I’m already enjoying the comments. What did you expect when you clicked on that blog title? And, in a way, it only gives more proof to the situation we are in. We simply refuse to introspect. And accept the fact that scams are threatening an otherwise talented industry of ideas. How much more proof do we need? Anyways.
This Cannes has been a significant one for India. With relatively less work being sent, the number of shortlists and winners has been pretty decent. This Cannes has established India as a regular winner at the Festival. The list of Indians being interviewed is on the rise. There are even plans to rename a Bar at the Festival to the ‘Gutka Bar’, I hear. There’s definitely a buzz. People are already comparing us to being the next Brazil. Good move then, to conduct India’s premier award show in Goa. Because that’s just about the only thing comparable to Brazil.
But winning at Cannes is much easier in today’s troubled times. It’s about creating work specifically for the Juries. Simple. And, India has cracked the Cannes Code.
For even the most skeptic critics of the advertising industry, it’s a known fact that Cannes mysteriously awards ideas that have been either copied or have appeared in various forms elsewhere (It reminds me of a Creative Director I worked with a few years ago, who kept saying, “There has to be originality in copying”). And the number of such entries keeps rising; it’s not a joke anymore. Such works are the middle finger shown to any nice, original idea. But it’s almost amazing how some have perfected the art of ignoring. Or maybe we don’t have shame anymore. We are animals.
Coming back to the Cannes Code. If you come across a winning idea, repackage it. That’s the trick. Change the category, rework the line, alter the background (Only if you are an egoistic crook). Sometimes, the same idea reproduced can win you Cannes, too. Like Leo Burnett Mumbai discovered. So a print idea for Ariel became an outdoor media sampling exercise for Tide. Brilliant. Remember, there has to be “originality in copying”. But I’ll give them the benefit of doubt. They changed the medium. At least. But what about the high profile juries? What’s happening?
Those who wish to add a Cannes Winner line to their Resume, please take note. Crack the Code. Cannes is calling. Lead, India.