Adweek- Here’s What 7 Cannes Lions Jury Presidents Will Look For in 2019 Adweek- What 7 Cannes Lions Jury Presidents Will Look For
By Doug Zanger | January 3, 2019
While it’s yet to be seen how specific industry predictions will present themselves at the Cannes Lions this June, it’s clear that this year’s jury presidents have their eyes, ears and brains trained on what could emerge as Grand Prix victors.
Listening to jury presidents share their experiences with their judging colleagues during the festival is fascinating. There is constructive dialogue, some back and forth and a few arguments that happen in the hallowed halls of the Palais. But it all comes down to each jury president setting the tone and bar of expectation for the work, which is very high.
To that end, we asked some of Cannes’ 2019 jury presidents their thoughts on what they expect to see, and what they look forward to most in their category.
John Patroulis, worldwide chief creative officer, Grey
What excites you most about the past and present work in your category?
First off, there’s room for every single tool of creative expression: from social media-driven activations to interactive video to live theater experiences to simple, beautifully crafted posters.
Creatively it’s as wide open as it gets but demands simplicity, an understanding of the power of context, and what it means to exist in a public space (versus our increasingly secluded, virtual experiences). It’s one of the few places we create for groups to experience together at the same time and has led to some of the most powerful, irreverent, emotional, intelligent and talked about work to come out of our industry in the last few years.
And it’s a category that constantly pushes what’s possible while also celebrating the value of traditional craft skills. There are always a handful of ideas everyone walks away from Cannes remembering. This category usually holds at least one of them.
What do you expect to see in Cannes-worthy work this year in your category?
Simplicity. When you’re pretty much saying “anything that happens, appears, or exists outside is fair game,” simplicity and clarity of idea is your only chance at having an impact. I’ll also look for executions that take advantage of their context—physical, cultural, societal, etc.
And craft. Outdoor has always been a craft category, whether that’s an image, a piece of writing, an experience or innovative use of tech—craft matters in this category. But ultimately, Cannes-worthy work always comes down to the idea. I think the best ideas are surprising but feel inevitable. That’s what we’ll expect no matter how they’re brought to life.
Jan 3, 2019