There are myriad categories and sub categories for entering at Cannes. The lists are readily available on their website –all over the web really. Given that, you’d think it would be easier to become a finalist, let alone win at Cannes. But you’d be wrong. It’s hard as hell. Furthermore, for all the ways to enter the competition there are thousands upon thousands that are entering. It’s hard for some of us in America to understand the importance the global marketing community puts on winning Lions. In many countries winning is considered a mandate by agencies as well as clients. With so much gravitas attached to the contest, and so many entries from so many countries, it can and does become a national and political race, not unlike the Olympics or World Cup, which incidentally happens to be happening at the same time this year.
We here in the States don’t put such a priority on winning this international prize. Ergo we are often bested by zealous agencies from far smaller markets. Latin American countries, Brazil in particular, are gonzo about their Lions. Like that country’s uber-famous footballers, its creative directors are also treated like celebrities, often seen on the evening news and in the morning papers. National pride is at stake!
With this pressure comes the occasional bi-partisan juror and “scam” ad. Without getting into it here –trust me, it’s a big issue- I think that sort of thing heightens the suspense, adding drama to what is already pretty dramatic.
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