Print has a prestigious role and a very loyal consumer
Luciana Cardoso, executive creative director of Crispin, Porter & Bogusky (CPB), makes her debut on the 2023 Cannes festival jury in the Print & Publishing Lions category. Maintaining the creativity of such a traditional medium in a market increasingly guided by digital media is the challenge faced with relevant work within multichannel strategies. What most catches my attention are those whose print is a relevant point to bring the idea to life, points out Luciana, who celebrates the greater number of jurors representing Brazil. There are 16 women and 11 men. It is a personal and collective victory, which makes everything even more pleasurable, she says. The event will be held in France between the 19th and 23rd of June.
Development
What enchants me today is certainly different from what enchanted me a few years ago. But, without a doubt, this is a category that has known how to evolve at a time with as many channels and formats as today. In addition to being creative and zero obvious, a basic premise at Cannes, extrapolating the media itself by bringing a new way of looking at it is a super positive point.
half evergreen
Although the market has opened other powerful fronts over the years through digital, communication through print has a prestigious role and a very loyal consumer public, it is possible to explore a lot of creativity and escape the obvious. Today, most great ideas don’t happen in a single touchpoint. The works have the challenge of being relevant within this multichannel. The ones that most call my attention are those whose print is a relevant point to bring the idea to life.
Presented
the first time that I participate as a judge of the Cannes Lions. I’ve been part of other important juries, but this one is, without a doubt, the most challenging. I’m happy and anxious, first because it’s an incredible recognition after so much time of hard work, and second because it gives me an enormous anxiety to start living the whole process, seeing the best works from all over the world, and being with people who, for sure , will add with their different looks. In addition, this year, for the first time, the number of women judges representing Brazil will be greater than the number of men, so, a personal and collective victory, which makes everything even more pleasant.
Read the full interview in the print edition of propmark May 29th
