For all the star-studded splendor of the Cannes Lions International Festival of Creativity, its origins were remarkably modest. To find them, you must leave the French Riviera entirely and return to a warm September afternoon in 1954, in St. Mark’s Square in Venice.
Europe was still rebuilding after the war, commercial television had yet to spread across the continent, and cinema remained the only mass audiovisual medium available to advertisers outside America. A group of cinema-advertising executives, inspired by the glitz and glamour of the Cannes Film Festival, decided that advertising deserved the same artistic legitimacy as film itself.
