Next week I’ll be in Cannes, starting off on what will certainly be one of the most exiting weeks in my life. As President of this year’s Cannes Lions Direct Jury I’ll be meeting all the jurors for the first time at a special dinner next Tuesday. Here is the email I sent yesterday to each of them, personally. Enjoy.
Dear “mister X”,
It’s adventure time!!!
Over the next week we will be embarking on an exciting voyage that will take us to the Southern shores of France.
Therefore, as “captain” of the Cannes Direct Lions Jury “Pirate Ship”, I would like to welcome you on board.
Ok – the pirate ship stuff may be a little over the top….and we may not exactly be pirates, but hey; we’re definitely not in for a gentle tourists cruise. So let’s redefine and settle for explorers – Columbus style – of new worlds and continents.
While we may face high seas and tempests, the next weeks can be some of the most exciting and challenging we have ever known.
It’s extremely rare to have such a great group of top visionary thinkers, sitting together in one room (uhhh, deck), trying to define where our industry is going. But that is exactly the magic of the Cannes Lions Advertising Festival, the most prestigious international festival of creativity.
A magic generated by a tradition of hundreds of people before us, relentlessly searching and pushing for the discovery of unchartered territory and new worlds. Carrying on that tradition is a huge responsibility.
That’s why we are so lucky to judge the Direct category. DIRECT is maybe the most important language of our time. As I wrote in my president note some months ago: “In the beginning there was direct. Today, everyone understands that touching people and building true relationships are at the heart of every message and every medium. Direct was, is and always will be the true essence of marketing. The art of relationship building, direct to the heart, delivered by every technology, is the challenge of the communication world.”
“X” , I’m looking forward to seeing you next week. While aboard, it will be our job to put together the best DIRECT showreel ever, NO MATTER what country, network or agency the work is from. It’s our showreel as a Jury. It should be, and could be the best ever made. I’m sure of it.
So, let’s have debates. Let’s learn, get inspired, explore, and have fun!