The nerve that is Cannes was in full twitch last night: joy, pride, frustration, confusion, and more.
It is tweaked by the wild ride that is the judging process, a true study in social anthropology. Ideas must weather differences in language and culture, and the hidden traps of provincialism, pettiness, jealously, and hubris.
Add to that ever-lurking contrary definitions of PR and you have a potent cocktail for debate. But somehow at Cannes, agreement suddenly emerges, borne by a transcendent concept: creativity.
If the roars of approval at last's night PR ceremony are any measure, Cannes got it largely right.
– Dave Senay, president and CEO of communications firm FleishmanHillard, describes the atmosphere at the festival last night. He was president of the PR Jury at Cannes in 2011.
For the latest at the Cannes Lions Festival, visit the Cannes Live blog.