Lessons from the 2023 Cannes Lions International Festival of Creativity
As a young marketer, attending the prestigious Cannes Lions International Festival of Creativity was a dream come true. The vibrant energy, inspiring speakers, and the sheer magnitude of creativity showcased at the festival made it an experience of a lifetime.
However, it is almost impossible to admire and appreciate the magnitude of this event without keeping a curious mind, an avid ability to spark casual conversations, and your eyes wide open.
Redefining Networking
Traditionally, networking is referred as the process of establishing and maintaining relationships for career advancement or business opportunities. A good friend of mine despises this concept, and in many ways, I believe I have started to do so as well. Something about it feels fake, almost like a transaction. The act of approaching people in the hopes of getting something valuable in return, or at least a LinkedIn connection, has never felt right. Nonetheless, this festival gave me the opportunity to approach this overused word from a different perspective. Instead of striving for a business card, an email, or an internship opportunity - don't get me wrong, these are all still very much appreciated - I tried my best in sustaining real conversations. Sometimes in finding common ground, and other times just debating on which company had the best freebies.
The Concept of Exclusivity
The Cannes Lions Festival serves not only as a platform for top brands, agencies, and creative minds, but also as a week-long celebration of the best work out there. This is not only commemorated and awarded by giving away Golden Lions but also with private parties and events. Now, there is only so much you can access with the festival's badge. The most exclusive parties required a unique QR code, your name on a guest list, and I will even dare to say, a secret code word. Everyone attending, holding a regular or student badge, was trying their best to network their way to attending at least one of Spotify's private concerts, maybe even sneak-in Netflix's private suite in the Marriott, or end up sipping cocktails passed 5 p.m. at the Google Beach.
These exclusive gatherings are intended to foster insane opportunities, cultivate relationships, and especially, showcase what each company has to offer. Critics argue that the growing number of private parties and events may create an atmosphere of exclusivity that goes against the festival's spirit of celebrating creativity on a global scale. They contend that these events can create a sense of hierarchy, where the privileged few have access to opportunities and experiences that may be out of reach for others attending the festival. Now, if you ask me, the amount of buzz created around these events, was possibly the best type of marketing any company could ask for.
The Art of Saying "Yes"
Life is a series of moments and experiences, and at the heart of it all lies the power of saying "yes." Saying yes to opportunities, events, and making meaningful connections can be a transformative practice that opens doors, expands horizons, and enriches our lives in ways we may never have imagined. One thing I tried putting in practice during these 5 days in Cannes was simply saying "yes", even if that meant not knowing what would happen after. So I agreed to things I would normally stayed away from, such as submitting live questions at a panel, walking up to festival attendees just for the sake of meeting new people, sitting front row at every event, dancing in front of strangers, and putting myself out there. Handing out that business card, introducing myself in front of others, and giving myself the chance to roam around freely, becoming a part of whatever opportunity seized the day.
Attending this festival ended up not just being another stepping stone in my academic and professional development. Or just a great chance to increase my LinkedIn connections or network, but more of a means to explore who I could be - and where I want to be.
コメント