Navigating the labyrinth to success at the Cannes Lions Awards can seem daunting. And let’s be real, it is. It is expensive and it is time consuming. And that’s the reason why you shouldn’t do it half-hearted or for campaigns that you don’t feel strongly about. Yet, with the right compass, the journey can transform into an exhilarating adventure towards creative recognition – okay that’s how ChatGPT puts it, in reality the right compass won’t really turn it into an exhilarating adventure, but into a project that is somewhat manageable.
The Cannes Lions is not just an award; it’s a testament to innovative thinking, groundbreaking ideas, and the ability to stir the human soul – or to be more specific, the souls of the best creatives in the world. Every year, thousands aspire to leave their mark on this prestigious stage, dreaming of the moment their work is celebrated among the global elite of creativity. But thousands also spend a lot of time, money and grey hairs on submitting, only to end up with empty hands. So, how does one ensure their work not only reaches the jury but resonates with them?
The Secret to Standing Out: Choosing the Right Work
Selecting the right piece is akin to choosing the right key for a lock. It requires introspection and an honest evaluation of your work’s strength and impact.
Jurors seek work that challenges norms, pushes boundaries, and offers fresh perspectives. They look for campaigns that not only captivate but change the way we think, feel, and interact with the world around us. So first of all, your work needs to do that in order to even stand a chance to reach the shortlist. Therefore, it is essential to pick your most outstanding work, not just the good, for submission.
Having work that truly stands out in the Cannes Lions arena is your first, crucial step. But what comes next is equally important: preparing and presenting this work in the best possible light to the jury. The process of selecting and preparing your work for submission can feel overwhelming.
Here’s where many entrants stumble—not because their work isn’t strong enough, but because of how it’s presented.
Choosing the Right Battles: Category Selection
A common mistake entrants make is not aligning their work with the most suitable category. This isn’t about just finding where your work fits; it’s about identifying where it can shine the brightest. With hundreds of categories and several Lions, understanding the nuances of each and where your work can potentially make the most impact is key. Sometimes, the difference between being overlooked and winning a Lion lies in the strategic selection of your category. And yes, the Cannes team itself offers you help with this – however they will tell you where your work qualifies – not where it has the best chances to stand out. Which they couldn’t, since as the organiser they have to be neutral and can’t help one client over the other.
Benchmarking: Learning from Past Winners
Another step that’s often underestimated is the analysis of past winners. This is not about imitation but about understanding the benchmark of creativity, innovation, and impact set by the Cannes Lions jury. Particularly, looking at the Bronze winners gives you a realistic sense of what it takes to be recognized. If you can’t see your work being at least on par with the Bronze winners, your chances of making the shortlist are slim. Doing this benchmarking exercise can guide you in evaluating whether your work meets or exceeds these standards – and if it fits in the type of work that the jury is looking for.
Crafting Your Narrative: The Art of Case Films
Perhaps one of the most critical aspects of your submission is the case film. This is your chance to tell the story of your work compellingly and concisely. A well-crafted case film not only showcases the creativity and execution of your campaign but also its effectiveness and impact. Remember, jurors review countless entries; your case film should be engaging enough to stand out and memorable enough to stick. You want it clear, concise, funny or tear-jerking where possible, and hey, let’s drop the sad piano music.
The basics: Avoiding Technical Pitfalls
And then there are the technicalities—details that, though small, can derail your submission or cost you more money, time and nerves. From ensuring that your entry meets all specified guidelines to avoiding common pitfalls like including unnecessary agency branding or case films longer than 2 minutes, these technical details matter. In their absence, even the most creative campaigns can falter in the submission process.
Making It Manageable: Our Checklist
While we’ve shared some crucial insights and tips here, managing your Cannes Lions entry from selecting your best work to submitting it in the best possible way can still feel overwhelming. This is where our Cannes Lions Submission Checklist comes into play. Rather than overwhelming you with a hard sell, consider this checklist a friendly guide through the jungle of submission criteria, category nuances, and technical requirements.
From understanding the category nuances to benchmarking against previous winners, our checklist demystifies the submission process. It encourages entrants to critically assess their work against the highest standards of creativity and impact, ensuring you put forward not just any entry, but your best one.
Ready to Make Your Mark?
Whether you’re a first-timer eager to make your mark or a seasoned entrant looking to improve your chances this year, our checklist is your companion through the Cannes Lions submission process. Let’s ensure that when you decide to enter, you do so fully prepared, maximizing your potential to captivate the jury and, just maybe, turning this daunting journey into a rewarding adventure.
Remember, in the competitive arena of the Cannes Lions, every detail counts. Equip yourself with the right knowledge, prepare meticulously, and let your creative brilliance shine. Here’s to making your Cannes Lions entry a resounding success!
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PS: If you find yourself needing further assistance or looking for more tailored advice, be sure to check out our Cannes services page. We offer a range of support options to help make your submission process as smooth and successful as possible.
