I feel privileged to be one of many Aussies migrating to Cannes. As we descend upon this stunning Provence in the South of France it occurs to me the parallels with this and the first week of University or ‘College’ for those U.S pop culture junkies amongst us.
Intellectually it’s very easy to understand what to expect. Cannes offers a week of inspiring seminars and debates which are designed to challenge thinking and are delivered by some world famous speakers (hello Bill Clinton). There is of course the obligatory drinking, partying and networking. Easy, right?
As the plane lands remarkably close to the water in Nice, it takes me by surprise how my excitement of what lies ahead is suddenly mixed with a great deal of anxiety and curiosity.
Truth be told, much like any ‘first week’, it’s daunting! Will I get lost walking around the lecture halls (sadly I already have), which parties are best to attend (a first world but real dilemma) and how on earth do you ensure you get the most out of the experience?
These emotions intensify as the campus that is Cannes comes into view. Often described as ‘one of the best places on earth’ it’s easy to understand why. This playground of the rich doesn’t disappoint with yachts, private planes, Louis Vuitton shop fronts and Porsches a plenty.
Once you get over the breathtaking backdrop you begin to notice the divide between beach-goers and those strange creatures with lanyards around their necks. You notice street signs are a mixture of ‘La Croissette’ and ‘Cannes Lions this way’. The festival of creativity leaves an undeniable stamp on this beach escape.
Registration is in a big convention hall where another divide is obvious, this time between Cannes ‘seniors’ and Cannes ‘freshman’ like myself. Probably none more so than when receiving the auspicious timetable …
An overwhelming sense of ‘wanting to take part in it all’ sweeps over me (massive geek I hear you say – true. Wait until you learn I signed up for the 9am walking tour that tells you how to get the most out of your Cannes Lions experience. I fear I’m close to receiving a wedgie and having my lunch ‘euro’ stolen).
We all know Cannes is about ‘creativity’ so it’s interesting, as I peruse the timetable, to see the number of sessions dedicated to the role data plays in either killing or inspiring creativity. A topic close to my heart and one where I firmly stand that data liberates creativity, I’m looking forward to hearing how this debate plays out.
Making the most of mobile also seems to be a popular topic as are seminars on the importance of global brands and leveraging the world you live in.
Ahhhh so much to see, so little time! Time to attend class …
Katie Rigg-Smith
Chief Strategy Officer
Mindshare Australia
Katie Rigg-Smith: Freshman year at Cannes - Orientation Day
19 June 2012