For Pelle Sjoenell, seeing Levi’s iconic spot starring Nick Kamen was the point at which he fell in love with advertising. After leading the creative output of the agency that made it, as well as Droga5 and Activision Blizzard, he’s now leading this year’s Cannes Lions Film jury. Here, he talks to Danny Edwards about how Launderette seduced him, why Sweden gave him a creative head start, and why awards still matter.