We are going back to Costa Rica with an invitation: Get on board, we have a lot to win and enjoy in this great creative game in Cannes. So get on board, get on board, get on board…! illustrated with a commercial presented today by Terry Savage, which we all remember.
I think it is vitally important, however, that we stay focused. Creativity is the essence of our business, and Cannes knows it, simply because that’s how brands are built, nurtured, ignited and projected for powerful emotional connections with people. Creativity is the ultimate connector and we are its primary managers. As a result, business grows hand in hand with innovation, design, boldness and good taste.
Therefore, it is necessary to keep everything in proportion. I would hate to think that with my encouragement someone could idolize the figure of the lion, that someone else could turn it into some kind of cheap little god that could move us in the wrong direction. There is nothing in a statuette from any competition or festival that can substitute for what is truly transcendent to our lives, and for this reason, even Cannes too, a balanced perspective must prevail.
I am fine with the idea of working hard to bring lions to Costa Rica and Central America. But I do not agree with the idea of giving it so much space that it suddenly loses its legitimate dimension. For this reason, we are going for lions in the coming years, clear about what is really relevant and transforming.
A place for everything, and everything in its place.
Hugs!