Jun 11, 2018
At Cannes Lions, the world’s premier festival recognizing creative excellence, thousands of entries pour in from countries worldwide. Behind the scenes, a carefully selected panel of judges reviews the work that will ultimately take home a coveted Cannes Lion.
Joining the ranks of the industry’s most recognized and respected creative professionals, Tereza Sverakova, Chief Creative Officer of Y&R Prague returns to Cannes this year to serve on the Industry Craft jury.
Over her career, Tereza’s work has received numerous awards at Cannes Lions, LIA, Clio, D&AD and One Show. She has also served as a jury member at all of these festivals. Just last year, Adweek named her among their Creative 100 – a list of the industry’s top creatives reinventing and reshaping the industry.
While Tereza’s time in the industry spans more than two decades, her love for advertising manifested far before she ever stepped foot into an office. At the age of 17, she attended a demonstration against the Communist regime holding a self-made banner that said: “Who if not us, when if not now.” The sentence later became the official slogan of the Czech Velvet Revolution.
Recently, she has become the face of “How to tell kids,” a campaign that helps young mothers battling breast cancer. Tereza had to face this situation personally, which is why she decided to start helping other women going through the same experience. She led the creation of “Mama Beer” the first beer designed for women with breast cancer. It was created by Y&R Prague and Mama HELP, a breast cancer advocacy and support group, and is a Y&R Cannes contender this year.
Read on for Tereza’s thoughts on joining the Cannes jury, sparking creativity and more.
1. Given the many changes at Cannes Lions this year, what are you most excited about?
Over the last couple of years, the festival became too huge and complex so, all the changes which made it simpler, are changes for the better. I appreciate the reduction of subcategories to 120 and the new rule that allows one piece of work to be entered into a maximum of six categories. This is a very positive change.
2. What do you think defines a successful creative idea?
Timelessness. Every year we see many amazing ideas succeeding in award shows, but as they appear they pass. There are only a few that are never forgotten, like Fearless Girl.
3. What’s your favorite ad of all time? Why?
It’s hard to pick one, but I admire the McWhopper campaign for its smartness and bravery. It was a huge risk for the brand to take.
4. Name three things in your Cannes Jury survival kit.
My sketchbook and a pencil, or two.
5. What are your predictions or insights about your Cannes category, given that these are new categories?
Quite a few campaigns are my candidates for Cannes winners, but I’ll keep those to myself.