Cannes Lions has launched an unusual campaign to promote the 2016 International Festival of Creativity. Developed in-house, 'Thank You Creativity' is intended as a love letter to imagination and craft, and a reminder of their purpose and power.
“We make the case for creativity because we know that it's a force for business, for change and for good. But we can do more,” says Lions Festivals CEO, Philip Thomas. “It’s our mission not just to champion creativity, but to remind people of its magic and join us in being grateful for the difference it makes.”
The integrated campaign features multiple print executions and a series of short films.
The print work, to be rolled out across industry media, features a cross-section of communications professionals who were asked to sum up why they’re thankful to creativity. Their words are coupled with pared-back black and white portraiture, designed to let the heartfelt (and sometimes humorous) responses shine through. Also, the three-part film series, explores the creative journey; tracing the influences and sources of inspiration that put people on a creative path, and reminding us to keep following it.
Cannes Lions is also supporting the campaign with its own “thank you” to creativity, via a new, dedicated site where inspirational seminars and award-winning case studies are freely available to the public for the first time. thankyoucreativity.com is to be a permanent resource, built to help encourage and enable creativity outside of the annual Festival week.