CANNES, FRANCE — For Jeano Cruz, Partner and Creative Director at ideas agency GIGIL, the Cannes Lions Festival of Creativity transcends its status as a prestigious awards show. It holds a special place in his heart as a pivotal event that rekindled his passion for the advertising industry. In the latest edition of Cannes Lions, Jeano discovered renewed inspiration through five remarkable campaigns that served as powerful reminders of creativity’s profound impact.
As a self-confessed ad nerd, Jeano’s journey in the advertising industry began with a gift from his professor – an edition of adobo Magazine from 2010. Since then, he has dedicated himself to using creativity as a solution to brands’ challenges, specializing in crafting viral brand campaigns and captivating activations. Recognized for his talents, Jeano was appointed as part of the LIA’s Creative LIAisons in 2021 and currently serves as Program Chair of the Social Media Program at CDM Philippines.
In his article for adobo Magazine, Jeano brings his unique perspective to life, sharing his experience at Cannes Lions and how it transformed his outlook on the industry. Through his compelling storytelling, he highlights the five campaigns that resonated deeply with him, reminding him of the immense power of creativity to evoke emotions, tackle complex problems, and bring sheer joy to audiences.
Since college, I’ve always dreamt of going to Cannes Lions because it seemed like a romantic milestone for any young creative. Since attending in 2022 for the first time, and being in the industry for seven editions of Cannes Lions already, my outlook for the industry’s biggest awards show has since changed: Cannes Lions isn’t just a thing to check off a creative’s bucket list, it can actually be an annual reminder of our love for advertising and this industry (just like a wedding anniversary worth celebrating!)
This yearly reminder is very much needed as our work can be tough and draining, often taking a toll on our minds and bodies. The weight of our daily battles at work can sometimes make us forget the love we have for our craft. However, Cannes Lions presents a unique opportunity each year to witness what our industry can do for humanity, to see where it can go beyond just selling, and to excite us to do greater work that just might inspire the next generation of industry dreamers.
In this year’s edition of Cannes Lions, five campaigns stood out for me and became five reminders that I’m now using to inspire myself for Cannes Lions 2024.
A British Original – Grand Prix, Outdoor Lions
A reminder for me to forget to create work that makes people feel, may it be a heart tug or a chuckle, and not just pitch a sale.
Agency: Uncommon London
Client: British Airways
My Japan Railway – Grand Prix, Industry Craft Lions
A reminder to never neglect beauty and craft because, in itself, craft is a powerful way to communicate to people. It’s like a gift we give to audiences because we want to delight them.
Client: Japan Railway Group
Agency: Dentsu Tokyo
World Cup Delivery – Grand Prix, Mobile Lions
A reminder that agile/reactive content briefs can be Grand Prix-winning, too.
Agency: Wieden + Kennedy New York & Africa São Paulo
Client: GUT Buenos Aires
#BringHomeTheBud – Titanium Lion
A reminder that a Titanium Lion can be hidden in a curveball that hits your campaign when you least want it.
Agency: Wieden + Kennedy New York & Africa São Paulo
Client: Budweiser
Where To Settle – Grand Prix, SDG Lion, Titanium Lion
A reminder that our industry is ultimately a problem-solving industry and that we can use creativity to help solve bigger issues that impact a lot of lives.
Agency: McCann Poland, Warsaw
Client: Mastercard
