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Cannes 2018: Meet the Jurors - Javier Urbaneja

Cannes 2018: Meet the Jurors - Javier Urbaneja

Havas Global Comms

Havas Global Comms

June 20, 2018

"Many people say that the most valuable thing one brings back from Cannes is inspiration, but I think it’s motivation."

The 65th Cannes Lions International Festival of Creativity kicked off June 18, but for 413 people the festival began much earlier.

Cannes Lions jurors will spends hours, if not days, locked in rooms reviewing the best creative work from around the world. This year’s juries are composed of people from 50 countries, including, for the first time, Georgia, Nigeria, Kenya, and Sri Lanka.

Eighteen judges will represent Havas Group, BETC, 18Labs, Rosapark, Cake, All Response Media, and Vivendi, including Marc Maleh, global director at Havas X, the jury president of this year’s Creative Data Lions jury.

We spoke with several jurors from the networks about what it’s like to be juror, how they define a successful creative idea, and the one thing they make sure to pack.

"It’s usually work I would have died (or even killed) to be a part of."

Javier Urbaneja
Chief Creative Officer
Havas Tribu

 

Finish this sentence: Creativity is _____.

Talent.

What do you see as the next big trend in Media?

Combining Media and PR. You see a lot of work that consists of a stunt, installation, or exhibition… that which impacts a limited number of people, but is later amplified by media outlets coverage.

What do you value most from the Cannes experience?

Many people say that the most valuable thing one brings back from Cannes is inspiration, but I think it’s motivation. When you see all that brilliant and successful work being recognized, you need to create your own.

What, to you, defines a successful creative idea?

There could be a lot of criteria: outstanding commercial results, extensive earned media coverage, great target focus with deep emotional impact… It’s not a checklist; the idea has to excel at least in something. It could be a very simple design idea, for instance.

How do you spot Cannes-winning work?

It’s usually work I would have died (or even killed) to be a part of.

What do you hope to learn while there?

I want to see where the festival goes from here. This is a very important year, with a lot of changes that are designed to keep the festival relevant, such as having one section for the social pro bono work, and focusing it toward the sustainability objectives of the United Nations.

What’s an absolute must-do at Cannes?

For me, two things: going to the beach west of the Palais at least once, and having a Coke at the Hôtel Martinez bar.

When heading to Cannes, what’s the one thing you make sure to pack?

Swimwear and my wallet.

What’s the best piece of advice you’ve ever received?

More than advice, it was some sort of insight. The first time I won a Lion, my dear friend and then- colleague Guillermo Santaisabel told me: “You are not aware. But someday, you will be.” Now I understand what he was trying to say to me.

The 65th Cannes Lions International Festival of Creativity kicked off June 18, but for 413 people the festival began much earlier.

Cannes Lions jurors will spends hours, if not days, locked in rooms reviewing the best creative work from around the world. This year’s juries are composed of people from 50 countries, including, for the first time, Georgia, Nigeria, Kenya, and Sri Lanka.

Eighteen judges will represent Havas Group, BETC, 18Labs, Rosapark, Cake, All Response Media, and Vivendi, including Marc Maleh, global director at Havas X, the jury president of this year’s Creative Data Lions jury.

We spoke with several jurors from the networks about what it’s like to be juror, how they define a successful creative idea, and the one thing they make sure to pack.

"It’s usually work I would have died (or even killed) to be a part of."

Javier Urbaneja
Chief Creative Officer
Havas Tribu

 

Finish this sentence: Creativity is _____.

Talent.

What do you see as the next big trend in Media?

Combining Media and PR. You see a lot of work that consists of a stunt, installation, or exhibition… that which impacts a limited number of people, but is later amplified by media outlets coverage.

What do you value most from the Cannes experience?

Many people say that the most valuable thing one brings back from Cannes is inspiration, but I think it’s motivation. When you see all that brilliant and successful work being recognized, you need to create your own.

What, to you, defines a successful creative idea?

There could be a lot of criteria: outstanding commercial results, extensive earned media coverage, great target focus with deep emotional impact… It’s not a checklist; the idea has to excel at least in something. It could be a very simple design idea, for instance.

How do you spot Cannes-winning work?

It’s usually work I would have died (or even killed) to be a part of.

What do you hope to learn while there?

I want to see where the festival goes from here. This is a very important year, with a lot of changes that are designed to keep the festival relevant, such as having one section for the social pro bono work, and focusing it toward the sustainability objectives of the United Nations.

What’s an absolute must-do at Cannes?

For me, two things: going to the beach west of the Palais at least once, and having a Coke at the Hôtel Martinez bar.

When heading to Cannes, what’s the one thing you make sure to pack?

Swimwear and my wallet.

What’s the best piece of advice you’ve ever received?

More than advice, it was some sort of insight. The first time I won a Lion, my dear friend and then- colleague Guillermo Santaisabel told me: “You are not aware. But someday, you will be.” Now I understand what he was trying to say to me.

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