Cannes Lions 2023: Aalap's blog - I’m expecting to be humbled. Again.

In my first year in advertising, Cannes Lions was a reference point. I would look up the pieces and just absorb them. Hopefully, get inspired. Then the second Cannes Lions came, and I started understanding the value of it. It used to be online for free for a few days and I would swiftly download everything and watch it whenever I had the time (mostly late at night). I still have big hard discs full of Cannes Lions references. Yes. I am a hoarder of sorts too.

 

Then once, there was a line they used in one of the campaigns for the awards. And that made me realise what for me the festival actually was. It was 'big ideas make you feel small' and that is when I realised that the Lions for me stand for humility. It makes me feel small by the sheer excellence that it puts in front of me.

 

I feel in advertising, we form 'Escape Rooms'. The ones we trust can enter and since it’s under your command, you feel powerful. Cannes Lions for me has always made me feel humble. It gets me out of the room and shows me that there are bigger and stronger forces outside at work.

 

Every year I look at the ideas and the campaigns that are being celebrated and realise that there is so much to learn and so much to do in the world. It’s not something new to know but sometimes you just need something to get you back to reality. Something to help you escape the 'Escape Rooms'.

 

I know how difficult it is to get something great out and by looking at the Lions, I just wonder how they pulled it off. Every year it’s amazing to see what has been achieved. This year should not be very different.

 

Even in the years when we won something, I was always curious to see who I had lost the Gold and Grand Prix to. Not because of envy but because I was never disappointed. The piece was so great that it made me feel proud of the loss. Because sheer excellence is a gift. It inspires you.

 

This year, I expect nothing less. In fact, since I am at Cannes Lions and on the jury, I am scared of the humility I’ll receive because I truly can’t imagine receiving it more than I have in all these years. Let’s see. This should be fun.

 

The author is chief creative officer, creative experience, West, Dentsu Creative India. He is on the 'Radio and Audio' jury at Cannes this year.