The Cannes Lions International Festival of Creativity has launched a new campaign to promote the Festival, created by McCann London.
McCann London has created a new campaign for the Cannes Lions International Festival Of Creativity, which urges agencies to send under-performing staff to the event. And makes the uncomfortable yet compelling point that, as a genuine investment in creativity, sending underperforming staff as festival delegates to up-skill is “cheaper than severance”.
The campaign, aimed at those in leadership roles, features underperforming members of the creative industry.
The campaign, called “Invest in Creativity – Cheaper Than Redundancy,” comprises press ads that will run in newspapers and trade magazines, and online films. The digital part of the campaign features short film clips of different underperforming members of staff and a voiceover a hilarious voiceoover which describes their unachievements such as a producer who says everything is impossible and an account handler who is the scourge of creative teams.
This campaign marks the second year of Cannes Lions’ relationship with McCann, which also handled press duties for the campaign.
Senta Slingerland, Director of Brand Strategy at Cannes Lions, said;
As campaigners for creativity, it’s our aim to celebrate and share great creative that inspires the creative community and its talent to do better and aim higher. We wanted to stress the point that not looking after your talent is a much more expensive exercise than developing it. Investing in creativity will drive your business forward, and coming to Cannes is the perfect way to do that.
Rob Doubal, CCO and Co-President of McCann London agency that created this campaign, said:
Although our campaign is humorous, it makes a very sensible point. Why should being a Cannes Lions delegate be the preserve of the already excellent? If we really want a more creative world, as we all profess, we should also be encouraging the not-so-excellent performers to be inspired by Cannes Lions.
Alongside the campaign, the festival is running a competition that asks user to submit a short video detailing why they think they deserve to be a delegate at this year’s festival, not by showing how good they are at their jobs, but rather how bad they are instead. It is necessary for all of those interested in participating to shoot the video that should explain why they deserve to be delegates in the festival.
The winning entrants receive delegate passes to Cannes Lions.
The Cannes Lions International Festival of Creativity will take place between the 21st and 27th June this year, in Cannes. The campaign will run until the 21st June festival begins.