A few days ago we received the great news, and yesterday it was confirmed on the Community site. As an exception for two emerging countries, and as a result of our efforts, the country will have a jury in Graphics at the next Cannes Lions Festival. The Community is the official representative, as stated on its global website here.

For years we have been proposing a change in the selection system, which results from a combination of entries, delegates and awards won. Because of our scale, as in the case of most countries of our size, the equation makes the possibility of sending a jury a virtual impossibility.

However, to score goals you have to kick in the direction of the frame. At the last Cannes representatives meeting, held in London as we do every year, we tried again. When we told the plenary about the importance of globalizing the jury, just as the Lions winners have been globalized, we received a response in the form of questions.

“George, how many people live in your country?” asked Terry Savage, Chairman of Cannes Lions, to which I replied about four and a half million. He then asked me again, “How many people live in New Zealand?” to which I made a virtual punt by answering about 3 and a half million (I actually came up short at about 800,000). He then asked me, “Do you know how many Lions New Zealand has?”, to which I had to answer over 100 (Truth be told, I just know that’s a lot!). In summary and as a consequence, he told me: it is not a question of size. He argued that any country can do it if it sets its mind to it.

Faced with the situation, and given that it was taking place in the plenary of the assembly of representatives, pressed with arguments that seemed forceful, the answer was a simple and choked “thank you”.

A few minutes later and thanks to Google, we were sending the email that I am including below with the aim of sharing, transparency and deepening the relevance of this incredible news. This was the message to the Chairman of Cannes:

Dear Terry,

If you want comparable countries to Costa Rica, maybe New Zealand is not the right choice.

If you accept National GDP as a reasonable factor, please check comparable countries such as Uzbekistan, Burma, Ghana, Yemen, Jordan, Kenya or Ethiopia. None of them, by the way, were at all present in Cannes last year. New Zealand is almost 5 times our economy, not to mention cultural factors and no language barrier.

If you care for some other countries on Costa Rica’s range, check for Panama (11), Ecuador (30), Tunisia (24), Uruguay (41), Bulgaria (5), Guatemala (67) or Dominican Republic (24). In parenthesis number of entries this year. Costa Rica sent (60) entries in 2011.

I believe you should consider other variables besides # of entries, delegates and awards, in order to provide a fair chance for juries from the smallest and brightest countries in Cannes.

I admire the Cannes Lions, I am a fan, an advocate and a promoter. I do see the Jury’s selection as an area for improvement.

With all due respect,

In the evening, once the first day of the meeting was over, we were in for a surprise: the topic was under discussion, and as Phil Thomas, CEO of Cannes, pointed out, he had an idea that could work. We chatted for a while and in the midst of the many conversations that take place at the meeting, we left for dinner with the impression that something good could happen.

The next morning, at the beginning of the second day of the meeting, the surprise was even greater, as Thomas began the morning by indicating that they were considering some possibility to give a solution to what Costa Rica had proposed, and that he had an idea that could be acceptable.

His comment was open and anticipated an opening that filled me with great enthusiasm, as he asked us small countries to send our proposals, indicating the most relevant categories in each country. Before, and although I took out the camera late, here I share with you what I managed to record as a fragment of the moment:

This was our preliminary proposal, sent as an illustration of the possibilities of a small country, since the final one was to come after the Community Board and in an official shortlist:

• Press: Javier Mora Pablo Chaves, Tribu DDB
• Public Relations: Alberto Quirós, jotabequ / Grey
• Direct Promo: Christian Caldwell, JWT
• Public Relations Outdoor: Manuel Travisany, McCann-Erickson

If I may suggest people from other countries, the Dominican Republic has a winner of 10 or 11 Lions.

• Promo, Direct, PR: Rodolfo Borrel, Pagés BBDO

That was it, the meeting ended, we received all the information about the next festival, we packed and returned with the illusion of a jury, as well as the requested confirmations for Young Lions and Roger Hatchuel Academy. To continue with the story one step at a time, and as several days passed without any news or further information, this was the note to Terry Savage and Phil Thomas:

Friends,

Late but true, just wanted to say thank you for your hospitality in London. It was a great meeting! Thank you very much.

Our presence in the <a href=””>Reps Page of Costa Rica is now complete, including all photos. Our Cannes strategy for 2012 is on the way.

We will continue building.

Best,

The responses from both were prompt, cordial and loving, and although they anticipated some possibility, it was not until the following day that we received in Comunidad the unexpected, gigantic message of great joy for all. It was written by Lisa Berlin and simply stated the following:

This is not a step but a leap forward for the country, it has a transcendence of unsuspected scope and anticipates more participation, more level and competitiveness. This is unique, it has never happened before in the history of the Festival and it is given as a recognition to our perseverance, to the talent proven in Cannes with so many Lions and finalists, as well as sending a message: we are doing it right. Costa Rica’s selection is among dozens of countries in Latin America, Africa, Asia and emerging Europe.

Our response must now be given by November 15 with the shortlist (3) from Costa Rica, which must include candidates from different agencies and if they belong to one, from different international networks. Quotas in Cannes are carefully managed, and for this reason, the choice of the jury will also depend on the balances required to maintain balanced proportions between networks, countries, groups and so on. Anyone who is in the credits of Lion-winning works is eligible.

When we responded to Lisa Berlin’s message, we did so:

By giving us the Jury in Print, we received a recognition to the graphics of the country, stimulated by El Pregonero for 3 decades, and for the last 10 years also by El Volcán. It is a sign that recognizes our first Lion in Print, as well as the 12 short lists achieved in the category last June by three different agencies.

I can’t describe how excited I am about this opportunity that will be seized by a creative and winning person from our country. I also can’t thank Phil Thomas and Terry Savage enough for giving us this opportunity, as well as for the support of Lisa Berlin and everyone at the Festival. They took it out of the ballpark and have made Cannes an even more global competition.

In another post, both on the Community blog and this one, we will add the criteria that are set by Cannes. The process of selecting the final candidates is entirely up to the Comunidad Board of Directors, of which I am not a member.

Whoever represents Costa Rica will have a gigantic responsibility, both in its mission and in the higher purpose of sharing, influencing and serving as an emblem so that many more opportunities will open up in the future.

Costa Rica will have a Jury at Cannes 2012.

Sensational!