In 1954, a group of worldwide cinema screen advertising contractors gathered together in Venice to celebrate great advertising. Inspired by the International Film Festival, which had been staged in Cannes since the late 1940s, they felt that the makers of cinema ads should receive similar recognition to their colleagues in the feature film industry.
To promote the cinema medium, the Screen Advertising World Association (SAWA) therefore established the International Advertising Film Festival. The first Festival took place in Venice in September 1954 with 187 film entries from the 14 countries competing. The Lion of Piazza San Marcos in Venice formed the inspiration for the coveted Lion trophy. The second Festival was held in Monte Carlo and then in Cannes in 1956 which became the festival’s permanent home in 1984.
This year, from 16-22 June, around 11,000 members from 90 countries are coming together to be inspired at the Cannes Lions International Festival of Creativity and SAWA continues to play a unique role in this global event.
DCM has been a member of SAWA for 50 years and is represented on the SAWA board by CEO, Simon Rees. For the first time, DCM is also partnering with SAWA at Cannes to celebrate the new power of digital cinema advertising, the unique emotional impact of the big screen and its synergies with the little screen through mobile innovation.