Welcome to Cannes Lions, the Festival where the $580 billion media industry goes to do business.
Inspired by the Cannes Film Festival, staged in Cannes since the late 1940s, a group of cinema screen advertising contractors belonging to the Screen Advertising World Association (Sawa) felt the makers of advertising films should be similarly recognized. They established the International Advertising Film Festival, the first of which took place in Venice Italy, in September 1954, with 187 film entries from 14 countries. The lion of the Piazza San Marco, in Venice was the inspiration for the Lion trophy.
South African production company, Egg Films’s creative Sunu, took home gold, two silvers and bronze in the Entertainment, Entertainment for Music and Media categories at Cannes Lions International Festival of Creativity, the world’s most prestigious advertising awards.
The seven-day festival, incorporating the awarding of the Lions awards, is held yearly at the Palais des Festivals et des Congrès in Cannes, France to celebrate the best of creativity in brand communication, discuss industry issues and network with one another.
Sunu won for directing the music videos and brand films for One Source, Native VML’s campaign for Absolute starring Khuli Chana, Sarkodie, Victoria Kimani and other African musicians.
“For a long time, South African creatives looked overseas for inspiration,” says Sunu, who shot One Source in Ghana. “In contrast, One Source is a celebration of the creative revolution taking place across the continent as we embrace who we are as Africans. All credit to Native VML, Absolut and Pernod Ricard for seeing the opportunity in showcasing Africa in a completely different light on a global stage.”