Cannes Lions International Festival of Creativity

The Cannes Lions International Festival of Creativity (formerly the Cannes Lions International Advertising Festival) is now the world's most famous event in the advertising industry. It was inspired by the International Film Festival of Cannes, founded more than half a century. 2008 at the 55th International Advertising Festival more than 10,000 recruiters came together from all over the world. The value of the loaned there, " lion " in gold, silver and bronze corresponds to the Oscars in the film industry.

The beginnings

The development of the festival on the Cote d' Azur also tells the history of media in recent years. The beginnings were relatively modest: Inspired by the International Film Festival of Cannes and Venice was a group of international cinema advertisers that producers and creators of advertising films receive the same attention as their colleagues from the film industry.

The Screen Advertising World Association ( SAWA ) initiated the International Film Advertising Festival. To promote the international advertising film, launched in September 1954 in Venice, the first advertising film festival in the world, in which 187 spots from 14 countries in the competition went. The lagoon city was more than just host the first advertising festival: The winged lion of Piazza San Marco provided the inspiration for the trophy - and remains so today.

A year later, the festival was held in Monte Carlo, Cannes judged the show for the first time in 1956. Found the Lions initially still alternately in Venice and Cannes instead, the organizers decided 1984 Cannes as a permanent venue.

The evaluation criteria were then different from today. Not the Creativity Award superficially, the commercials were instead in the two categories TV and cinema on the technical aspects evaluated. There were different categories for different film lengths for films with live action and animation. In 1983, the separation between cinema and television commercials was abolished, and since then the film Lions will only be awarded.

Today the festival from the English company called International Advertising Festival ( IAF) is organized based in London, whose CEO Phil Thomas and Chairman Terry Savage are. IAF employs nearly 40 full-time employees and maintains a network of representatives in the top 50 participating countries, including WerbeWeischer ( a company of Weischer Media Group) for Germany.

Development of the advertising film festival for communication

The upgrade to the most important industry gathering began in 1987 when the Frenchman Roger Hatchuel (a former manager SAWA ) took over the festival management. He was the first to show all submitted commercials, offered seminars with renowned international recruiters and encouraged so on in a big way to share experiences.

The bill supporting development, the festival in 1994 by the International Advertising Film Festival International Advertising Festival has been renamed. Thus, the organizers also wanted to be the claim by multimediality justice - by which is then understood the use and combination of audio-visual and print media.

2003 Roger Hatchuel Lions Academy was presented. This has since offers the best students from the fields of advertising, marketing, communication and design a one-week training with training units.

Since 2005, the Direct Agency of the Year and Interactive Agency of the Year Award, in the year came on the Media Agency of the Year, 2007, the Network of the Year and 2010 Independent Agency of the Year added. Since 2007 there is a separate exhibition area, the Cannes Lions Festival Content Showcase.

The promotion of young talent has become the important part: In 1995, with the Young Lions Print the first time, a separate competition for young creative advertised, came to become the Categories Media, Cyber ​​and film. The teams have after the briefing 24 (for film 48 ) hours time their ad, media strategy work out, etc.; the organizers are always looking for charitable or non-profit organization as a customer. The nomination of Youngsters in Germany via junior competitions: German Media Price ( for category Media ) The flap ( for film), the new media award ( Cyber ​​) and the Young Lions Print Competition ( for print ). In 2010 there was the first time a competition for Young Marketers task here was to produce a briefing at a creative agency.

The Lions today

2010 won the German agencies a total of 59 lions: 3 Movie Lions (1 gold, 2 bronze), 3 Press Lions (1 gold, 1 silver, 1 bronze ) 12 Outdoor Lions (1 gold, 3 silver, 8 bronze), 7 Media Lions (1 gold, 1 silver, 5 bronze), 4 Cyber ​​Lions (2 gold, 1 silver, 1 bronze), 7 Direct Lions (2 gold, 2 silver, 3 bronze), 10 Design Lions (4 gold, 3 silver, 3 bronze), 3 Promo Lions (1 gold, 2 silver) and 1 film Craft in gold.

2011, submitted a total of 28 828 works, representing an increase of 19 percent compared to the previous year. Germany occupied by 1,971 work in third place behind the U.S. and Brazil. The winners will be announced during the festival week from 19 to 25 June 2011.

Was filed in 2011 in 13 categories: Film Lions, Press Lions (since 1994), Outdoor Lions (since 1994), Media Lions (since 1999 for media strategies ), Cyber ​​Lions (since 1998 for Web pages and Internet ads ), Direct Lions ( since 2000, direct marketing ), Radio Lions (since 2005 for radio), Titanium and Integrated Lions ( Titanium since 2005, 2007 Further to Titanium and Integrated ), Sales Promotion Lions (since 2006), Design Lions (since 2008), PR Lions ( since 2009), Film Craft ( since 2010) and since 2011 new Creative Effectiveness.

In 2013, nearly 36,000 works were submitted and awarded a total of more than 1,150 lions. This record was achieved in both the number of submissions, as well as in the number of prizes awarded. With a Grand Prix for Good, six golden lions, five silver and eight bronze lions lions BBDO was the most successful agency in Germany.

A wide audience is known by the so-called " Cannes role " the festival. Here are the winning spots are grouped so that they can be shown all over the world in cinemas and at events. In addition, television stations operate from the material to produce clip shows ( eg in Germany Funny, bubbly: The best advertising bang the world at Super RTL ).