Agency director for Meta’s Brazilian operations will be a Creative Business Transformation judge at this year’s Cannes Lions
Laura Chiavone will judge the works in a category that aims to “reveal good examples of creativity fostering transformations in order to improve interactions between companies and their communities”.
This is how the agency director of Meta’s Brazilian operations defined the Creative Business Transformation Lions at the 2022 Cannes Film Festival.
In the second year of the category, Chiavone stated that, from his point of view, the works awarded with a Lion will be those that “bring value to the community of which the brands are a part”.
Next, the judge shares her expectations for the return of the festival in person and what the market should expect from this year’s works.
Expectations
I am very excited and I am still very honored to be part of the jury in this category with a fantastic group of professionals from all over the world. It’s the second year of this super young category, but I see it with enormous value. We are already working at full speed, seeking to assess and bring to light the value of creativity in business transformation. I am very happy to be able to work to connect creativity and business transformation in a concrete and lasting way, so that the award-winning works can be inspiration for other brands around the world.
Category challenges
Personally, I think our greatest opportunity is to uncover good examples of creativity fostering transformation in ways that improve interactions between companies and their communities. It is not transformation for transformation’s sake, as creativity for creativity’s sake never was. It is creativity collaborating to create transformative processes, of real value and positive.
In-person event
I see great value in face-to-face connections and finally the global community can come together to share the great transformations we are seeing and driving across the ecosystem based on everything we’ve learned and evolved over the past two years. I think it will be a very rich meeting to discuss the work of the industry, new bets and, above all, the value of nurturing talent and diversity.
perspectives
I expect an approach focused on agility, development of useful solutions and more people-centric brand thinking. I think these last few years have brought new perspectives on brand building and looking at journeys in a deeper way. I hope to be surprised by transformative and inspiring ideas.
highlights
It would be unfair to point out just a few cases of so many wonderful works that I have come across in Cannes over the years. I have special affection, in addition to the category I am judging, for the Titanium and Glass categories. Titanium because that’s where the bar of the industry as a whole rises. And Glass because it only makes sense to evolve if we encourage work that promotes diversity, equity and inclusion, and brings concrete actions to combat all kinds of prejudice and violence.
themes
I strongly believe in the perspective of brands acting responsibly in all their interactions with society. Our industry builds culture and the pandemic brought a very important perspective on health, the environment, inequalities and socioeconomic issues.
Preparation
We’ve been working intensively for a few weeks now. I’m learning from more colleagues at each meeting and contributing to our discussions. As it is a relatively new category — the first jury took place last year — we started the work by deeply discussing our vision of Creative Business Transformation and aligning our parameters and language. The richness of being working in a diverse group and having the opportunity to build with many perspectives is indeed a very rich thing.
