The Cannes Lions Competition has, traditionally, been a spot the place senior-level company workers congregate to drink, community and vie for awards. Attending the occasion is more durable for early-career advertisers. Budgetary considerations, and the sheer lack of related on-site alternatives for younger individuals, create a barrier.
Some businesses and third-party trade organizations are pushing again on that barrier by sponsoring alternatives for younger individuals to attend the pageant. Deciding on which early-career workers to ship to the pageant introduces different challenges, however it’s a technique trade our bodies can do their half to help worker profession trajectories and foster inclusion on the occasion.
Adweek spoke with first-time Cannes attendees and the organizations that sponsored their journey to study extra about their applications.
“From the surface wanting in, I suppose you don’t see quite a lot of the opposite issues that go on [at Cannes], aside from the overall awards which can be given out,” stated Conor Smith, a senior A/V designer at 26 company and MSQ Younger Lion who went to the pageant this yr for the primary time.
Inner competitions at businesses
Businesses that ship younger creatives to the pageant create inside competitions for workers. Media.Monks hosts its NextUp.Monks competitors that its early-career creatives can compete in to win journey to Cannes, and extra particularly, a seat on the Cannes Lions Academies program.
The Academies expertise gives attendees classroom-style classes, together with networking alternatives. The Inventive Academy session admits simply 30 creatives complete.
“Having an inside competitors throughout your world group to see not simply who desires to go to Cannes, however who deserves to go to Cannes by profitable a contest that checks their creativity, their response to a short,” is a novel strategy, Steve Latham, head of studying at Cannes Lions Competition of Creativity, advised Adweek. Media.Monks works carefully with Latham to construct out a bespoke agenda for the handful of creatives it sends to the pageant.
This yr’s winners, Yazad Dastur, junior copywriter at Media.Monks, and Anna Zhang, junior designer at Media.Monks, responded to a short for Meta that requested they think about a singular VR expertise for the corporate. As many as 300 Media.Monks workers throughout 25 international locations responded to the temporary.
“It’s actually nice to go to Cannes, however I really feel like going to Cannes to be part of a world cohort with creatives from all around the world goes to be so nice,” Zhang advised Adweek earlier than the occasion.