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Cannes Lions impressions by Tomás Ostiglia

Hi sir, so you are back from Côte d'Azur, would you spend your summer there? Is Cannes a nice place to stay with your family?

Cannes definitely has fame and beauty as a convention city, but it wouldn’t be the destination I choose to spend a family vacation. We love the beach, but not the urban environment. We prefer quiet, isolated places, far away from advertising, I mean.

 

First of all, any highlights you would like to mention before hand? Brands, meeting old friends, talks, learnings…?

For me, meeting old friends is always the best thing that happens in Cannes. The talks are amazing, but you can hear them later, online, and make the most of the time you have with your friends. A lot of learning comes through that time. But, boys and girls, you should go to the talks! They’re important until you make old friends. And of course, make new friends. 

 

We could look at Cannes like a tool to understand what´s going on in our industry, but at the same time knowing it’s a reflection of something from the past.

 

What are the main topics on advertising, communication nowadays? Any special trends?

I don’t really care about trends. And of course there’s many every year. I don’t want to sound grumpy, but the main topics are things that are in the past. This year you will hear Cannes is getting bigger than ever, but at the same time, bigger ideas are not coming from bigger brands, bla, bla, bla... I think there wasn’t really a difference from other years.
We could look at Cannes like a tool to understand what´s going on in our industry, but at the same time knowing it’s a refelction of something from the past. Cannes Lions is absolutely necessary for the industry. We all love it. And every year it’s getting more and more surprising, inspiring and awesome. Right now, we need to focus on creating Cannes Lions 2017, “new trends”.

Ok let’s go straight to the core, how is to be on a jury? Difficult decisions, classic vs new media…

It’s a job. But it’s the best job in the world. Having the chance to choose between all of the entries, the best pieces of the year from around the world is truly inspiring. It’s something that must be done with absolute professionalism and a large amount of responsibility, but you can’t forget to do it with joy. The idea exchange is high, pieces are judged very meticulously and even the smallest of details is discussed, but in the end, ideas end up choosing us. Good things shine above the rest, so, that being said, the job is not as difficult as it seems at the beginning. 

Classic vs new or different is a debate that will always appear when we’re judging creativity. The classic and well done piece, makes us feel comfortable, hence it’s easier to choose. The new is unsettling, and demands bravery upon recognizing its quality. I think it’s a trait of us, as human beings, but there’s always anything and everything going through the festival. The best ideas always win; the classic ones, and sometimes the different ones make their way up too.

 

Best work found during the selection? As good level as other years? What do you think of The Everyman Meal Grand Prix?

The first time I heard the piece I thought it had a big chance of becoming grand Prix, not because of innovation, but everything else; It’s one of those ideas you can put in a museum. Be it for how it’s written, the interpretation, the music, the voice tone, the contemporary context or the humour. It’s really funny. It has everything. And it took the Grand Prix for all those reasons. The piece from Dove was excellent too, really well written, profound, but it was pure intelligence, no humour. Humour always gets you extra points.
The third gold was our campaign Football Memories FM. What can I tell you about it? A radio that streams old football matches to help Alzheimer patients recover their memories through their passion of football. It’s a great idea! And if the jury was a bit more willing to take a risk, we would have a Grand Prix sitting on LOLA’s shelf, because the campaign was really, really close to getting it (mentioned by my jury partners, and even the president). Despite that, I celebrate the traditional piece that won. The script’s magic keeps making us fall in love, and it always will.

 

I’m sure we will continue to be inspired by ideas that defy the norm, the classic ones, the modern ones, with the best ideas from the most brilliant minds in the world, every edition of Cannes Lions, any year.

 

Best quote, concept or new thoughts to think carefully about?

I take “Trust Uncertainty” from the wonderful talk given by Anselmo Ramos and Fernando Machado.

 

Let’s be futurologists for a second…what do you think Cannes Lions 2017 will be? And 2030? Where is the festival going towards to?

I have no idea. I’m not a futurologist. But the hope is intact. I’m sure we will continue to be inspired by ideas that defy the norm, the classic ones, the modern ones, with the best ideas from the most brilliant minds in the world, every edition of Cannes Lions, any year.

 

What would you improve for the next year? (Things not to repeat in Cannes Lions 2017)

This Cannes was one of the editions I most enjoyed, on a human and professional level. I wouldn’t even change a coma.

 

How would you tell your workmates Cannes Lions was about this year?

It was about wanting to be the best at what you do every day. Repeated a million times a week. So you can repeat it a million times, every second, during the whole year.

 

LOLA Crew