Industry Craft puts a lot of value on analog work
Mariana Albuquerque, group creative director at Media Monks, Industry Craft judge at Cannes Lions 2023. Although she has already judged works from NY Festivals, The One Show, Next Creative Leaders and Dubai Lynx, this is the first time that she has helped choose winning projects from Leo. Being a judge at Cannes is a career highlight, admits the professional, who hopes to find innovations anchored in traditional means. From a design thought that touches and makes reference to local cultures to mural and tattoo design, she comments on it. The area that rewards high-level executions leaves her enchantment. A campaign crafted at a competitive level for Cannes Lions always catches the eye because it touches the heart first, so that later we understand how it was made. And that is the magic of the category, observes Mariana. The event will be held in France between the 19th and 23rd of June.
parameters
Industry Craft is a category that rewards top-notch execution that brings a brilliant idea to life. The first criterion is the thinking and technique behind an execution, but which also considers people’s emotional connection with the brands.
Requirements
A campaign crafted at a competitive level for the Cannes Lions festival always stands out because it catches on.
the heart first, so that later we can understand how it was made. And that’s the magic of the category.
novice
It’s not just the first time that I’m a judge at the Cannes Lions festival, but also the first time as a delegate. Since 2018 I have been going to the festival on my own, but I have never attended the Palais events.
Read the full interview in the print edition of propmark May 29th
