Jun 11, 2018
At Cannes Lions, the world’s premier festival recognizing creative excellence, thousands of entries pour in from around the world. Behind the scenes, a carefully selected panel of judges reviews the work that will ultimately take home a coveted Cannes Lion.
This year, joining the industry’s most recognized and respected creative professionals, Laura Estevez, Creative Director at Y&R São Paulo is serving as a juror in the Film category.
Leading creative for the largest agency in Brazil, Laura’s ideas and vision have influenced many of the country’s top brands. Over the course of her career, we has been recognized at prestigious shows including Cannes Lions, One Show, and several local awards. She has also previously served as a juror on several international festivals, representing her São Paulo roots.
Laura first began her career at DM9DDB where she was selected as a Young Creative, and at the time was the youngest female participant ever to represent Brazil. After winning a global pitch, she was invited to join the DDB NY branch where she lived for 5 years working for clients such as Unilever, Budweiser, Philips and Johnson & Johnson.
Read on for Laura’s thoughts on Cannes, creativity and the jury room.
1. Given the many changes at Cannes Lions this year, what are you most excited about?
I’m delighted to see how the festival is updating and molding itself to follow the industry. It’s wonderful to see the grey area on film category — a 30-second ad, a 40-minute mini doc, and a bumper ad — all gathered in one jury.
2. What do you think defines a successful creative idea?
A simple, fresh concept well produced from beginning to end.
3. What’s your favorite ad of all time? Why?
As a former writer, “Think different” is one of my favorites, of all time. 21 years later it’s still fresh.
4. Name three things in your Cannes Jury survival kit.
• Cannes 2017 reel - it’s good to keep close to last year’s winners.
• Ibuprofen – after watching thousands of commercials in a dark room, I might need one!
• A picture of my family.
5. What are your predictions or insights about your Cannes category?
Some One Show and D&AD winners will be strong, but it’s too soon to say.