\n Photo from Cannes Lions 2022, Kazoo is in the center of the group <\/p>\n\n\n\n\n
\n Although there could be many keywords to describe the trends of the award-winning entries, in terms of the Music category, I could say the key trends include: “Social Justice,” “Speed of Culture,” and “Ture Ambassador\u201d.
\n“Social Justice\u201d<\/b>, a brand’s opinion or stance on an issue of social injustice, was a common key concept in more than half of this year’s winning works. It may be easier to understand if you think of it as Nike’s “Dream Crazy” campaign for its 30th anniversary of \u201cJust Do It.\u201d.
\n\u201cSpeed of Culture”<\/b> refers to how quickly a brand is able to take advantage of the culture that is being discussed on social media and apply it to its own marketing and communications.
\n\u201cTrue Ambassador”<\/b> means that the relationship between the artist as an ambassador and the brand is not just shallow and one-time only but becoming more and more authentic, truthful, and they collaborate with shared passion or aspiration. I believe that these three keywords can be read in many of the award-winning works.<\/p>\n\n\n
\n <\/p>\n\n
\n Q. What were the characteristics of this year\u2019s Grand Prix winner at Music category?<\/h2>\n\n\n\n ![\"Cannes](\"\")
\n<\/div>\n\n\n\n\n\n\n Grand Prix Winner: This is Not America
\nClient: Doomsday Entertainment and Sony Music Latin for Residente
\nCannes Lions Official Website: The Work | Festival 2022 | Entertainment Lions For Music (lovethework.com)<\/a> <\/p>\n\n\n\n There is a rule that one of the two Music Grand Prix winners each year must be selected from pure music videos, not advertisements. This rule was established in the year when the Music category was first made, with the aim of looking at the category from the broader perspective of “creativity” and not just “advertising”. It is to prove that even music videos have the power to change society, which can be seen from the global impact of “This is America,” which won the Grand Prix in the same category in 2019.
\n
\nI believe that this year’s Grand Prix winner \u201cThis is Not America\u201d was chosen as a work that symbolizes exactly that thinking – which links to the key word \u201cSocial Justice\u201d that I mentioned earlier. It is a music video released by Doomsday Entertainment and Sony Music Latin for a South American Mexican artist named Residente. It is a rap music presentation of the relationship between U.S. imperialism and the social problems facing South American societies.
\nThe following is an introduction to the work I contributed to a Japanese writer on Cannes Lions, Mr.Koichi Kawajiri.
\n
\n“When \u201cAmerica\u201d (the U.S.) uses the word \u201cAmerica\u201d, it refers to the Northern American continent – when \u201cSouth America\u201d is also America, called Latin America. Isn’t U.S. imperialism based on the sacrifice of many good citizens, abundant natural resources, and other resources in Mexico, Brazil, Puerto Rico, Venezuela, Chile, Colombia, and many other Latin American countries? By parodying various historical heroes and events that fought for justice against this reality, this video calls out for what real justice is. If the Childish Gambino’s \u201cThis is America\u201d highlights the truth of the North American continent, \u201cThis is Not America\u201d will be an appeal to the world shedding the light on truth about Latin America.\u201d\uff08Full article (Japanese): https:\/\/note.com\/kawajiring\/n\/n59b465705a4c<\/a>\uff09
\n
\nThe judging panel was naturally very careful in discussion of political correctness, but it went on to even discuss what real justice in war is, using the current war in Ukraine as an example. Although the visual expression was a bit aggressive, it was fresh and very brave in that it gave a new perspective on the values of America, and the power of music is always there when society undergoes a major transformation or when values change – based on the overall evaluation of these points, we selected this work for the Grand Prix.
\n<\/p>\n\n\n Q. What do you think is likely to be evaluated at Cannes Lions in the future in overall categories, and what perspectives are necessary to be an award-winning work?<\/h2>\n\n\n
\n I am sure has often been said but the important things to consider are: that the relationship between the idea of the work and the company\u2019s identity must be authentic, and that the company’s stance on the work must be true and in line with its own purpose.
\nWhenever I share Cannes Lions winning works, I am still sometimes asked how so-called “For Good” campaigns are related to the company’s profit. However, realistically speaking the resolution of social issues by companies is a theme that directly affects stock prices from an ESG perspective, and I believe that the opportunities for our ideas to make a significant contribution to the creation of non-financial value for companies will increase in the future.
\nThere are so many to learn from Cannes Lions in the future and I am excited for what to come.
\n<\/p>\n\n\n
\n ===
\n \u203b This article is a re-post of the aritcle from Hakuhodo Web Magazine The Centeral Dot. “[Cannes Lions 2022] Hakuhodo DY Group Jury Interview Vol. 1 Kazoo Sato (Entertainment Lions for Music)” (July 25, 2022). To read the original article (Japanese) please see: https:\/\/www.hakuhodo.co.jp\/magazine\/98964\/<\/a> <\/i><\/p>\n\n\n<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[55],"tags":[],"stories_tag":[66],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/7233"}],"collection":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/comments?post=7233"}],"version-history":[{"count":11,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/7233\/revisions"}],"predecessor-version":[{"id":9763,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/7233\/revisions\/9763"}],"wp:attachment":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/media?parent=7233"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/categories?post=7233"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/tags?post=7233"},{"taxonomy":"stories_tag","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/stories_tag?post=7233"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\n Grand Prix Winner: This is Not America \n There is a rule that one of the two Music Grand Prix winners each year must be selected from pure music videos, not advertisements. This rule was established in the year when the Music category was first made, with the aim of looking at the category from the broader perspective of “creativity” and not just “advertising”. It is to prove that even music videos have the power to change society, which can be seen from the global impact of “This is America,” which won the Grand Prix in the same category in 2019. \n I am sure has often been said but the important things to consider are: that the relationship between the idea of the work and the company\u2019s identity must be authentic, and that the company’s stance on the work must be true and in line with its own purpose. \n === <\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[55],"tags":[],"stories_tag":[66],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/7233"}],"collection":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/comments?post=7233"}],"version-history":[{"count":11,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/7233\/revisions"}],"predecessor-version":[{"id":9763,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/7233\/revisions\/9763"}],"wp:attachment":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/media?parent=7233"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/categories?post=7233"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/tags?post=7233"},{"taxonomy":"stories_tag","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/stories_tag?post=7233"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nClient: Doomsday Entertainment and Sony Music Latin for Residente
\nCannes Lions Official Website: The Work | Festival 2022 | Entertainment Lions For Music (lovethework.com)<\/a> <\/p>\n\n\n
\n
\nI believe that this year’s Grand Prix winner \u201cThis is Not America\u201d was chosen as a work that symbolizes exactly that thinking – which links to the key word \u201cSocial Justice\u201d that I mentioned earlier. It is a music video released by Doomsday Entertainment and Sony Music Latin for a South American Mexican artist named Residente. It is a rap music presentation of the relationship between U.S. imperialism and the social problems facing South American societies.
\nThe following is an introduction to the work I contributed to a Japanese writer on Cannes Lions, Mr.Koichi Kawajiri.
\n
\n“When \u201cAmerica\u201d (the U.S.) uses the word \u201cAmerica\u201d, it refers to the Northern American continent – when \u201cSouth America\u201d is also America, called Latin America. Isn’t U.S. imperialism based on the sacrifice of many good citizens, abundant natural resources, and other resources in Mexico, Brazil, Puerto Rico, Venezuela, Chile, Colombia, and many other Latin American countries? By parodying various historical heroes and events that fought for justice against this reality, this video calls out for what real justice is. If the Childish Gambino’s \u201cThis is America\u201d highlights the truth of the North American continent, \u201cThis is Not America\u201d will be an appeal to the world shedding the light on truth about Latin America.\u201d\uff08Full article (Japanese): https:\/\/note.com\/kawajiring\/n\/n59b465705a4c<\/a>\uff09
\n
\nThe judging panel was naturally very careful in discussion of political correctness, but it went on to even discuss what real justice in war is, using the current war in Ukraine as an example. Although the visual expression was a bit aggressive, it was fresh and very brave in that it gave a new perspective on the values of America, and the power of music is always there when society undergoes a major transformation or when values change – based on the overall evaluation of these points, we selected this work for the Grand Prix.
\n<\/p>\n\n\n Q. What do you think is likely to be evaluated at Cannes Lions in the future in overall categories, and what perspectives are necessary to be an award-winning work?<\/h2>\n\n\n
\nWhenever I share Cannes Lions winning works, I am still sometimes asked how so-called “For Good” campaigns are related to the company’s profit. However, realistically speaking the resolution of social issues by companies is a theme that directly affects stock prices from an ESG perspective, and I believe that the opportunities for our ideas to make a significant contribution to the creation of non-financial value for companies will increase in the future.
\nThere are so many to learn from Cannes Lions in the future and I am excited for what to come.
\n<\/p>\n\n\n
\n \u203b This article is a re-post of the aritcle from Hakuhodo Web Magazine The Centeral Dot. “[Cannes Lions 2022] Hakuhodo DY Group Jury Interview Vol. 1 Kazoo Sato (Entertainment Lions for Music)” (July 25, 2022). To read the original article (Japanese) please see: https:\/\/www.hakuhodo.co.jp\/magazine\/98964\/<\/a> <\/i><\/p>\n\n\n