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

5 hours ago

Performance marketing, is it really effective?

Following Airbnb's move to shift spend out of performance, five performance-marketing experts from across Asia-Pacific discuss where the brand may have gone wrong and argue the value of balancing performance with brand.

6 hours ago

DDB's hard-driving culture delivers wins, but at ...

AGENCY REPORT CARD: A dogged pursuit of pitches pays off in terms of new business, but our concerns about a lack of innovation and the network’s employee churn remain.

6 hours ago

Let’s call time on the masculinity of beer

It's no wonder many women don't feel beer is a drink for them when much of the sector's most famous advertising—including for AB InBev's brands—has been so geared towards men.

6 hours ago

Standard Chartered to use Dentsu Curate to drive ...

This win follows a pilot project across 30 markets using a made-in-APAC programmatic solution, which resulted in a more than twofold improvement in both campaign efficiency and video completion rate, according to the agency.