Andre is attending Cannes Lions as a shortlist juror, reviewing the work submitted into the Social and Creator category.
While Day 4 brought its share of star-studded panels, brand announcements, and standing-room-only keynotes, the most soul stirring moment wasn’t on a main stage.
It was underground.
Tucked beneath the glamor of the Palais is where the real heartbeat of Cannes Lions quietly pulses. It’s here, in the showcase halls, that the global creative community comes to life, not in applause, but in quiet admiration.
This is the work room. A labyrinth of lightboxes, headphones, and looping reels. And whether you arrive solo or with your team, something shifts when you step inside.
Why This Was a Moment
Because before the headlines, the interviews, and the trophies, there was the work. And Day 4 was a timely reminder of what Cannes is really built on.
The long nights. The tight briefs. The last-minute renders. Every submission here — shortlisted or not — carries the fingerprints of people who gave everything. Creatives, strategists, producers, clients, designers, developers. It’s not just work. It’s time.
Media and tech are here, too. The Palais basement reminds us that storytelling doesn’t happen in a vacuum. These campaigns are engineered with precision across channels, with media partners, data scientists, AI tools, platforms, and production craft all playing their part. This is where it all converges.
It’s a rare place of humility in an event about glory. Some of the most beautiful campaigns never win. But they made it here. And the respect they earn from peers often means just as much.
What It Means for Marketers
We talk about full funnel, end-to-end, and integration, but the work room makes it real. The synergy between media, tech, and creativity isn’t theoretical. It’s tangible here. And that’s a powerful nudge to marketers: reward the process, not just the outcomes.
Celebrate the strategy deck. The spreadsheet that unlocked the insight. The planner who fought for the big idea. The dev team who coded the impossible. That’s where the gold starts, whether it ends with a Lion or not.
Worth Noting…
- There’s a stillness in the basement, headphones on, phones away, minds immersed. It’s one of the few places at Cannes where nobody’s chasing clout. They’re chasing connection.
- Every wall tells a story. From purpose-driven PSAs to wildly imaginative product launches, the entries represent not just advertising, but culture, emotion, and urgency.
- The experience is cumulative. After an hour or two, you walk out different. Inspired, maybe even a little haunted, in the best way.
Something To Remember
As the industry buzzes about AI, automation, and the next creative frontier, Day 4 was a quiet call to pause. To walk the walls. To appreciate the unseen hands. To remember that without the work, Cannes Lions simply wouldn’t exist.
Not the awards.
Not the panels.
Not the press.
Just the work.
And the people behind it.
