"Cannes Lion" - the main award of the advertising festival

2024 Author: Henry Conors | [email protected]. Last modified: 2024-02-12 02:47

The Cannes Lion is a prestigious international award given to the best advertising producers in several categories, as well as a number of technical achievements. This festival is very popular not only among the direct creators, but also among ordinary viewers and users. It is not surprising, therefore, that the most successful videos are immediately thrown onto the Internet, and the ceremony itself gathers full houses.

History

The Cannes Lion is awarded to the creators of the most successful promotional videos. The ceremony was first held in 1954. After that, the festival was held several times in other countries, but since 1977 it has been steadily organized in the French city of Cannes. The idea of holding such a competition originated as an analogue of the film festival, the popularity of which made many advertising producers seriously think about their own ceremony. Thus, one of the most prestigious social events in the field of marketing and advertising was born.

Organization

"Cannes Lion" is awarded in several categories. There are gold, silver, bronze awards. In addition, one of the owners of the golden lion receives a special prize - the Grand Prix. Juryevaluates not only the idea of advertising, but also its embodiment, implementation. The competition presents a variety of types of promotion of their products by companies. We are talking about television, outdoor, radio and other advertisements. In addition, special awards are given to the best advertising networks, agencies, and production studios. Awards are also given to winners in other sub-categories, such as charity. In addition to the awards ceremony, the organizers arrange master classes, training sessions, and various social events for the participants of the competition. Most often, agencies are represented at the festival, although theoretically anyone can present their project.

In Russia

"Cannes Lion" is highly valued in our country as well. Since 1995, a special Russian representative office of this organization has been operating in the capital, which annually holds presentations in major cities of the state. Representatives of domestic advertising companies have repeatedly been nominated for prestigious awards and won coveted statuettes. Among the most well-known laureates, for example, the Megafon company, which received ten awards and a grand prix, can be mentioned. Her project was successfully implemented during the 2014 Sochi Olympics. In general, since 2011, domestic agencies have consistently won prizes.

Meaning

A kind of analogue of the prestigious film awards are "Cannes Lions". Producers of advertizing achieve them notnot only to improve the reputation of his company, but also to promote his own nonsense. Indeed, at present, interest in the advertising business is constantly growing, the ceremony attracts millions of viewers, for many agencies this is a real chance to express themselves not only on the stage itself, but also on the air. After all, this festival, like a good movie, gathers full houses, many viewers are seriously interested in seeing the creations of their favorite creatives, and popular videos quickly spread over the Internet, gaining a huge number of views.

Victory of Sberbank

A particularly prestigious award is, of course, the golden Cannes Lions. Winners who receive the coveted statuette, in fact, immediately become famous. Recently, the jury has not been very favorable to domestic manufacturers, but this year the advertising project of Sberbank received a silver lion. An interesting idea was duly appreciated at the festival. Within the framework of the "Streets" project, bank employees successfully implemented their idea to popularize a new channel for transfers using SMS or special mobile applications. To do this, they turned to street performers, who had been holding a corresponding action for some time, and collected applications on websites. The success was achieved largely due to the fact that Sberbank found a rather successful solution for implementing its idea. Contemporary street art is extremely popular among young people, and artists,working in this direction, invariably attract attention. Therefore, they received money, donations from bank customers, live. The result was a well-deserved second place at the festival.