Alvar Suñol of ALMA joins the jury of the new Industry Craft Lion

During the 2018 Cannes Lions, ALMA Co-President and CCO Alvar Suñol was on the jury for Industry Craft. The creative said the Grand Prix for this category was unusual since it was based on copywriting. It was awarded to Ali by Ogilvy Chicago for Kiwi Shoe Polish, a piece with an important message.

“Beyond being exquisitely written and letting us see Muhammad Ali fighting, it’s amazing that amid our deliberations we didn’t see it as a competitor. Our idea was that Craft prizewinners basically enter through the eyes via photos or illustrations, but of course writing also has its power and rapidly earned it a Grand Prix. This tells us we’re forgetting how to write and the magic of words. We must not let ourselves get carried away by visual impact alone.”
 
Suñol noted that with the festival’s restructuring, it is now much more complicated to win a Lion. “You have to understand the strategy for entering pieces in a different way. Regardless, you still see wonderful things, brilliant work that enthralls, motivates, and inspires you, and you go back home eager to create things as amazing as the ones you’ve seen here.”
 
According to Suñol, the festival may be undergoing a vast overhaul, but it continues to be the Cannes Festival that rewards big ideas. “Yes, it makes you understand the new reality of the industry, but in the end what you’re seeing are the best ideas in the world and it is very, very inspiring.”