Hermeti and Ana Balarin Talk Titanium

Are you aware of the altered structure of Cannes Lions this year and, if so, do you think it will help redefine and restructure the event? 

This is the start of what we hope will be a long journey of change. Only time will tell if the end results are what we’re all anticipating, but the restructure was much needed. There are probably still too many different categories and permutations to deal with, but the general move is towards simplification and focus on the idea, which has to be encouraged.

The criteria for the Titanium Lion seems to alter each year dependant on the jury president’s interpretation of it. What’s your interpretation of what a Titanium Lion should be?

Work that doesn’t fit into the existing framework of Cannes is what should be considered for Titanium. Straddling several categories is a good thing. Titanium-winning work must also cause a big impact in the real world where consumers not only notice it, but talk about it and share it, not just cause a stir in the creative community.

Has the continued advancement of technology made it easier or harder to create truly groundbreaking advertising ideas?

Easier and harder. You have a lot of information and ways of reaching consumers, but the media landscape is incredibly fragmented.

Do you think that brands are now more aware of how they need to approach and engage their customers and what their place in a consumer’s life is?

Probably, because of technology. It allows us to be closer to the audience like never before. We can understand what makes them tick and what will break through. So, in terms of developing insights and foundations to our work, we’re in a place where we’ve never had so much data.

But deriving insights from that still needs smart people. This is where great brands have an advantage – they have the people to help them navigate all the info. That is where reliance on technology can fall down, as you need to have the human link to get towards the groundbreaking work.

What pieces of work that you would define as being eligible for this category have impressed you in the last 12 months?

This year has seen a lot of great work. I’d say there isn’t a single campaign that will dominate all awards. It seems to us like more work that is responding to actual client briefs and business needs has raised the bar – not just one-offs or questionable speculative briefs. If we could give an award to any campaign (aside from Mother’s work) it would be to KFC’s 11 Herbs & Spices in the US. Simple and effective, costing nothing but delivered a big impact for the brand.

How excited are you about advertising’s continued move towards entertainment and content and how do you think it will evolve in the coming few years?

We’re excited about the movement, but we’ve been there for a long time already. If it’s not entertaining, it’s probably not worth doing. The lines will be blurred even more in the future. For example, one of our most successful pieces from the last 12 months [The Good Fight] was pure entertainment and won at the Tribeca Film Festival.

Will you be attending the festival this year and, if so, what are you most looking forward to about it?

Sadly, we’re not, but we’re looking forward to watching it from a distance.