Roaring for Victory: Qualities That Makes an Ad Win the Cannes Lions Award

In the world of filmmaking, there is the Oscars, the BAFTAs and the Cannes Film Festival. It is a prestigious event where film visionaries can display their latest work. In the same French city of Cannes, advertising mavericks, marketing geniuses, and aspiring creatives are also anticipating its advertising equivalent – the Cannes Lions International Festival of Creativity. This is where Cannes Lions awards are given to some of the world’s greatest advertising campaigns and materials for the year.

If you are a marketer, an advertising creative director, or a visionary art director, you have surely desired to get on stage to receive this prestigious award at some point. After all, it’s the hallmark of ultimate commercial creativity. It also attracts recruiters and better career opportunities.

Thankfully, it is possible to win an award and be recognized, especially if you work hard. Here are some pointers that you may want to keep in mind:

Make exciting concepts

In the world of advertising, conceptual thinking is prized. It is what brings comedic, memorable, and heartwarming ads to the consumers. And this is the same thinking that will allow you to win a Cannes Lions award. But do not just be conceptual just for the sake for it. Your advertising concept should be able to solve consumer problems while making sure that your brand also gets benefits. This is where you can go wild and toy with your imagination (just observe the brand’s parameters). To make your concept true and exciting, you should hinge your campaign on real consumer insights and problems.

Know the judges

Every year, the jury members change, and this coincides with theme or trends popular at the time. It is worth noting that you should get to know the background of the jury members and their works. When you get a look at their works, you also get to know their tastes and leanings. That way, you will be able to decide which campaigns of yours have the potential to draw in the judge or appeal to them.


Ace your case study video

You may have the best advertising creative idea in your country, but the judges are not in your country to see and experience it first-hand. All they will see is your case study video, which details the problem that your concept is solving, its results, and its benefits for the brand and the customers. Case study videos seem easy to make, but it requires you to prioritize simplifying the explanation without missing the details. Of course, it should also look good, which is why you need to work with a reliable video production company.

Be truthful

Honesty is equity and characteristic that advertising creatives should have. You’d be surprised by a number of scam ads and campaigns that are being entered into the competition. These are the kinds of ads that are really creative and brilliant but are not actually implemented for the people to see. Some campaigns do not even have the permission of the brands. Stay away from this, and be truthful.

Try it!

You may think that your brand or campaign is not good enough for Cannes Lions. But you can always try joining just for the experience. And if you’re not confident about joining the international arena, try joining the local competitions first.