When Paula Guevara and Carlos Jiménez receive the brief for the Film competition in Cannes, next June 22 at 8 a.m., they will be competing against 19 pairs from around the world for a Golden Lion in the Young Creatives Film Competition. They will be given a Nokia cell phone for filming and a Mac. They will be assigned a space in the Young Creatives area at the Palais des Festivals (which, by the way, is a glass “fishbowl” for all to see) and will have two days to complete the task. This is the first time that a Costa Rican duo competes in Cannes.
Here is last year’s winning commercial.

This was the brief the competitors received: The Brief: Produce a 30-second commercial that motivates business travelers to bring their partner to Cannes for a weekend break. The advertisement is to be hosted on the Cannes tourist website and used in a viral mobile phone marketing campaign.
The winners were two Dutch winners, Netherlands, Roos de Kok and Liat Azulay. They won their first Lion at less than 28 years of age and since then, I guess their careers have been ignited by the achievement.
Here’s the thing. I had already scheduled my trip, and now, I am accompanied by the excitement, nerves, desire and talent of two young Costa Rican creatives. I am as excited as they are, and I am encouraged by the idea of returning to Cannes and seeing it again through their eyes. It will be an unforgettable experience.
For 2008, of course, we are already making plans. The idea is to get a space for Costa Rica in one of the three contests, Film, Cyber or Print, and with enough time and anticipation, to hold a national contest for young creatives from all the agencies. For now we will have two pioneers, then the settlers will come.
We are going to Cannes to learn from the greats, to participate, to understand, to find ways, to refuse to be defeated by the obstacles, definitely to win and also to stay. Costa Rican creatives and the country’s advertising community deserve their place.
Don’t you think so?