Question: Cannes Lions is the biggest festival of creativity in the world, and this year celebrates 65 years. How did you usually take notice of the festival and how was the news of participating as Young Lions at the event in 2018?
Carolina: Although the festival has been taking place for 65 years, as I did not come from a creativity-oriented family nor did I graduate in any creative course, my grasp of the industry was rather narrow and my discovery of the festival’s existence happened through my workplace environment. It’s a shame that it has taken me so long to keep myself up-to-date on the subject however I am willing to make up for it and I’m extremely thrilled to get to experience it first hand.
Q: Cannes Lions has been approaching the technology and innovation market every year. You are from a generation where digital is already part of life in a natural way. What do you expect to see about this discussion at the event?
C: I see creativity as a way to find different and innovative solutions for real-life problems. The digital world is now our world. It’s ingrained in the way we think and behave. Technology is the tool that help us get there, it helps us solve daily-life problems in the most extensive and diverse spectrum so I don’t see a reality where creativity and technology don’t go hand in hand.. They are both ways to find solutions and I don’t think we are even close to exhausting our options of using technology to innovate and make the best out of the “digital world” and its possibilities.
Q: You studied International Business, but you also work on the content part. How do you see the role of brands and the possibility they have of using branded content and smarter activations capable of engaging and connecting increasingly demanding audiences?
C: I think most brands are yet to realize that they already have the hardest ingredient to create content, the key ingredient. A brand is a mix of a product or service, an inspiration, a story (their own or even their consumer’s), a motive or incentive, a specific lifestyle and so on. That itself is content. There is just so much one brand can communicate and they can do that in an honest and smart way if implemented on the correct platform, with the right influencer, to the right user (or viewer) and at the right time. I also believe the time is now.
Q: What is your expectation regarding the festival as a whole? What do you want to focus more on your going? Awards, lectures, networking?
C: I see Cannes Lions as a great opportunity for learning and for being up to date with what’s new, so definitely the talks.
Q: DH,LO has been a major partner of Cannes Lions for nearly a decade. As a Young Lions, what do you want to do to share this knowledge and experience of being at a festival like this?
C: As we’ve said previosuly, I’m a Young Lions and was born with a digital-oriented mindset so I’ll definitely be sharing on social media. I do plan on taking this experience further into my career though.
Q: Besides the collaboration with DH,LO and your advertising career, what other projects do you have?
C: I’m launching two websites very soon, one about the cultural scene in the city I live in and another one about the creative work in our region of Brazil. I’m also quite fascinated about the amount of insight and inspiration a silly hobby can bring you so I focus quite a bit on my music and my photography too.