SINGAPORE – Cannes Lions has created a digital master brand called ‘LIONS’ to champion creativity as the brand expands its International Festival of Creativity into a year-long platform. LIONS – The Home of Creativity will provide the global community with a year-round destination and equip them with support, tools and insights to better understand, and adopt the transformational power of creativity.
Launched during the October edition of Lions Live (19-23 October), the platform features four pillars of the brand’s product portfolio: community, intelligence, learning and benchmarking.
Cannes Lions partnered with five creative legends from all corners of the world to create a brand film that celebrates creativity that drives progress: Chaka Sobhani, Chief Creative Officer of Leo Burnett; Josy Paul, Chairman and Chief Creative Officer at BBDO India; Tea Uglow, Creative Director of Google’s Creative Lab in Sydney; PJ Pereira, Creative Chairman and Co-Founder of Pereira O’Dell; and Yang Yeo, Chief Creative Officer at Hakuhodo International in Singapore.
Josy Paul, Chairman & Chief Creative Officer, BBDO India narrating Lions Launch video:
When asked about the Lions film and his involvement, Josy Paul added, ‘This is personal. Every word in the “creativity manifesto” runs in my blood. I feel it deeply. “When I choose creativity, I take the harder path” That’s so true. That’s why I love what we do. I am grateful to Simon Cook, Phil Thomas and the awesome team at Cannes LIONS for giving me the opportunity to be a part of their worldwide mission to champion creativity. May it give hope, meaning and energy to people everywhere. May it move us all to stay restless, aim higher, push forward”
THE FILM NARRATION:
Creativity is extraordinary. It can come from anywhere and exists in everyone. It is in her, in him… And in them.
Blurring the lines between code and chaos, it can take any shape, some of which you would never expect.
Like all of us, it’s a work in progress.
When I choose creativity, I take the harder path, The unfinished search in pursuit of the exceptional, a sprint forward when there is no finish line.
Creativity has the power to transform people, build business and shape society in a way that nothing else can.
It walks with me every step of the way, through all stages and diversions.
It’s insight and inspiration, encouragement and connection, milestones and magic. Creativity is not only in anyone but for everyone. Whoever you are, wherever you are, stay restless. Aim higher. Push forward.
LIONS. Progress through creativity.
With this film, LIONS hopes to inspire as many people as possible to champion creativity. Cannes Lions has been setting the benchmark for creativity and those in the pursuit of excellence since 1954 when the global advertising community came together to set the bar for cinema advertising. Nearly 70 years later, the master brand LIONS provides a platform for creativity in all its many forms. From craft and campaigns to platforms and products – based on the belief that creativity can come from anywhere and exists in everyone.
Cannes Lions will always serve as the International Festival of Creativity and remain a core part of the offering. LIONS – The Home of Creativity will provide the global community with a year-round destination and equip them with support, tools and insights to better understand, and adopt the transformational power of creativity.