Raphaella Martins, Creative X business manager at Meta, will be a judge on Glass: The Lion for Change
Representative of Brazil in Glass: The Lion for Change, Raphaella Martins talks about how the category shows how the global creative industry can be a powerful machine for transformation.
“The creative industry can combat gender stereotypes and prejudice. However, it is only if you choose to first look at yourself and initiate transformations based on your own way of existing and acting in the world. And this involves reviewing the profile of those who continue to access leadership positions, of those who continue to be awarded…”, reflects the Creative X Business Manager at Meta, who makes her debut on the Cannes jury.
Pluralizar
This is my first time as a judge and my second time at Cannes, where I was in 2022 on a panel about the importance of expanding and pluralizing what is understood as creativity. My expectation is to continue this conversation and this look at the dynamics of the jury, in the way in which projects and initiatives will be evaluated.
Possibilities
When we break down the walls that were created around creativity within the communications industry, even removing our view that creativity comes from just one area, or one department, we expand the possibilities of genuinely connecting with the purpose and business challenges for each brand. This allows us to question how creativity can positively and authentically affect the sector in which that brand operates, the types of products or services it offers, the community with which it dialogues, what tensions need to be broken and how often doing this investigation With intentionality, responsibility – with the prize being a consequence and not an end – we can use the creative process for deep and long-term transformations in society.
Urgent conversations
The creative industry can combat gender stereotypes and prejudice. However, this is only if our industry chooses to first look at itself and initiate transformations based on its own way of existing and acting in the world. And this involves reviewing the profile of those who continue to access leadership positions, the profile of those who continue to receive awards, the photograph of the technical details of the cases, the behind the scenes, who still leads the audiovisual production of everything we consume. Without these urgent and uncomfortable conversations, we will continue telling shallow stories and putting makeup on something that we can, yes, profoundly change.
Transformation
This category is where we can, through a serious and careful analysis, send important messages to the industry about the path forward, where we see how the global creative industry can be a powerful machine for profound transformation when we commit to what is right , does not prioritize the ego and intentionally and strategically uses the large volumes of investment that circulate in our market.
