What do award shows like Cannes Lions mean for the industry?
Cannes Lions International Festival of Creativity is at the core of creativity, with people coming together from all over the world, connected by the same aspiration to make great work. Creativity really cuts the crap here - that’s truly contagious. The awarded work at Cannes Lions sets the new standard.
Explain the importance of your category in one sentence
Direct reminds us creatives that the work we make is in service of the brand, the work awarded in this category in Cannes should not only be smart or brave, it should show results.
How are you going to prepare for the big week?
(cough, cough)Guess some upfront penance at home, making up ahead for lost time being away for a week or so at the French Riviera - leaving my girlfriend and kid back in Amsterdam … Sorry bunny!
What do you hope to see in the judging room?
Ideas that really blow me away. Leaving me with that gut wrenching jealous feeling of ‘wow’! Also, I’ll expect a lot of discussion about the definition and the role of the category ‘Direct’ nowadays. It has been a fast changing category in the digital age.
What are your all time favourite Cannes cases?
It’s difficult to choose a case with brilliant cases like the drumming gorilla, Taste the rainbow and #LikeAGirl. Let’s look forward instead. My favorite Cannes Lions 2017 cases is this unifying campaign from Momondo's – The DNA Journey.
