How to win at Cannes (and other seemingly impossible tasks)


Matt Batten, Cannes Lions Awards Judge

The Cannes Lions are the hardest advertising award to win. Fact.

Comparing the data from 2009, 2010 and 2011, shows that you have a flat out 10% chance of being shortlisted from among the almost 2000 entries. This is no coincidence. The judging system is such that the top 10% as scored by the jury members will always be the definitive shortlist for that year.

Of all entries (the number of which grows year-on-year and was up 28% this year), you have a 4% chance of being awarded a coveted Lions trophy. In essence, you would have to submit 25 great pieces of work in order to get just one trophy.

Which trophy? Well, if you make it past the shortlist, there is a 40% chance of being awarded Bronze, 28% chance of being Silver, and just 22% of being Gold.

But extracted back out over the entire entry pool, that means your campaign over which you’ve bled, sweated and cried, has an average 1.92% chance of getting a Bronze Lion. There’s a 1.13% chance of taking home a Silver Lion. And just 0.9% of all entries will get their creators dancing in the Gutter Bar with a Gold Lion in hand.

Hear from the only Australian Juror for the 2011 Cannes Direct Lions as he provides an insider’s point of view on what it takes to win at Cannes.

This one-night-only event gives you exclusive access to everything you need to know to prepare yourself to win a Cannes Lion next year.

CBA Colonial Theatre, Tower 1, Level 20, 201 Sussex Street, Sydney

Tuesday, 11 October 2011, 6pm

ADMA members: $20 inc GST includes drinks and canapés
Non members: $25 inc GST includes drinks and canapés

To book your seat click here >

Article supplied by Matt Batten, Creative Director, Wunderman.

Brought to you by the ADMA NSW Branch Committee. For more events including the upcoming ADMA Awards click here >

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