What would you tell people commenting on the Cannes Lions’ reputation as a party week?
I think this is a very narrow view. It’s not just an advertisement for people to come together and give each other backs, the number of customers joining in is amazing. The award show is just a part of it; The rest of the festival offers lots of wonderful seminars, great speakers and new age people on stage to show what they are capable of. Therefore, it is a great learning ground and an opportunity to stay abreast of the movements happening around the world. Whenever there is a congregation, people drink together, some party fiercely – this is true for any festival anywhere in the world. Man is a social animal, you cannot tie him to a zoom call for the rest of his life. So, these guys [who only see the parties] either they didn’t have a good time when they went or they didn’t go there and comment [based on] google
What is the Cannes Lions like for you then and now?
It is the most international of the lot, and has individual incorporation. [of people from around the world] is one of its strong points. There are other people’s shows, there is a week-long festival in Cannes.
Cannes Lions Matters a lot because the juries are international, so the worldview is high. And if you win, it gives a tremendous boost to morale – whether they are young or old. After all, it is recognized by peer groups around the world. This is my 25. Will happen th Years out there, and I hope it will be a lovely combination of seeing the best work, hearing the best people, meeting a lot of great friends. [American advertising executive] Jeff Goodbye, and making new friends [Cannes is where I met Michael Conrad, who asked me to be on the faculty for the Berlin School of Advertising], So, for those who think it’s a ball… It’s a bloody busy time!
Meet Up Space at Cannes Lions 2019 | photo credit: Getty Images
It’s been two years since the incident happened personally. Is this a chance for a reset?
Overall, the industry has done a great job in this difficult time. Last year, when we saw the work that won, it showed the effort that went in, even with a hand tied behind their back. This year, it will be a wonderful bottle opener – for feelings, for normalcy, [for creativity], A type of vitamin injection. So, I am eagerly waiting for it.
What are the opportunities now with Web3?
Opportunities abound, but you have to focus on the quality of the ideas. You can have the metaverse and the like, but the pressure is on to think about the concept even harder. You need to make people think ‘how did they think about it’ because the question ‘how did they do it’ is getting easier now. What communication facilities did Mahatma Gandhi have? And that took a billion people! Today, there are many ways, but you must have an idea like Mahatma Gandhi.
Budgeting to attend the Cannes Lions is expensive, and many say that attending is no longer necessary due to the rise of the digital.
If there is no need to attend in person now, then there is no need to go to Jaipur to meet your mother. Just do it on Zoom. Don’t forget, people in person inspire each other a lot. Use all the technology available, but will it ever make up for the human interaction you give someone? Yes, Cannes Lions is expensive. But, I have a question: If you have a brilliant idea that you think will rock the world, won’t you get money? I will not be able to send as many people this year as I have sent before. But you send people with a very clear understanding – that they will come back and share it with others who could not.
Piyush Pandey, Global Creative and Executive Chairman India is the Chairman of Ogilvy.