Let’s look at it this way. In a year in which we repeated agency of the year in the Volcano, with lava, fire, ashes and fumaroles included, to then sail the Caribbean alone in a speedboat and bring us more statuettes than any other agency, the cherry on the cake would have been that chubby feline statuette that only in Cannes can be won, after the bronze Fiapito we brought back from Buenos Aires.
A few months ago, Pablo Chaves and Javier Mora had proposed it to us and we had agreed: only what can win goes to Cannes. The idea was the right one and the smart move, because although in the Volcano you can’t win agency of the year without many winning creative entries at our level, that is, the local competition’s own, in Cannes you can’t win if you don’t achieve world class. After all, it is enough to take a stroll through the halls of the Festival to get a sense of the challenge and how difficult it is to win here.
In the internal selection process, the creative team at Tribu chose Seis Mil Colores as the only piece with possibilities, we worked on it, made it grow, polished it and entered it. Today we can be satisfied, it became a finalist and was in its category competing with 7 other entries from around the world, although it did not make it to the top three.
It is too early to process what has happened and there are many notes that we will have to compare. Here in Cannes with Rogelio Umaña we have reviewed little of what has happened yet, although it is interesting to add some arguments to place our struggle in its correct proportion.
For example, let’s take a look at this Nike inscription showing the use of Twitter, an area in which we coincide although in different categories, to discover how the resource has had applications somewhat more impressive than ours with the colors, and which also combines besides the global brand of sport and victory, with Armstrong, the Livearmstrong band and the Tour de France.
https://youtube.com/watch?v=HmW-eGCrSxs_US
Interesting, isn’t it? So we can find examples that show the level that the jurors at Cannes have in their retinas, because coming from all corners of the planet, they have seen and evaluated in direct function to the height of their own levels. And that is why, even for Germans, Americans or Brazilians, winning at Cannes does not come without the idea, the execution and, of course, the influence.
Today at the Publicis presentation I also came across the following case that also reintroduced me to the global level and the dimension of the creative challenge ahead of us, because if we only wanted to talk about paintings, this video summarizes an initiative, an activation, an idea and everything you want to add, and brings the creative challenge back to our noses.
https://youtube.com/watch?v=uPpMWaSPt-s_US
The lion escaped us, although we were close to it. Being in Cannes, or discovering all that can be seen here is simply overwhelming and even intimidating. Getting a piece to short list is already a success in itself, and bringing a Lion to Costa Rica is a feat that deserves all our applause for the creative teams that have already achieved it, led at the time by Christian Caldwell, two years in a row, Manuel Travisany and now also Alberto Quirós.
It was a close call for the Lion, but the satisfaction is intact. We feel like when a striker shoots a penalty in the last minute, but also like the proud team that loses leaving its skin on the field. Now the challenge is greater, the focus even greater and the desire even greater.
