By Anupama Ramaswamy
Cannes. It’s inspiring to see such great work and amazing talent together in one place every year. But if I was to be truthful, I’m filled with jealousy, as I see all of the incredible work I wish that I had done. I’ve judged a lot of shows but there is something special about Cannes – its diversity.
In a room filled with people from Brazil, Norway, Nigeria, Columbia, Vietnam, Middle East, North Africa, Canada, Ireland and of course, India, I could see why Cannes is the biggest festival in the world. Allow me to give you a glimpse inside the jury room.
In Print & Publishing, we saw three very marked styles of work. The first, and it is one that I love, was storytelling. Without a doubt, great stories made it to the stage.
Artificial intelligence and other emerging technologies were also visible, but we were not going to award only technology. We wanted to award great ideas that use technology in innovative ways.
Last but most importantly, there was the classic print, which we all love. We were looking for those classics that inspire, with unforgettable visuals and powerful insights.
The golden rule was, “Every piece that wins at Print & Publishing must have perfect craft, but just because it has perfect craft doesn’t mean it’s winning a Lion. Ideas rule this category.”
So, what were we looking for?
A couple of things:
Courage: In the world of AI, going back to the roots of print is courage. Courage is not necessarily synonymous with technology. Technology changes, courage stays.
Big brands. Bigger purpose: We looked for big brands doing purposeful work. Brands that invest in experience. A powerful piece that inspires the entire industry.
Simplicity along with iconicity: The Grand Prix, ‘Recycle Me’ for Coca Cola is a reminder of the power of simplicity, purity and craft of print advertising. In a world that often gets distracted with technology, this campaign stands out because it is a classic.
Realness: We wanted to send out a message – ‘print is not a parking lot for scams’. It is where we celebrate the big brands who dared to be bold.
After two full days of being locked in a room, endless discussions and coffee, we came up with 21 metals, which included one Grand Prix and four Golds. It was an extremely satisfying experience.
An interesting phrase that we discussed was that the industry might now be ‘post-purpose’ at large. Not really. But the meaning of purpose has changed. It is no longer a separate agenda. It is a part of the brand.
Before I sign off, I definitely want to talk about a Grand Prix winner that had no special effects, no celebrities, no fancy AI — just a really simple, inexpensive idea. ‘Child Wedding Cards’ for UN Women won the Health Grand Prix for Good, and in the words of the Jury President, “This vote was a bit of a vote for humanity. Incremental, small wins are possible against seemingly intractable problems. The jury talked a little bit about how no one can do everything, but everyone can do something.”
The author is Joint Managing Director & Chief Creative Officer, Havas Worldwide India
The author served as a juror for the Print & Publishing category at the Cannes Lions 2024