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Cannes Lions is carrying out a face-to-face edition, which revives the enthusiasm of the creatives who have been able to attend this meeting without disappointment.
The guideline that creatives have followed during the contingency allowed the development of pieces that at Cannes Lions have led agencies such as Archer Troy to reassess the weight of ideas.
During this week, a creative meeting takes place that once again makes Cannes Lions a meeting point.
Mike Arciniega, Creative VP at Troy Archer Y Carlos Fernandezgeneral creative director of this agency, reveal to Merca2.0 the importance of physically witnessing a meeting like Cannes Lionswhere obtaining a metal that recognizes the good results of the inscribed pieces, represents a unique projection of the work carried out in this great meeting of ideas.
Merca2.0 – After two years of a Festival that returned to face-to-face, what spirit do you find Troy Archer in this?
Mike Arciniega It is a very nice experience in Cannes Lions, to be able to meet again with the memorable work and people that you respect and admire in the industry. Being able to exchange points of view, face-to-face activity keeps you alive and updated. Good thing we can go back.
MA – This year we come with three projects and we decided that they were not social pieces or that they have been made to a foundation. They are projects of which we are proud and satisfied, because they are three great brands, which are within the agency, with real projects, which moved the needle and made a contribution to the message for the brand and its users. I don’t know how it will go, but we feel like winners for the simple fact of being here with a campaign for Lego within the framework of Children’s Day, which is called “Lego Challenge”. Another idea we did at Outdoor for the reopening of McDonald’s Polanco and a mediaverse, in what we now call the multiverse, where we found a transmedia for Spiderman with our client Sony Pictures. They are three commercial projects, with communication messages and we are very proud of the result we gave the client and if they don’t win, we are going to use them a lot. We are going to use them as credentials of high communication at Archer, because every time we show it in briefs or new clients, they love it.
– Mexico has established itself so far with metals that celebrate Victoria’s audacity with agencies like Ogilvy México –
Carlos Fernández – At the end of the day, the virtual helps a lot and connects with many people, but there is nothing like face-to-face activity. I think this helps Mexico. Being clear about where we are on the map, what is being done well and what to improve, meeting and living with people from other parts of the world; What are you dreaming of, this helps to revitalize this enthusiasm, that although the pandemic hit me due to the distancing, today you see people in the Palais as if it were a reunion of a generation, that is how the festival feels today.
These three projects fill us in Troy Archerbecause they are pieces that we consider winners, because there was a lot of work and effort to be able to carry them out and that always gives you lessons, we learned a lot in the projects.