Cannes 2015: What do the award judges from China think? (UPDATED)

Hear words of wisdom from:

• Jimmy Lam (video), vice chairman & chief creative officer at DDB China, on the Direct Lions: "The entries from China did not have a clear target audience or a mechanism for direct response and were not linked to the product. They may have good insights and execution, but did not fulfill the above three requirements".  

• Kitty Lun (video), chairman and chief executive officer of Lowe China, on the Press Lions: "Some pieces of work from China tried to be Cannes-friendly to win the jury's heart, but we don't need to hide the uniqueness of Chinese culture, or the fact that the work is from China with English copy and foreign models".  

• Delia Liu (video), chief creative strategy officer at WizAd China, on the Mobile Lions: "Chinese entries may have been held back by cultural differences in storytelling, with the tendency to lay out details of the background, explain the history and even logistics involved in the piece of work before spelling out the insight and idea".

• Anna Chitty (video), managing director of PHD China, on the Media Lions: "The China market has traditionally relied on numbers to take us over the line, and that has been neutralised in many ways as people become more exposed to the telephone-book numbers from the market".

• Johnny Tan (video), chief creative officer of BBH China, on the Design Lions: "When your focus is only on winning an award, you start referring to what wins an award, study past winners almost in an academic manner, and therefore start your replication process".

• Graham Fink (video), chief creative officer of Ogilvy & Mather China, on the Titanium and Integrated Lions: "Even if you advertise a loaf of bread now, it's about saving people's lives. That is obviously important, but people should not be embarrassed to talk about the selling".

• Yanyan Yang (text), creative director of Baidu, on the Cyber Lions: "How do we not let technology become a cold technique, but use technology to help people, inspire people to take action, and to actively upgrade themselves?"

• Tomaz Mok (text), chairman and creative chief of McCann Erickson China, on the Outdoor Lions: "We evaluated each and every piece of work with an OOH perspective, judged on what environment the piece of work was displayed in, and most importantly, whether the interactive outdoor experiences or events were truly led by outdoor. The judgment has to be well balanced between creativity and believability."

 

Catch up on Campaign Asia-Pacific's Cannes coverage at campaignasia.com/cannes2015 and coverage by the entire Campaign global team at cannes.campaignlive.co.uk.