Humour Is a Serious Matter at Cannes

June 19, 2013


Finding that magic formula is not easy but if you are looking for one single ingredient to win a PR Lion then look no further than humour. This year’s Grand Prix winner is called “Dumb Ways To Die”. I am used to scare tactics in the UK or in my native Ireland to address similar deadly-serious themes but the approach taken here was funny, eye-catching and impactful. Last year’s victor also had a strong leaning towards humour as did the 2011 overall winner. After a week in a Cannes bunker dissecting all the entries, I suspect the judges must need a laugh.

This article originally appeared in PRWeek. John Saunders is FleishmanHillard president, EMEA.