I’ve got nothing against babies or rainforests but, in all honesty, they seem to do less for me than for my fellow judges. I was on the Innovation jury with some amazingly talented people who were intelligent, insightful and articulate. But they seemed to earnestly believe we should be saving the world more than selling to it. I know that sounds shallow but that’s why I work in advertising rather than for Greenpeace or the United Nations – not that they would have me. That said, Cannes Lions 2025 showed me that both were possible.
I saw campaign after campaign – including ‘Three Words’ by Axa, ‘Beer Retirement Account’ by AB InBev, ‘Drops of Hope’ by Kimberly-Clark, ‘C
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