“More imperfection means more powerful stories,” said Dentsu Creative’s Chief Creative Officer Riccardo Fregoso at this year’s Festival. And many 2024 Lion winners showed the benefits of losing the airbrush and embracing imperfection and participation. Here, we look at how eight winners imbued their brands with more character and relevance by keeping it real.
Read more in Insights & Trends, the final instalment of the Lions Creativity Report series.