In Cannes without the sun, feeling happy one moment, down the next.

Everyone, sorry for the long absence! The reason for the slightly delayed June update is that I was in Cannes. If you're thinking, "Lucky you, enjoying the light breeze, sea, and sun of the South of France"... nope! This time, it feels more accurate to say I went to a meeting room in Cannes rather than actually being in Cannes.

This year, Sasaki participated in the Cannes Lions International Festival of Creativity as a juror for the Design Lions category. The number of entries for this design division? 2,373 from all over the world. Since all judging takes place on-site, I arrived five days before the event even started. While catching glimpses of the still-quiet streets of Cannes, I diligently judged and debated in dim, sunless conference rooms starting before 9 AM each day. By the time we finished, the sun had already set. There was no time to drink the famous rosé wine or even say hello to the plump mussels. It was coffee and pizza every day.

The judging was truly tough, but the Design Lions were incredibly interesting! Personally, I thought it was one of the most fascinating categories at Cannes, right after Film and Film Craft. When we talk about design in Japanese, it often conjures images of art or craftsmanship, but it's so much more than that. Design is the tangible manifestation of the capability to solve a specific "problem." It encompasses functional design, experience design, service design, digital design, and so much more – the points of evaluation are vast. And design is the part everyone ultimately touches or sees. I feel it's where the idea comes through most intensely.

What's particularly noteworthy about the Design category is Japan's strength. Designs that were conceptual, clean, and meticulous in detail were recognized by jurors from various countries. Many jurors weren't from advertising backgrounds but were renowned figures from global design boutiques. For me, this was incredibly stimulating. What's more, these people held Japanese design in high regard. Even though it wasn't my own work, I felt a strange sense of pride. Japan submitted 120 entries (5.1% of the total), and 14 of those (10.1% of all awards) won Gold, Silver, or Bronze Lions – a very strong showing.

A snapshot of the Design Lions judging just before the Grand Prix decision. Snapped while the secretariat members were doing the final tally.

 

Seeing Japan's strength in the Design category like this reminds me of how Japan used to stand out in the Cyber category. The Cyber category now has a different focus—more on the depth of storytelling and the energy put into craft—so Japanese entries don't win easily anymore. Hmm, as someone in the digital team, I really need to step up...

After over a week of judging, I realized Cannes was nearing its end. With no time to see anything besides the Dentsu Inc. seminar, no time to soak up the sun, feeling a deep sense of crisis seeing Japan struggling in other categories, overwhelmed by the flood of amazing global ideas... I felt frantic, frustrated, sad, and just... down. It was the Cannes fever. Skipping drinks with the Japanese crew, I wandered alone through Cannes at night and stumbled into Gutter Bar. There, I unexpectedly reunited with Raul, whom I'd interviewed last time, and the Romanian creatives from my Dentsu America days... What a small world. I learned their Instagram Menu had won a Bronze Lion. My low spirits suddenly lifted, I felt a bit of energy return, and I ended up drinking a little too much.

I won a Gold Lion in the Design category for a digital project I created while stationed in New York. I was so happy! (Though this was followed by a deep, deep slump...)