Denis Mamo’s Cannes Diary: Day Three

Denis Mamo, executive creative director, UrsaClemenger is Australia’s representative on the Health & Wellness Lions jury. Mamo, along with most of the Australian and NZ jurors, is reporting exclusively for CB.

Exhilarated. That’s the feeling after a long day three of judging health and wellness.

In the jury room, members from the UK, US Japan, Brazil and Germany and Australia spent the morning culling the extended finalists. We debated, admonished and championed the work in question until the very first Lions Health short-list emerged. No doubt there will be some disappointed agencies out there but those that made the shortlist can rest assured that they are setting the benchmark for future shows.

Time to vote for metal. Differing opinions on worthiness were fiercely debated but handled fairly. It was a fascinating and invigorating afternoon. As debate wore on, the ideas became bigger, the work became simpler, case studies more polished. Favourites fell away and outsiders made big comebacks. All the jurors fought hard for their opinions of the work and didn’t stop until all options were exhausted. Finally, at 10pm, the first winners of the Health and Wellness category were decided. The last decision we made was unanimous. We allowed ourselves a round of applause – perhaps the last we’ll get for a while.

So what does a Lions Health Gold look like? is it just as difficult to win as a Gold Lion? Perhaps even more difficult?  We’ll find out on Saturday night. Good luck to all the finalists.