It Will Always Be About: “The Work. The Work. The Work.”

My love story with advertising started inside an old movie theatre, on a rainy Bucharest evening in the 90s.

I became fascinated by the link between products and stories through Jean-Marie Boursicot’s Night of the Ad Eaters.

Advertising opened a lens to a world previously impossible to reach during the repressive communist regime. Advertising became my education in global culture.

That lens focused and peaked yesterday, with a personal emotional peak witnessing one of the brands I’ve worked on for 10+ years being awarded a Gold Titanium, the most desired recognition of the ad industry, in a larger and fancy theatre in Cannes.

The POWER of a big human brand idea was never more important than today. A big idea will break through the hyper fragmented media world where brands slowly give up content control to creators, customers and AI. 

For many Cannes is all about the glitzy beach parties, mind bending ad-tech announcements or AI promiseworries. For me, Cannes was about the WORK.

Here are the 5 ideas that moved me, entertained me and made me feel something.

Caption with Intention

Ziplock

AXA

Cheetos

Pedigree

What was your favorite?