A View from Cannes: Horizon FCB’s Thomas Nicolae Gheorghiu

Regional creatives share their experiences and takeaways from this year’s Cannes Lions Festival of Creativity


‘‘The industry is set to be more diverse and collaborative than ever

Thomas Nicolae Gheorghiu
Senior Copywriter, Horizon FCB

The first impression that hit me was the festival’s energy – it was buzzing with creativity and collaboration like never before. 2023 really brought back the essence of the festival – a celebration of creativity.

Sustainability and social impact were prominent themes discussed throughout. Brands are not just considering these as an afterthought, but they’re weaving them into their core narratives.

We also saw a lot of campaigns leveraging advanced technology such as AI and augmented reality. They went beyond traditional storytelling and engaged audiences in immersive, interactive experiences.

It’s clear that the industry has been rapidly adapting to the ever-evolving digital landscape.

One presentation that stood out to me was the “Creativity in the Age of AI” panel. It discussed creativity and AI focusing on how AI, rather than replacing human creatives, can enhance and amplify our creative capacities.

I truly believe that with this synergy between us humans and AI, we have the power to create advertising campaigns that are more data-driven, personalised and impactful.

Key takeaways?

One, creativity thrives on diversity. The best ideas came from teams with a diverse mix of backgrounds, cultures and perspectives.

Two, authenticity is vital. The most successful campaigns were the ones that felt genuine and resonated deeply with audiences.

And three, sustainability isn’t just a trend—it’s a necessity. As an industry, we must commit to creating work that not only sells but also makes a positive impact on the world.

This year at Cannes we saw that, despite being physically apart, we are still a tightly connected creative community.

With technology removing geographic barriers, the future of our industry is set to be more diverse, more inclusive, and more collaborative than ever before.

This article is a part of the view from Cannes series, where regional creatives share their experiences and takeaways from this year’s Cannes Lions Festival of Creativity. Find the other parts in the View from Cannes series here.