Advertising

Some of my work was supposed to compete for some metal in Cannes this year. Based on my prediction that we would win, I made plans to go to a better agency for a bigger salary. Now that Cannes (cont)

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OP - I think it’s great you love the work—stay proud; if it’s that good, it should propel you to that next slot, Cannesellation or no. Important to know however that pinning hopes on a big competition is fool’s gold bc your work’s fate inside the jury room is entirely subject to bunches of factors you can’t predict—including what came before (that the jury liked better), the buzz and handicapping going in, the mood in the room at the moment (at about the midpoint in these things, tedium inevitably sets in), personalty conflicts, whether somebody loses the plot at a crucial moment, and all sorts of other random shit (same is true in remote judged shows, just the oddities are less about the group, and more individualized). I had a thing that actually won gold at Cannes and London, missed for CA, and hit a One Show merit. (Friend of mine was judging CA that year and when I asked why no joy he says, « couple of the folks didn’t get it was a joke). PS - predictions based on what’s won at Cannes got something of a black eye last year, thanks to the Lexus spot that had AI build a spot based on Gold-winning car spots. So maybe your point about rethinking the value structure surrounding these things runs even deeper than the job market.

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IMO, when Cannes Lions 2020 is eventually judged, it will represent a post-pandemic POV. So the ads that you were sure would win back in December might probably be irrelevant to the “pandemic woke” jurors. I expect to see a lot of pro bono and health-related winners while all the goofy Spicy Chicken Instagram activations and vibrator billboards will take lesser awards or none at all. Expect to see a lot of “we stopped making beer and made hand sanitizer and masks because we care” ads taking most of the awards when the quarantines are over.

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...is canceled, it’s more than obvious for that we need to reassess our priorities and values in the industry. We’re doing work for all the wrong reasons. We have Cannes briefs, not business briefs. We are being rewarded for that meaningless metal, not for selling products for our clients. Disappointing.

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likesmart
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And, now, I’m going to make my kids some Cannes sandwiches...

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You predicted you would win? It must be some amazing piece of work.

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Nothing wrong with your post at all imo. I was confident of winning some bits as well 🤷🏻‍♂️

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You weren’t gonna win.

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I’m honestly a little bit surprised by most reactions here. Didn’t realize that confidence in your skills and work would cause such reactions. I’m gonna be Captain Obvious for a bit, but a big part of our job is to recognize good creative so we can produce good creative. I will be the first one to say my work is shit and the first one to say that my work is good. When a piece is unanimously appreciated by award winning colleagues, executives and professionals that were in juries around the world, it’s a good indication that said piece has a chance at winning some metal. It’s almost mathematical. Our ideas are approved by our bosses because they predict, based on their experience, that they will do well for business / award shows. I predicted, based on the experience of people smarter than me, that my work has a good chance of winning. Which is great. That piece of work will still look nice and pretty in my book and it will be appreciated nonetheless. But as many of you know, awards act as a “verified” blue check. And that was my frustration with the industry. Peace!

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This place is weirdly anti awards. Truth is, awards help your career progression, earn you more money and are an exciting event to look forward to after a year of late nights and hard work. There’s absolutely nothing wrong with wanting them or thinking you’re going to win one. Keep up the ambition I say.

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We’ve won at Cannes fairly consistently with real work that drives business and is seen by the masses. None of the projects were a “Cannes brief”, just good ideas. That said, Cannes is a great reward for this type of work.

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That’s great. I’ve only worked in agencies that were chasing one offs, just to scam a couple of awards to inflate the CCOs ego.

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This is what "don't count your chickens before they hatch" usually refers to.

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likesmart
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I like planning my future, setting goals and ways to get there.

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If you were basing your career on awards, whether Cannes is canceled or not, you’re a guaranteed loser.

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This is kinda the problem with awards: You can make work that you know has a good chance of winning.

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LOL well, aren’t you a little full of yourself. Congrats on your “Cannes lion” 😂

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It’s not about being full of myself. I am not the only one contributing to the work and I’m not the one that decides if it gets submitted in 20 categories or 3. Or none. Creative executives across the network pitch in, they vote the campaign (worthy of submission or not), the case study gets prioritized or not, the PR machine starts spinning etc. Take all these factors into consideration and you can get an idea if your work has chances of winning or not.

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I sympathize with OP because I too have planned my entire life around the assumption that I am exceptional.

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I wanna see plz do share

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Tell God your plans, amiright?

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Very serious and honest question OP, is this your first time submitting to Cannes?

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Metal, medal

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I’m in the exact same boat. Had my year planned out nicely. But I’m kinda over Cannes now. Just looking forward to d&ad and one show. That being said, good hirers know good work without seeing the awards, so I wouldn’t worry too much.

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Metal?

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That’s what these trinkets are often called

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Agencies with great creative leadership won’t care about your awards. They look at quality of work, period. Even if you didn’t win a lion, if that work is as good as you say it is, you can still get that new job

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i'll get behind this. people only thirst for the golden mane of the lion until they have it firm within their grasp... and then, the allure fades. win a couple and you'll see that a gold foil statue with no chocolate inside is a bit of a tease. 😤

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What agency are you at there, slugger? What, uh, agency you trying to get to?

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You're at an agency that feels suffocating, you want to get out on a high so you can land a better job at a more creative agency with opportunities to make great work. Nobody's hiring, even if Cannes ran this year you'd still be stuck now. Surviving this recession with a paycheck and an agency that thinks you're a star creative is a blessing. Forget the award, that's a win this year. It could have been a different story in an agency filled with rockstar creatives. 2020 and 2021 could be a good year for you, award or not.

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