#CannesLions2019: "Cause-related work tackling internet-breaking subjects" - Nikki Taylor-Garrett
Nikki Taylor-Garrett, creative director at TBWA\Hunt\Lascaris, is serving on this year’s Cannes Lions Brand Experience & Activations jury.
She's worked in the industry for the past decade and enjoys creative disruptive work that reflects unconventional solutions, telling truthful stories through beautifully crafted creative.
She loves the idea that a clever insight can help a tiny client compete with giants.Here, Taylor-Garrett shares what she’s most looking forward to from this year’s Festival of Creativity, sharing a few of her Cannes Lions-related highlights over the years and what SA judges bring to the global creative mix…
This is my first time. It's definitely challenged me to be more discerning about what I think is great and worthy of an award!
Cannes always reminds me of optimistic anticipation, paper cuts, extended final second deadline extensions and the occasional win that makes it all worthwhile.
South African judges bring a really unique perspective. Never having big budgets to hide behind, we are quite discerning about there being a great idea at the heart of an execution.
I found that the best pieces in the category showed a clear link to the brand's values and strategy. Simple thinking that resonated with people and had real results. Work that didn't hide behind new tech, influencers, famous brands or big budgets.
As always, a trend at Cannes is cause-related work that tackles subjects that are breaking the internet. Brands are talking to people through their actions, like Nike Dream Crazy.
Gone are the days of just telling people what you stand for, you need to contribute and prove it.
I'm looking forward to drinking the Kool-Aid!
While main judging only takes place in Cannes next week, watch for the SA judges’ specific predictions of the work that will win, later this week!
The Cannes Lions Festival of Creativity runs from 17 to 21 June 2019, with Cinemark – now known as Ster-Kinekor Sales – the local representatives of Cannes Lions for SA. Roving reporter Ann Nurock will be sharing the latest news as it happens, live on the ground in Cannes, so visit our Cannes Lions special section for the latest updates!