Young Lion: The Future of Media
By Rafael Farah, Giovanni+Draftfcb
I attended Cannes International Festival of Creativity as a Young Media Lion. As many have stated before, the festival makes the city breathe advertising and innovation 24 hours a day for an intense week. The opportunity to share some time with top global advertising professionals was a broadening experience personally and professionally in regards to cultural and behavioral differences.
Being a Young Lion competing against 27 pairs from different countries brought me the feeling of being in a Cannes Olympic Games where I was representing my country, Brazil, and my team, Draftfcb. The three competition days were intense and unique, from the briefing to the presentation and the outcome was a priceless experience. It was also an honor to have Draftfcb stamped on my festival badge while watching the outstanding performance of the agency taming 36 Lions with fabulous innovative cases.
After the inspirational awards, creative use of technology and future innovations were the key points which grabbed my attention across all the lectures, workshops, seminars and forums. It was also a fundamental necessity to see how each culture analyses and makes use of different aspects by looking through the massive campaign database at the Palais and bring this knowledge into the agency.
A concept I paid special attention to was “Happy Hacking” – the trend of people interfering with a brand’s online presence. Brands turn into the consumers’ property and, when used in the right way, can establish trust and interaction linked by technology found in media.
To all young advertisers who have dreamt of representing their countries or agencies at any global event I strongly recommend Cannes: do not let this opportunity escape. It is unique, magical and well worth the year’s hard work to get to the Palais for the most creative week on earth.