The scope and reach of the programme and its surrounding jamboree are exponential. A non-stop vortex, carrying energy, mass and momentum from a beachfront strip in the south of France, the festival consumes those who come into its path and leaves its mark on the rest of the ad world.
Some 15,000 people from 100 countries came to Cannes for the Lions in 2016; more are expected this time around.
There’s more of it than ever, too. From Lions Health (pharma and healthcare) kicking off on 17-18 June, through Lions Innovation (data and tech) mid-week to Lions Entertainment (film, music and gaming), the show itself is lengthier these days, but also meatier, juicier and more densely packed.
Not to mention the mainstage talks, the celebrities – this year Dame Helen Mirren, Halle Berry, Sir Ian McKellen, Alexander Wang, Ellie Goulding and more – and too many parties to get to each night. If you are in Cannes, you will see the Campaign cabana just outside the Palais. Perhaps you will be participating in our many events – roundtables, panel discussions and film interviews – that will be going on throughout the week.
With so much Cannes fare to consume, whether on the Riviera or anywhere else, we think it’s helpful to have a filter, to get a bit of perspective. Here, we have asked a range of Campaign contributors for their take on the challenges and wins for creativity. Vive la différence!
Suzanne Bidlake is commercial editor, Campaign Content Labs
Read this year's Cannes Perspectives: