Jenny Chan 陳詠欣
Jun 29, 2015

Cannes 2015: Kitty Lun on judging for Press Lions

CANNES - Kitty Lun, chairman and chief executive officer of Lowe China, sat on the Press Lions jury that pored over 4470 entries from 75 countries together. She shares her post-judging impressions with Campaign Asia-Pacific in this exclusive video chat.

wide player in 16:9 format. Used on article page for Campaign.

Key takeaways from Lun:

  • It has been quite interesting to see how the ideas in the Press category has become more than Press in the traditional sense, she said. She predicts that the festival organisers may have to accept case videos in future that explain the background of a print ad. There is no way that a judge can look at a piece of work with just a headline and visuals to know what went on behind the scenes. In fact, the ability of certain pieces of work to change society and lift mankind have made them more than just print ideas.
  • Due to the simplicity of a headline and a visual in a confined two-dimensional space, coming up with an idea that catches the eye of your audience makes the Press category challenging, she said. Some pieces of work from China tried to be "Cannes-friendly" to win the jury's heart, but are in reality not at world-class standards. The uniqueness in Chinese culture was hidden in these pieces of work, but "we don't need to hide the fact that the work is from China" with English copy and foreign models.
  • China's technological evolution is not reflected in this year's Press entries from the market. There is a lot of imitation of previous winners, especially on hot topics like environmental safety, but not in the Chinese context. Several entries also played with optical illusions or distorted perspectives in a copycat way, but why copy? 

 

Hear words of wisdom from the other judges:

  • Jimmy Lam (video), vice chairman & chief creative officer at DDB China, on the Direct Lions
  • Delia Liu (video), chief creative strategy officer at WizAd China, on the Mobile Lions
  • Graham Fink (video), chief creative officer of Ogilvy & Mather China, on the Titanium and Integrated Lions

 

Recap all of Campaign's round-the-clock festival coverage by our entire international team here: [email protected] 2015.

 
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