The Cannesdemonium of creativity

Created in-house, Cannes Lions' promotion of its 70th edition is a thrilling ode to the making of an ad. 

Titled In The Making, it is brilliantly orchestrated by Rossini’s frenetic William Tell Overture and zips along, from brief to awards night, telling the story simply via emails, message screenshots and BTS stills. 

Industry pros will recognise the realities of advertising production: the limited budget; the tyranny of the blank page and the curse of the waiting cursor. Then there are the rigours of the coffee-fuelled, nerve-shredding shoot; the tricky feedback and client changes. 

But ultimately, hopefully, a successful launch, press plaudits, parental pride and – maybe – that victory at the Palais that makes it all worthwhile. 

As befits Cannes Lions’ role as the arbiter of excellence, it’s a triumphant ad about triumphant ads.