My take on the key trends and goings on at Cannes Lions 2015.

DISRUPTION HAS BECOME THE NORM

As Jean Marie-Dru, from TBWA so finely put it “Disruption is the active interpretation of the Brand vision. It may have started as a noun, as a way of thinking, but it has become a verb. A thing we do. Every day.” And Disruption really did become a fitting ‘action or doing word’ on La Croisette every day and even more so every night. From the opening day when a Google Executive tragically lost his life when hit by a taxi, through to Twitter exploding with commentary of a couple having sex on the red carpet, Ad lands annual sojourn to the French Riviera was an explosive one. Unilever’s Keith Weed went on to say on stage this year that due to consumers concentration spans dramatically decreasing to; “We really have to capture someone’s attention and increasingly this it not with the best idea but the best, most creative, idea that works in five seconds.” Disruptive creative can indeed be highly effective, but does it mean that the industry is harming the brand consumer relationship by turning it into nothing more tangible than the relations consummated outside the very Palais that awards its excellence.

CANNES SOCIAL RESPONSIBILITY

One of the most coveted awards at the festival wasn’t made of metal. It was actually made of glass. In March, Cannes Lions unveiled a new award category — the Glass Lion: The Lion for Change — to honor ad campaigns that address issues of gender inequality or prejudice. The category drew 166 entries, with Leo Burnett's "#Likeagirl" and FCB Inferno's 'This Girl Can' picking up the gongs. Demonstrations of brands and agencies respecting their abilities to power positive change didn’t stop there. Grey London’s Life Paint for Volvo picked up a Grand Prix for Promo and Activation; judges commenting that it was a campaign that actually saves lives on the roads. It is then sad that a shadow was cast over the celebration of such inspired creativity by a fatal road traffic accident. Keith Weed, Unilever, provoked agency debate with his comments that brands are losing consumers trust and it is essential to future proof they now “connect purchase with purpose”.

Several award winners that would strongly disagree as Creativity once again championed causes with purpose include Grey New York who took home a Gold and Silver for ‘The Gun Shop’ to prevent gun violence and Burger King’s ‘Proud Whopper’ celebrating Gay Pride, which picked up a Gold Lion for David Miami. Amongst the chaos a very real rainbow was appearing over La Croisette.

“IF THIS PLANE GOES DOWN, SO DOES HALF OF THE ADVERTISING INDUSTRY”

...an important looking man muttered. “AND PR!” an excitable lady screamed out. This sums up the difference in this years’ visit to Cannes. Whilst Advertising still holds the predominance of Cannes Lions, its beefy looking younger brother seems to be growing up awfully fast and that young chap seems to be very hungry. After speaking with De Vries Slam’s Helena Bloomer, it became clear that PR are getting a bigger chunk of the pie and they’re not giving it up easily.  Why? Maybe it was the sheer entrants this year from PR (40% more than 2014) or perhaps the industry’s natural approach to Data and Analytics, helping change the mind sets of traditionalists set in their ways. More ‘Big idea’ thinking. Not just with PR but this year, Cannes was screaming for the ‘Big idea’ and PR seemed happy to contend with some of the big boy holding companies with many a small agency proving that you didn’t have to have mile deep pockets to have an award winning idea. With agencies like Catalyst, Alison Brod, and Eric Mower scooping up awards.

UP FOR GIRL POWER

This year the judging panels were made up of 309 judges from 44 countries and we're pleased to report back that 31.5% of the panels were female - up from 2014 (28.5%) and 2013 (20%). We attended The Creative Pool Party on Thursday evening and despite being mesmerized by a gymnastic-zorbing-on-water-woman, we held a conversation with one of the world’s coolest Dad’s. Jeremy Green from Creative Circle had plenty to say about how the awards circuit really works. It had me thinking… How does a talented Brazilian chap sit down with an equally talented British chap and agree on an idea that’s local to either? Should we invite the entrants to have their say and give them a chance for their voices to be heard? Wouldn’t it be more truthful if we asked the whole industry who they think should win? Within measure. we're not giving a hoorah for WPP and their masses but perhaps there could be a grudgeless, egoless, fairer way of judging.

IS CANNES LIONS A CELEBRATION OF CREATIVITY AT ALL?

Wandering down La Croisette this year it became very evident that it is brands that rule the beach, not agencies. Cannes historically has been a celebration of advertising and consumers, accommodating digital along the way, but this year things look different. Dentsu and Havas are off the beach and in their place, Google, Microsoft and Facebook. Some of the globes biggest brands of course but also those who are now media agency, creative agency and client. A clear celebration of media and the power it now holds over creativity. Does advertising now merely reflect our culture through media and current technologies, rather than define it? Media brands didn’t stop there with the Daily Mail using the Kardashians to make their yacht the most coveted place to be in the marina and iHeartMedia calling in Sting to belt out the classics at their private party. The Advertising industry is going to need to find away to bring consumers hearts back to engaging ideas, not technology, to win back the beach and for the Lions to roar again.

OUR FINAL THOUGHTS

Cannes Lions 2015 saw a record number of categories and gongs, but perhaps not all too unexpectedly talk on La Croisette was more about which celebrities were in attendance plugging their cookbooks and Apps, than who was rightly or wrongly winning. Brand and consumer interaction and relationships will always evolve and certainly this keeps everyone opinionated and interested. It continues to be the ultimate commercial indulgence for creative folk and as a business that prides itself on being thought leaders in the industry no doubt Gemini People will continue to have a presence there. The festival is certainly thriving, becoming more vibrant and eclectic as the years pass and as the economic good times return, so do the high budget celebrations and droves of people. Perhaps with all the money going in to Cannes a taxi strike can be avoided next year, however, even if Nice airport went on strike, we have no doubt everyone who is anyone in the creative industries would find away to wish their day jobs bon Voyage for another week in 2016.Gemini People - The leading recruiter for the creative industries