For the third year in a row, ASCAP will be at the Cannes World Representative Meeting in London. When I attended the first one in 2007, it was my turn to make a brief presentation.
On that occasion we discussed our arrival at the great festival, based on the dreams and illusions of a whole community of creatives in Costa Rica. In presenting our association and our country, I made a description of our biodiversity and natural wealth, only to emphasize that despite all this, in our country at that time we lacked Lions.
In the entire history of the Cannes International Film Festival, there had been very few entries and perhaps only a couple of finalists. In fact, the first finalist from Costa Rica was from Tribu and for Eye-Mo, although we did not know statuettes for the country until last year. Phil Thomas, the president of Cannes Lions always remembers with a smile that brief reference to Costa Rica, and celebrates that today we already have seven felines and of all colors.
The following year, in 2008, JWT raised four lions for its entry for Nelka, with all the commotion and discussion it provoked. Then, a year later it was DDB Costa Rica that won a gold and a silver Lion, as well as JWT repeating with a bronze one. In addition, the young creative duo of Tribu and Leo Burnett won a silver medal in Print at the Young Lions Competition, which was also attended by a duo in Film.
From zero to seven in three years of Cannes representation by ASCAP, as well as from one or two agencies participating sporadically, to seven agencies fighting last June to confirm Costa Rica as a creative and winning advertising market. Costa Rica’s creative evolution has been rapid, and now comes 2010 to present us with a new challenge, as we will have to go for more Lions at Cannes and confirm that we are here to stay.
For this whirlwind trip to London, going and coming back in four days including two days of flight, I hope to return with several new commitments in my suitcase. First of all, it is our aspiration at ASCAP to achieve not one or two, but three pairs to compete in next year’s Young Lions. We have applied for Film, Print and Cyber, so we hope to have the Festival’s support. I will also insist once again on the opportunity to have our first jury, even though the total numbers may not favor us in our aspirations. We will also be seeking not one but two slots for the Roger Hatchuel Academy for Costa Rica, reserved exclusively for advertising students with creative aspirations.
In 2009, the following agencies participated in Cannes: DDB Costa Rica, JWT, Ogilvy, Garnier BBDO, jotabeqú/Grey, Tribu Saatchi Saatchi and La Tres / Euro. We expect more creative agencies to join in 2010, as well as interactive agencies in Cyber, Public Relations, design and Media Centers. Cannes is the creative festival for all commercial communication, and the more we win for Costa Rica, the more we can attract business, talent and satisfaction to the country.
By next Wednesday I hope to post on the ASCAP blog and on A
Fuego Lento, the latest news, innovations, changes or news that can help us online
news that can help us in line to next June 2010,
when Costa Rica will seek to add more Lions to the list of Costa Rican successes in the world of creativity.
In my personal dream, I would love to repeat three Lions for Costa Rica and from three different agencies. Of course, it would be the realization of a dream to see Tribu win its first Lion, so we will not rest, working hard, focused on our clients and their brands, on creativity as a powerful spring and the talent of our people to achieve it.