According to Wikipedia the Cannes Lions International Festival of Creativity was inspired by the International Film Festival, staged in Cannes since the late 1940s. A group of cinema screen advertising contractors felt the makers of advertising films should be similarly recognized. 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. In fact the lion of the Piazza San Marco in Venice was the inspiration for the Lions trophy. Since 1954 the Festival has developed its remit to accommodate and celebrate all disciplines of advertising and this year sees the first Lions Innovation.