The judging process at Cannes Lions looks very different this year and Havas jurors have been deliberating remotely across the globe. Here, a selection of our jurors explain what they look for in winning work, and the things they’ll miss most about the physical festival.
Lizzie Nolan, Executive Vice President Global Strategy & Intelligence, Havas Media Group
Category: Media Lions 2021
How do you spot Cannes-winning work?
Three words and because I love alliteration they’ll start with I: insights, innovation and impact. It sounds very obvious as these are the three tenets of an award entry, but all too often writers forget the importance of ensuring you have all three and the best cases have these interdependently woven throughout.
What’s your ‘I wish I had thought of that’ idea and why?
One of the key themes this Cannes Lions is an amazing use of technology from “cold tracking” to “ultra sound hacking” to “psychological soundwave empathy through silence” – I’ve learned so much about new technologies so I’ve wished I knew those things could even be done!
We’ve been making campaigns from home for more than a year now. What are some of the trends you’ve been seeing?
There is so much compassion in the work, which I think is borne out of what everyone has been going through. There’s a greater sense of responsibility, because brands’ need to become more value driven and meaningful. Finally, the thinking and production value of the work is outstanding. You can’t tell the difference at all that much of it was carried out remotely, which goes to show we are thoughtful, we want to do what feels right, and we can all be creative and make brilliant work when we collaborate.
What are three things you’ll miss the most about being at Cannes this year?
I’ll miss the chance to to physically meet my fellow judges. I’ve had the best time judging with genuinely some of the smartest, most compassionate people I have ever worked with. I’ve missed being exposed to the other jury categories, also. We’ve been in a bit of a media echo chamber and it would have been brilliant to see the other kinds of work and see how the same work has been positioned differently.
Finally this would have been my first trip to Cannes Lions so I’ll miss that too!
How does digital judging compare to physical… are the views a little different?
I think because you physically aren’t there with your fellow judges, you can’t read the room and your thoughts are more independently constructed, which makes the debate and championing of cases so much more important.
Rachael Sansom, Managing Director, Red Havas
Category: PR Lions 2021
How do you spot Cannes-winning work?
My main criteria is that the work is innovative, with purpose at its heart, and something that has not only brilliant short-term impact, but also leaves a legacy.
We’ve been crafting campaigns from home for more than a year now. What are some of the trends you’ve been seeing?
It’s no surprises that technology marches on and we have seen deep fakes used as a creative tool. While that technology continues to instill a shock factor, I don’t think we’ve seen how it can be used sophisticatedly, and more importantly for good yet.
What are three things you’ll miss the most about being at Cannes this year?
The inspiration, seeing the work in situ, and catching up with old friends.
How does digital judging compare to physical… are the views a little different?
The views are very different! To be honest, it’s still a great experience and the upside is, I think it leads to a more rigorous judging process.
Jeremy Bird, Managing Director and Chief Creative Officer, Havas Life Bird & Schulte
Category: Pharma Lions
How do you spot Cannes-winning work?
Experience, together with an eye for the unusual. It’s a bit like hunting truffles! Scenting the perfect idea, without being quite sure why. DNA I suppose.
What are three things you’ll miss the most about being at Cannes this year?
It’s raining incessantly at present here in Germany, which is bad for people with a melancholy disposition, but good for online judging, which I am currently doing. The three things I’ll miss most about being at Cannes will be the conversations, the rosé and, of course, the weather.
How does digital judging compare to physical… are the views a little different?
Judging from home gives you a bit more time to contemplate, that’s for sure!