The other Cannes

This edition is a shared one. I was invited by MMA LATAM to contribute a column for Marketing Future Today, the marketing and innovation hub that curates content on trends, intelligence, and key transformations in marketing and business. The following piece was published in both newsletters.

I spent most of my career knowing only one side of Cannes Lions International Festival of Creativity : the winners, the stage, the lions, the Grand Prix, the red carpet, the cases. A version that wasn’t made for me (a minority as a woman, Latina, bisexual, mother of a baby and a 3-year-old, activist, and entrepreneur), and probably not for most of the people reading this article either.

A few weeks ago, Anselmo Ramos , Founder and Creative Chairman of GUT , published that only 0.06% of people in the marketing and advertising industry ever get the chance to attend Cannes Lions. I had that chance twice. Last year I went for the first time as a delegate with a badge, and this year as a speaker in the official program inside the Palais (where the festival takes place).

What I discovered surprised me. Being there showed me how little we actually know about Cannes Lions. The information and imagery that reach Latin America reproduce a narrative that is quite biased, traditional, and hegemonic. And that dream which seems unreachable? It’s actually not that far.

1. Going to Cannes is more possible than we think

Cannes Lions has several programs that provide access to underrepresented individuals and communities in the industry. Thanks to the ERA Programme, Publicitarias was able to bring a group of 13 volunteers and leaders from our organization to experience the festival for the first time (though we did have to secure funding and sponsors to cover travel and accommodation). There are also initiatives like See It Be It and the Jodi Harris Scholarship, which promote inclusive leadership; the LIONS Scholarship for young talent; the Creators Pass for content creators from around the world; and passes for startups to include innovative new businesses. If you thought the only way to attend the festival was by being part of a big agency network that might, after 25 years, possibly choose to send you instead of the usual white middle aged men—think again. You don’t have to go through all that.

2. Equity, representation, and accessibility

The bar Cannes sets for the rest of the industry is not just creative, but also inclusive. With Publicitarias, we led two DEI (diversity, equity, and inclusion) workshops that were fully booked, where we brainstormed with people from all over the world about the current state of our industry and co-created potential solutions using our Perspectives card decks. But beyond the sessions specifically focused on inclusion, the Palais as a whole felt comfortable, diverse, and accessible (when you weren’t stuck in a massive line for certain events and talks). There were pronoun pins, guided tours in multiple languages and for different accessibility needs, quiet spaces, sign language interpretation, elevators, fast-track lines for people with visible and invisible disabilities, safe zones, and even an on-site daycare (more on that below). Yes, there are still plenty of areas that need work—and this year, reports of sexual harassment and violence re-emerged, something the festival urgently needs to address. Still, I can confidently say that what happens inside the Palais in terms of accessibility and diversity is something the rest of the industry should learn from.

3. If you have a badge, you have access to daycare (Isn’t that wonderful?)

For those of us juggling paid work and caregiving, having high-quality childcare available at the Palais solves a major pain point (and gap). I brought my 18-month-old and 3-year-old with me. They were happy, well cared for, and didn’t need any adjustment period. They had space to play, caregivers who spoke their language, and got to spend time with kids from around the world. They even got their own festival badges! (They had no idea how privileged they were.)

4. Beyond the awards: choose your own adventure

Cannes is massive, and no amount of writing will capture how overwhelming it is to face so many enriching options at once. If you have a badge, you can access the Palais, where the official festival happens: yes, the awards ceremonies and the case screenings, but also talks, workshops, guided tours, networking events, brunches, and more. If you don’t have a pass, you can still enjoy the brand activations across the beaches and city, parties, events, yachts, rooftops—block after block of opportunities to learn and be transformed. No two Cannes experiences are alike, and it’s impossible to see it all. You have to choose wisely and learn to normalize FOMO.

5. A whole other level of networking

I networked in the lactation room, no joke. From the most random, unexpected places to events designed specifically for networking, Cannes is a week where you can meet C-level executives, global leaders, and inspiring changemakers on equal footing. We even got to give Publicitarias’ decks to Reese Witherspoon and Shonda Rhimes . If you come focused on opportunity, you’ll leave with so much more than you expected.

6. There’s still a lot the industry needs to fix

As I mentioned above, Cannes Lions has taken many steps to improve safety and prevent gender-based violence. But cases continue to be reported—situations that mustn't happen ever, especially in professional spaces. Outside the Palais, where the festival has less oversight, there are hundreds of parties and informal spaces where the worst parts of our industry emerge. It’s time we stop normalizing harassment and abuse. Brands, agencies, media outlets, and organizers need to step up and collaborate with organizations like Publicitarias to make marketing and advertising a safe space for everyone.

Beyond the awards, there is another Cannes. A Cannes that, in a time of polarization and backlash, continues to push an industry forward—one that, while it proudly claims to be innovative and creative, has long feared dissidence.

Shedding light on this other side, this other story, from another perspective, is a small way of helping open more doors.