I've just sat through a presentation by Cannes Lions to Unilever making the case for creative work. And as I sat there listening to the Q&A afterwards I was struck again by the way people mistake Cannes Lions as a creative target rather than as a showcase of creativity. To make sure I'm clear: Cannes is a showcase of great work from the previous year, it is not the purpose of the work itself.
Be original, make something you care about and Lions will follow. And if they don't, whatever, awards juries can be as bad as research at picking original ideas.