Monica Conway.
AdNews asked Australian creatives to share their experiences at the Cannes Lions Festival of Creativity. Fuse chief operating officer Monica Conway reports on the front line.
First impression, first day?
Hot, hectic, and over-stimulating! There's always a lot going on at Cannes, but this year was the year the festival woke up to the power of sports, and it was amazing to see so many activations that showcased all things sports. Throw in a heat wave and it made for a fast-paced first day.
Is there a creative theme this year or is everyone too busy in the cocktail tents?
This year the winning work reflected brands participating in culture rather than interrupting it. Fandoms, creating communities, entertainment and long-term cultural relevance featured more prominently this year. I'd have to give the Grand Prix winner of sport, “The Thousand Sponsors of Muni", recognition here. It was an excellent and well-deserving winning activation that not only showed the power of engaging communities, but also the genuine connection that can be built through effective use of culture.
Cannes survival tip?
Look at your schedule and cancel 50%. Allow time for spontaneity and attending random events, and connect with new people outside of your work circle. Cannes brings together people across the marketing sector, and it would be a mistake to miss out because you've pre-booked too many panels and meetings. And carry a fan AT ALL times.
Inspired? By?
There are always so many things to be inspired by, but Google in particular stood out to me this year. The AI film immersion activation the team delivered was awesome.
Who has the best giveaways?
McClaren by far. A super stylish travel bag I will ACTUALLY use, and a Lando cap are the two things I'm glad to be travelling home with. Being mistaken by someone for Lando's mum was an unexpected highlight. I’ll take it!
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