LIONS Creativity Report Series 2024: The Creativity Toolbox

The second instalment in our series of reports bringing together insights from the 2024 Festival content streams and winning work

Introduction: Craft’s comeback

Return to tradition

Get crafty with health

Blend past and present

Make it personal

Introduction: Craft’s comeback

This report condenses insights from The Creativity Toolbox content stream at Cannes Lions 2024 and features Lion-winning work from the Craft Track. It will show you how craft is evolving so you can apply the latest thinking, tips and techniques to your own creative work.

The Festival’s Creativity Toolbox stream celebrated the resurgence of traditional craft techniques amid the rise of newer technologies. Winning work like ‘Paper Organs(opens in a new tab)’ and ‘LOEWE x Suna Fujita(opens in a new tab)’ showcased how combining traditional mediums with modern creativity can help a brand resonate with a niche market. And craft techniques were used to tap into deep-seated human instincts – and contribute to impactful stories and find fresh ways of approaching problems.

LOEWE X SUNA FUJITA | LOEWE | LOEWE, MADRID | GRAND PRIX, LUXURY & LIFESTYLE LIONS | 2024

Four themes from the Creativity Toolbox stream

Return to tradition

Traditional craft techniques can create visually distinct and emotionally resonant work. Consider how you can use them to enrich your brand narrative or offer a fresh perspective.

Get crafty with health

Use a craft-led approach to deliver sensitive health messages in a more user-friendly format.

Blend past and present

Combine conventional and contemporary approaches to rejuvenate your creative approach.

Make it personal

Respect cultural traditions around craft and invite your target audience in to elevate the emotional impact of your designs.

“Go really deep into it before crafting the shit out of it.”

Alexander Schill | Global Chief Creative Officer and Partner, Serviceplan Group

Watch the talkExternalLink
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