When presented the Enlarge Your Lion cause, Philip Thomas listened carefully to the problems small agencies in emerging markets face when it comes to submitting their work to Cannes Lions and asked us if we would like to have a separate category or, indeed, a separate competition like Health Lions. We hope you don’t mind, but we said no to the Emerging Lion and said we would rather win a normal lion. After all it’s not our work, it’s the fees that we can’t keep up with.
Enlarge Your Lion suggested there could be a separate preliminary judging round for the work from small agencies from emerging markets. Agencies could submit their work there free of charge and if the jury thinks the work is good enough for the Cannes competition, it automatically goes to the category it belongs in. If not, sorry mister.
Philip Thomas did say that Cannes Lions are already big enough, but he agreed that it’s only big in terms of entries, not the amount of good work. Gone are the days when an agency would win twenty awards with twenty different ads. Now one campaign is submitted into twenty categories and wins multiple awards in the same category because of the sub-category system.
Of course there would be limitations and special criteria to be met to be eligible to submit your work to this preliminary round. I.e. an independent agency from a country that has never won a gold lion or Grand Prix.
And of course if you submitted it there, you cannot submit it as a normal entry anymore. The details have to be worked out yet, but there’s hope.