If You Build It They Will Come
- Paul Bolte
- Oct 18
- 2 min read
“If You Build It They Will Come” – Field of Dreams. “We Built It and They Came” – Cannes Advertising Festival
Before 2000, I was in Cannes, France, sitting outside a French restaurant with Canada’s top creative directors who were attending the Cannes Advertising Festival (CAF). At the time, I was the Canadian representative for the festival, working with Cineplex.
During our conversation, one of the creative directors remarked, “We see the same 20 or so advertising people here every year. Why don’t more Canadians come to Cannes?”
That question sparked an idea. I replied, “When we get back to Canada, let’s form a creative team dedicated to promoting the festival and encouraging more Canadian agencies and companies to attend. Let’s show the world that Canada is full of innovative, creative talent.”
He looked at me and said, “That’s the best idea I’ve heard!” So guess what? I took that idea — and ran with it.
Take note — that year, less than 30 Canadians attended the CAF, and Canada brought home 8 Lions.
Back in Toronto, I connected with key figures in the advertising industry to share the idea — and it quickly took off. With the help of some of the country’s top creative minds, we formed a team called “Canada Cannes.” (credit to hashtag#paullavoie for the name.) Alongside hashtag#robguenette, hashtag#alangee, hashtag#michaelschwartz hashtag#camgardner, and others, we set things in motion. Next year’s festival, more than 60 Canadians made the trip across the ocean — and the year after that, nearly 150! On the beach at Cannes, our giant Canadian flag flew proudly. Everyone knew: Canada had Landed.
Fast forward to 2024 — Canada now stands firmly on the global stage as a powerhouse of advertising creativity and award-winning excellence. Over 200 Canadians attended that year, bringing home 66 Lions — ranking 4th in the world. Pre-2000 – 20-30 attended and only 8 Lions.
It all started with an idea. If you build it, they will come. And they came!
My story of Canada Cannes relates closely to how Canadians should start a new company. However, remember this key truth: “Without a Plan, You Have No Idea.”
If you have an idea you believe in, start by talking to people — that’s the beginning of your research. Ask plenty of questions, listen carefully, and take detailed notes. Keep researching, refining, and expanding your understanding. Once you’ve gathered enough information, begin developing a plan — at least a five-year plan — and continue to revise it. Consult with experts, seek feedback, and adjust your plan as you learn more.
When the time comes to launch your idea, do so with a solid plan in place. You will make mistakes but aim for them to be minor and use them as opportunities to grow. There are no guarantees when turning an idea into reality, but a well-thought-out plan will give you the strongest foundation before you open your doors to the world.
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