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Leo Burnett at Cannes: Q-and-A with 2019 Cannes Jurors from Leo Burnett Worldwide

Leo Burnett brings creative insight and industry expertise to Cannes with jurors representing offices from around the globe.

The Cannes Lions Festival of Creativity is the industry’s most prestigious awards festival, awarding the most creative, effective and impactful ideas from around the world. Leo Burnett Worldwide has the privilege to showcase it’s creative and technical prowess on several Cannes Lions juries in 2019, representing a diverse selection of offices, disciplines and experience that will help shape decisions made in jury rooms, across several categories.

Before Leo Burnett colleagues leave for Cannes, a few of those serving as jurors this year answered one question:

For you, what defines Cannes-winning work in your category?

The answers:

Chris Clark – Entertainment Lions for Music Jury
Director of Music, Leo Burnett Chicago

As a member of the Lions Music Jury, I’m judging a range of musical categories including original, licensed, live experience and excellence in music video. Whether it’s an artist or a consumer brand, the quality and relevance of the musical treatment are the surface-level considerations, but I believe the immediate emotional response, originality and perceived cultural resonance of each entry will dictate the award winners.

Mauricio Sarmiento – Direct Lions Jury
Chief Creative Officer, Leo Burnett Colombia

Of all the work that I saw, the ideas that shine in Direct were born as one-to-one, but managed to become great news or huge movements.

Lisa Greenberg – Design Lions Jury
Chief Creative Officer, Leo Burnett Toronto

The winning work in Cannes design, should be original, insightful and accessible. It should be useful, smart and well-crafted.

Ariyawat Juntaratip – Brand Experience & Activation Lions Jury
Executive Creative Director, Leo Burnett Thailand

It is such a great honor for me to be part of judging Brand Experience & Activation for this year’s Cannes Lions. From what I’m seeing, there’s more use of new technology and data within creative ideas to give consumers a more tailored and personal experience with the brand. For some, smart use of tech turns good ideas into great ideas. On the other hand, there is some work that puts too much focus on building big tech and using complicated data, forgetting that it should always be of benefit to the core idea. Overall, there are lots of interesting, forward-thinking ideas and I believe that the winning work will beautifully inspire and empower brands, consumers and the world.

Saurabh Varma – Creative Effectiveness Lions Jury
CEO, Publicis Communications, South Asia

First, I believe all pieces of Cannes Effectiveness work are winners. But what defines winning work for me is real work on real brands with real impact. And, impact is measured by the return on marketing investment (ROMI)—not the softer metrics such as reach or impressions, nor other brand metrics such as consideration, purchase intent or loyalty.

Erick Rosa – Industry Craft Lions Jury
Chief Creative Officer, Publicis Groupe Japan

Craft for me is one of the most important parts of the process. It’s what makes great work shine—the hours, days, weeks, months that go into obsessing about every detail. For me, craft is care and love for ideas, respect and passion for the profession. I believe the winning ideas in this category are the ones that clearly have that kind of obsession embedded in them. It’s what sets great work apart from good. That is what I think will define the winners in this category.

Mischa Schreuder – Direct Lions Jury
Creative Director, Publicis Groupe and Leo Burnett Amsterdam

The work that I give a high score is making a difference now in society. I think you can make a difference with a big or small brand.

Sometimes ideas really make the world a bit better or work will put a smile on your face. Those ideas will remind you how great our industry is and can be.

Ideas are the strongest weapon to make the world a bit better.