Well, there comes a time in life when one is shaken to the core. This is the case of Naveen (name changed), who mostly appreciates the excellent work in the advertising industry and usually refrains from attacking or downgrading any work because he knows how much goes into producing the collective output. As an advertising marketing professional, he prides himself on his ability to judge campaigns and their reflection or alignment with the brand identity. However, without naming the campaign or the brand, he was shocked and shaken when a few campaigns he believed were lacking or were majorly misaligned with the brand’s perceived core values or the changing market dynamics won awards at the Cannes Lions. It has him questioning the judgment, the possible reasons the jury saw while making the decision, and the creative process.
He has been honest. He is one of the numerous creative-client–agency personals who entered their work confident of a win at Cannes. Understandably, not making the shortlist gave him time to recover. Making the shortlist and not winning for another entry was painful but acceptable. Where it crossed the line was someone else (a known competitor in India) winning it. Yes, he celebrated with the other delegates from India. He drank the whole night, but the pain was immense. And that’s when dear Vermajee, my mentor and friend, a brand and marketing consultant, came out of semi-retirement to counsel him.
The result of Vermajee’s surprisingly effective counselling helped Naveen. Here is what Naveen said and wanted to share with the other potential winners who did not make the cut.
The Disbelief Shock
My initial reaction was naturally of sheer disbelief. How could a campaign so flawed be recognised as one of the best? How did the jury miss the clinks in the armour or the details that made the piece of brilliance a has been? Is this what wins at Cannes? What about Causeverting? Several factors compound this shock:
Trust me, at such times, it is hard to reconcile to the jury’s apparent admiration and point of view when my evaluation finds the campaign’s creative execution, messaging, or strategy lacking. When I see that the campaign is clearly misaligned with the brand’s core values or identity. Did the jury miss this crucial aspect? Have I not moved with the industry? And if my expectations are unjustified? What was my campaign lacking?
The Imperative of Self-Evaluation
Beyond the initial stage of disbelief, the next stage forced me to introspect and critically evaluate my professional judgment.
I mustered enough courage to reanalyse and see the winning campaigns from a different perspective. I’m trying to understand what I might have overlooked. Were there any innovative elements or insights that escaped my notice during the first interaction? What made it resonate with the judges? I then engaged with colleagues and industry peers to gather diverse perspectives. Their constructive criticism and different viewpoints illuminated aspects of the campaign that contributed to its success. And still, I could not negate the possibility of biases or preconceived notions that might have influenced the jury or my judgment. I look back to check and recheck if my personal preferences cloud my professional assessments. And the silly answer is, maybe.
Questioning the Jury and self.
Naturally, I was not going to escape this question: whether the jury was wrong or if my perspective was limited. Did they see something I missed? Is their collective wisdom superior to my assessment? These questions are tough but necessary for growth.
Maintaining Self-Belief.
On the other end, I am shaken, and it is essential for me to regroup to maintain self-belief, stay motivated and confident:
So, I took the emotional insurance of strategic thinking and acknowledged the subjectivity inherent in creative output and engagement. What resonates with one person may not resonate with another, and hence, there is a wider jury panel that could be given the benefit of better wisdom against a verdict of sample size—1.
The Cannes Lions jury, like every other respectable award, has diverse industry leaders who bring differing spectrums of perspectives and likes to the table.
I reiterate, telling myself that embracing differing opinions does not negate my expertise. Instead, they enrich the creative landscape. Acknowledging and embracing a broad spectrum of perspectives enhances my creative approach and broadens my understanding of successful advertising. Such an inward-looking examination is a learning opportunity. It is an opportunity to reframe my own set of expectations. A window to channel my energies into developing innovative ideas and strategies that align with my client’s creative vision and professional standards.
Net-net
There is no need to repeat that staying resilient and open-minded is crucial in advertising. The disbelief explosion caused by the unexpected success of some campaigns should not deter me, but it should inspire a deeper commitment to excellence and continuous learning. Creativity is a journey, not a destination—so are awards and market results.
The relentless pursuit of improvement and a willingness to see things from different angles will help drive my success. I celebrate the achievements of others, learn from them, and use those lessons to fuel my creative endeavour. After all, in the world of advertising, the ability to adapt and evolve is as crucial as the ability to create. Cannes 2025 will be a different ball game. Thanks for the long call over WhatsApp, and I tell you- Mere Number Aayega.
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