If we were to judge by the trend in metals, we might anticipate no Lion at Cannes next June. We’ve dropped from four to three to one and one more, with the first few years producing golds, while the last few went to silver and bronze. Without a ball to knock it out of the ballpark, the line could indicate that we are running out of gas.
However, as I heard Ted Turner say a couple of years ago at Google’s Zeitgeist, “I couldn’t pay the price for being a pessimist.” The trend I like best is the one that was set last year, when three agencies scored 11 finalists in print, including color palettes by Protecto. Tribu DDB (5), jotabeqú (3) and Ogilvy (3) were the ones that achieved these recognitions, being Tribu the one that achieved a Lion. Therefore, we could expect an even more decisive participation in graphics than last year.
I assume that these three agencies will be at the big festival competing once again. I also assume that JWT will return to Cannes with the intention of breaking the drought of the last two years. At the same time, from the Garnier Group, be it BBDO, TBWA and House, they will surely be back in the frame. I would expect participation from Father, Publimark, McCann-Erickson and Comunicación Corporativa / Ketchum as well. If I remember correctly, last year we registered sixty-one pieces in total country, so I would think that in 2012 we will exceed 70. Also, as a high point of the year, Javier Mora will be the first Costa Rican jury member at Cannes.
At Tribu DDB we are focused on repeating Leon. After two consecutive years with finalists, as well as our first metal in 2011, we are committed to confirm our level. With the day-to-day work it is practically impossible to achieve the world class that Cannes demands, so we are also polishing all our pieces until we bring them to the international competitive level. In relation to this topic, I recommend the anchovies.
As we get to June, we will have the local festival: Volcán. We will also have the winners of the Young Lions to go to Cannes, and in the middle of all the movement, the opportunity every day to create the winning idea. Easter is over and now, yes, the year 2012 is full throttle running to the end. The clock is ticking, ticking, ticking, ticking.
I wish you all the best, cheers!
