The occasion was aggressive, Dastur recalled. “You’re given a really open-ended temporary, and you need to interpret it. It’s a must to type of give you this concept very, in a short time,” he added.
Media.Monks isn’t the one company sponsoring a possibility like this. MSQ is a worldwide collective made up of 11 companies representing about 1200 folks. This yr, MSQ despatched two creatives from the group to Cannes.
Yearly, the collective’s inventive council nominates three or three creatives from every company, and a smaller crew later selects two winners from the bigger nominee pool to ship to the pageant.
MSQ gives an all-expenses-paid alternative for these it sends, and gives its creatives with an on-site occasion coordinator. Matt Williams, international head of selling at MSQ, took on coordination tasks this yr. Williams created an in depth agenda to assist younger creatives navigate the massive occasion, the place on-site features included dinners with MSQ company CEOs and inventive leads.
“If Cannes is all about inspiration, then that’s why we’d like the subsequent technology to be impressed by it,” stated Williams. “We don’t need our senior leaders working off to the hills for large swanky meals, and everybody else left on the Croisette to fend for themselves,” he added.
The Younger Lions occasion
Some companies maintain inner competitions for younger creatives, however with the purpose of submitting profitable work to the Cannes Younger Lions competitors. This was the case for Julian Amarillo, inventive artwork director on the inventive company Intestine and Haroldo Moriera, inventive copywriter at Intestine.
The duo responded to a fictional Michelob Extremely temporary imagined by Intestine and sponsoring organizations together with Círculo de Creatividad Argentina and FilmSuez. Taking part creatives had 48 hours to answer the temporary, at which level an appointed jury judged the initiatives.
After profitable the interior competitors, the 2 secured tickets to Cannes, however as a result of Intestine submitted their profitable work for judging, they have been additionally up for an award on the pageant.
“We haven’t been to Europe and we haven’t been in Cannes, and this is sort of a dream for us,” Moriera advised Adweek earlier than leaving for the occasion. Moriera and Amarillo represented Argentina, which was high of thoughts for them throughout the competitors. This yr, Younger Lions creatives hailed from a record-breaking 70 nations.
At Cannes, the duo didn’t win the Younger Lions award. Nonetheless, they did win the Grand Prix award for his or her work on the Stella Artois’ spot, “The Artois Chance.” That spot additionally gained two Gold and two Silver Lions. Amarillo and Moriera’s dwelling workplace, Intestine Buenos Aires, gained the Unbiased Company of the Yr and Company of the Yr awards. It was the primary yr the Intestine crew in Argentina had ever gained at Cannes.
Intestine management advised the creatives, “This can be a large alternative for you and we consider in you, so we’re going to submit you,” Moriera recalled.
Business orgs can step up, too
Duncan Meisel, govt director of Clear Creatives, introduced a crew of 5 early-career creatives to the pageant this yr. He sought on-line creators with massive social media followings that both work at companies now or had up to now. A part of their on-site tasks included reporting on numerous Cannes occasions from a sustainability lens.
