In our final interview with Canadians at Cannes, we talk to Madeleine Di Gangi and Shahin Edalati, winners of this year’s Globe and Mail Young Creatives Competition. This team won the right to be one of three teams of Canadians to compete on the international stage in the Young Creatives Competition at the 2007 Cannes Lions International Advertising Festival.

Media Central: Why is Cannes important?

Madeleine & Shahin: Cannes is more than an awards show. It’s an experience, one that everyone in advertising should really get to enjoy. The work is fantastic. The people you meet are amazing. And the bonus--beach parties. You get to attend beach parties every day for a week!

MC: Why is it important for Canadian creatives to participate?

M&S: Seeing great work as you flip through an annual is great, but meeting the creatives behind all those ads--interesting people from all over the world, with different backgrounds and cultures--does wonders for your perspective. You realize that there are thousands of people out there who just might be smarter and funnier than you are. And that’s great motivation to improve. Oh yeah, and a great lesson in learning to be humble.

MC: How is Canada perceived in the global marketplace?

M&S: Canadian work is definitely noticed--this past year especially was killer for work. But people see Canadians as casual and laid back, so it’s actually kind of nice when fierce and noticeable work comes out of here--it’s like this usually benign country suddenly rears its brilliant head. Hopefully the trend will continue.

MC: What is the one thing that you took home from Cannes?

M&S: Beyond the attractive suntans and mild exhaustion? Well, we brought back intense determination and inspiration to do better work. And, of course, the resolve to go back next year. But these two go hand in hand, don’t they?

MC: In order to qualify to be part of the Cannes Young Creatives competition, you had to compete in (and win) The Globe's own Young Creatives competition. Did you find that this preparation helped you and, if so, how?

M&S: Oh, absolutely, it helped. Having 24 hours to absorb and execute a brief is one thing. Doing it well is another. So having a chance to try it out before going to Cannes was great.

MC: During the Cannes Young Creatives competition, you were asked to develop groundbreaking creative in a room full of peers from around the world. Did this heighten your competitive juices, was it a little intimidating, or a bit of both?

M&S: Definitely a bit of both. You’re surrounded by a whole slew of wickedly accomplished smartie pants creatives. And you’re all in one room trying to win one competition in one short day. But you have to remember, they probably all think you’re a wickedly accomplished smartie pants too. And whether they’re right or wrong, you just go ahead and let them think that!

MC: How would you describe the experience of participating in The Globe and Cannes' Young Creatives competitions? Would you enter again?

M&S: Think about it this way--we spent a weekend in the office, sure. But we got a week on the beach for it. Wish that happened every time!







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