Cannes 2015: Kitty Lun on judging for Press Lions

Key takeaways from Lun:

• It has been quite interesting to see how the ideas in the Press category has become more than Press in the traditional sense, she said. She predicts that the festival organisers may have to accept case videos in future that explain the background of a print ad. There is no way that a judge can look at a piece of work with just a headline and visuals to know what went on behind the scenes. In fact, the ability of certain pieces of work to change society and lift mankind have made them more than just print ideas.

• Due to the simplicity of a headline and a visual in a confined two-dimensional space, coming up with an idea that catches the eye of your audience makes the Press category challenging, she said. Some pieces of work from China tried to be "Cannes-friendly" to win the jury's heart, but are in reality not at world-class standards. The uniqueness in Chinese culture was hidden in these pieces of work, but "we don't need to hide the fact that the work is from China" with English copy and foreign models.

• China's technological evolution is not reflected in this year's Press entries from the market. There is a lot of imitation of previous winners, especially on hot topics like environmental safety, but not in the Chinese context. Several entries also played with optical illusions or distorted perspectives in a copycat way, but why copy? 

Hear words of wisdom from the other judges:

• Jean Lin (video), global CEO of Isobar as well as Cyber Lions jury president

• Yanyan Yang (text), creative director of Baidu, on the Cyber Lions

• Jimmy Lam (video), vice chairman & chief creative officer at DDB China, on the Direct Lions

• Delia Liu (video), chief creative strategy officer at WizAd China, on the Mobile Lions

• Anna Chitty (video), managing director of PHD China, on the Media Lions

• Johnny Tan (video), chief creative officer of BBH China, on the Design Lions

• Graham Fink (video), chief creative officer of Ogilvy & Mather China, on the Titanium and Integrated Lions

Recap all of Campaign's round-the-clock festival coverage by our entire international team here: Campaign@Cannes 2015.