CANNES, France — The final day of the Cannes Lions International Festival of Creativity finds industry leaders enjoying award ceremonies and networking events while reflecting on pivotal moments from the week. Matthias Spaetgens, the chief creative officer at Scholz & Friends and jury president for the Industry Craft category, shares insights gained during the festival about creativity and craftsmanship.
Spaetgens has played a key role in evaluating entries for the Industry Craft Lions, awards that honor exceptional artistry and technical skill behind creative campaigns. This year’s Grand Prix in the category was awarded to “Nigrum Corpus,” a project developed for Idomed that addresses the everyday threats faced by Black individuals, emphasizing the role of education in fostering long-term change.
In a conversation about the winner, Spaetgens explains that “Nigrum Corpus” stands out due to its creative excellence across various dimensions. The project melds compelling book design, typography, and illustration, reflecting the deep passion of its creators. The tactile experience of holding the work encapsulates the dedication behind it.
Among the notable entries, Spaetgens highlights a poster campaign by Nike that encouraged runners across global marathons, praising its straightforward yet motivating messaging. He also commends the storytelling found on Cadbury chocolate packaging, where each piece uniquely engages consumers.
As the sole German jury president this year, Spaetgens expresses the significance of the Industry Craft category. He believes it captures the essence of what initially drew many creatives into the field: a fascination with storytelling, design, and the nuances of effective communication. This category not only honors craftsmanship but also serves as a reminder of the foundational skills integral to agency work.
Spaetgens points out the importance of high-level execution in creativity, stressing that the distinction between a merely good campaign and an outstanding one often lies in craftsmanship. He notes that the Industry Craft Lions bring to light the fundamental skills necessary for transforming brilliant ideas into engaging reality.
Reflecting on the trends observed during this year’s festival, Spaetgens remarks that the quality of submissions has greatly improved, making it more challenging for juries to differentiate between very good and exceptional entries. He emphasizes the growing regional and cultural relevance of the work, revealing that many campaigns directly engage with local issues, thereby fostering connection and trust with audiences.
As the festival wraps up, Spaetgens underlines the collective journey for creativity, reminding attendees that the essence of great ideas continues to thrive through meticulous craftsmanship.
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