“Nowadays, it is more like a plumber or industrial roofing convention,” bemoaned one of the creative legends of the advertising industry a few years ago about Cannes Lions.

In the creative industries – whether it’s advertising, architecture, design, fashion or film, etc – the ‘best work’ is often praised for its ingenious originality of the idea and brilliant craftsmanship. If you ask a layperson if they can recall a great ad they liked, they’ll probably be able to tell you a TV ad or perhaps a Super Bowl spot.

But if you ask, “what’s your favourite digital ad?” they’ll either give you a blank stare or scoff: “You mean, ad banners???”