Digital Cinema Media’s marketing director, Zoe Jones, reports from Cannes Lions this week where she has seen some fantastic examples of how creativity is evolving through the clever use of technology – from a prototype pair of bifocal 3D glasses to audio watermarking.
In 1954, an international group of cinema screen advertising contractors gathered together in Venice to celebrate great ads. 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 have come together to be inspired at the Cannes Lions International Festival of Creativity. Coming back this week I’m struck by the sheer scale of this global event which seems to take over more and more of Cannes every year.