Cannes Lions is stifling the future of creativity by locking away winning work

Imagine a bright-eyed student, like one of the ones I teach at the School of Communication Arts (SCA), eager to learn from the best, trying to access the award-winning work on the Cannes Lions website. But, instead of inspiration, they’re met with a sign-up wall and a “request pricing” page.

Yes, because nothing screams creativity like a credit card statement. Cannes, your message is loud and clear: Innovation for the wealthy, inspiration for those who can afford it.

This gatekeeping is a slap in the face to diversity and inclusivity. At SCA, we champion accessibility. We believe in giving all students—regardless of their bank balance—the best resources and industry insights. We foster a culture where knowledge flows freely. But Cannes? It seems you’d rather put a price tag on enlightenment. It’s why we are so grateful every time we are donated old awards annuals that we can share with the next generation.

Here’s the crux: by locking away your best work, you tell the next generation that creativity is a privilege, not a right. It’s an elitist stance that kills innovation and promotes inequality. You’re not just hindering access; you’re strangling the future of advertising.

True creativity thrives on being shared, not hoarded. Knowledge should be a right, not a luxury.

Cannes, take note. Your shortsighted practices are alienating the very talent you should be nurturing. If you continue down this path, you’ll be remembered not for fostering creativity but for stifling it.

So I urge you to open your doors, Cannes. Share your wealth of knowledge. At least with students. Support educational institutions like SCA. Show the world that you’re more than just a gilded cage. Prove that you believe in the future of advertising by investing in it. Instead of ignoring us, reach out to us, give our students access to the work, and invite us into the jury rooms.

I have asked so many times for a platform at Cannes to speak about how the industry can fund more scholarships. I know what I’m speaking about because we’ve given out so many through our model of reciprocation. Cannes seems to be mostly about wine flowing in their direction, whereas reciprocity requires everyone wanting to win together, with the will to leave things better than they were.

The heart of advertising lies in connection, communication, and inspiration. Cannes, you have a responsibility to uphold these values. Stop putting profits over people. Embrace a future where creativity knows no bounds. If you don’t, you’ll not only lose the respect of the industry but also your relevance.

It's time to choose: be a beacon of creative excellence or a relic of elitism. The future of advertising is watching.