Cannes Lions International Advertising Festival
The Cannes Lions International Advertising Festival (IAF) is a global festival for those working in advertising and related fields. The seven-day festival, incorporating the awarding of the Lions awards, is held yearly at the Palais de Festivals in Cannes, France. In 2009, it is running from 21-27 June.
More than 10,000 delegates from around the world attended the festival in 2008 to view shortlisted work and attend seminars, workshops and master classes. The week's activities include four award ceremonies - culminating with the Film, Titanium and Integrated Lions awards - as well as an opening and closing gala.
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History
At present, the Cannes Lions International Advertising Festival is the largest gathering of worldwide advertising professionals and advertisers. In 2008, more than 10,000 registered delegates from 94 countries and roughly 12,000 visitors from the advertising and allied industries attended this event to celebrate the best of creativity across all media, discuss industry issues and network with one another.
Thousands of ads from all over the world are showcased and judged. In 2009, more than 22,000 entries were received.[1] Winning companies receive a Lion trophy, honouring the most creative TV/cinema, print, outdoor, interactive, radio, design, PR, sales promotion or integrated advertising campaigns, as well as the best media and direct marketing solutions. Seminars, workshops and keynote adresses are presented by some of the biggest names in the realms of advertising, technology and business.
Inspired by the International Film Festival, staged in Cannes since the late 1940s, a group of cinema screen advertising contractors belonging to the Screen Advertising World Association (Sawa) felt the makers of advertising films should be similary recognised. They established the International Advertising Film Festival, the first of which took place in Venice, Italy, in September 1954, with 187 film entries from 14 countries. The lion of the Piazza San Marco in Venice was the inspiration for the Lion trophy.
The second festival was held in Monte Carlo, and the third in Cannes. After that, the event alternated between Venice and Cannes before settling in the latter in 1984.
In 2004, British publisher and conference organiser EMAP plc purchased the festival from French businessman Roger Hatchuel - who had started managing it in 1987 - for a reported £52 million.
Terry Savage is the current chairman of the festival. Philip Thomas is the chief executive officer.
The 56th Cannes Lions International Advertising Festival is to be held from 21-27 June 2009 in Cannes, France.
The awards
Cannes Lions juries are drawn from experts in each field from around the world. Each jury is headed by a jury president. They judge submissions in 11 categories: film, media, press, outdoor, cyber, sales promotion, direct, design, radio, PR (added in 2009) and Titanium & Integrated.
Advertisements are generally entered by the agencies that created them, although technically anyone can enter any advertising creation, providing it ran within a specified time frame. The jurors are instructed to reward advertising that is deemed most creative both in idea and execution.
In 1983, the festival decided no longer to distinguish between cinema and television ads, placing both in the Film category.
In 1992, the International Advertising Film Festival was renamed the International Advertising Festival to reflect the growing multimedia nature of advertising campaigns. The Press and Outdoor Lions categories were added. Thereafter, the Cyber Lions category was created in 1998 for websites, interactive campaigns and online advertising, and the Media Lions - aimed at media planners - followed a year later.
The Direct Lions, honouring direct marketing solutions, were first included in 2002. In 2005, two more additions followed: Radio Lions, focusing on radio creativity, and Titanium Lions, for campaigns that show creative excellence across a range of communications and media channels. A year later, the Promo Lions competition was created to focus on sales promotion, including retail marketing, environmental design and in-store advertising.
Since 2005, the Titanium Lions category has evolved into the Titanium and Integrated Lions, allowing the jury to award Integrated Lions to the best integrated campaigns using three or more types of media. Titanium Lions are now awarded to breakthrough ideas.
Other awards include Network of the Year, Direct Agency of the Year, Media Agency of the Year, Interactive Agency of the Year, Agency of the Year, Media Person of the Year, Advertiser of the Year and the Palme d'Or to the best production company.
Young Lions Competition
The Young Lions Competition (previously known as the Young Creatives competition, which started in 1995) is open to advertising professionals up to 28 years old working in teams of two. The competition takes place during the festival week in Cannes in four divisions: print, cyber, film and media.
In the print competition, an art director and a copywriter are given 24 hours to create a print ad to promote a charity or organisation chosen by the Young Lions Competition. Print teams consider this "brief" overnight and have between 08:00 and 20:00 the following day to create their ad. The cyber competition is structured in the same way, with teams comprising a copywriter and a web designer. In the film competition, teams of two are given two days to create a 30-second commercial.
The media competition, added in 2008, challenges teams to develop an innovative media strategy within a budget of $1,000,000.
External links
- Cannes Lions International Advertising Festival Official website
- Cannes Lions Archive at CannesLions.com
References
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