Plea to Cannes Lions Award organisers to hold the festival three or four times a year
In 2003 iCONGO started the #Page3 and #FTVstyle campaign to sensitize journalists and media about paying attention to real issues and not just socialites. This year they are out to influence the Cannes Lions Award organisers to have festivals and awards more often so that the ad industry creates public service campaigns throughout the year. rather than just the 3 months leading up to Cannes.
Here’s their plea to Cannes Festival boss Terry Savage.
Dear Mr. Terry Savage,
It’s often said that the entire universe conspires to get a good deed done. Well, in the case of advertising creativity, one could say it conspires a lot more during the months leading up to the Cannes Lions Festival in June every year.
Which is a good thing. Because it is during this short burst of a couple of months that creative thinkers slam pedal to metal and we witness the birth of brilliant campaigns that benefit humanity. Myriad ideas that feed the hungry, educate the underprivileged, address inequalities and make the world a much better place.
That’s commendable and incredibly inspiring because these cause-related ideas are not for personal gain. These are ideas for good. Selfless demonstrations of the fact that for every social injustice in this world, there’s a copywriter and an art director who are determined to change it. The last vestiges of hope for a world consumed by commercial decay.
It’s 3 months of pure, unadulterated, cockle-warming service to humankind.
But therein lies the problem: Why should the good work stop after the Awards are given out in June? Why should the world be a happier place for just 3 months every year?
We spoke to many underprivileged beneficiaries and understood their obvious disappointment at the abrupt discontinuation of many wonderful initiatives, shortly after the ideas win a Lion. Or soon after they don’t win one, for that matter.
As head of the world’s pre-eminent creative awards festival, you can easily change that. We believe there’s a simple way to ensure many wonderful ideas impact lives positively for not just 3 odd months, but throughout the year.
Please have a look at the attached video for our suggestion. We believe you’ll find it to be a practical solution to the problem at hand.
Do let us know what you think and thanks for taking time to read through this.
Best regards,
Jeroninio Almeida
Founding Director
iCONGO- Indian Confederation of NGOs
www.iCONGO.in
www.icoXchange.com
www.jerrylearns2learn.com
5 Comments
Ouch. Take that ad scammers.
It’s funny because it’s true.
The only way to prove that you’re in it for more than the awards is to continue to promote the program after it loses the ability to provide you with metal.
Not many agencies and creatives can say that, unfortunately.
This is scathing commentary, but as an industry we have to wear it.
Pretty shameful really.
That video is hilarious, but God help us if Cannes is run four times a year. Do you know how much money is spent on that shit these days?
Why don’t they make the charity section free (and a completely separate section with nickel, tin and brass awards) so agencies focus on doing amazing work for their clients, which might in turn generate jobs or profits for people in need?
But we’ve got ‘creatives without borders’…anyone remember that?
It’s funny isn’t it. They make a mockery about awards and how sustainable good is important; and they’ve entered this into Cannes Lions (paid for its entry or their agency did) and gotten a shortlist today as well. Talk about hypocrisy Mr. Jeronino, iCongo and their agency BBDO.