? I have no idea. But I'm sure it'll be even more exciting – which is hard to imagine. But it will be.