With Brazil as the first country to be recognized as Creative Country of the Year by Cannes Lions, Alessandra Gomes, Executive Creative Director at McCann Health Brazil, penned a piece discussing the meaning of this symbolic year for her country, especially as she prepares to serve as a juror at this year’s festival.
“It is an invitation to represent the perspective of a country that doesn’t create just to impress,” she said. “It is a country where creativity is a way of being and living. A country where creativity often arises from a lack of resources but finds power in purpose, fostering meaningful, lasting connections and driving societal change.”
