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I was on the direct jury of Cannes Lions 2008. This presentation was put together from the learnings I had by being a part of the judging process...
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Really boring stuff • This presentation as been put together so that I can
show my grand children what I did to earn a living. Keeping that in mind, it may be of no value to you. The 40 odd slides after this one is really an anal look at the judging process by an over curious member of the jury.
• I am sure you can do more important things in the next 45 minutes. Poke someone, tag a picture of your friend, send out a tweet, whatever. The reason, I presume you are reading this is because you have nothing else to do.
JURY POINT OF VIEW
Jury MembersNot
Photoshop
Jury Members
• Human beings• Some of the best minds in the business• Hall of fame(rs)• Multiple grand prix winners• Been there done that(ers)• Fair• Curious• Too big a group to be biased
The process– Hollywood style welcome party– Introductions– Rules of the game
• Three stages of judging
1. Generating shortlists2. Voting shortlists3. Voting for metal winners
Awarding Points
Awarding Points
• Points from 1 to 9• Under 4 heads:
– Strategy 20%– Idea 40%– Execution 40%– Results 20%
Generating Shortlists
• Jury divided into groups of five• Three day process• Groups change everyday• Starts at 9 AM goes on till the day’s entries
are done
Round 1 judging booth
How jury looks at stuff
• Entry forms in files• Entry video if available• Entry board• The physical piece
The first thing
This comes secondJpeg Image
Video file if any
URL
One board per booth
The physical piece
Entry Forms
• Every juror has one• No smart alecy headlines• Short and to the point• Don’t forget the results
The Screen• Main focus of the judges• Lost of discussions around stuff• Simple, clean videos• Different videos for different categories/
sections• Short and simple
This board works, because…
See attached
video
Video cued in
Made stuff readable
Simple, effective headline
Short, simple copy. Focus on results.
The one missed out
Looks like they are part of different campaigns
Too many things on the board
We may do many things over the year, do all of them need to be on the board?
Things I learnt while judging
• There are three opportunities to build your case– entry form– Video– entry boardNot all of them need to have the same copy and
same elements.
What jury members are looking for
• Ideas– Simple– Smart– Not confusing
• Execution– Unusual
• Strategy– Sharp– Original– Valid?
• Results– Precise– Measurable
Things I learnt while judging
• Cut video to make it relevant to category so that judges will look at it right. – If the entry is for loyalty category, cue
elements of loyalty– If it is for dimensional mail show up those
elements
Things I learnt while judging
• Nobody read long body copy.– There were suggestions from the jury wanting
to ask the organisers to limit the amount of copy on the boards and the form in the future
Things I learnt while judging
• While jurors are looking for idea and execution they are also looking strategy and results.– Cueing these things intelligently in the board
and in the entry from could improve the chances of being successful
Things I learnt while judging
• Show numbers in results, not percentages– Specificity works better than stuff that needs
to be interpreted without knowing the context or being aware of local realities.
Things I learnt while judging
• Be careful with local nuances. – Some of these things get completely lost.
The shortlists
The shortlists
Day 4
• All shortlists are laid out for all members to vote
• Videos, entry forms and boards are all available
• All jurors vote as per the norms as earlier• Votes are compiled for the final day
Day 5. Metals.
The metal awarding process
• Jury head leads the process• Shortlists need one third of votes to get a
metal.• Jury head does not vote, acts to break ties• Voting starts with the best entry in the
category• Every entry is voted from bronze up
The metal awarding process
• Entries once voted cannot be voted down, but can be voted up
• Jury members can bring up and suggest that entries need to be looked at better and can win bigger
Votes show up on screen adding to the excitement
The Grand Prix
• Across all gold winners• No public service entries are considered• If your agency entry is up for Grand Prix,
you are asked to leave the room
The Grand Prix
Press Conference
Press Conference
Press Conference
My 15 seconds
The Ceremony
The Ceremony
