What gave me creative jitters at Cannes Lions

It’s early morning on Day 5 at Cannes Lions. The Croisette is still quiet, the espressos are just kicking in, and there’s a collective feeling of “one last push” in the air. For me, on my visit to this incredible festival, the inspiration is still coming in waves. And as I take stock of the week so far, I already know which pieces of work will stay with me long after I leave.

As I wandered through the work this week, a few ideas rose above the rest. Every time I come here, I hope to be surprised. You want to walk away from the Palais having seen something you’ve never seen before, a fresh direction, an insight that hits hard, or just a piece of thinking that leaves you stunned. That’s the whole point of Cannes: to be jolted into new creative territory.

This year, I was especially looking forward to the Creative Commerce and Creative Data categories, but Creative Commerce, in particular, had my attention. It’s where you often find really sharp, unexpected thinking. And this time, two campaigns stood out for me: Preserved Promos and Coupon Rain.

I came across them in what I like to call the Temple of Creativity, that quiet basement space filled with monitors where you can browse shortlisted work at your own pace. I always try to spend at least an hour there, and that’s where I discovered both campaigns. They hit instantly.

“Coupon Rain” took the everyday moment of a confetti blast, something we see at every celebration and turned it into a brand experience, hiding real coupons inside the burst.

“Preserved Promos,” on the other hand, used Ziploc bags, known for preserving food to preserve promos. It was a brilliant extension of the product’s core utility into the promo space.

Both these ideas are reminders that ideas really are all around us. What made them great wasn’t just the insight, but how audaciously simple and clear they were. You can’t help but think, Why didn’t I think of this?

Now, were they risky ideas? Maybe not in the traditional sense. Promos, by nature, are short-lived. So, the creative stakes might seem lower. But these pieces weren’t about playing it safe. They were about turning something utterly mundane into moments that drive real brand love and engagement. That’s the real bravery, in the thinking.

These campaigns weren’t built around current trends or fleeting cultural moments. They felt evergreen. Ideas that would have worked just as well two years ago or two years from now. That timelessness, to me, is what makes them exceptional.

As creatives, we often leave Cannes with a kind of stunned joy, not just inspired, but shaken into ambition. These pieces made me ask myself: What am I taking back? What conversations do I want to have with my teams? The goal isn’t to replicate, but to be reminded of what’s possible when you push a little harder.

If I were to show these campaigns to someone outside advertising, I think they’d get it right away. Coupon Rain is fun, interactive, and turns a brand interaction into a little game. And that's the point, it's work made for people, not just juries.

Last year, I did get to meet the teams behind some campaigns I admired. This year’s been busier, but I’ll be following up. Often, it’s not just about wishing you had thought of something but realizing that maybe you did… but someone else executed it better. There’s learning in that too.

So, if someone asked me, “What does great advertising look like?”, I’d definitely point to these campaigns. Because they don’t feel like ads. They feel like ideas people want to spend time with. That’s the magic, when advertising camouflages itself as something you actually want to engage with.

There’s still one full day to go, but India’s already racked up 31 metals, nearly double last year’s count.

And speaking of things I’m proud of, what makes me happiest isn’t just the volume, but that we’re winning big: Grands Prix, Golds, and in categories that are truly unconventional. It’s not just classic categories. We’re winning in tech, commerce, and creative data, and that’s what makes me proud. We’re not just growing creatively, we’re getting sharper, smarter, and more ambitious.

As for me, once I’m back, the reset begins. The first thing I want to do, after catching up on sleep, is sit with my teams and ask: What do we want to build for 2026? Because the kind of work that ends up on that stage doesn’t come from luck or lightning strikes. It comes from clarity, craft, and chasing the uncomfortable.

Cannes isn’t a one-week thing. It’s a mindset. And that journey starts the moment you land. And if I ever forget what that mindset looks like, I’ll just replay that confetti blast in my head.

This article is penned by Sarvesh Raikar, President (Creative), Lowe Lintas Mumbai.

Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.