Most ad people believe Cannes is about unleashing creativity. Rita Alberti thinks otherwise.
The Hungarian copywriter and her art director partner Adam Moroncsik are the brains behind "Lion Leash," a line of accessories designed to help prize winners as this year's festival hang on to their awards, no matter how forgetful or harried or drunk they become. (Do people at Cannes drink alcohol? I'll have to look into that.)
"Both of us have attended Young Lions and Eurobest as young creative competitors," Alberti tells Adweek, "and this year, we've decided to do something unique in Cannes." There are three handmade "leash" styles to choose from, even a headband, for creatives with absolutely no shame. (Which would be all of them.)
This fun and timely self-promotion addresses a real problem, Alberti says, as winners really do tend to lose their Lions at parties, in taxis, and, well, just about everywhere amid the chaos and clamor of Cannes. "We would like to get the attention of the global ad industry! We even got the attention of John Hegarty," Alberti adds.
— Lion Leash (@lionleash) June 24, 2015
Alberti and Moroncsik have asked event organizers to present a Leashed Lion at one of the award ceremonies, "but haven't got any answer yet," she says. "Maybe on Saturday for the Film Lions? Just imagine how fun would it be if a winner wore the trophy as a backpack."
Some folks at Cannes need to be on a shorter leash, that's for sure!