The wow factor
Milton Glaser once famously said that “there are three responses to a piece of design – yes, no and WOW! Wow is the one to aim for.”
This is probably as good as it gets. If you are in advertising, I doubt there is anything more soul-satisfying than being in a room for five days, with a dozen incredibly talented people looking for the wows within 1,300 pieces of well-crafted, intelligently-thought, visually stunning and smart design work.
And that too in the south of France where it rains Rosé.
The Cannes Lions Festival is the benchmark for creativity globally – it is the only award show even my mother is aware of. To win Gold here is more challenging than explaining to my mother what exactly it is that I do in the first place.
To be selected on the jury is even tougher. To start with, you must have won here (see difficulty level above). When you get the call, you must also not wonder if it’s a prank call. Because the words – “Congratulations, you’re on the Cannes Lions jury” might as well have been – “Congratulations, you have won the lottery.” The pupils dilate, the heart rate increases, the 2B pencil you were working with drops to the floor in slow motion.
Allow me to share what happens in the judging process to explain exactly why winning here is like scaling K2 with a running rickshaw on your back.
As a jury member, you are first directed to judge a large number of work online, culling it down to what is essentially a longlist. Once you are physically in Cannes, this longlist is further sliced down to a temporary shortlist. The shortlist is then reviewed by the jury collectively to agree on whether all the pieces on it deserve to be there or not. Sometimes some work is chucked out; sometimes a piece of work is added. This is mostly a brutal process; even at this stage, the jury is looking for incredible ideas and immaculate craft. When finalised, this shortlist is released to a waiting public.
It is from this very short shortlist that the metal pieces are determined: pretty Lions made out of Gold, Silver or Bronze. The Wows.
What I love about Cannes is the diversity it brings. Not only in terms of the jury itself – on the Design Jury this year, every single person was from a different country and background – but more importantly, in terms of the work that is submitted from practically every region in the world.
The jury then goes over each piece of work again and discusses it at great length; every single jury member shares what they think the work deserves. Sometimes there is unanimous agreement. Sometimes you are stuck for an hour discussing one piece of work. Sometimes there are arguments. Sometimes people get so emotional that they walk out. Designers, after all.