Brazil will be the first country to receive the title of Creative Country of the Year at the Cannes Lions International Festival of Creativity, the largest and most prestigious global event in the areas of advertising, marketing and communications. Recognition of Brazil’s history of excellence and significant contribution to the global creative industry contributes to the reputation of the high standard of Brazilian advertising.
As justified by Simon Cook, CEO of Cannes Lions International Festival of Creativity, “For decades, Brazil has inspired the world with its creativity and innovation, consolidating its position as a global reference”.
The official text of the Cannes announcement emphasizes that Brazilian creativity regularly ranks among the best in the world. “It is a country that consistently produces standard-setting work, creatives and marketers who shape the industry and culture that captures imaginations globally.” It also highlights that “when a single country demonstrates an exceptional and enduring commitment to creativity, it invariably drives progress and growth.”
Brazil has 1,911 Lions, of which 20 are Grands Prix
Some of this creativity and innovation will be on display in France between June 16 and 20. There will also be talks dedicated to the country and activations led by Brazilians, including the return of FilmBrazil, which will host a networking event.
FilmBrazil is an initiative created in 2003 by the Brazilian Association of Audiovisual Works Production (APRO), in partnership with Brazilian Trade and Investment Promotion Agency (Apex-Brasil). The main objective is to promote the quality of Brazilian advertising productions internationally and strengthen Brazil's image abroad.
Olivetto will receive a special tribute
This year, there will also be a special tribute to Washington Olivetto, who passed away last year, and has always been considered one of the greatest names in Brazilian advertising. Olivetto is the creator of the first Brazilian commercial to win a Golden Lion at Cannes, in 1975, when he was working at DPZ: Man over 40, for the National Advertising Council.
It was in 1971 that Brazil won its first Lions at Cannes, with two Bronzes in the Cinema category and one Silver in Television. Since then, the country has won 1,911 Lions, of which 20 are Grand Prix. In 1993, it received its first Grand Prix with the Umbigo campaign, by DM9 for Guaraná Antarctica, in the Press & Outdoor category. Created by Marcello Serpa, with creative direction by Nizan Guanaes, the ad associates the soft drink with physical fitness and is still a reference in creativity today.
