As the official Aotearoa representative for Cannes Lions International Festival of Creativity, the Commercial Communications Council takes us behind the scenes of this year’s event for coverage that promises to deliver captivating stories straight from the heart of the happenings. James Wotton brings us the highlights.
Another picturesque day on the Cote d’Azur, and after an early night, I spent the day hopping from session to session, trying to get the most of the Cannes Lions experience. Instead of providing a detailed account of every speaker, I want to share just one that inspired me.
Will Guidara, the visionary behind Eleven Madison Avenue, caught my attention. He spearheaded the transformation of the restaurant, leading to its success with three Michelin stars and the coveted title of the number one restaurant on San Pellegrino’s top 50 list in 2017.
Unlike most top-ranking restaurants in the world, Eleven Madison Avenue is driven not by a chef but by a restaurateur. Guidara made an observation about his competitors: while their relentless pursuit of culinary perfection was evident, he realised he couldn’t compete in that realm alone. He understood that a dining experience encompasses more than just a great dish. So, when his restaurant ranked 50th on the list in 2016, he decided to carve a niche that others hadn’t explored—the realm of “unreasonable hospitality.”
The idea struck him when he overheard a group of guests, who had been on a food tour of New York’s finest restaurants, commenting that they had run out of time to try a classic New York hotdog. Without a second thought, Guidara ran out of the restaurant, grabbed a hotdog from the nearest stand, and returned to his chef, requesting it to be plated (much to the chef’s astonishment). Guidara then served the plated hotdog to his guests, who were moved to tears.
Inspired by this experience, he spent the following year cultivating a culture of innovation within his team, motivating them to unleash their creativity. His commitment to “unreasonable hospitality” extended beyond expectations. He arranged for sleds and an SUV to take a family, who had never seen the snow before, for a sledding experience in Central Park. He even transformed their private dining room into a dance floor for a couple who had just eloped at city hall. The costs associated with these acts of extraordinary hospitality varied, but Guidara understood that the ability to listen and respond to customers was a quality not every restaurant possessed.
His talk moved me because it underscored the significance of something as simple as attentive customer service and the power of surprising customers with the unexpected. It illustrated that these small gestures could mean the difference between a good business and a truly exceptional one.
As I listened to Will Guidara’s story, I couldn’t help but draw parallels to the world of advertising. Just like the culinary realm, our industry strives for excellence in creativity and innovation. However, Guidara’s pursuit of ‘unreasonable hospitality’ serves as a powerful reminder that our clients and audiences are not merely consumers of advertisements but individuals seeking meaningful connections.
By embracing the spirit of unreasonable hospitality, we have the opportunity to go beyond the expected, to truly listen and respond to the needs and desires of our customers and audiences.
Anyway, all this talk of hospitality has made me hungry so I’m off for another rosé.
For more stories out of Cannes click here.
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