Jenny Chan 陳詠欣
Jun 29, 2015

Cannes 2015: Yanyan Yang on judging for Cyber Lions

CANNES - Yanyan Yang, creative director of Baidu, was kept busy last week judging 3,738 entries from 64 countries together with the Cyber Lions jury.

Cannes 2015: Yanyan Yang on judging for Cyber Lions

Yang left Cannes before we could get her on video, but she shares her post-judging impressions with Campaign Asia-Pacific below.

 

I felt respect for every piece of work for its originality, implementation and effectiveness. All of them went through rigorous evaluation by the jury before the prizes were awarded. Every judge had the opportunity to fully express his or her views, and every aspect of the judging process was professional. This is why every entry is considered "lucky".

For me personally, this had been the best chance to learn by listening to the top creatives from different agencies reviewing the work. This has broadened my thinking, and also helped me gain in-depth understanding of the definition of the Cyber category for the first time.

Winning numbers from China are not that many. In future, we really should ask ourselves these questions:

  • How do we face the problems around us—danger, hunger, discrimination, disease, pollution, and the issue of fear? Do we have enough courage and wisdom to think of a positive solution that is trans-boundary?
  • 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?
  • How do we weave the brand into the technology and user experience?
  • How do we have a more accurate understanding of the Cyber category so as to present a more authentic case video?

 

Hear words of wisdom from the other judges:

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.

 

Tags

Related Articles

Just Published

2 hours ago

Levi’s ‘buy better’ global campaign enlists Marcus ...

Six activists talk up jeans brand’s sustainability credentials.

2 hours ago

Meet the man trying to stream the Glastonbury spirit

The founder of live-streaming production company Driift describes the prospect of filming the festival without a crowd as "liberating".

2 hours ago

Expedia rebrands as consumer travel needs change

The brand wants to be the “ultimate travel companion.”

11 hours ago

Change baby's diaper to avoid mythical monsters

A BBDO campaign for Sweety mines Indonesian folklore to create three grouchy little monsters akin to babies suffering from diaper rash. Also, don't miss the funny radio ads.