Of Lions and Lists

PHILIPPINES – JULY 2011 – Jeffrey Thomas, art director at Publicis JimenezBasic, Manila and one-half of the Philippine Young Lions (Film) team 2011 shows and tells us his Cannes Lions experience and beyond.

 

"The only real failure in life is the failure to try".

 

That is not a quote from a highly decorated Cannes Lions speaker. On the contrary, it is simply an anonymous quote I found on the web. But it does capture my sentiments as I look back at our failed attempt to haul that elusive Lion.

 

The only real failure in life is the failure to try. And try we did.

 

Just a few months ago, the chances of me becoming a Young Lion was no more likely than me turning into a real-life feline cub. Barely a few months removed from college with hardly any professional experience to show for, I was fortunate enough to make it to Publicis JimenezBasic. Next thing I knew, Ramon and I were representing the company in Boracay, and not long after we were representing the Philippines at Cannes. 

 

Unfortunately, as the law of averages would have it, we were to return home empty-handed, try as we might. I guess this Cinderella story was a little bit too “aspirational”, as ad people are wont to say.

 

But instead of wallowing in our defeat, we did the next best thing: we experienced Cannes. We tried new things and went to new places, as any self-respecting tourist would. We walked till our feet hurt. Got lost. Begged on the streets, even (for our film entry). What’s more, we made a list out of it. In no particular order, messieurs and mesdemoiselles, a list of must-try’s for any Cannes Young Lions delegate:

 

10) Seafood and escargot. Nothing spells French Riviera more than rich, scrumptious seafood platters and escargot. I had to try it, my severe seafood allergy notwithstanding (If that’s not an RTB then I don’t know what is).

 

09) Party on the beach. The sands of Boracay may be whiter but it’s not everyday that you get to drink and dance on the Mediterranean. Whether it’s the Young Lions party, a supplier’s party or the closing gala, you just have to make it to one (besides, the beers outside are a tad expensive).

 

08) Brainstorm on the beach. (Not to be done before #9). A very challenging test of will power. If you could concentrate and muster one good idea in this tough, rugged terrain of tanned skin and bare mammaries, then you can brainstorm just about anywhere. (We failed the test, by the way. Miserably.)

 

07) People watch. Preferably in a cafe, over coffee or beer. A French phenomenon that is quite difficult to explain, but has to be experienced all the same.

 

06) Palais des Festivals. For the customary tourist photo. Jump shots are justified and won’t be frowned upon. Or at least not as much.

 

05) Attend the awarding ceremonies. Watch. Get inspired. Return next year to accept your own Grand Prix.

(Last phrase is optional)

 

04) Attend the talks. From the Hegarty’s of the world, to the various Descartes’s and Monet’s of the ad industry, anybody and everybody has a piece of advertising wisdom to share. To miss these talks is to miss the point completely in being a Cannes Lions delegate.

 

03) Le Suquet at night. Narrow winding streets. Cobbled lanes. Castle on a hill. Panoramic view. Need I say more, ma cherie? (For best results, read out loud in the most romantic Jean Reno accent possible. Or Pepe Le Pew).

 

02) Hit the trains. Whether it’s the one-hour ride to Monte Carlo or the five-hour trip to Paris, taking the transit is a no-brainer. Bienvenue en Europe! 

 

And last but not the least…

 

01) Try winning that Lion. 

 

And try we did.