News & Views

Join Contagious & Razorfish to Crack the Code of Creativity

by Will Sansom

How much do we really know about creativity?

This is the question that fuelled our collaboration with Razorfish for this year’s Cannes Lions Festival.

We know that creativity is finally being recognised as an effective driver of business – not just a fluffy ‘nice to have’. What’s more, with increasing automation sweeping across our industry, genuine human creativity could well become the last real competitive advantage for marketers. More than ever, therefore, we have a profound need to understand this most intangible of subjects and learn how to structure our thinking and behaviour to better achieve it.

In order to do this, we turned to data science to see if we could spot patterns and, ultimately, truth and meaning in some of the best creative work ever produced. So we unleashed an algorithmic army on the Cannes Archive database, allowing us to analyse over 400,000 submissions from 40,000 agencies in 123 countries over the last fifteen years. Razorfish and Contagious then worked together to interpret the data and draw out what we considered to be not just some of the most illuminating insights, but also some of most actionable.

Has this allowed us to define a code for creativity? You’ll have to watch to find out. Join us at Cannes Lions, or watch the session on Lions Live.

Cracking the Code of Creativity
with Will Sansom, Director, Contagious Insider
and Daniel Bonner, Global Chief Creative Officer, Razorfish

Monday, 20 June
3pm - 3:45pm CET

Live on the Cannes Lions main stage at the Debussy Theatre in the Palais
and streaming across the globe on Lions Live


Cannes Deconstructed