The ninth edition of the African Cristal Festival has come to an end in Casablanca. What are your initial thoughts?
This year, the African Cristal Festival took place over one day: with an awards ceremony, of course, but also with conferences featuring inspiring speakers. We wanted a format that encouraged lots of discussion: 35 to 40 minutes of speeches, followed by 15 to 20 minutes of discussion, debate, and questions.
For example, we discussed topics such as "being creative together rather than alone" and sports marketing with Olivier Henry, Creative Director at Publicis Sport.
This year, we received 527 entries from 18 countries, both French-speaking and English-speaking. We selected 125 for the shortlist and awarded 45 campaigns in 55 categories.
Compared to last year, there were more participating agencies, and I think the overall level has risen.
What are the highlights of this ranking?
For the second consecutive time, EXTREME IDEAS, an independent Nigerian agency headed by Steve BABAKO, was awarded the Agency of the Year prize. He was also our Personality of the Year in 2023, having won his first Lion at Cannes that year.
Publicis Conseil, with 14 awards, received the Network of the Year award. In particular, they created the visual identity for a campaign to launch the series GANGS OF LAGOS.
We also recognized a magnificent campaign created by SAATCHI&SAATCHI GHANA for OREO during the month of Ramadan. It was an interactive billboard where, during the day, you could see an OREO cookie. Then, when night fell and it was time to break the fast, the moon gave way to an OREO cake.
For the first time, two Algerian agencies received awards. I would like to emphasize this because it is a first. These agencies are ARABESQUE CONSEIL and TBWA JAZZ. We can also mention the independent Tunisian agency LEONARD ET BALTHAZAR and the Moroccan campaign for JOOD, following the events in Marrakech.
JOOD is a humanitarian organization that collected canvas billboards and used them to build shelters for people who were left homeless after the earthquake destroyed their homes.
Do you have a prize that is more important than the others, such as the "Grand Prix de la Création" (Grand Prize for Creativity), which would reward THE campaign of the year?
That's a good question: I decided to eliminate the Silver and Bronze awards so that there would be only one winner per category. But a good campaign can win in several categories, as was the case for OREO and JOOD. Obviously, it's good that lots of people win, but it detracts a little from the quality of those who do win. What gives an award value is its rarity. People feel proud to win the award.
Price multiplication is also a commercial or financial decision.
You have to find the right balance: the African Cristal Festival is a structured event that relies on a large team. Of course, it's important not to lose money, but money isn't my main motivation. I want to share, and I want this community of African creatives to be able to come together and exchange ideas.
I think Africans have this art of storytelling. We talk about it all the time today. But it's true that in Africa, there is an extraordinary art of storytelling. That's what I want to show, celebrate, and bring to people's attention. That's the real goal.
What was the distribution of applications between English-speaking and French-speaking agencies this year?
It's still mostly Anglo-Saxon. But my ambition is really to bring these two worlds together. There are already awards for the Anglo-Saxon side, such as the Loeries in South Africa. But I think it's good that Africa sees itself as a real continent. For me, it makes sense to bring the English-speaking and French-speaking sides closer together. I think there are similarities, and differences of course, but in any case, there is something enriching about coming together.
Can we imagine that one day the African Cristal Festival will take place in Dakar or Abidjan rather than Casablanca or Marrakech?
We briefly considered creating a traveling format, but the problem is that when you organize an event of this nature, you can count on 80% of people already being there and 20% traveling to attend, and there are very few African countries with enough participants. You have South Africa, Nigeria, and Morocco.
I would have loved to go to South Africa, but I think competing with the LOERIE AWARDS is impossible. It's an event that has become a powerhouse. They do it over the course of a week, and the work they do is truly impressive.
Nigeria is an option that interests me, as I had the opportunity to work there for a year. And I love Lagos; I find it to be a city with incredible energy… However, there are still complicated security issues, and people do not travel to Nigeria easily.
But it's true that we are considering whether to hold the tenth edition in Dakar or Abidjan.
Were any Senegalese or Ivorian agencies recognized?
Yes, of course, agencies from these two countries won a total of nine awards:
The VOODOO ABIDJAN agency received two awards: Film Craft Outstanding Animation for TOTAL ENERGIES/AFCON and Film Craft Outstanding Sound Design for ORANGE AFCON.
MCCANN ABIDJAN also received two awards: Film Craft Campaign for XXLL and Film Craft Outstanding Special Effects for BEAUFORT BEER.
In Senegal, the EXCELSIOR agency received the Film Craft Use of Humor award for KIRENE BY ORANGE.
The 3W agency received the Digital Award for CANAL+.
NGO RAES won the Social & Influencer award for C'EST LA VIE!
TEAM WALLACE won the Healthcare Wellness Award for KISS (condoms)
And HAVAS SENEGAL wins the BToB Film Video award for COMPAGNIE SAHELIENNE D'ENTREPRISE