Cannes Do-Over: Is It Time to Rethink Your Overthinking Strategy?
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Back in January when the Cannes Lions International Festival of Creativity announced more ways it could take your money — er, I’m sorry, more ways it could recognize your brilliance — I was a little skeptical.
Even more categories? Because, what, the creative industry still suffers from a shortage of opportunities for self-congratulation? Apparently so. A new Product Design category arrived with four subsections: Consumer Goods; Well-Being and Environmental Impact; Interface; and something called Solution (?). And all that came in the wake of a newly revamped Cyber Lions category with new subcategories including Social, Branded Technology and Branded Games. Not to mention Lions Health, a new, separate event-within-the-event aimed at the health-care field.
At the time, I had my fun with the announcement, suggesting that if Cannes was going to overthink the awards, it might as well go all out. I proposed a whole slew of additional new categories and subcategories, including Best Team-Written Pre-Scripted “Real-Time” Tweet, Most Impactful Interface Solution, Best Implementation of an Activation, Best Execution of an Activation’s Implementation, as well as in-depth recognition for that whole industry-within-an-industry, Sofia Vergara implementations (Best Sofia Vergara Ad: Outdoor, Best Sofia Vergara Ad: Indoor, Best Sofia Vergara Ad: Mobile, Best Sofia Vergara Ad: Stationary).
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