It’s only natural that jury presidents and judges think that the award category she, he or they are involved in is one of, if not the most significant in competition. And generally a good case can be made--and has been in this Cannes Lions Preview by the likes of Film Lions jury president Bruno Bertelli, Mobile Lions president Shannon Washington, and Creative Effectiveness Lions judge Tahaab Rais, among others.

This year’s crop of Cannes Lions judges consists of some 300 experts from across 46 markets, representing the global industry’s leading talent from a diverse range of disciplines. Work from around the world will be judged, awarded and celebrated during the Cannes Lions International Festival of Creativity, running from June 19-23.

Ten new brands represented in the awarding juries are Experian, Globacom, HSBC, Hulu, Kimberly-Clark, Mojang Studios, Nedbank, Safaricom, Suntory Brands and Vodacom.

Lions CEO Simon Cook said, “Our jurors have a huge responsibility--giving up their time, energy and expertise to set the benchmark for creative excellence as part of the 70th edition of the Lions. We are excited to see the body of Lion winning work that will set the industry standard for the next 70 years. This year, we have representation from seven new markets, our highest-ever representation from Africa and the Middle East, and a strong showing from a diverse mix of brands. We’re delighted to be able to bring a breadth of voices and perspectives to the jury rooms and we thank them all in advance for their dedication and care.”

Speaking of the Middle East and North Africa, new ground is being traversed as Impact BBDO’s Ali Rez will serve as Cannes Lions’ first jury president from the MENA region, overseeing the Print & Publishing Lions. Rez said, “The UAE is a place where creativity thrives, and where we believe nothing is impossible. It is a special honor to represent that very spirit of this inspirng country, and the rich heritage of the Middle East. I hope this will pave the way for many more people from the region to lead juries in the future.”

This marks the second time since the pandemic that the Cannes Lions jurors will be able to come together in person. There is no replacing that face-to-fact dynamic among judges whose work will set a benchmark for creative excellence. Cannes Lion recognition helps to champion great work, and brings awareness to content that not only inspires people but gives them something tangible to which they can aspire. It conjures up food for thought and even at times sparks empathy, understanding and potentially a stronger sense of community.

Jurors have been assessing deserving entries and engaging in give-and-take discussions in the Lions competition since 1954 These thoughtful deliberations have had a positive ripple effect on the industry at large.  It’s a legacy that continues to set a high global bar for juries today spanning creativity as well as strategy.

While the diverse voices and discussions in jury rooms will be loud and clear at Cannes this month, here’s a taste of SHOOT’s dialogue with select judges from the advertising agency side to shed some light on what’s in store on the Lions front. 

Bruno Bertelli 
For the second time in his career, Bruno Bertelli is serving as a Cannes Lions jury president. The first tour of such duty came in 2017 when he presided over the Outdoor Lions jury. This time around, Bertelli--who is global CEO of Le Pub, global chief creative officer of Publicis Worldwide, and CCO of Publicis Groupe Italy--is at the helm of the Film Lions jury, a role which, he said, requires him and his jury colleagues “to look closely at the work to understand the cultural context behind each campaign. Compared to some years ago, where all the effort was to be relevant within the consumers’ lives, today the objective is being relevant within culture. It will be important to understand the overall situation and the context. For instance, in which region did it take place, what was the tension the brand was facing and was there a specific event that triggered it? But never forgetting the central role of the brand.”

Bertelli affirmed, “It’s a true privilege to serve in a category that has always been provocative, innovative, inspiring and personally very important to me as a creative. The Film Lions are more about the brand’s positioning and what a brand really represents: the tone of voice, the attitude, and the ambitions. It’s more a strategic than tactical approach, mirroring what a brand stands for. Presenting a film that is not in line with the brand’s identity will damage not only its communication in the short term but also the perception of the brand as a whole. The medium of film is always reinventing itself to stay relevant, bringing very different approaches and celebrating the creativity of the moving image.

“Every piece of work,” he continued, “will be under close examination and generate an animated exchange of viewpoints and perspectives from the jury. We will be watching everything from 10-second microfilms to long-formats, and films created with new and exciting tech. More than two thousand entries need to demonstrate brilliant brand storytelling intended for a screen; content created for TV, cinema, online and out-of-home experiences.” 

Bertelli noted that this year’s Film Lions jury “consists of members with a variety of experiences and backgrounds. Creatives from both agencies and streaming platforms, film directors and producers. We are lucky to have a wide range of points of view and perspectives to discuss the work. Meeting and having these discussions in person will be great and is always the most rewarding part of judging any show. I am looking forward to having these debates with my fellow jury members as we explore the campaigns that are the most challenging, relevant, disruptive, bold and that subvert the conventional thinking and touch us with their outstanding vision and impressive originality. I will be looking for work that feels fresh, work that surprises and work that stands out in such a large category.”

For Bertelli, the experience of judging at Cannes is invaluable. “The Cannes Lions International Festival of Creativity has championed creative excellence and has driven progress, becoming the world’s most respected benchmark for creative greatness. Every year it gathers international campaigns and more than 30,000 pieces of work. 

“Having such a view of the overall landscape of the work, both in our own regions and globally, will give us the chance to evaluate the content from different angles. It’s great to have an overview of how and where the industry is moving, and also a great discussion starter with clients, inspiring them with what is breaking new ground.”

Jordan Doucette
One of those Film Lions jurors providing perspective to Bertelli and others is Jordan Doucette, chief creative officer, Dentsu Creative, Canada. She’s looking forward to the experience, given how meaningful her first time judging at Cannes proved to be. 

“It was quite literally a life-changing experience for me. Having the gift of being in the room with creative leaders from all over the world was beyond inspiring. The ability to sit, without interruption, and discuss work with these amazing minds was incredible. The diversity of thoughts and perspectives made me want to push myself to experience creativity beyond my Canadian borders. I ended up making a move from Toronto to Chicago shortly after that to experience the U.S. market and grow as a creative. Best decision I’ve ever made.

Being a Film Lions judge is particularly appealing to Doucette who noted that it’s the oldest Cannes jury in existence. “I think it started in 1954. So naturally there is something very special about it. And at the heart, it reminds us the beauty and power of a story well told, and that making people feel something is still, and will always be relevant.”

Doucette said that after the first recent jury call, she was “already excited  about being together with such an exceptional group of people, and most importantly, such a diverse group of people. While we are all ‘judges’ of the work, the experience can also make you feel like a ‘student’ again, igniting your passion for creativity in a way no other experience can do.”

There is an inherent pressure, though, to jury duty. “Being a judge is not only a huge honor but comes with great responsibility. As a jury, you are selecting work for a category that will define the future of work being created in that space. It sets a standard the entire world will look to for inspiration.”

Tahaab Rais
“Ralph Waldo Emerson spoke about this truth that when a mind is stretched by a new idea, it never returns to its original position,” related Tahaab Rais, a Creative Effectiveness Lions judge. 
Rais, group chief strategy officer, Publicis Groupe, MENAT, noted that “every  Cannes helps us (and me) get positively envious. And particularly judging does two things. Firstly, it helps gain continual insight into how judges look at the work that wins and work that doesn’t win. And that’s always a great school. Secondly, it helps us see what the world is doing, the scale behind the work, the craft behind the work, the investments behind the work, and where we--as agencies and importantly, as clients too--need to get better. 

“In doing so, it enlivens our imagination, it helps stretch our brains beyond our cognitive Kansas, it helps to collectively uplift our work, our region, our industry and our people. I take back all learnings from such shows to our teams in the forms of proprietary workshops and sessions we’ve developed--for our teams and for our client partners who need to a part of the ambition to create better work and win; workshops and sessions that help us relook at the work we do or look at it in a new light, to make it more creative and more effective.”

As for the appeal and significance of the Creative Effectiveness Lions, Rais said, “Here’s a provocation: Every category at Cannes is/should be a creative effectiveness category! Because the best creative work is effective, and the most effective work is creative.  

He continued, “Now, each piece of work submitted into the Creative Effectiveness Lions that stands a chance to win, is work that has ideally won Lions in the year or years prior. Therefore, what’s exciting about the category of Creative Effectiveness Lions, specifically, besides the fact that it rewards work that has worked, is that it’s actually the best of the best competing with each other - for the honor of being recognized as the ones that have worked best in the real world.  And so, it’s our responsibility as the jury to dig deeper into those famed winners and interrogate further, to really identify which of those made a tangible, measurable, positive change – on the brand, or on the business, or on people’s lives, or on culture, or on (ideally) all of it together. 

Rais hopes to bring to this year’s Creative Effectiveness Lions “a few key values I’ve fundamentally always practiced. “First, respecting the work matters. Judging is an immense responsibility. We are responsible not just for awarding work but also awarding people as a result--and those awards matter to them as individuals, to their families and to their futures in one way or another. Plus, people put in a lot of time to make those submissions and entries happen. So, we need to respect their work, read the forms, watch the videos, and give every case its chance to make its case.

“Second, get rid of biases. We need to look at the work without any bias or any politics. Those should not exist in any judging session. Being objective and neutral about the work, forgetting which agency you represent, makes the whole experience more enriching and more enjoyable.

“Third (and I wish we did more of this), is to interrogate the work and its creativity as well as its effectiveness. Has it been done before? Knowing what work has been done and won matters. Did it really get the PR it claims? A quick Google search does the job. Are the results substantiated and do they have context? Looking at the logic and impact behind the magic is key. 

“Fourth, diversity matters. The juries these days are consciously diverse and inclusive. So, it’s amazing to listen to others’ perspectives on the work and to either build on each other’s perspectives as well as debate healthily and challenge/influence a change in perspectives. Our differences make the judging experience richer.” 

Regarding his wish list as a juror, Rais shared, “I’d love to see, judge and reward work that sets a benchmark for the industry--not just the category--when it comes to work that’s impactful. We need a new standard for creative effectiveness in the industry and almost a new charter for what that looks like. Whether it be a film that moved people to do something, whether it be a promotion that earned attention and drove growth, whether it be a purpose-driven campaign from a brand that drove social impact, or whether it be a meaningful brand intervention (an act, a product, a new CX experience), the work needs to be creative and impactful in the real world, beyond case studies. And as shared, that impact needs to be a tangible, measurable, positive change--on the brand, or on the business, or on people’s lives, or on culture, or on (ideally) all of it together.

“What will also be beneficial,” concluded Rais, “is having an output from this Cannes Lions that encompasses a calling for clients and the industry on how to make work effective in today’s exponentially advancing world--what we need to embrace when it comes to tech and what we need to hold onto when it comes to good old human intelligence.

Erica Roberts
Erica Roberts, chief creative officer, BBH USA, has moved up the Cannes Lions judging ranks as a member of the Entertainment Lions for Music jury. “Last year, I was a shortlist judge. This is my first time being on an official jury, and it’s a huge honor that comes with significant responsibility. Being a creative and a leader of creative teams, you recognize the effort and craft involved in developing the idea—plus the amount of effort that goes into the packaging of your work for Cannes. With that effort in mind, you want to ensure you’re giving each piece of work the attention it deserves.

“Historically, this has been an important category for BBH. Last year our work with Google for Black-owned Friday won a Gold Entertainment Lion for Music and several other Lions.” Roberts noted that being a Cannes Lions judge carries a sense of purpose. “Winning a Lion is among the most prestigious honors in our industry. As jurors, it’s our responsibility to preserve what Cannes stands for with each Lion we award.”  

She added, “As a juror, I find the most fruitful conversations are born from defending the right ideas versus criticizing the wrong ones. This approach allows you to open your fellow jurors’ eyes to aspects of the work they have glossed over. Not every winner is an immediate crowd pleaser. Some are the sleeper hits--the more time you spend with them, the more you appreciate just how brilliant they are.”

Among the most appealing aspects of serving as an Entertainment Lions for Music judge, observed Roberts, is “the makeup of the jury itself. It’s not just members of the advertising industry. It includes people from diverse perspectives and professionals from the music industry, music influencers, and artists. As a result, the conversation, and the different perspectives make it an extra-special jury. I can’t wait to be in the room with such a talented array of people. 

Also drawing Roberts to the Entertainment Lions for Music competition is the fact that “music is one of the most powerful tools we have as advertisers. It’s a cheat code for emotional connections with consumers and a gateway to cultural relevance.”

As for the impact of judging on the judges, Roberts observed, “Attending Cannes is always a memorable experience. The energy, the creativity, the people, the fun! I am most excited about being hunkered down with the best of the best from both inside and outside the ad industry. These are people that I would never have had an opportunity to have this level of conversation with. For me personally, I think it’s going to change the way I evaluate work, particularly the use of music in our work.”

The experience will inform her, her agency and her clients. “I will come back from Cannes with new considerations for how we utilize music in our craft. I’m interested in learning from jurors outside of the industry and hearing their perspectives on the use of music in ad world. This will help dimensionalize my view of music and our work. Music is becoming more critical as the landscape becomes more cluttered. At BBH we’re always trying to educate clients on the importance of investing in music to help push break through. I have no doubt that after judging, I’ll have even more amazing examples in my arsenal to point to.  

Grace Francis
No stranger to judging at Cannes, Grace Francis though is breaking new personal ground this year as a jury president for the first time--specifically for the Innovation Lions. Francis, global chief creative and design officer at WongDoody, has judged at Cannes and Eurobest in previous years. “Both shows have taught me to meet the work in the cultural and historical moment it is set in--especially when exploring innovation.”

Francis observed, “Innovation Lions as a category changes every year—because the world shifts with it. Awarding Degree Inclusive (a deodorant that can be used by people with partial limbs or paralysis) the Innovation Grand Prix [in 2021] was a landmark moment. It reminds us innovation doesn’t come through technology alone--it comes from advances that radically shape and improve society.” 

As for their Innovations Lions wish list, Francis said they want “to connect with my jury and create a space where each of us can bring our intersectional identities to the room—not just our work personas. If I can do that, we can better explore the entries together and be sure to award entries that will become part of history.”

The judging experience, assessed Francis, “lights up agencies of all sizes--it helps us explore how our peers and clients think, what they value and most importantly, what is coming next. 

“To participate is to connect with others who believe in the work just as passionately as you--people who get the late nights, notebooks scribbled with the next idea, who value collaborating to put something significant into the world.”

Jean Lin
Jean Lin, chief culture officer at Dentsu Group Inc., presides over this years Sustainable Development Goals (SDG) Lions jury. This marks the third time she’s been a Cannes Lions jury president--first for Cyber Lions in 2015 and then for Digital Craft in 2018. 

Lin related, “Judging at Cannes has always been a rich learning experience and time for reflection for me personally. Listening to the perspectives from diverse talent in the room informs the jury’s viewpoint and helps put our own perspectives into context. 

“It is also a tremendous opportunity and responsibility to help set the tone and define the category for the industry--any piece of work that we award carries a key message and significance. We as jurors learn so much from the debate to clarify what is important. What I learned in my past jury president experiences is that the most important task for the jury president is to set the standard for the category and facilitate an open and respectful environment for discussion from a culturally diverse group. For SDG Lions, the composition of jurors goes beyond the geographical and cultural differences, as some jurors are specialized in SDG and not from the creative industry. Creating a safe environment for debate and dialogue with a common goal is critical to achieve successful jury outcomes. This is the microcosm that represents our society--in order to create the sustainable development of our society, we need everyone to work together and join a productive conversation to action and decide.”

Relative to the significance of the SDG category, Lin said, “More than ever, we need creativity and innovation to shift consumer behavior to embrace sustainable lifestyles, and to shape society in a way that businesses thrive from greener products, services, and business models. The significance for the SDG Lions is to recognize and advocate the actions, creativity, and ideas that make the world we live in kinder and more sustainable, create systemic changes and impact at scale.”

Lin said that she looks forward to the jury room dynamic where she will have the opportunity to learn “from some of the brilliant minds in our business together with wider SDG industry specialists. Of course I’m hoping to see some ideas that move us forward as an industry. Ideas that have the power to drive systemic changes and make the world a better place. Every time people buy something, they are casting a vote for the kind of world they want to live in. The marketing and creative industry has a big role to play in designing solutions to contribute to the journey.”

Lin concluded, “The opportunity of looking at the best work created in our industry helps set the bar and shows us how creativity and innovation can help solve some of the biggest sustainability challenges our clients are facing. I will take back some of this thinking to our teams at Dentsu who are working with our clients to create sustainable business solutions for the future. Dentsu has a rich heritage and long-standing commitment to sustainability to help our clients reach their sustainability goals with ideas and innovation. This aligns with our vision at Dentsu to be at the forefront of people-centered transformations that shape society.”

Shannon Washington
This marks the second time Shannon Washington has judged at Cannes and her first time as jury president. Washington, R/GA’s U.S. chief creative officer for connected communications, presides over the Mobile Lions jury. 

She shared, “I’m walking into this jury room more relaxed with a focus on pushing my jury to not only think critically, but to also actively engage one another and make sure we all are heard. The chemistry of excellence in the room is what makes a Cannes jury experience like no other. Yes, it’s important to have a keen eye for craft and expertise with the category--but the biggest lesson I’ve learned in judging is that the room has GOT to have an open vibe.”

The Mobile Lions competition looms large for Washington who assessed, “The omnipresence of mobile technology, utility and creativity is undeniable. Mobile runs entire nations, it platforms cultures, distributes news at a scale never seen before–in some cases it literally saves lives. To me, it’s the most socially relevant category at Cannes.”

As for the jury room dynamic, Washington shared, “I love a good, healthy debate where both things can absolutely be true. In advertising we take creative thinking and harness it for business and brand effectiveness. But, creativity at its core is very subjective. So, when you deconstruct the work like we do in the room, and get into discussion, it’s incredible how one person’s POV can completely upend things you knew to be true. So, then you’re in a place where as a bystander, though it can be harder to decide, you walk away incredibly inspired. 

“Also, this is trivial, but I really want a room that doesn’t feel like Antarctica.” 

Washington observed, “One of my favorite things about judging in general is that it’s a continuing education. I bring back a ton of case studies for my teams to dive into and dissect and encourage my colleagues to do the same. 

“When it comes to my own jury,” she added, “I like to give my team an honest look into the process, to include how to be an effective jury member even if they aren’t ready for that experience yet. From these conversations we connect the dots between the jury experience, the art of giving feedback, critical thinking, curating your work and so much more.

Quinnton Harris
Last year Quinnton Harris, CEO and co-founder of Retrospect, was a Design Lions judge. This year he presides over the Design Lions jury. Harris recalled “how beautiful” his experience as a judge in 2022 was as he got to know “the stories and professional journeys for each of my fellow jurors. Our diverse group was curated from all over the world--including Europe, Japan, Australia, India, Canada and Brazil. As the 2023 Design Lions Jury president, I’m even more excited to meet 9 new Design Lions jury members and further the legacy of last year’s president, Lisa Smith.”

Harris noted that pre-festival judging is essential as some 1,000-plus entries had to be sorted through. “Judging early and often is a must.” As for other considerations to keep in mind, Harris cited:

--”Commercial impact and applied design should be considered foundational to the awards process. Design Lions awards recognize the power and necessity of applied design within business. We believe we set a global standard for how creativity fuels and grows business impact.”
--”Onsite deliberations can be both intense and exhilarating, but we must work very hard to include those whose first language is not English. This is a global jury, and if we aren’t diligent, the fluent English speakers can unnecessarily dominate conversations.”
--”Community is at the heart of jury experience--building and maintaining community and values for kindness, openness, and excellence will be key in determining our success as a jury.”

Harris believes that Design Lions is “the most important and humble” of the Cannes Lions categories. “While we take into consideration trends and hot topics, we also prioritize how the craft for design is commercially applied versus purely a work of art or solely purpose-driven. We look for novel and fresh work that solves real consumer needs and fundamentally shifts the way we behave as a society.”

As jury president, Harris said, he looks forward “to  helping guide the judging process from a lens of deep retrospection, one that centers true impact and commercial viability in context of real, nuanced issues facing businesses, consumers and communities across the globe. Also I hope my fellow jurors will take the time to earnestly listen to and learn from each other’s unique perspectives.”

Harris also anticipates the jury room discoveries and deliberations will inform not only him but his brethren at Retrospect, a Publicis-backed, Black-owned studio that helps brands be more culturally connected, inclusive and equitable.

“Judging Cannes Lions gives me the opportunity to share some of the most brilliant and compelling work from our contemporaries with my colleagues at Retrospect,” said Harris. “As a research, strategy and design company, our mission is to build culture-forward brand experiences at the highest standards of craft and impact, and having Cannes Lions widen our perspective is a priceless gift.

“At the same time,” he continued, “I believe I’m well positioned to cultivate an atmosphere and regard for nuanced perspective and inclusivity, infusing many of the practices we use at Retrospect to consider, weigh and champion lived experience in design craft.”