Cannes Lions International Festival of Creativity

The Cannes Lions International Festival of Creativity (formerly the International Advertising Festival)[1][2] is a global event for those working in creative communications, advertising, and related fields. It is considered the largest gathering of the advertising and creative communications industry.[3]

The five-day festival, incorporating the awarding of the Lions awards, is held yearly at the Palais des Festivals et des Congrès in Cannes, France.[4] Each June, around 11,000 registered delegates from 90 countries visit the Festival to celebrate the best of creativity in brand communication, discuss industry issues, and network with one another.[5][6] The week's activities include multiple award ceremonies as well as an opening and closing gala.[7][8]

History

Inspired by the Cannes Film Festival, staged in Cannes since the late 1940s, a group of cinema screen advertising contractors belonging to the Screen Advertising World Association (Sawa) felt the makers of advertising films should be similarly recognised. They established the International Advertising Film Festival, the first of which took place in Venice, Italy, in September 1954, with 187 film entries from 14 countries. The lion of the Piazza San Marco in Venice was the inspiration for the Lion trophy.[9][10]

The second festival was held in Monte Carlo, and the third in Cannes. After that, the event alternated between Venice and Cannes before settling in the latter in 1984.[11] New categories have been awards in recent years: the Press & Outdoor Lions competition in 1992; the Cyber Lions in 1998 (retired after 2017); Media Lions in 1999; Direct Lions in 2002; Radio, and Titanium Lions in 2005; Promo & Activation Lions in 2006 (retired after 2017); Design Lions in 2008; PR Lions in 2009; Film Craft in 2010; Creative Effectiveness in 2011;[11] Branded Content & Entertainment and Mobile Lions in 2012; Innovation in 2013 and Creative eCommerce and Social & Influencer in 2018. However, in recent years, there have been calls from within the industry for the Festival to simplify the entry categories to better reflect the current state of the modern communications world.[12] The festival responded by introducing changes in 2018, including new categories, revising costs and reducing the event from seven days to five.

In the 1990s, the Festival also added a programme of learning in the form of seminars and workshops.[11] Over the years, this side of the Festival has grown considerably, and in 2013 it featured around 130 sessions over 7 days.[13] These included talks from Christopher Bailey, Jack Black, Jenson Button, Nick Cannon, Shepard Fairey, Arianna Huffington, David Karp, and Annie Leibovitz.

In 2004, British publisher and conference organiser EMAP plc (now called Ascential) purchased the festival from French businessman Roger Hatchuel – who had started managing it in 1987 – for a reported £52 million.[14] In June 2014, the Wall Street Journal[15] as well as Campaign Magazine[16] reported on Nimrod Kamer's protestations at Cannes Lions.

Jose Papa is the managing director. Philip Thomas is chairman and the chief executive officer of Ascential Events, under which Cannes Lions operates.[17]

The Awards

Cannes Lions juries are drawn from experts in each field from around the world. Each jury is headed by a jury president. They judge submissions in Film, Film Craft, Industry Craft, Digital Craft, Media, Print & Publishing, Outdoor, Direct, Pharma, Health & Wellness, Design, Radio & Audio, Mobile, Branded Content & Entertainment, Brand Experience & Activation, Creative eCommerce, Entertainment, Entertainment Lions for Music, PR, Creative Effectiveness, Social & Influencer, Creative Data, Innovation and Titanium, as well as Glass: The Lion for Change and Sustainable Development Goals. In 2013, the Festival launched a new category called the Innovation Lions, which are supposed to "honour the technology and innovation which facilitates creativity",[18] including recognition of the 'Top 10 Startups to Watch'.[19] Additionally, global start-ups can apply for the Start-up Academy to receive festival passes and access mentorship sessions.[20]

Other awards include Holding Company of the Year, Network of the Year, Media Agency of the Year, Agency of the Year, Independent Agency of the Year, Media Person of the Year, New Directors' Showcase,[21] Advertiser of the Year, and the Palme d'Or to the best production company.[22]

Advertisements are generally entered by the agencies that created them, although technically anyone can enter any advertising creation, providing it ran within a specified time frame. The jurors are instructed to reward advertising that is deemed most creative both in idea and execution.

In an article in The Guardian in 2009, WPP boss Sir Martin Sorrell said the Cannes Lions awards were too costly to enter.[23] However, a year later, he also admitted that he had made sure that WPP was "very, very focused on Cannes" and wanted to be "the leader in terms of awards at Cannes".[24] In 2011, WPP won the first Holding Company of the Year prize at the Festival.[25] Commenting on this industry recognition, WPP Worldwide Creative Director, John O'Keeffe, said:

"Cannes is the only global, cross discipline show, covering advertising, design, digital, media, promo, effectiveness, and everything else besides. It doesn't aggregate the scores of other shows, so you can't inflate your ranking on the back of just one or two pieces of work. If you are number one at Cannes, you've done it the hard way, the proper way, the only way."[26]

In 2013, the "Dumb Ways to Die" a campaign by McCann Australia for Australian company Metro Trains made history by winning a total of five Grands Prix awards, the most ever awarded to a single piece of work.[27]

The Lion of St. Mark is an honour given each year at the Cannes Lions International Festival of Creativity to "someone who has made outstanding contributions to the creative community."

Young Lions Competitions

Cannes Young Lions Competition Gold Medal
Cannes Young Lions Competition Gold Medal

The Young Lions Competitions (previously known as the Young Creatives competition, which started in 1995) is open to advertising professionals up to 30 years old working in teams of two. The competition takes place during the festival week in Cannes in seven divisions: print, cyber, film, design, young marketers, media, and PR. Regional competitions are held in most countries[28] to select teams in the lead-up to the Festival, with winners of these going into the final round of the competitions at Cannes Lions.[29] A design competition was launched in 2012.[30]

Lions Health

In June 2012, Cannes Lions announced that it plans to launch a new two-day event for creative communications in healthcare, wellness, and sustainability. Taking place in the Palais des Festivals in Cannes, France, just before Cannes Lions kicks off on 15 June 2014, the event will offer two days of content that will explore and debate the essential and unique issues relating to the world of healthcare communications. The move was welcomed by some sections of the industry, with Jeremy Perrott, global creative director of McCann Health, commenting: "Lions Health gives the industry the highest stage to showcase its brilliance."[31] In 2017 Lions Health was moved to take place at the same time as the main festival, but remains a standalone event in another part of the Palais.[4]

References

  1. ^ "2011 Cannes Lions: From Advertising to Creativity".
  2. ^ "2011 Cannes Lions 2011 Review".
  3. ^ "World's biggest ad festival to kick off in Cannes". The Times Of India. 9 June 2010.
  4. ^ News | About Us | Cannes Lions International Festival of Creativity Archived October 11, 2011, at the Wayback Machine
  5. ^ Sweney, Mark (20 June 2011). "Cannes advertising festival rebrands to reflect digital age". The Guardian. London.
  6. ^ Sweney, Mark (22 June 2010). "Sir Martin Sorrell: Cannes Lions is 'a chance to get away'". The Guardian. London.
  7. ^ http://www.canneslions.com/festival/whats_on.cfm Archived October 11, 2011, at the Wayback Machine
  8. ^ "Cannes Lions attracts record number of entries - Business News | The Star Online". Thestar.com.my. 2013-06-08. Retrieved 2014-02-05.
  9. ^ "The History of Advertising 20 – A Cannes Lion".
  10. ^ Tungate, Mark. Adland: A Global History of Advertising.
  11. ^ a b c [1] Archived August 22, 2011, at the Wayback Machine
  12. ^ "Categories, Schmategories – Cannes 2011". Creativity Online. 2011-06-27. Archived from the original on 2014-02-13. Retrieved 2014-02-05.
  13. ^ The Festival | Cannes Lions International Festival of Creativity Archived 2013-09-14 at the Wayback Machine[2]
  14. ^ Sommerich, Phil; Martinson, Jane (10 August 2004). "Emap buys Cannes advertising festival". The Guardian. London.
  15. ^ Jack Marshall, "Ad Agency Spoofs Cannes for Promo Videos featuring Nimrod Kamer", Wall Street Journal, June 18, 2014
  16. ^ Ben Hall, "Watch: Satirist takes on Sir Martin Sorrell and joins Kanye West's entourage", Campaign Magazine, June 19, 2014
  17. ^ "Cannes Lions appoints new CEO". Archived from the original on 2012-12-30.
  18. ^ Pathak, Shareen (2013-01-16). "Cannes Advertising Fest Intros 'Innovation Lion' Award | Agency News - Advertising Age". Adage.com. Retrieved 2014-02-05.
  19. ^ "Elizabeth Aris - CEO and Co-Founder of MOSH". The Native Society. Retrieved 28 April 2016.
  20. ^ "Start-up Academy Finalists Announced". Canne Lions International Festival of Creativity. Archived from the original on 23 April 2016. Retrieved 1 June 2016.
  21. ^ "New Directors' Showcase". Saatchi & Saatchi Global.
  22. ^ Enter the Awards | Cannes Lions International Festival of Creativity Archived November 12, 2011, at the Wayback Machine
  23. ^ Sweney, Mark (7 July 2009). "Sir Martin Sorrell criticises Cannes Lions on cost and new category". The Guardian. London.
  24. ^ "Cannes Eye TV › Cannes Eye". Blogs.hillandknowlton.com. Archived from the original on 2014-02-22. Retrieved 2014-02-05.
  25. ^ "Cannes Lions 2011: Nike Writes Itself into History, Awards, Festivals & Events, News". Shots.net. 2011-06-26. Retrieved 2014-02-05.
  26. ^ WPP most creatively-awarded global group in Cannes - WPP Archived June 30, 2012, at the Wayback Machine
  27. ^ "Quirky 'Dumb Ways to Die' campaign sweeps advertising awards". Reuters. 2013-06-24. Retrieved 2014-02-05.
  28. ^ "Young Lions Competitions" (PDF). canneslions.com. Retrieved 7 April 2018.
  29. ^ "YOUNG LIONS COMPETITIONS: How to take part" Archived 2016-05-02 at the Wayback Machine, canneslions.com
  30. ^ [3] Archived October 1, 2013, at the Wayback Machine
  31. ^ Wentz, Laurel (2013-06-12). "Cannes Will Add Lions Health in 2014 In Separate Festival | Global News - Advertising Age". Adage.com. Retrieved 2014-02-05.

External links

Alessandro D'Alatri

Alessandro D'Alatri (born 24 February 1955) is an Italian film director, screenwriter and former actor.

Born in Rome, as a teenager D'Alatri was active as a stage and film actor and worked with Luchino Visconti, Giorgio Strehler, Vittorio De Sica among others. In 1970s he decided to focus on directing, and after a long apprenticeship as a director of commercials, that led him to be awarded for best AD director at the 1987 Cannes Lions International Festival of Creativity, in 1991 he directed a first feature film, Americano rosso, for which he won the David di Donatello for Best New Director. The following No Skin was both a critical and a commercial success, and gave D'Alatri a David di Donatello, a Nastro d'Argento and a Ciak d'oro for best screenplay. His 1998 film The Garden of Eden, an apocryphal history of Jesus, was entered into the main competition at the 59th Venice International Film Festival.

Ashish Bhasin

Ashish Bhasin, CEO, Dentsu Aegis Network Greater South and Chairman and CEO of India, also a member of the Dentsu Aegis Network Asia Pacific Executive Board, is a globally recognised media veteran. He has been part of the Media, Advertising & Marketing community – especially representing India and the Asia Pacific market - for the past 30 years. He is frequently featured as a thought leader in the advertising industry on print and television platforms such as The Economic Times, Brand Equity, and DNA. He represented India as a member of the jury at the 63rd Cannes Lions International Festival of Creativity. Bhasin has also served as India's cultural Ambassador to Pennsylvania, USA in 1992 under an exclusive Rotary programme. In March 2019, he was promoted to the position of CEO of Dentsu Aegis Network's rezoned Greater South (Asia) regions which include India, Sri Lanka, Bangladesh, Indonesia, Thailand, Vietnam, Philippines, Malaysia and Myanmar.

Brandon Dickerson

Brandon Dickerson is an American writer, director, and producer whose work includes film, music video, documentary film, and television commercials. He made his feature film directorial debut with the 2011 feature film Sironia, which won the Audience Award at the 2011 Austin Film Festival in October 2011 before its release through Filmbuff. His second feature film as writer-director, Victor, is set for release in 2017 as is his documentary film A Single Frame.

His most notable music videos include work for The Jonas Brothers, Demi Lovato, Selena Gomez, Switchfoot, Sixpence None the Richer, Bridget Mendler, Dishwalla, China McClain, Zendaya, Steven Curtis Chapman, Vince Gill, Michael W. Smith, Jeremy Camp, Toby Mac, and Elissa.As a commercial director, Dickerson has worked with companies like Aprilia, Autodesk, Sony PlayStation, Sega, Yahoo!, Kinder Chocolate, The Walt Disney Company, and Partnership for Drug-Free Kids. In 2000, he won the Gold Lion award at the Cannes Lions International Festival of Creativity. Dickerson is signed with kaboom productions for commercials and music videos.

Canal180

Canal180 is a Portuguese digital cable and open source TV channel entirely dedicated to culture, arts and creativity.

Launched on 25 April 2011 by the media company OSTV, Canal180's executive director is João Vasconcelos and the content director is Nuno Alves. Rita Moreira, who previously worked at Portuguese radio channel Antena 3, is the channel's announcer. Available on Portuguese cable TV on position 180, the channel is distributed by ZON HD, Optimus Clix and Vodafone TV.

Part of the funding for Canal180 came from the Creative Industries National Award, an award appointed by Unicer and Serralves Foundation, in 2010. The ident of the channel was awarded the Bronze Lion at Cannes Lions International Festival of Creativity in 2012. Canal180 introduced several innovations never seen before on Portuguese TV: it's the first national channel completely dedicated to culture and creativity. Based on a low cost business model, the transmission of Canal180 consists on video blocks. There are no studios or régies. Also, the channel reclaims the title of being the first open source TV channel in the world. The daily TV grid is composed of national content produced by Canal180, like the daily Mag, a series that goes through Portugal's cultural agenda, and also international series such as Focus Forward, The Avant/Garde Diaries, Fubiz TV, Gestalten TV and Like Knows Like, among others. Several of these contents are funded by well-known brands like Mercedes-Benz, GE or Orange.

Another original project produced by Canal180 is 180 ID, a series of short documentaries featuring artists like David Wilson, Hiro Murai, Andreas Johnsen, Kirsten Lepore, Nico Casavecchia, Kristoffer Borgli and Layzell Bros. In 2014, the channel extended the open source model to a short film on Optimus Primavera Sound Porto 2013, Driving Without License, a collaborative work between the audience and Canal180's team. The channel, based in Porto, regularly covers popular music festivals like Optimus Primavera Sound and Vodafone Paredes de Coura. In 2012, Canal180 was also a partner of the Guimarães European Capital of Culture initiative.

Cannes

Cannes (; French: [kan]; Occitan: Canas) is a city located on the French Riviera. It is a commune located in the Alpes-Maritimes department, and host city of the annual Cannes Film Festival, Midem, and Cannes Lions International Festival of Creativity. The city is known for its association with the rich and famous, its luxury hotels and restaurants, and for several conferences. On 3 November 2011 it also played host to the G20 organisation of industrialised nations.

Eduardo Maruri

Eduardo Maruri Miranda (born September 6, 1966, Guayaquil, Ecuador) is an Ecuadorian businessman, President and Founding Member of MARURI Grey Global Group Ecuador [1], and former President of the Barcelona Sporting Club Soccer Team of Ecuador.

The company he leads, Maruri GREY Ecuador, was the first Ecuadorian Advertising Agency to receive a Gold Lion at the Cannes Lions International Festival of Creativity in 2012, 5 Awards in 2013, and 9 Awards in 2014.

Eurobest European Advertising Festival

The Eurobest The European Festival of Creativity (formerly the European Advertising Festival) is an annual event which celebrates and rewards creative excellence in creative communications, advertising and related fields in Europe.

The first Festival took place in Stockholm, Sweden, in December 2008, based on the Eurobest Awards, which were launched in 1988. It regularly moves to different host cities; in 2009, it took place in November at the Beurs van Berlage in Amsterdam, the Netherlands. In 2010, it takes place between 7 and 8 December in Hamburg, Germany.In 2011, it was established the Festival would take place for three years at Cinema Sao Jorge in Lisbon. The third Eurobest in Lisbon took place from 4–6 December 2013.In 2017, the Festival took place in London, United Kingdom.The Festival is organised by the Cannes Lions International Festival of Creativity, owned by British publisher and conference organiser Ascential.

Garth Davis

Garth Davis is an Australian television, film and commercial director, best known for directing episodes of the series Top of the Lake (2013), for which he received Emmy and BAFTA nominations. In 2008, he won a Gold Lion at the Cannes Lions International Festival of Creativity and a D&AD Pencil for Schweppes ‘Burst’ and in 2010 he received a finalist nomination in Directors Guild of America for best commercials director.He recently directed The Weinstein Company film Lion, in his feature film directorial debut, which premiered to rave reviews at the Toronto International Film Festival. The film was nominated for six Oscars at the 89th Academy Awards, including Best Picture.

Glyn M. Owen

Glyn M. Owen is an English composer.

He has written music for companies such as Olympus, Volvo, Disney and Ferrari. He has also produced and composed music featuring in British and American TV shows including The Oprah Winfrey Show and the BBC's The One Show.

The music he has composed for commercials has led to winning a number of awards, including a Golden Lion at the Cannes Lions International Festival of Creativity.

Kim Gehrig

Kim Gehrig is an Australian director whose diverse body of work spans commercials, music videos, documentaries, short films and branded entertainment. Her notable commercial works include the This Girl Can campaign, the John Lewis Christmas advert in 2015, Stepping for Honda, Gillette's 'The Best Men Can Be' and many more for brands including IKEA, GAP, Amnesty International and Libresse. In music videos Kim has collaborated with artists such as Chaka Khan, Wiley, Calvin Harris and Basement Jaxx. Her work has won numerous awards including a UK Music Video Award and a Glass Lion at the Cannes Lions International Festival of Creativity.

Lion of St. Mark (award)

The Lion of St. Mark is an award given each year at the Cannes Lions International Festival of Creativity for a lifetime of services to creativity in communications.

It was instituted in 2011. The trophy is modelled on the lion statue in St Mark’s Square, Venice, where the first Cannes Lions festival was held in 1954.

Naaka Mukka

Naaka Mukka is a 2008 Tamil song from the movie Kadhalil Vizhunthen. The song was composed and performed by Vijay Antony. The song also had its Female version which was performed by Chinnaponnu and was supported by the lead actor of the movie Nakul.

Naaka Mukka is loosely derived from an old song written eons ago by a Vettiyan. The song was played during the opening ceremony of the 2011 Cricket World Cup.Vijay Antony became the first Indian to win the 2009 Gold Lion in the Cannes Lions International Festival of Creativity for the Nakka Mukka commercial (for The Times of India) in the Best Use of Music category .

New Directors’ Showcase

The New Directors' Showcase, started in 1991, is one of the award categories at the Cannes Lions International Festival of Creativity.It is meant to unearth new directorial talent and is organised by Saatchi & Saatchi.

Nicolai Fuglsig

Nicolai Fuglsig (Danish pronunciation: [neɡolaj ˈfuːˀlsi]) is a Danish film director and photojournalist. He graduated from the Danish School of Journalism. In 1999, his book on an untold nuclear disaster (Techa River pollution by the Mayak plutonium production site) won the ICP Infinity Award in New York City and the World Press Photo First Prize, as well as the Kodak prize for Best Photographer Under 30.

While on assignment as a photographer in the Kosovo War, Fuglsig learned directing as he recorded footage that eventually became a 15-minute documentary, Return of the Exiled. The film was shown on Danish national television and was screened in Danish cinemas. Today, in addition to his commercial career, Fuglsig has a number of high concept movie projects in various stages of production, backed by major studios and independent financiers.

Fuglsig won the Gold Lion in the Cannes Lions International Festival of Creativity in June 2006, and the Grand Prix at the Midsummer Awards in London in July 2006, for his work on a Sony Bravia commercial featuring 250,000 bouncing balls let loose on the largest hill in San Francisco (Filbert and Leavenworth). He made his American feature film debut in 2018 with 12 Strong.

Palais des Festivals et des Congrès

The Palais des Festivals et des Congrès (Palace of Festivals and Conferences) is a convention center in Cannes, France, the venue for the Cannes Film Festival and the Cannes Lions International Festival of Creativity. The building opened in 1982.

Raiya Corsiglia

Raiya Corsiglia is a film director, producer, editor and actress. She started acting in high school as "Kate" in Taming of the Shrew then went on to the Boston stage, performing in traditional theatre, musicals and original plays. She received a master's degree in film from Art Center College of Design. She was nominated for The Young Director Award at the Cannes Lions International Festival of Creativity. She has been the recipient of eight international Indian Telly Awards for her innovative, fantasy spots and music videos.

Her music video, "Amma" performed by Larisa Stowe and Shakti Tribe won for "Best Director, "Best Cinematographer" and "Best Editor" of which she did all three at the Elevate Film Festival in Los Angeles at the Ford Amphitheater. More recently, her black and white, magic realism film, Blue Dreams Downtown has won Best Short at the Dragon*Con Short Film Festival and was nominated for Best Cinematography at the Calgary Fringe Film Festival as well as being an Official Selection at the Rhode Island International Film Festival, Austin Women in Film Festival, Imaginaria Film Festival in Italy and the Coney Island Film Festival.

She is best known for co-producing Ancanar and also starring as Laliel.

Scott Gardenhour

Scott Gardenhour (born March 10, 1961) is a feature film producer and the co-founder and executive producer of the Emmy award-winning commercial production house, The Institute.A seasoned producer early on, Gardenhour worked on many large-scale commercial and music video projects with award-winning directors before being courted by Propaganda Films, one of the world’s most influential production houses that launched the careers of Michael Bay, David Fincher, David Lynch, Spike Jonze and Mark Romanek.

Gardenhour produced the ‘Aaron Burr’ and ‘Baby Cat’ spots directed by Bay for the original 'Got Milk?' campaign that went on to win numerous awards including a Clio and Cannes Gold Lion. That same year Bay was awarded the DGA's Outstanding Directorial Achievement in Commercials for their work together.

With numerous years as a producer, Gardenhour went on to become Executive Producer and later, Vice President of Propaganda’s Commercial Division. Under his leadership he led Propaganda Films to be recognized with the industry’s highest honor, the Palme d'Or, for Best Commercial Production Company at the Cannes Lions International Festival of Creativity. Seeking new challenges after Propaganda, Gardenhour went on to begin his feature film career working on Armageddon, Coyote Ugly, Pearl Harbor and Jumper.

In 2001, Gardenhour and Bay opened The Institute. Gardenhour has guided the success of the company with campaigns for Nike, AT&T, Victoria’s Secret, and a Cannes Gold Lion winning commercial for Audi. In 2007, The Institute was awarded an Emmy for the Gardenhour produced spec commercial ‘Required Reading’, for Hallmark.

Invited to speak by the Wharton School of Business, Gardenhour talked about the discipline of Brand Marketing and the value it holds to Hollywood as a means to successfully develop, produce and market entertainment products.

Most recently, with his focus on feature film, Gardenhour has Executive Produced Pain and Gain and 13 Hours: The Secret Soldiers of Benghazi.

The General Assembly (directors)

The General Assembly were a music video and commercial directing duo based in Los Angeles, CA. They directed music videos for such artists as A.C. Newman, Grum, The Wombats, Totally Enormous Extinct Dinosaurs, Jason Lytle, Fruit Bats (band) and Radar Bros. They also directed commercials for Jameson Irish Whiskey, O2 (UK), George Dickel, BT Group, Jeremiah Weed, Blinkbox, Diageo and BBC Radio 1.

In June 2010, their video for Jason Lytle's "I Am Lost (And The Moment Cannot Last)" was featured in the Los Angeles Film Festival. In June 2011, TGA was included in the prestigious Saatchi & Saatchi New Directors Showcase at the Cannes Lions International Festival of Creativity. Also in 2011, they won the Audience Award at the Los Angeles Film Festival for their music video of Grum's "Can't Shake This Feeling."TGA fully disbanded as of 2014 with Adam Littke and Adam Willis now directing independently.

Yo Contra Ti

"Yo Contra Ti" (Spanish pronunciation: [ʝo kontɾa ti]; English: "Me Against You") is a song by Puerto Rican rapper Daddy Yankee featuring the Puerto Rico Symphony Orchestra. It was composed for a breast cancer campaign in partnership with foundations Susan G. Komen Puerto Rico and J. Walter Thompson. The song was released on September 1, 2017 accompanied by a music video directed by Kacho López and filmed at a Comprehensive Cancer Center in Puerto Rico. The clip shows a woman with breast cancer being injected during a chemotherapy process which gives her strength, proceeding to stand up and lip-sync the lyrics while Daddy Yankee performs the track. The song was written by Daddy Yankee and was produced by Echo, with additional production by Beatboy and Daddy Yankee.

It is a hip hop song with lyrics about breast cancer and empowerment, representing the struggle of women who are diagnosed with it. "Yo Contra Ti" has been critically well received, garnering Susan G. Komen Puerto Rico and J. Walter Thompson numerous awards for its campaign, as well as five nominations at the 2018 Cannes Lions International Festival of Creativity for the song and music video. "Yo Contra Ti" was nominated for a Latin Grammy Award for Best Urban Fusion/Performance at the 19th Latin Grammy Awards. Commercially, the single failed to rank on any chart, although it was reported that the campaign has amassed over a million dollars for Susan G. Komen.

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