Cannes Lions 2024 has been an exciting and exhilarating ride thus far. GCPL’s Lightbox has just about completed its first year, and our priority so far has been ensuring that the transition from a classical agency to an in-house setup was a smooth one. While we have delivered great quality advertising and excelled as an agency, we’re now here at Cannes 2024 as a team to witness breakthrough work and identify categories best suited for our brands as goals for the future.
While we’ve been taking tips and learning from industry experts on what our dos and donts should be, a session here on day 2 by LEGO on in-house agencies and their functioning model has been just the right masterclass for us.
At a time when clients are increasingly pressuring creatives to develop content that is shorter in duration, going down from 30 to 20 to even 15 seconds, there was another session that spoke on mastering the art of long-form creativity, which was interesting to listen to.
But if I have to pick one of the best sessions so far, I think Marc Pritchard’s session on ‘Finding Creativity in Everyday’ was an absolute eye-opener. Marc highlighted finding the everyday moments that matter, then finding the brands that matter, and finally blending the two to create more magic.
What it also did was showcase the importance of finding everyday insights and cutting them creatively, building narratives that not only help build brands but also bring a cultural shift in the society they cater to. It was delightful to see how India’s 'Share the Load' campaign still stands as one of the preferred campaigns worldwide.
Additionally, India’s wins have certainly delighted all of us here. Ogilvy’s win for the TAJ Santoor campaign, followed by St. Jude's award for the film ‘The Impossible Choice,’ and the Valentine’s Day idea have brought the glory back home. Leo Burnett’s Spotify campaign and Gatorade’s 'Find the Turf' are all excellent ideas receiving their well-deserved recognition. India has made its mark as the epicenter of world creativity in recent years, and here's hoping that this belief only strengthens by the end of Cannes Lions 2024.
Lightbox aims not just to learn from the innovative campaigns around the world but also to implement these learnings in alignment with GCPL’s core values. Our focus remains on creating goodness while delivering effective and impactful communication for our brands. Despite being just a year old and in our early stages, we take pride in the solid foundation we've established and are eager to create an impact on the world stage.
(By Gaurav Kumar, Lead Creative Strategist, Lightbox, GCPL)
