The Cannes Lions Wrap-up
Returning in all its physical glory after a pandemic imposed suspension, Cannes Lions was met with a mixed bag of feelings. Many have not forgotten the call-outs from past years where more DEI was demanded not just in the creative work submitted, but also on the jury panel and its selections. Brand purpose was also another area with room for improvement, with “a lot of talk about brand purpose, but completely ignoring actual opportunities to help the world.”
Was there a marked change this year? Some say no, and some, like Greenpeace, made their stance known loud and clear. Others even go as far as to question the relevance of the festival in this day and age. Regardless of which camp you’re in, one thing is clear - everyone has an opinion.
The APAC representation
Despite the call for more diversity and inclusion, the Cannes Lions still seem to be disproportionately skewed towards the West, particularly towards Europe and North America in terms of work and winners. While the jury boasts 38 representatives from Asia, some feel it’s still dominated by a certain demographic.
Even more surprising is the number of awards bagged by the region. While APAC bagged 119 awards in 2021, it only managed 104 in total this year. Across the board, there was a fall in metal tally among APAC countries, with the exception of India.
Is it due to a lack of creative talent and performance, or does the jury selection and representation have a huge impact? You be the judge.
Our top picks
We didn’t quite make it to the French Riviera this year. Instead, we collected money to help a black creative attend. We also decided to have a bit of fun ourselves by putting on our creative hats and in the jurors’ shoes. Here are the top three ads that caught our attention:
WINNER, WINNER, CHICKEN DINNER: SUPER HUMAN, GRAND PRIX
It’s easy to see why this swept a Grand Prix. It ticks all the boxes in the brief - from the aspirational and inclusive message of achieving dreams, to its cheeky use of memes, it shines a positive spotlight on being differently abled.
THE CROWD FAVOURITE: ESCAPE FROM THE OFFICE, GRAND PRIX
Is it any surprise that this ad for Apple is a winner? Entertaining and fun to watch right to the end, the ad brings a whole new meaning to “clever product placement.”
THE POLARIZER: WHEN HARRY MET SANTA, GOLD
Many were surprised by this ad that was received negatively, yet managed to clinch a Gold win. While people were supportive of the same-sex marriage message behind it, the general sentiment was that it could have been executed far better, without the use of “shock tactics” by involving a beloved children’s character.
And there you have it. Another Cannes Lions done and dusted. If you’re looking to do some award-winning work, we’d love to hear from you. While we don’t have Simon Cook in the office working with us, we do have a Simon. And he’d love to have a chat, so drop us a line at Hello@wearedistillery.co. We swear we’re nothing like these guys in our approach and thinking :)
