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Don’t obsess with Cannes (or any award for that matter). Obsess with great ideas. You can’t control if an idea wins award or not, as there’s a lot of other factors to it that you seem to start to understand that. But coming up with and making an idea great its definitely in your control (or at least partially)
Nah, definitely people who are obsessed win the most because they are the ones who know how the game works, how to craft the case movies and how to fake the work. Look at the real client work from the agencies that won big, that work is mostly sub par, whereas their awards work is created solely to win awards.
Yes but there’s also work that isn’t that. Just do the work you wanna do and hope for the best. Don’t hamfist virtue signal cringe into anything.