CANNES YOUNG LIONS 2022
Waking up from a week of constant creative conversations, promises, meet-ups, takes time to process. Although, I know that what I’ve heard and seen has marked me more than what I could have imagined.
I just hope that I can keep reminding myself of the creative thinking process I have learnt to use and keep practising more and more throughout client work to finally achieve the ultimate goal: Create change through Creativity.
When my agency announced plans to invest in employee training, I immediately looked into opportunities and discovered the Cannes Lions Creative Academy.
With only 30 places available worldwide, it felt like a long shot, but I applied anyway.
The application required an essay, a personal video, and a recommendation from my Creative Director. For my essay, I answered the question, “What’s the most creative brand in the world and why?” Rather than choosing an obvious contender like Nike or Lego, I wrote about Absolut Vodka and its ability to combine creativity, culture, and social impact through bold collaborations and distinctive visual storytelling.
After filming my two-minute introduction alone in the office late one night, I submitted my application and hoped for the best. A week later, I received the news: I had been accepted into the Academy.
The experience exceeded all expectations. For a week, I attended intimate sessions with some of the world's leading CEOs, creative directors, producers, and marketers, alongside talented creatives from across the globe. It was an inspiring, fast-paced environment that challenged my thinking and broadened my perspective on creativity.
Through the Creative Academy, I explored how brands were experimenting with new digital environments and learned that the key to navigating constant change is simple: stay curious.
Across five intensive days, I took away several lessons that continue to shape my work. First, embrace your unique experiences and values—they are your greatest creative asset. Second, playfulness is essential to creativity, helping us break routine thinking and discover new ideas. Third, meaningful collaboration requires setting aside ego and being open to different perspectives. Fourth, creativity today demands cultural relevance; with so much advertising ignored, the work that succeeds taps into real insights and sparks conversation. Finally, purpose and profit are not mutually exclusive—great creative work can drive business results while creating positive change.
Before I knew it, the week was over. Leaving Cannes felt surreal. Surrounded by some of the world's most creative minds, I left inspired, energised, and full of new perspectives. More than anything, the experience reinforced my belief that creativity has the power to influence culture, challenge thinking, and create meaningful change.