Cannes Lions: Invest in creativity

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To encounter the most prestigious world’s advertising festival Cannes Lions, taking place in Cannes between the 21st and 27th June this year, we present the new promotional campaign.

Surprisingly, the campaign encourages the creatively not so excellent to attend the world’s foremost festival of creative excellence. The humorous press and online campaign, aimed at those in leadership roles, features underperforming members of the creative industry. And makes the uncomfortable yet compelling point that, as a genuine investment in creativity, sending underperforming staff as festival delegates to up-skill is “cheaper than severance”.

Senta Slingerland, Director of Brand Strategy at Cannes Lions, said: “As campaigners for creativity, it’s our aim to celebrate and share great creative that inspires the creative community and its talent to do better and aim higher. We wanted to stress the point that not looking after your talent is a much more expensive exercise than developing it. Investing in creativity will drive your business forward, and coming to Cannes is the perfect way to do that.”

Rob Doubal, CCO and Co-President of McCann London agency that created this campaign, said: “Although our campaign is humorous, it makes a very sensible point. Why should being a Cannes Lions delegate be the preserve of the already excellent? If we really want a more creative world, as we all profess, we should also be encouraging the not-so-excellent performers to be inspired by Cannes Lions”.

The additional elements of campaign includes Cannes Confessionals competition with the possibility of winning the fee for participation in the Cannes festival. It is necessary for all of those interested in participating to shoot the video that should explain why they deserve to be delegates in the festival. However, in order to win, they have to prove how bad they are at doing their job, not how good they are at it.

See videos of new Cannes Lions festival campaign in the following links:

Cannes Lions: Invest in creativity 1 Cannes Lions: Invest in creativity 2