Cannes Lions International Festival of Creativity

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The Cannes Lions International Festival of Creativity (formerly: Cannes Lions International Advertising Festival ) is now the world's most famous event in the advertising industry. It was founded more than half a century ago , inspired by the Cannes International Film Festival . In 2008 more than 10,000 advertisers from all over the world came together at the 55th International Advertising Festival. The status of the “lions” awarded there in gold, silver and bronze corresponds to that of the Oscars in the film industry.

The beginnings

The development of the festival on the Côte d'Azur also tells the media history of recent years. The beginnings were relatively modest: Inspired by the international film festivals in Cannes and Venice , a group of international cinema advertisers decided that producers and creators of advertising films deserved the same attention as their colleagues from the film industry.

The Screen Advertising World Association (SAWA) initiated the International Film Advertising Festival. In order to promote the international advertising film, the world's first advertising film festival started in Venice in September 1954 , in which 187 spots from 14 countries competed. The lagoon city was more than just the host of the first advertising festival: the winged lion in Piazza San Marco provided the inspiration for the trophy - and continues to do so today.

A year later, the festival was held in Monte Carlo , Cannes first hosted the show in 1956. While the Lions initially took place alternately in Venice and Cannes, the organizers decided in 1984 to use Cannes as the permanent venue.

The evaluation criteria were different then than they are today. It was not primarily creativity that was awarded, instead the advertising films were rated according to technical aspects in the two categories of TV and cinema. There were different categories for different film lengths, for films with live action and animations. In 1983, the separation between cinema and television spots was lifted, and since then only the Film Lions have been awarded.

Today the festival is organized by the English company called International Advertising Festival (IAF) based in London, whose CEO is Phil Thomas and Chairman Terry Savage. IAF has around 40 permanent employees and maintains a network of representatives in the 50 most important participating countries, including WerbeWeischer (a company of the Weischer Mediengruppe ) for Germany.

Development from advertising film to communication festival

The upgrade to the most important industry meeting point began in 1987 when the Frenchman Roger Hatchuel (a former SAWA manager) took over the management of the festival. For the first time, he had all the advertising films submitted shown, offered seminars with well-known international advertisers and thus encouraged the exchange of experiences on a large scale.

Taking into account the development, the festival was renamed from International Advertising Film Festival to International Advertising Festival in 1994. In doing so, the organizers also wanted to meet the demand for multimedia - which at the time meant the use and combination of audiovisual and print media.

In 2003 the Roger Hatchuel Lions Academy was introduced. Since then, it has offered the best students from the fields of advertising, marketing, communication and design a one-week training course with training units.

The Direct Agency of the Year and the Interactive Agency of the Year have been honored since 2005, followed by the Media Agency of the Year the following year, the Network of the Year in 2007 and the Independent Agency of the Year in 2010. Since 2007 there has been a separate exhibition area, the Cannes Lions Festival Content Showcase.

The promotion of the next generation has become an important part: In 1995, the Young Print Lions was the first time a separate competition for young creative people was advertised, and the categories media, cyber and film have now been added. After the briefing, the teams have 24 (48 for film) hours to work out their advertisement, media strategy, etc.; the organizers always select charity or non-profit organizations as customers. In Germany, youngsters are nominated through competitions for young talent: German Media Prize (for the media category), Die Klappe (for film), the new media award (for cyber) and the Young Lions print competition (for print). In 2010 there was a competition for young marketers for the first time, the task here was to create a briefing for a creative agency.

The Lions today

In 2010 the German agencies won a total of 59 lions: 3 Film Lions (1 Gold, 2 Bronze), 3 Press Lions (1 Gold, 1 Silver, 1 Bronze), 12 Outdoor Lions (1 Gold, 3 Silver, 8 Bronze), 7 Media Lions (1 gold, 1 silver, 5 bronze), 4 Cyber ​​Lions (2 gold, 1 silver, 1 bronze), 7 Direct Lions (2 gold, 2 silver, 3 bronze), 10 Design Lions (4 gold, 3 silver, 3 bronze), 3 Promo Lions (1 gold, 2 silver) and 1 Film Craft in gold.

In 2011, a total of 28,828 papers were submitted, an increase of 19 percent compared to the previous year. With 1,971 papers, Germany ranks third behind the USA and Brazil. Submissions are made in 13 categories (as of 2011): Film Lions, Press Lions (since 1994), Outdoor Lions (since 1994), Media Lions (since 1999 for media strategies), Cyber ​​Lions (since 1998 for websites and internet advertisements), Direct Lions (since 2000 for direct marketing), Radio Lions (since 2005 for radio), Titanium and Integrated Lions (Titanium since 2005, 2007 further development to Titanium and Integrated), Sales Promotion Lions (since 2006), Design Lions (since 2008), PR Lions (since 2009), Film Craft (since 2010) and now Creative Effectiveness since 2011.

In 2012 Serviceplan was the most successful German agency.

In 2013 almost 36,000 works were submitted and a total of more than 1,150 lions were awarded. This set a record for both the number of submissions and the number of prizes awarded. With a Grand Prix for Good, six golden lions, five silver lions and eight bronze lions, BBDO was the most successful agency in Germany.

The festival is known to a wide audience for its so-called “Cannes role”. The winning spots are summarized here so that they can be shown in cinemas and at events around the world. In addition, television stations use the material to produce clip broadcasts (e.g. in Germany Witzig, Lively: The best advertising hits in the world on Super RTL ).

The Glass Lion for more gender equality

In 2015 the Glass Lion was introduced. It is awarded to advertising films “that campaign for more gender equality ”.

In 2015, among others, Share the Load , the Indian Ariel commercial by Procter & Gamble, won . According to the spot, washing clothes should no longer be a woman's job. The spot marked the beginning of a successful campaign. In 2016, the first Indian transgender pop band, the 6 Pack Band , received an award for a music video that was created in collaboration with Mindshare Mumbai and the tea manufacturer Booke Bond Red Labels . The following year, an installation was among the winners: Fearless girl , was installed on Wall Street on March 7, 2017 . Behind it stood State Street Global Advisors , who wanted to use the campaign to increase the proportion of women on executive boards and wrote to 3,500 companies for this purpose.

Web links

Individual evidence

  1. ↑ canneslions.com , accessed June 27, 2014
  2. ↑ 27 shortlist places, but no lions for Austria in Cannes at derstandard.at, accessed on June 27, 2014
  3. ↑ Advertise & Sell ( Memento of the original from June 24, 2011 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , accessed June 27, 2014  @1@ 2Template: Webachiv / IABot / www.wuv.de
  4. ↑ Cannes balance sheet 2012: The surprise is perfect - Serviceplan defeated Jung von Matt ( Memento of the original from December 25, 2016 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice.  @1@ 2Template: Webachiv / IABot / www.wuv.de
  5. ↑ Balance in Cannes: BBDO leads in the medal ranking ( Memento of the original from March 5, 2016 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. at wuv.de, accessed on June 27, 2014  @1@ 2Template: Webachiv / IABot / www.wuv.de
  6. ↑ New Cannes Award Called 'The Glass Lion' Created To Honor Work That Challenges Gender Bias - HuffPost. In: huffingtonpost.com. March 3, 2015, accessed February 7, 2018 .
  7. ↑ a b Dunja Ramadan: Same brand, different message. Arabic commercials for everything to do with cleaning and cooking are aimed exclusively at women. Who is surprised, many will think. But it is international manufacturers who make a profit with stereotypes. In: Süddeutsche Zeitung, No. 30, February 6, 2018, p. 22.
  8. ^ Ariel, Share the Load. In: vimeo.com. June 30, 2016, accessed February 7, 2018 .
  9. ^ Cannes Lions 2015: Share the Load, Procter & Gamble Hindistan (BBDO Mumbai). In: vimeo.com. July 7, 2015, accessed February 7, 2018 .
  10. ^ Katie Richards: Mindshare Wins Glass Lion for Creating India's First Transgender Pop Band - Adweek. In: adweek.com. June 20, 2016, accessed February 7, 2018 .
  11. ↑ a b About the author: “Fearless Girl” Wins Glass Lion Grand Prix At Cannes Lions Festival. In: fastcompany.com. June 25, 2017, accessed February 7, 2018 .