We go behind the scenes at Cannes Lions to listen to why the winners of Leisure Lions for Sport have been chosen. Episode 4 founding accomplice Teddy Lynn affords a have a look at why the judges awarded the grand prix and different prime trophies, in addition to the place the clear alternatives are for 2022.
I’ve been on many nice and provoking juries over the previous 20 years, however this 12 months’s Leisure Lions for Sport was essentially the most considerate and thoughtful one but. We by no means met in individual, solely over Zoom, which may have been painful. Nevertheless it wasn’t. The jury and the work made the strategy of assembly irrelevant. And it served as a reminder that for all of the chatter concerning the significance, relevance or proliferation of awards exhibits, one factor is definite: judges take their roles severely and the integrity with which discussions and deliberations are held is unquestionable.
Our president, Ben Hartman, set a considerate and inclusive tone early, inspiring us to seek out the work that solely the eagerness of sport may produce. Nevertheless it was Nike artistic director Andy Walker who launched a Barack Obama quote – “Be variety. Be helpful.” – as one among his filters for work. I wasn’t conversant in the quote, however after I appeared it up, I discovered that it additionally included: “Be fearless.” That appeared to me to be an ideal descriptor for a way we evaluated all the superb entries. And so they have been superb. Right here’s why.
Our two picks for Grand Prix definitely delivered on this quote. Home of Lapland’s ‘Salla 2032’ Summer time Olympics bid was all about kindness to the world round us. Its brilliance was the truth that an Olympics bid from a tiny frozen city in Northern Finland was each absurd and but believable.
We cherished Asics’s ‘Everlasting Run’ as a result of Asics didn’t simply invent a brand new sport; it was blind to the age or gender of its rivals. To win this race, runners wanted to solely outrun their very own private limits.
Each piece of labor we cherished, and there have been many who additionally delivered on fearlessness. Whether or not it’s ABInBev’s ‘Rewatch’ from Argentina or BT Sport’s ‘Unscripted’ out of London, each have been fearless of their willingness to actively problem a norm. ‘Rewatch’ addressed the gender disparity in ladies’s soccer head on, doubling down on the choice to broadcast the championship recreation in prime time regardless of damaging social chatter.
‘Unscripted’ demonstrated fearlessness by difficult our trade’s need to rely extra closely on information as the reply. A scripted soccer consequence proved that typically information is certainly not the reply, however merely a provocation. And a 3rd Gold Lion winner, Budweiser’s ‘The Future Official Sponsor’, took on the actual difficulty of the gender pay hole in soccer. For every of those, we selected to award motion over consciousness. As Gabi Mostert, one other of my sensible fellow jurors, mentioned: “I like work that pisses folks off.”
However not every little thing about being on this 12 months’s inaugural Leisure Lions for Sport jury was inspiring:
Regardless of greater than 600 items of labor, half of the work was soccer and dozens of sports activities weren’t represented in any respect.
Many merchandise and classes have been additionally absent, as beer manufacturers dominated the entries.
We noticed nearly no work from Asia.
It’s simple to invest as to why every of those conditions exist, particularly over the past two years. However till there’s a higher vary of labor on this class, these awards is not going to be reflective of the true ardour for sports activities world wide. This additionally presents a rare alternative.
Sports activities are one of many final actually dwell and mass experiences that exist. I’d encourage extra manufacturers in additional nations to make higher use of sports activities as a platform to succeed in their prospects.
There isn’t a method for profitable Leisure Lions for Sport. Nice work wins, and I couldn’t have informed you what was nice till I noticed it. However when creating, one may do a lot worse than to dwell by six easy phrases: “Be variety. Be helpful. Be fearless.”
Teddy Lynn is a founding accomplice of Episode 4, a boutique content material company, and served as a member of the jury for Leisure Lions for Sport at this 12 months’s Cannes Lions Worldwide Competition of Creativity.