Everyone can show creative brilliance. Just look at the remarkable videos, animations and artwork created by talented people on Youtube, Facebook or via co-creation platforms. It is therefore striking that the biggest annual celebration of creativity – the Cannes Lions. The International Festival Of Creativity – only recognises “professional creativity”. A brilliant piece of creative work or a creative idea developed by a passionate individual will go unacknowledged even if it has a direct, positive impact on its viewers and on brand owners.
Not only does this undermine the fantastically original work of individuals, but it also impedes brands from benefiting from an extremely valuable dialogue with people they ultimately value most: consumers. Creative talent exists outside the four walls of agencies, and individuals have earned their right to be heard.
We have started a discussion with the Cannes Lions organisers about the prospect of considering a new “consumer creativity” category. To enrich this discussion we would love to get different viewpoints about the merits of such category, the pros and cons, the pitfalls… as it is a topic with increasing relevance to marketing and advertising professionals.
In the social media era, we hope that individual creativity will soon be acknowledged, nurtured and celebrated, even by the professionals, and no longer swept under the red carpet.