Paul Yole’s Cannes Preview

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Screen Shot 2017-06-13 at 8.27.52 am.jpgPaul Yole (left) has written for Campaign Brief at the last eleven Cannes Lions. This year he is looking out for what’s new and what’s recurring.

The Cannes Lions Festival of Creativity 2017 is only a few days away.

So, what should we look out for this year? Here’s my top ten.

1.    An early start. Saturday is the new Sunday. Unfortunately, we only arrive on Saturday so it will be straight into it for us.

2.    More diversity. There’s Lions Health, Lions Entertainment, Lions Innovation and of course the usual Cannes Lions we know and love. The awards, the talks and the audiences are well spread out these days so if you haven’t been for a few years be prepared for something different.

3.    Technology. Lots of it. If you wish, you could meet Olivia. Developed by tech entrepreneurs Sensely, Olivia is a new 3D, talking, artificially intelligent virtual nurse that engages patients in automated conversations about their health. Then of course there is the latest news on AI, VR and a few other two letter acronyms. This is a great place to pick up on what’s new.

4.    Jargon. Lots of it. Don’t get me started.

5.    Consultants. Lots of them. Personally, I can’t wait to meet up with Accenture Interactive for some Monkey time.

6.    Analysis. Lots of it. I’m looking for anything about creative effectiveness so Thursday should be good as it looks like a WARC day. Our good friend Josy Paul of BBDO is among the speakers at “Lessons from the world’s best campaigns” and the session entitled, “Is the creative industry losing its ability to sell stuff?” features Malcolm Poynton, David Kolbusz and others.

7.    Insights into the creative process. Such as the Monday session by Benjamin Tritt of Artmatr, “The biology of a creative idea”. The best ideas today, he assures us, are born from a convergence of art and technology. I’d argue that they always have been, even though the technology changes.

8.    Celebrities. Lots of them. The trick is to pick those who add some great insights. I’ll miss Ellie Goulding and Sir Ian McKellen as they clash with CB’s legendary lunch at La Colombe d’Or. You’d think they’d have checked.

9.    Lots and lots and lots of new and different companies. Most of them seem to have forgotten how to use vowels in their name.

10.    The work, of course. It’s still about the work and celebrating what makes us feel inspired and jealous. How will “Meet Graham” perform? Pretty well, I’m betting.

Cannes is not what it used to be, so don’t expect it to be. This 65th edition reflects the dynamic and changing nature of our business, and it will be just as hard to get to grips with it all.

Once again it will be Massive (especially on Wednesday).

The Cannes Lions schedule can appear overwhelming, but it’s clear that the Festival organisers have done an amazing job of transforming the tried and trusted formula.

There’s not long to wait.