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COSTA RICA PRESENT AT CANNES 2009

ⓘ This post has been automatically translated from Spanish using DeepL API.

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What can we expect from the next festival in Cannes for Costa Rica? Perhaps as much as we can expect from a National Soccer Team in a World Cup, or perhaps as much as we have seen from a Costa Rican swimming team in the Olympics, or a taekwondo or volleyball team.

The world is immense in certain perspectives and the talent is equally great in the more developed countries. Creative capacity is much better stimulated in no less than 30 to 50 countries on the planet, while production resources, design schools and models for fostering young talent surpass our attempts at quantity and quality on incomparable scales. Our reality is one of isolation and limitation, both in our tropical environment and in our minuscule dimension in relation to the global scenario with which we must compete.

Could you suppose a more negative two paragraph introduction? Or would some others say, more realistic? Will it be possible to overcome the natural barriers and achieve the seemingly inexorable? Will we in Costa Rica have the discipline, talent, desire and modesty to overcome our reality and reach the global one? Will we understand the scaling process, the trials in each failure and overcome the frustrations of each day? Will we be able to focus on the vision and leave aside the limitation?

I am convinced that nothing is impossible and that all we have to do is choose an inspiring dream, draw it, communicate it, share it, and deliver it to realize it in the extraordinary strength that comes from synergy and tenacity. Proactivity, productivity and perseverance, I was tweeting a few days ago, as well as talent, technology and tolerance. The first words with P and the second three with T, complementary and sensible to achieve the impossible.

At Cannes 2009, the country entered more pieces than ever before from 8 different agencies: Tribu, Garnier, Jotabeqú, Ogilvy, JWT, Publimark, La Tres and DDB. Likewise, the Young Lions is bringing not two but four young creatives to compete in Film and Print, as well as the first student to the Roger Hatchuel Academy. We will also have the largest delegation at the Festival, as we will have a total of at least 11 delegates, being Tribu Saatchi Saatchi the agency with the largest presence in the Croissete, as we will have Pablo Chaves, Javier Mora, Joaquín Brenes, Maia Livov and who is typing at this moment.

Last year, JWT Costa Rica showed us that it is not only possible to score goals, but also that it is possible to do it with gold. In 2009, Costa Rica as a country and JWT as an agency shared the commitment to validate a level and not just a stroke of creative talent. And of course, when we say country, we are referring specifically to the agencies that are trying first to get our entries to the Finals, and then to opt for statuettes.

From the region, Guatemala once again has a relevant participation in Central America, as well as entries from El Salvador, Honduras and Panama that will be shooting for the lions in Cannes. Meanwhile, it is up to us Ticos to show the level and creative focus of an entire market that has decided to be a winner on the world stage, despite the limitations, the different levels, the obstacles and the distances, because there is no worse attempt than the one that is not made, and the only way to win is by playing and kicking the frame with determination.

In less than a month in Cannes 2009, with modesty and humility, we will see the results of having participated so now we just wait for the event itself to measure our level. Against wind, habit and all the differences, we continue to dream, we continue to fight and to strive to grow to turn Costa Rica into a formidable cluster of winning creative agencies.

ⓘ This post has been automatically translated from Spanish using DeepL API.

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