Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The Cannes Lions Festival of Creativity heeded the calls of the advertising industry and is completely overhauling the festival for 2018, shortening the event’s length, cutting back prices and streamlining awards.
The changes come as a response to pressures of the advertising industry, most notably the Publicis Groupe which announced they would be sitting out the next year’s festival, and the WPP which warned they might follow Publicis example, and already cut their presence in half for the festivals. Now, in light of these changes, Publicis Groupe has announced they will be returning to Cannes in 2019.
See below which changes are coming for Cannes 2018.
Shortened event as Cannes Lions will run from Monday, 18 June, to Friday, 22 June. This means that the festival will be three days shorter than in 2017, when it lasted 8 days.
Phillip Thomas, CEO of Ascential Events that owns Cannes Lions said they are trying to make the festival more focused, adding that five days will allow more people to stay for the entire time of the festival.
Entry cap on work limiting the number of categories in which a single work can be entered to six, the reason being to avoid one work dominating the entire festival.
Changes to certain categories removing the Cyber, Integrated and Promo & Activation Lions, as Thomas explains that all good campaigns are integrated today, so separate categories for Cyber and Integrated don’t make sense anymore. As for Promo & Activation, Thomas says promo is very important in retail, but it’s being covered now in one of the festival’s new Lions named Brand Experience. The four other new Lions being introduced include Creative E-commerce, Social & Influencer, Industry Craft and Sustainable Development Goals.
New awards structure with a new framework in which Cannes will create “tracks” in which awards can be grouped. The tracks include: Reach, Communications, Craft, Experience, Innovation, Impact and Good. The point system for Lions will also be updated.
Fewer subcategories as the festival cuts 20 percent of its subcategories across all Lions, which means more than 120 are removed, including all “Integrated” subcategories.
Cheaper pass prices as the price of a “Complete Pass,” which provides delegates with access to the entire festival, has been reduced by €900. The price for the Complete Pass last year was €4,135, and it will be €3,249.
City savings. After working with the city of Cannes, all hotels will freeze prices for 2018 when rooms are booked through official accommodation services.
The announced changes have been welcomed throughout the advertising industry, which feels that the awards now will offer more fairness, better accessibility, and will ensure more relevance.
