The Brazilian advertising It is, for decades, one of the main protagonists of the Cannes Festival. The brightest element in that relevance is, obviously, the creative excellence of which the country’s agencies have always galas, whose results in Cannes Lions They have contributed a lot to strengthening the global prestige of the Brazilian advertising industry; But we must also speak, in that sense and since the 80s, of the traditional abundance of Brazilian delegates and journalists in the Croisette and in the Palais during the Contest Contest, which are echoed in a dedicated way of everything that happens there.

This year, Cannes Lions recognizes the importance of Brazil In the history of the festival with the award for Creative country of the yearan award that is delivered in 2025 for the first time to this nation. On the occasion of the distinction, a debate table entitled took place within the Festival Program of the Festival “The creative revolution of Brazil: an exciting new chapter”in which three prominent professionals from the country took part: Keka Morelli, executive creative director at Ogilvy for Latin America; Anselmo Ramos, co-founder and creative president of GUT, and Sergio Gordilho, co-president and creative general director in Africa Creative. He acted as a moderator Maju Coutinho, journalist and presenter of Globo, a television chain that sponsors the event and broadcasts it for Brazil.

The conversation, in part perhaps because of its brevity, did not respond in its development to the ambitious of its title, but left some notable reflections and the participants appealed, in terms of the creative essence of the Brazilians, to the need to commit to the talent and future of young generations, as well as the pride that inspires the fact that there are Brazilians in positions of creative responsibility in many of The best agencies in the world.

Consubstantial insecurity

Asked about How to maintain Brazilian creative essence and boldness In a world increasingly pressed for speed, new technologies, the requirement of results and Artificial intelligenceAnselmo Ramos began by providing the proviso that for him the results and creativity are not separate worlds, but that “They are the same thing. Good creativity generates business and performance, and the best customers and the best brands always look for that”. Later pointed out that one of the peculiarities of Brazilian advertising is that creation and media work together: “It is a unique model in the world that makes us very special and makes our market more creative.”

When talking about AI, he referred to consubstantial insecurity to all creatives: “We live with the impostor syndrome, with the fear of facing alone every day with the blank page. It is a difficult job.” But, he added between jokes and really, that this insecurity and that loneliness have ended because from now on, and thanks to the AI, The creative will always have a writer, an illustrator, a photographer or a musician by his side.

“I think that the best creative pair in the world is a Brazilian and an AI, think about it: a Brazilian will carry diversity, creativity, improvisation and optimism, and AI is going to work 24 hours a day, without getting sick, without complaining and without asking for salary increase.”

The issue of diversity He was also referred to by Keka Morelli (Ogilvy) in answering the question about the importance of leadership in the development of Brazilian advertising creativity. “The leader is fundamental”said the directive of Ogilvy. “I would not be here today if it were not for the leaders with which I found myself throughout my career and who were great incentive of my talent and my possibilities.”
Facing the future, that leadership, according to Morelli, “It must not focus only on the result of work, which has been usual so far, but also who does the job and how that result is reached”. In that how they should play an important role Diversity, equity and inclusion Because, as Morelli explained, Brazil is a very diverse country and promoting that characteristic in creative work will reinforce its connection with people. “Every leader of an agency, or any company, in Brazil needs to understand that diversity”Morelli concluded.

Industry commitment

The journalist Maju Coutinho also raised the three components of the table how Brazil can, hereinafter, continue to inspire and lead Global creative trends. Sergio Gordilho (Africa Creative) alluded to this point to which “The current generation of Brazilian advertising we have to assume a commitment to the industry of our country and bequeathed to the next generation what the precedent left us.” He expressed in this regard that current professionals are part of something bigger, which is the whole sector, “And we have the obligation to do things so that any Brazilian child who sees our work, or the awards that are won here, feel that he would like to be part of this industry.”

Keka Morelli (Ogilvy) addressed the same theme, although from a different point of view, when he said that The future is totally linked to talent. “Apart from the challenge posed by AI”he added, “There is a super challenge with the new generations and it is our responsibility as leaders to encourage people to be more and more, to express their views, their stories and their emotions, and to cultivate their critical thinking, which is a fundamental tool for creating connections and for creativity.”

Brazilians around the world

“In the best agencies in the world there are Brazilians”commented on this issue Anselmo Ramos, “And not as editors or creative directors, but as an executive creative director or creative general director, leadership positions. You have to feel very proud of that”. And why does it happen? According to Anselmo, because The Brazilian is creative by natureit is fast, he is a worker, he knows how to improvise, he is optimistic … “All the agencies in the world want to have Brazilians and that represents a great opportunity.”

So Ramos added that it can be creative and, at the same time, think big: “I was a middle class neighborhood in São Paulo who did not know English and today I work for everyone. Sergio Gordilho is opening agencies in New York. Keka Morelli works for whole Latin America. We are not obliged to think about real ones, we can think of dollars.”

GUT’s creative director concluded with An appeal to pride: “You never have shame of your accent. In the first place, because having an accent means that you are speaking the language of another. At first, I ashamed of my accent. Today, I even force it a little, because customers love it. You have to feel proud to be Brazilian and there is no major difference than to be who you are.”