Last Year This Time: Rookie Judge At Cannes Lions.

‘Last year, this time’ is a 'feel good' trend that’s seen everywhere these days as we are all trying to cope with 2020. So I thought let me take a shot at my ‘Last year this Time’ story. Well, honestly nothing could have been better than what happened in 2019. I was immersed in amazing creative work as a Jury at Cannes Lions Festival – Health and Wellness Lions. It was for a week straight and probably the most remarkable and fascinating (some more adjectives) experience I had ever imagined in my career. And, yes it was my very first visit to Cannes and Cannes Lions Festival. I did judge some other shows, but Cannes Lions is another animal literally. And believe me when I say that by the 6th Day of jury duty my first-time juror at Cannes Lions status was not valid. After almost a full week in Cannes, and four full days of judging, I was no longer a noob. I was a seasoned, badge-wearing, agenda-navigating, deep-debate-in-the-jury-room-having juror. I was amazed that I could debate! HA HA!

Six days. A dark room with no windows. One giant screen. Jurors from around the world. Ten little black bags for us to keep our phones away.

I had the pleasure of working with some of the best in the industry from around the globe. (Check our picture against the blue sky) The health and wellness jury was truly diverse; gender, ethnicity, geographies and expertise.

I knew it was hard to win at Cannes. I didn’t realise quite how hard. There were just under 1000ish entries or more in my jury room. The most ever. That means your treasured piece of work, entered at an exorbitant price, had a miniscule chance of winning gold. 

“Life Changing Creativity” was the one line brief to all the jurors. Our jury saw over 1000 entries and awarded about 30 of them. The selection process was thorough and tough. The jury evaluated every single shortlisted piece with intense nerdiness and rigorously selected the winners. 

But I also applied some learnt lessons on how every time my own work was judged! (in a good (critical) way) Does it seem real? Does it have that ‘unflinching focus’? What is the purpose? Have you read the brief? Who are we talking to? Lastly, does it makes you jealous (like, “I want to go and have a little cry” kind of jealous.). Then, once the weeping is over, you realise that it ticks all the other boxes as well. Not just interesting, simple and a great business solution … but all of the above.

I learnt that it’s often not the big brands, but the truly smart, innovative, and conscious work that scores highest with the judges. There was so many pieces where that were compelling enough to stop you in your tracks. Work that had impact far beyond its initial intention. 

While we miss this season this year, I am sure, we will see a lot more of life changing creativity in the coming years! 

I so miss the time I had last year! To all, who are reading this, I hope you are doing well and in the best of your health. Stay Safe. Cheers!