A First Festival Foray for an Ogilvy China Team

For our final foray into the world of Cannes 2014 we speak to a creative team from Ogilvy China who, this year, attended the festival for the first time. The duo has suitably recovered from the week's activities and here Kyle Cai [above right] shares with us the week he spent on the Croisette with his creative partner, Black Chen [above left].

You’d never been before; what were your expectations of what it would be like?

It’s actually also my first time in Europe. Thus the excitement is doubled. To be part of the Cannes Lions is literally a dream come true. To face the greatest ideas around the world and the best people who create them.

Before I graduated from college I had a lot of advertising fantasies in mind and Cannes is all about it. It’s like the World Cup is to every football player.

What were you most looking forward to before you arrived in Cannes?

To be honest I was looking forward to a lot of things; the ceremony, the beach, the people, the big-shots etc. But most of all was the chance to meet all the most creative people from around the world.

You went as delegates to the festival; which seminars/events did you attend and which did you find most useful?

Everyday we used the festival app to search for the big names and interesting seminars. We saw John Hegarty, David Droga, Crispin Porter, Neil deGrade Tyson, Spike Jonze, Jared Leto, Courtney Love, Jonathan Eve, Bono and so on.

I can’t say which one is the best, but I really enjoy the conversation between Sir John Hegarty and David Droga; sharp and insightful. Black had a picture with his all-time idol Jonathan Ive at the back door of the Palais. He claimed it as his best moment of the year.

Which pieces of work did you most admire?

For me it’s Old Spice’s Momsong. It goes with mom’s angle but really touches me as a son. It reminds me of the lovely Hello Kitty pillow towel I got from my mom just a few years ago. They just can’t accept the change easily. The film is humorous while the emotion is so true. 

I also love British Airways’ Magic of Flying.  It’s purely romantic.

Black’s favorite is The Social Swipe [below]; it’s simple and direct while extremely powerful.

How much time did you spend in the Palais each day and do you think it is important to take advantage of all the seminars and workshops through the week?

We spent most of the day in the Palais. We found it was mission impossible to go through all the work, though we tried as hard as we could. Some seminars are always more worthy of going to, and you need to make your choice. Do some homework in advance. Making a schedule would be very helpful.

China’s creative advertising output has really increased in recent years; why do you think that is?

China has the most internet users in the world. It’s a promising while highly competitive market. Only good ones have the chance to stand out. In order to capture viewers’ time, more and more of us believe great ideas have the power to make a difference.

Do you think that events like the Cannes Lions can help you and other young Chinese creatives to improve the way you approach a brand’s problem?

We always blame our clients for being conservative, always [following] trends and playing safe. But meanwhile we see all the exciting things happening. None of the work in Cannes is boring. It opens my vision and provide me great confidence to keep on trying.

Which parties did you attend and how did you like them?

We went to the Young Lions parties and some of those on Google Beach, trying to be more social. At first we were a little shy because we don't do a lot of drinking-while-talking-while-dancing things back home, especially with strangers from different world!

Luckily people there were super=friendly and they would come and introduce themselves. I actually met my first ever Polish friend in life, first Tunisian in life, first Russian in life etc.  

It’s been a cheerful experience and we enjoyed every minute of it.

What, for you, were the biggest benefits of attending the Cannes Lions?

You know in advertising business, most normal work is boring and not that attractive. But in Cannes, you find people actually care. Everyone is eager to do better. Great work will certainly get respect and admiration. People applaud creative winners like rock stars. It’s been a great encouragement for me to proceed with passion.

How did the actual Lions compare to your expectation of it?

During my stay I witnessed a lot of inspiring work. Everyone would have his own pick for Grand Pix. But it’s good to recognise the thoughts of others. It help you to grow with a more comprehensive judgment.

Will you come back next year?

Of course I will try come back and hopefully hunt some Lions next time.