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Cannes Also dares<br />
you to unleash<br />
your inner child<br />
PABLO Picasso said: “Every child<br />
is an artist. The problem is how<br />
to remain an artist once we grow<br />
up.”<br />
This sentiment lies at the heart<br />
of the inaugural Play, Make, Master<br />
workshops and master classes,<br />
launched under the Cannes<br />
Also banner. Staged in a purposebuilt<br />
workshop space outside the<br />
Palais des Festivals, The Brand<br />
Union/ Lambie-Nairn initiative<br />
aims to encourage people to<br />
unlock their inner child, free of<br />
constraint.<br />
“Our basic premise is to celebrate<br />
creativity and the bank of talent<br />
gathered here in Cannes, and<br />
encourage more people to believe<br />
in their own inherent creativity,”<br />
said Christian Schroeder, CEO of<br />
design and branding agency Lambie-Nairn.<br />
He added: “Play, Make, Master<br />
is all about maximum involvement<br />
and bringing creativity to life. We<br />
wanted to steer audiences away<br />
from the more functional aspects<br />
of branding and design, and focus<br />
on what is at the heart of a great<br />
brand: personality.”<br />
Led by creative entrepreneurs,<br />
including stop-frame animation<br />
pioneer Aardman, New York-based<br />
balloon artists Airigami and certified<br />
Lego artists Bright Bricks<br />
UK, the workshops invite delegates<br />
to watch experts transform<br />
objects widely regarded as toys<br />
into spectacular works of art. They<br />
are then encouraged to do the<br />
same themselves. The best of the<br />
resulting work will be exhibited<br />
for the duration of the Festival<br />
in a relaxed lounge area, sponsored<br />
by Getty. “Norman Berry<br />
SUNDAY, JUNE 17,2012<br />
Simon Bolton: “an experiment in creative therapy”<br />
once said: 'Give me the freedom<br />
of a tight brief' — and our new<br />
concept fits the bill,” said Simon<br />
Bolton, The Brand Union’s CEO<br />
worldwide. “We are limited in<br />
space but we hope the response<br />
to what we are doing will be fantastically<br />
free — an experiment<br />
in creative therapy. Although we<br />
will be exhibiting work devised<br />
during the week, we think the<br />
environment we have designed<br />
offers some respite from the competitive<br />
heat at Cannes Lions.”<br />
Sister agencies within the WPP<br />
NEWS 5<br />
Christian Schroeder: “bringing creativity to life”<br />
Group, The Brand Union and Lambie-Nairn<br />
are collaborating on<br />
Cannes Also for the second time<br />
this year. “We have a kiss and<br />
punch relationship,” Bolton said.<br />
“This collaboration is definitely<br />
the kissing bit and it’s wonderful<br />
to combine our complementary<br />
skill sets.” ^<br />
Scan the QR<br />
code to see a<br />
preview video
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