Debbi Vandeven on the Hunt for ‘Work that Is Absolute Perfection’
Of all the Lions in the pride, Titanium may be the shiniest of all. It represents the work that transcends categorisation and shines a light to the future of creativity. Only the biggest, boldest, most ground-breaking creative ideas make it. And this year, leading the jury of this most prestigious award is VML’s chief creative officer Debbi Vandeven, who will be joined by a group of adland all stars for a gruelling week of judging that culminates in a nerve-wracking live judging session, where creative teams are invited to explain their work in depth. LBB’s Laura Swinton caught up with Debbi ahead of the festival to find out how she is preparing and what she’s looking for.
LBB> Titanium’s an interesting category because as possibilities and platforms and technologies expand, and the more that allows people to do creative work that doesn’t conform to expectations each year, the higher the bar gets for ‘game-changing creativity’. What challenges does that present to you as the jury?
Debbi> Honestly, I don’t find it a challenge. If you look at the Titanium category, it’s quite simply work that is absolute perfection. It starts with a strong idea and layers in flawless craft. It also must be right for the moment. But at the end of the day, it is still always about the idea, not about the technology that was used to make it.
LBB> What does ‘game-changing creativity’ mean to you? What makes something truly Titanium?
Debbi> Game-changing creativity shines through in the work that best capitalises on the possibilities of a point in time. It’s the perfect work for the moment, elevating the concept of what we can do for a client’s business. I’m looking for ideas that are not only truly original, but that set the bar for 2024 and beyond by making us look at our industry, our world, and the opportunities in front of us like never before.
LBB> What I love about Titanium is the live element. How are you preparing for that?
Debbi> That is definitely an interesting element of the Titanium category. The biggest way we’re preparing is to know these case studies well and to have discussed the various aspects of what makes them great. We’ll also be thinking about what else we would like to better understand. And believe me, I completely understand how nerve-racking it can be to present in front of this jury! My goal is to put everyone at ease. After all, they should already feel very honoured they made it this far. So, my advice to those presenting is to come ready to tell us more. Be prepared to tell us what you couldn’t say in the two-minute case film.
LBB> As the jury president, what words of advice or guidance will you be sharing with your fellow jurors?
Debbi> We’ve already had a great discussion as a jury. What makes a jury so wonderful is that everyone comes with different perspectives from all over the world. As a team, I’m sure we’ll have healthy debate and award the very best work. My hope is to award great work that solves real problems for clients with their customers in mind — the impact of that type of work is good for our industry. Of course, this can include purpose-driven work, but the brand still should be at the heart; it should feel connected.
LBB> Looking at last year’s Grand Prix winner, The First Digital Nation, I’m curious to know how that winner inspires you and what you think it says about the category?
Debbi> Last year, “metaverse” was the buzzword of the year. And as many brands were entering the metaverse to provide escapism for their customers, The First Digital Nation turned that around by using the metaverse to draw attention to the real world and drive change within it. It was one of those ideas, as I’ve mentioned, that was perfect for the moment and that attacked a problem in a fresh, inspired way.
LBB> What do you think will be the big talking points of the festival this year?
Debbi> Of course, there’s no doubt we’ll hear lots of discussions about AI and how it’s going to influence and impact our industry, such as how it will help us work faster or more cost effectively. But the biggest talking points absolutely must be about the importance of creativity and effective work. If we’re not talking about that, we’re doing something wrong.
LBB> Outside of the jury room what are you really looking forward to learning or doing at this year’s Cannes Lions?
Debbi> I’m just hoping to survive the week — ha! Seriously, I love looking at the work, interacting with my team, having great discussions with clients, and seeing industry friends. It’s such a wonderful opportunity to really focus on and take the time to celebrate creativity with people in the industry I’ve known and respected for many years.
