CEO & Chief Creative Officer, Altmann + Pacreau
"Print & Publishing is probably the most demanding category because it is the medium where you can judge the best writers and the best artistic directors. It is an exercise where, as in all categories, the idea must prevail.
But things don’t stop there. Then begins the real work of craftsman.
The editor, like a journalist or author, must master the art of words. A strong and catchy title. And if the idea requires it, he must know then interest the reader with a more developed text, make him want to read instead of turning the page.
For the artistic director it is also an opportunity to demonstrate all his know-how because the art of layout is decisive. How to have the maximum impact, to be relevant in structuring meaning? How to make the human eye look beautiful and challenging?
Unfortunately this art of crafting is lost and not available to all. You need something that is acquired over the years and from the best.
It takes 50 people to make a good movie. But you just need paper and a pencil and two talents to make a great print. And there we cannot cheat.
The print is probably the oldest form of advertising and you could think that in the digital age is a category of the past. Traditional as some would say. It is not so.
Because in a world where fake news dominates, in a world where video is consumed at lightning speed, print and publishing are part of a time when one takes one's time. A moment when we search for meaning, analysis and verified information. And this expectation is bigger and bigger.
Who has never snatched an article from a newspaper or an advertisement that interests him to put aside? As we say in French 'the words fly away, the writings remain'. And this year in Cannes our jury will have the opportunity to reward the advertisements that will remain in our memories for years to come."