Sameer Desai, MD Seagull takes the members of RAMA (Regional Advertising & Marketing Association) through his journey at the Cannes. He also talks to them about the kind of work that is recognised at the Cannes festival of Creativity,

1. Pune – The next Madison Avenue

2. A lengthy journey

3. With Great Ideas!
That can be shortened

4. How does one inspire great ideas?

6. A melting pot of global creativity

7. So, why Cannes?

8. Because, Cannes is about nurturing ideas through

9. Networking with clients and other agencies in an informal setting

10. Seeing trends, having fun and driving thought leadership.

11. Developing ideas with clients and other agencies

12. Recognizing and rewarding great work

13. Keep this in mind though, Cannes is not an international ‘Goafest’

14. Cannes is in the south of France

15. Monaco, Monte Carlo and French Riveria

16. The Yachts

17. The Beach and the Bikini

18. And of course, Formula 1
It’s all here!

19. A month after the famous Cannes Film Festival

20. Over 12,000 professionals from over 100 countries descend on Cannes

21. For a week full of branding, advertising, innovation, PR, packaging, technology,
digital, learning and interaction

22. So, who are these professionals?

23. Just advertising people?
No. They are a diverse lot. Technology professionals, creative, account planners, film
fraternity, animators, client side - marketing and brand professionals, media
professionals etc.

24. Celebrities of the creative world are also in attendance
David Droga
Piyush Pandey
Prasoon Joshi
Sir John Hegarty
Bob Greenberg

25. Remember the recession of 2008?

26. It changed Cannes too!

27. During and after the recession, Cannes realized that they need to do
something to keep themselves relevant and also help the industry

28. They realized that businesses needed CREATIVITY and not just ADVERTISING.
This would help them be differentiated in the market place

29. In a decision to celebrate all types of creative work, Cannes moved from being
the "International Advertising Festival" to the "International Festival of
Creativity".

30. Cannes also introduced the Titanium Integrated Awards.
Rather it rewards the impact that an integrated campaign has had on results.

31. Cannes has also introduced the Cannes Innovation awards.
Recognizing ‘Innovative' product design and development that help clients
win in the market place.

32. 7 days and Cannes. The Paradox of choice

33. A typical day at Cannes

34. The day starts with getting up at 7am and reaching the venue by 9am

35. 9:00am to 6:30pm – Knowledge Sessions (Includes workshop, debates, Q&A)

36. 7:00pm to 10:00pm – Awards

37. When Awards are not on the agenda,
Explore Cannes

38. Entrance
Street Shows
Street Shows
Parking near the Beach

39. Hotel
Fashion
Locals
Creations

40. Dine and Wine
Design
Entertainment
Idea

41. Local Bus

42. Tram Network

43. Quaint street side café

44. Cannes is where one realizes that technology is no longer an option. But a
critical part that we all need to embrace.
Where Copy + Art teams need to be replaced with Creative + Technology
teams.

45. In all this, one thing about our business hasn’t changed

46. Here are a few award winning case studies at Cannes this year

47. • Toshiba, Intel / The Beauty Inside, winner of Grand Prix in Film, Cyber and
Branded Content Grand Prix
• Metro Trains Melbourne / Dumb Ways to Die, winner of Grand Prix in Direct, PR,
Film, and Integrated
• Dove / Real Beauty Sketches, winner of Grand Prix in Titanium
• Heineken / Legendary Journeys, winner of Grand Prix in Creative Effectiveness
• Oreo / Daily Twist, winner of Grand Prix in Cyber and Gold in PR
• Barbarian Group / Cinder, winner of Grand Prix in Innovation
• Samsung Life Insurance / Bridge of Life, winner in Titanium, Gold in Promo +
Activation
• SPCA, MINI / Driving Dogs, contender for Grand Prix for Good, winner of Bronze
in PR, shortlisted in Titanium, Branded Content, Cyber, and Outdoor
• Channel 4 / Meet the Superhumans, winner of Grand Prix in Film Craft and Gold
in Film
• Dela / Why Wait Until It’s Too Late, winner of Grand Prix in Media

48. These are not Advertisements. They are Ideas!

49. So what does it take to go to Cannes?
• Register at www.canneslions.com/login/registration.cfm
• Once you have paid and registered, they will give you a registration form.
• Along with the registration form apply to French Embassy for a visa.
• Costs involved:
Cost per head:
Description Amount
Cannes registration Fees £ 2600
Visa Fee £ 100
Air Travel £ 800
Lodging/ Boarding 7 days £ 500
Total Cost per head £ 4000

50. I believe not going to Cannes in not an option

51. The industry does too!
“Cannes keeps people motivated and hopeful, gives them something to look forward to.
Why not?”
---
“Smart marketers care about award shows because creativity is good business.
In fact, it is an under-appreciated and stealthy competitive advantage.
---
Debbie Heick Franchi
Executive Producer at Aggressive
Colin Drummond,
Strategic Head,
Ogilvy & Mather in LA

52. “Cannes is important for all the obvious reasons of increasing visibility, for the power of
creativity, inspiring creative's, creating a platform for debating with clients etc.
---
“Cannes Lions is about the osmosis; it’s the conversations, it’s the exposure to work, the
workshops, the lectures. More than anything else, it’s about the melting pot of professional and
creative cultures that makes Cannes lions what it is.”
---
Peter John Mahrenholz,
Chief Strategy Officer,
Jung Von Matt
Anant Rangaswami,
An Author and
A Leading Industry Journalist

53. Let’s take the flight that will make Pune the next Madison Avenue