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The Cannes Lions festival has today become a very helpful event to understand the need to innovate.
Within the Cannes Lions festival, a very valuable creative guideline has been established.
In this interview with a Mexican Cannes Lions jury, very clear guidelines are given on where to take creativity today.
this thinks Ana NoriegaChief Creative Officer of FCB México, on creativity and its responsibility, evaluating pieces such as jury for him Cannes Lions Festival 2022.
Merca2.0 – What will your jury work consist of (categories, approx. total pieces to be evaluated and by what means will you do it)?
Ana Noriega – My work as a jury will consist of evaluating creative pieces from all over the world, it is a great challenge, but I am sure that it will be a great experience and even more so that it will be a hybrid since the voting and the short list will be my turn to judge it online, and the discussion of metals will be in person at Cannes.
As you know, the Outdoor category rewards ideas that get involved in the field, work that takes advantage of public spaces to communicate a message or immerse consumers in a brand experience considering that the criteria during the evaluation will be predominantly: the idea and the execution.
Regarding the categories, I will have to judge Billboards: Sectors, Posters: Sectors, Digital Screens, Environmental and Experiential, Outdoor Innovation and Culture and Context.
AN – The criteria depend on the president of the jury, personally I base myself on the originality, simplicity and results of the idea. An idea that has not only been made for festivals.
Merca2.0 – How did you find out that you would be a jury at Cannes Lions?
AN – I received an email from the regional jury manager to inform me that this year I had been appointed as a member of the Cannes jury and also by El Reforma.
Merca2.0 – Your work as a jury occurs at a very special moment after the contingency, what do you think when you know that you are a jury of a very special and emotional edition?
AN – In any year, being a Cannes Lions jury is an honor, I mean, it’s not for nothing that it’s the greatest festival of creativity on a global level.
Being my first time as a jury in Cannes, I have no point of comparison, but I am sure it will be something unforgettable.
Merca2.0 – Will you go to the Cannes Lions Festival and what have you been told about the physical event?
As I mentioned at the beginning, the discussion of metals will be in person from June 15 to 20, then the Festival begins from June 20 to 24, at the moment I do not have more details, but I do know that the most pressing problems that the industry and the world face today, one of them will be sustainability.
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