Dit zijn de 'Oranje' juryleden in Cannes: Lars Jorgensen (Film)
Wie beslissen in Cannes over goud, zilver en brons? In een serie korte (Engelstalige) interviews stelt OrangeLions de Nederlandse juryleden…
How are you going to prepare for the big week?
Uhhh tough one. I have to dig up some time to sit down and go through the greatest films, commercials and stories out there -from across the globe. Somehow 'the Moth' gets the storytelling part of my brain ticking.
What do award shows like Cannes Lions mean for the industry?
Cannes Lions International Festival of Creativity, and award shows in general, are at their best when they redefine cultural and industry standards. When they inspire all advertisers—small as well as big spenders—to create better and more creative work. Simply because creativity works!
When the work is great, our business as a whole becomes more attractive, luring in new and fresh brains that can help us smarten up the world, rather than dumbing it down.
What do you hope to see in the judging room?
I’m excited to see work that redefines cultural and industry disciplines. Smart work that gives the audiences something back. A smile, an emotional response, an insight—honestly, everything that gives you a reason to give a shit and love something.
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Also, I can’t help being impressed when the big brands manage to make a message resonate across the globe and beyond demographics. That being said, the right work to a targeted group usually leads to pure brilliance.
Explain the importance of your category in one sentence.
Film is a beast. No matter how many shots are taken at it, it still stands. At its best, it’s majestic and awe-inspiring. It can terrify, make the small hairs stand straight, tears roll down our cheeks and force us onto the floor in hysteric laughter — ALL IN 30 SECONDS!
The need for us to feel a story will never go away, never be irrelevant. But while one size doesn’t fit all anymore, and picking the right medicine for the idea, brand, and the business problem is as important as ever, my love for the great craft of film burns a bright as ever.
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What are your all time favourite Cannes cases?
Forsman Bodenfors work for Volvo trucks. In general I think it is amazing how they have managed to make prosumer advertising relevant to the world. I’m not in particularly in the market for a Volvo truck, but I’ve seen pretty much everything they have done. It is a brave example of a different approach in a traditionally conservative market.
Volvo_Trucks_Look_Whos_Driving.jpg
Budweiser Red Lights. Not to toot our own horn, but the Budweiser Red Lights campaign that was created by our Anomaly office in Toronto was a fantastic example of plugging right into the North American ice hockey culture and aligning yourself perfectly with the game and its fans.
Budweiser Red Light #BUDREDLIGHTS
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