HO CHI MINH CITY, VIETNAM – In a move that defied the conventional Cannes Lions viewing invite, Happiness Saigon opted for subversion over standard. Rather than sending out the usual invite, the creative agency hand delivered an imposing 400 page book crammed with marketing buzzwords. But hidden within this weighty tome was a surprise: a single, modest postcard. It served as an exclusive invitation to The Creative Shortcut – a curated Cannes Lions 2025 screening and dialogue on the vital link between creativity and business growth in Vietnam.
Dubbed the “Trojan Book”, the activation was more than a clever stunt. It embodied a clear message: in a world drowning in corporate noise and empty terms, true creativity is the signal that cuts through. The book was both a symbol and a challenge urging Vietnam’s marketing leaders to reevaluate the role of creativity not as an add-on, but as the most powerful business tool at their disposal.
On July 10, The Creative Shortcut unfolded in Ho Chi Minh City, gathering over 100 CMOs, marketers, and emerging talents for a dynamic evening of inspiration and insight. The event featured a curated selection of Cannes Lions 2025 highlights, followed by engaging conversations on how creativity – often undervalued in performance-driven environments can be the ultimate growth accelerator.
“At Cannes, we’re reminded that creativity isn’t a luxury, it’s the most effective shortcut to growth,” said Alan Cerutti, CEO of Happiness Saigon. “Vietnam deserves to have that conversation too.”
One of the key revelations of the evening came with the unveiling of The Creativity Stack, developed by System1 and Effie. The framework demonstrates that creative effectiveness can amplify profitability by up to 12 times. Attendees were introduced to core concepts such as compound creativity, emotional resonance and entertainment value – sparking dialogue on how Vietnam’s marketing ecosystem can close its creativity gap.
This insight was especially resonant in a market where short-termism and data-driven performance metrics often overshadow big, bold ideas. The event challenged this mindset head-on, advocating for a rebalancing act where performance and creativity coexist.
“After this Cannes viewing, I feel even more convinced about the power of creativity especially in today’s world where everything is becoming AI-driven and more technical. Creativity is where we, as humans, can still leave our unique mark.” shared a young marketer shared after the event.
As Cannes Lions 2025 wraps globally, this initiative plants the seeds for a more creative, effectiveness-driven marketing culture in Vietnam.
