Ted Lim Direct Lions Jury President: Spanish Lessons Of ALMA Was Awarded Because Is Ingenious

For Ted Lim, CCO at Dentsu Brand Agencies APAC, who serves as jury president of the Direct Lions at the Cannes Lions Festival, Spanish Lessons, ALMA’s campaign for the Netflix series Narcos, earned two lions in this category, gold and bronze, because is ingenious in the sense it was related to one of the most popular shows at the moment and it called the whole world attention. “I think it was the most different way that we’ve ever seen to learn a foreign language” Lim said. He explained that the jury of Direct had 15 pieces to look at and choose not only the best piece, but that which had also all the boxes clicked in the right category. “Each category is different. Every category will have a different measurement. It has to be groundbreaking, it has to be something that stuns you. In the case of this year Direct Grand Prix, which is Google Home of The Whopper, that manage to reach homes, getting into the homes of people was the least expected. That was breakthrough, that was tremendous, and we were looking for a very brave piece to do that, because the future belongs to the braves.”