Cómo ganar un León en Cannes

How to win a Lion at Cannes?

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

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There is a lot of talk, conversation and advice on how to win a Lion at Cannes. No wonder, because there is more chance of being struck by lightning than winning a Grand Prix. It’s that difficult!

From a company’s perspective, there is a first question: quality or volume? In 2013 there were 27 companies that entered Cannes and achieved 100% effectiveness. That is, they managed to have all of their entries win a Lion in some metal. However, we also learned of an agency that entered 212 pieces and only achieved 1 shortlist.

For companies like ours in small countries, it would be ideal to be among the 27 that won a Lion in every entry. However, when it comes to large networks or countries, there is a significant correlation between volume and awards. In fact, to achieve Cannes network of the year, Ogilvy paid more than 3,000 entries and achieved an impressive result with 150 Lions.

For agencies it is very important to win awards, as their creative prestige is directly related to them. However, some do not value them equally, as is the case of RedBull, a company that does not participate in festivals and that would surely win many. For those who are dedicated to advertising creativity, winning awards and Lions in particular, is a key to success, although not a guarantee.

So, how to win a Lion at Cannes? Well, a Mark Tutssell of Leo Burnett would tell you: “Communicate your idea quickly, succinctly and powerfully in the shortest amount of time possible”. On the other hand, Alex Schill, winner of 13 Lions in 2012 would advise: “Make a complex idea simple. Don’t cover everything that was done in the case, but just the most interesting.” Fernando Vega Olmos of JWT put it this way:

“To better understand today’s Cannes Lions, a first step is to review the most comprehensive post I know of on the subject and that is The “A to Z recap” of Cannes Lions 2013. However, the tips found on the Cannes Lions YouTube channel, specifically in the “How to win…” videos are also mandatory for anyone who wants a Lion, a Town Crier, a Volcano. They are also mandatory for those who want to win as a Young Lion.

In Costa Rica we have two great creatives who have won Lions in Cannes with several clients and in different years. They are Manuel Travisany of Garnier BBDO and Christian Caldwell of JWT Costa Rica, so their advice and opinions have the best credentials. From me I would just say: bet on the power of focus.

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

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