Appointed to Cannes Film Jury.

BY PAT BARON
CANNES FRANCE

Cannes Lions represents advertising at its best, as a force for business, culture and positive change.

It celebrates work that pushes communications forward and sets a global benchmark for creativity and effectiveness. Each year, more than 300 people from across the communications industry are invited to serve on juries and help uphold those standards.

As jurors are selected based on previous achievements at Cannes, I felt incredibly fortunate to represent Australia as part of the 2015 Cannes Lions Film Jury. The Film category spans traditional television and cinema advertising through to online film content across emerging platforms and screens. It includes branded entertainment, viral film, digital storytelling and content designed for everything from large-scale events to personal devices such as Instagram and mobile.

I arrived on Friday evening for the Film and Radio Jury welcome drinks at La Côte restaurant in the Ritz-Carlton. It was a privilege to meet fellow jurors from around the world and hear the breadth of perspectives and experiences they brought to the festival.

The jury included highly respected creative leaders such as Morihiko Hasebe, Executive Creative Director at Hakuhodo, and Kate Stanners, Chief Creative Officer at Saatchi & Saatchi. As delegates arrived on Saturday, the jury briefings and judging sessions began. The process started with smaller sub-juries reviewing and identifying work for the shortlist.

For me, the most compelling work is where there is a strong connection between the idea and the brand, supported by a clear strategic approach and exceptional craft in execution.

I’m especially interested in the evolution of film designed for personal devices and the creative use of interactive technology in online storytelling. These areas continue to expand what’s possible as data, technology and new behaviours reshape the way stories are told.