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Cannes Lions 60th International Festival of Creativity is now underway in France.
When it first debuted in 1954, it was called the International Advertising Film Festival and a group of worldwide cinema screen advertising contractors gathered together in Venice to celebrate advertising films. That year, 130 delegates saw 187 film entries from 14 countries compete to win a trophy based on The Lion of Piazza San Marcos in the then host city, Venice. The festival drew 187 entries from 14 countries and a three-minute cinema spot for Chlorodont toothpaste from Italy won the Grand Prix.
This year, the show welcomed record 35,765 entries submitted from 92 countries – the “world’s biggest celebration of creativity in communications.”
You can view the winners here
Below are observations about the festival from a researcher’s POV, the ARF Board Member who attended Cannes this year:
· “Regardless of great technology and innovation in reaching people more effectively, the foundation of all great creative work is an insight – understanding something deeply about consumers and finding a unique way to act on it… It’s reassuring to hear speakers and jury presidents talk about the need for effectiveness to be key criteria for advertising. This is definitely getting more common since a few years ago, when I first started coming to Cannes.”
Joan M. Lewis, Officer, Consumer & Market Knowledge (CMK), Procter & Gamble
Follow more insights about the festival at #ARFCannes
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