Does Creativity Have a Future?

A unique opportunity to see internationally acclaimed commercials and creative works on the big screen in Estonia!

In June 2024, the global creative communications industry had gathered in Cannes, France, to determine the world's best. For 71 years, the Cannes Lions Festival of Creativity has brought together the brightest opinion leaders, innovative ideas, and the creative community of our time.

What makes this year’s Showcase special is that the creative works in outdoor media featured in the cinema have been judged by the first Estonian on the Cannes Lions jury—Kerstin Kessu Raidma, Creative Director at Tabasco.

What can we expect from the cinema screening of the world’s best commercials and campaigns this time?

How can a campaign talk about the past but celebrate the future?

What kind of advertisement values historical heritage without carrying musty air? 

How do you create an advertising campaign for a 50-year-old monument? Who might be intrigued by showcasing the construction of a theater building? 

In what way can a campaign reduce an elitist image? 

The goal is to increase public engagement and build bridges between people – not the easiest task for creative communication, but one that found a solution. 

We know that humor is generally a positive factor in marketing, but is it a good idea to involve the country's biggest satirist in a campaign? 

What can happen when we step out of our comfort zone and encourage others to do the same? 

The keyword “Denmark” is associated with good and innovative design, but for Australians, it has an additional connotation... 

If a campaign is called “Play It Safe” and represents anything but that, how does such cognitive dissonance impact the viewer, listener, consumer, or citizen? 

The importance of music to our senses has never been underestimated. We’ll hear an original song created for an advertisement that garnered hundreds of thousands of listens on Spotify alone.

And that’s not all – nearly 40 clips will be screened, and the above is just a description of one Grand Prix-winning campaign.