Lessons from Cannes: A student’s perspective
The 2015 Roger Hatchuel Academy participants learn from their elders at the Cannes Lions.
Every year, many of the biggest names in advertising come together at The Cannes Lions Festival to recognize the year’s greatest works in the competitive field.
For this student taking up MA-Integrated Marketing Communications at the University of Asia and the Pacific, the Cannes experience was indeed awe-inspiring.
I went there to represent the Philippines in the Roger Hatchuel Academy, which selects 35 students of advertising, marketing or communications from around the world for a rigorous five-day course on creativity.
The academy included several workshops and talks from industry leaders.
Here are some of the most significant lessons I picked up from Cannes.
1. It is when you feel the smallest that you can grow the most
As a student among big names, Cannes made me feel small.
I was overwhelmed by the great work being honored and the great people behind them.
I soon learned, however, to embrace the feeling.
All I had to do was absorb the great ideas and learn from the best ad men and women around me. Hopefully, I would be able to apply the valuable learnings when the right time comes.
2. Industries are all connected
Great names from music, media and digital were also in Cannes to offer their perspectives.
In a way, they were connected to the advertising industry and this showed the beauty of the network that comes together to create good advertising.
Even though agencies come up with ideas, it takes a lot of help from other fields to transform ideas into actual campaigns.
I was impressed to see former vice president Al Gore discuss his environmental advocacy. I witnessed the complex relationship between celebrity Marilyn Manson and the media. Artist Mark Ronson was also in the house to discuss music in the digital age.
All these seemingly disconnected industries all came together to create a harmonious environment in Cannes.
3. You never know who you’re going to meet
Cannes Lions is an unreal collection of people from different countries who are open to forging new networks that could lead to the next Grand Prix.
I learned that in Cannes, you never really know who you are going to meet.
I remember meeting a Filipino-looking gentleman, who approached me and my colleagues and introduced himself.
He said he was actually from Pampanga but now based in New York. After a little small talk, we traded business cards.
Turned out that he was the chief of global recruiting for New York-based R/GA, which ended with 33 Cannes Lions awards. Now, I have a connection with the company, all because of a random encounter.
4. Be fearless, but selfless in collaborations
This was my key takeaway from Ryan Seacrest and Pharrell Williams’ session entitled, “Creating Constellations: Unleashing Creativity Through Collaboration.”
The humility that the popular recording artist showed during the talk just blew me away.
Pharrell said he eagerly collaborates with other artists to learn more about his craft.
He added that collaborations allow artists to come up with valuable work that would have been impossible to do on their own.
I came away from that talk inspired to work with others more selflessly.
I realized that great collaborations are products of unselfish partnerships that become avenues to grow together.
5. Be a blessing when you are blessed
After the amazing week that was the Cannes Lions festival, I told myself that I would find ways to share my new ideas with other people.
So many people dream of going to Cannes and I was able to check that off my bucket list before my college graduation.
Truly, I was blessed with this opportunity, now I have to be a blessing to those around me.
Cannes Lions was one of my most inspiring experiences. I am now more motivated than ever to one day become a good marketer and advertiser.
I know that the advertising industry can contribute so much to improving our country.
I hope one day, aspiring advertisers could step foot at the Cannes red carpet too, not only as student delegates, but as Filipinos being awarded another Cannes Lions award.
Until then, I hope to keep taking baby steps toward the goal of putting out there great, creative work.
