Presentation given at the "Yes we Cannes" conference in Greece, aimed to inspire Greek agencies about the challenges of entering the Cannes Lions festival. The main point is that creating one of the best campaigns in the world won't just do it. You also have to make the proper case study, that will make the jury root for you, and get them to lift you up to the top of the tallest mountain in the world, that Cannes really is for all of us in advertising.