At Cannes, nothing will ever be the same as it was the year before–not as it pertains to the work. Each jury breathes its own character into the Festival. It is for this reason that you can’t take to the bank what you learned from past winners to try to figure out what will win the very next year.
What will be the same? No tables after Wednesday on the Carlton terrace. No tried and true gurus. No real agreement on who has “the” solution as to where the “industry” is headed. Yes, there are solutions (3rd screen , 2nd screen, whatever). Yes, there are possible icons (Bogusky and his non-statement, statement haircut is moving up on the inside). And happily, yes, there are fewer whistles of disdain blown out every time American work did well.
In terms of you winning next year, don’t hold back because if you think you can’t win, you might. And if you think you must win, you won’t.
Final thought on DM. I really do think everything is becoming DM. It’ all segmented. The creativity in segmented marketing is incredible at Cannes. And it’s coming from many. It’s coming from all places. In all languages and flavors. And it’s coming without excuses and no past baggage or useless rules. Step up and win on your terms next year. With any luck, I’ll see you there.
-Lor Gold, Chief Creative Officer, Rivet