Structured serendipity; a strategist’s guide to killing it on the Croisette

I know what you’re thinking - ‘not another Cannes survival guide’ - but don’t worry, this isn’t about staying hydrated or wearing suitable footwear. 

And if you’re after five top lunch alternatives to buying a club sandwich at the Martinez that costs the same as the GDP of a small country, then you’ve come to the wrong place. 

No, this is a strategy designed to help you come away from Cannes feeling inspired and invigorated, rather than strung-out and nursing low-level impostor syndrome (come on, we’ve all been there). 

Basement bashing - where the rest of the work is displayed - is actually more useful for helping crack day-to-day briefs.

Descending on a sun-drenched coastline to celebrate creativity isn’t just a privilege, it’s an utter gift. But why do we often squander this by filling our diaries with cursory meetings, our arms with wristbands for parties we don’t plan to spend more than 10 minutes at, and our minds with beach club-based thought leadership guff just because we promised everyone back at the office a ‘lunch-n-learn’ debrief?

It doesn’t have to be this way, guys. You just have to set yourself up for success. 

Here are my three top tips for doing just that:

Make quality time for the work

I’ve often thought it a fallacy that, just because you’re near good work in Cannes, that’s job done in terms of being inspired. But it’s not. Knowing what’s been shortlisted for Titanium is one thing - indeed, it’s hard not to approach Cannes without a good sense of what campaigns are likely to grab a Grand Prix - but this isn’t the same as spending quality time with great creative. 

Talking of Titanium, I also think that it’s worth calling out the kind of work that you want to see. I personally love the game-changing pieces that win big - these are what drive progress in our industry and set new standards, both in category and culture. And yet, weirdly, they can also feel slightly redundant as inspiration for the daily grind of commercial creativity. 

I find that basement bashing - where the rest of the work is displayed - is actually more useful for helping crack day-to-day briefs. Not to labour subterranean metaphors but therein lies a goldmine of case studies that go unvisited by many festival attendees, even those with passes that give them access. So much of winning big at Cannes is a PR-priming game, but this means that you can find utter gems (sorry) that are less known but entirely more relevant to your business, your clients or simply your own creative tastes.

Do yourself a favour and set aside at least one morning or afternoon to venture underneath the Palais with a friend or a colleague, and then go for a beer to chat about what you’ve seen. What are you going to steal? What one thing you’ll reference to a tricky client when you get home, etc? Seriously, this is the number one reason for visiting Cannes, so no more excuses!

Don’t be ashamed to socialise

Ok, so just to be clear, I don’t suppose that many (any?) of you reading this will be short of a drinks/party/apartment-based after party to attend. And yet it does feel like spending time with pals in Cannes can be a guilty pleasure, especially if you’re there on your company’s dime. Be honest, how many times have you put fake meetings in your diary in order to hang out on the beach? 

No, me neither… that was a trick question.

To me, Cannes can - and should - fulfil the same function as an after-work beer. Those times that people spill out of the office on a Thursday afternoon to shoot the shit outside the local boozer. Why? Because these are the moments in which we moan and unload, but also in which we decompress and reconnect with one another. A Jungian exchange of shared traumas over poorly-mixed spicy margs. Or simply a reminder that you’re lucky enough to work with some really fun, creative people. 

Cannes can - and should - fulfil the same function as an after-work beer.

If you believe what you read in the trade press, our industry isn’t the easiest of places right now. So, perhaps taking a beat to reflect with like-minded people and galvanise yourself for another year isn’t the worst use of your time? Swap some battle stories. Share in each other's successes. Reminisce, for pity’s sake!

‘But this is called networking’, I hear you say. No - that’s being forced to socialise with someone who has rosé stains on their chinos and a conspicuous tan line from where they’ve removed their wedding ring for the week. It’s not the same. See your favourites. That first boss who gave you a foot in the door. The lunatics who you ran an innovation incubator in Buenos Aires with for two years… (just me?) 

If it reignites your passion for what you do and the people you do it with, it’s never a waste of time. 

Don’t make plans, structure serendipity 

Before writing this, I took a look at comparable Cannes survival guides, and most spoke of making a strict plan so as not to miss anything. I would offer an alternative take; making plans is how you miss things.

Cannes is no different to any other festival. Take Glastonbury. Sure, you can map out exactly who you’re seeing, where, when and with which crowd. But the best experiences you have are when you stumble over something. When you get chatting to someone who recommends a random act playing in a random tepee in a random corner of a random field. Yes, it’s about the joy of spontaneity, but it’s also about being pushed beyond the places and spaces you’d normally venture into. And there lies the good stuff.

Cannes is a festival of creativity, which means that your number one KPI should be to come away feeling better at buying, briefing or making great work. 

A big part of this is simply going to Cannes with a curious mind and making space for discovery. But there are more practical steps we can take. For example, when looking at a schedule, our brains naturally gravitate towards the familiar - the irony being that we end up creating our own filter bubbles. So maybe vow to do one seminar/talk/event every day that takes you completely outside of your comfort zone?

Another way to ‘structure serendipity’ is to create messy environments. No, not in your rented apartment… but maybe in social situations. For example, instead of compartmentalising your catch-ups, cross the streams between old/new/friends/clients, etc. Cannes gives us a unique permission to do this without it being weird, and it can result in the most memorable (and sometimes productive) interactions.

Ultimately, Cannes is an industry event. Which means that - in some capacity - you’re there to work and be vaguely productive, at least some of the time. But Cannes is also a festival of creativity, which means that your number one KPI should be to come away feeling better at buying, briefing or making great work. 

Don’t let anything distract you from that. 

Least of all the guy in the chinos - even if he picks up the bill for the sandwiches. 

Which he won’t.