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IHAVEANIDEA.ORG > ask jancy >  Can an ad be not “international” enough for Cannes?

Can an ad be not “international” enough for Cannes?


I, along with my friend, have won the nationwide ad contest conducted by ECO India, affiliate of ECO US. Ours is a TV commercial having a national appeal in India. The idea was extremely appreciated by all. We did it in colloboration with O&M India (Mumbai office). It is going to be telecast in mid April on Indian networks.
We had a dilemma whether to send our ad to Cannes or not. Actually ECO India was supposed to send the winning entry to Cannes but they didn’t because they selected another entry which they felt had international appeal.
Our ad, as they say, feels Indian because we have shot some rural scenes. But the idea is simple and extremely convincing.
We just want to ask you whether in Cannes they award Creativity or the international appeal or do they just see the agency name?

intro Can an ad be not international enough for Cannes?Sounds like you guys got shafted, as we say in Canada. You won the contest but they won’t send your idea to Cannes because it’s too local? Sounds like they need to get their contest rules straightened out. At any rate, we suspect it must be a terrific ad on the strength of your collaboration with Ogilvy in Mumbai. We know Piyush Pandey well, CD of O&M there. It’s one of Ogilvy’s best offices and Piyush is a superstar—we’re sure you know he’s chairing the Cannes jury this year. He could give you some good perspective on that show.

Nancy has judged at Cannes and can tell you first-hand that the answer to your question is all of the above. Certainly the main goal of the show is to award outsatnding creativity. And in a global show, ideas that transcend language barriers tend to dominate, because the international jury can all understand it. The best ideas do tend to have universal appeal, but exceptions are easy to point to. Finally, we’re sad to say that there is a slight tendency to give hot agencies an automatic ‘benefit of the doubt’ vote. ‘Crispin Porter Bogusky did it? It must be good—maybe better than I’m giving it credit for…after all, I just saw an ad from that campaign in Communication Arts…’ That’s kind of how it can go. Ads aren’t identified by agency when you judge, but it’s often widely known that some highly awarded clients are with certain agencies. On the other hand, it’s well-earned favouritism…

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About Jancy

'Jancy' is Janet Kestin and Nancy Vonk, Co-Founders of Swim, a unique “creative leadership training lab for advertising creatives and marketers.” Prior to Swim, Jancy was globally renowned as the Co-Chief Creative Officers of Ogilvy & Mather Toronto, a position they held for thirteen of the twenty years they were a creative duo at the agency. Over the years they've racked up Cannes Lions, Clios, One Show pencils and CA credits, and have lead their shop to two Cannes Lions Grand Prix and a Grand Clio. They've judged CA, Cannes, D&AD, the One Show, the Clios and other prestigious award shows. Creativity named them two of the top 50 creative people of 2008. Known for their outspoken, no-bullshit style and a passion for mentoring juniors, they're ready to give you advice if you're ready to take it.

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