MediaPost reported Cannes Lions International Festival of Creativity awarded the first ‘Creative Country Of The Year’ trophy to Brazil—a place notorious for scam ads, cultural cluelessness, and countrywide racism. It feels like Time ‘Person Of The Year’ going to Donald Trump.
Brazil Is Named Cannes Lions First ‘Creative Country Of The Year’
By Steve McClellan
The Cannes Lions International Festival of Creativity has unveiled a new award — Creative Country Of The Year — and the first recipient is Brazil, which will be honored at the festival in June.
The organization said that the annual accolade recognizes a country’s consistent success at the Festival as well as “a country’s exceptional and enduring commitment to creativity that drives progress and growth.”
As part of that recognition this year, the 2025 Festival will feature Brazilian creative showcases, celebratory events, dedicated stage talks and Brazilian-led activations across the City of Cannes, including the return of FilmBrazil, which will host a networking event.
Sponsoring this year’s award is Brazilian daily newspaper Estadão, a long-time supporter of the Festival and which celebrates its 150th anniversary this year.
Brazil won its first Lions at the 1971 Festival, collecting two Bronze Lions for Cinema and a Silver Lion for Television. In 1975 it brought home its first Gold Lions, and in 1993 it was awarded its first Grand Prix for ‘The Guarana Diet Campaign’ by Dm9 Publicidade for Guarana Antarctica. Since then, it has gone on to win 1911 Lions, 20 of which have been Grands Prix.
In 1972, Alex Perissinoto served as the first Brazilian Juror, and Christina Carvalho Pinto, the first woman to lead a multinational communication corporation in Latin America — the Young & Rubicam Group — served as the first female Juror from Brazil in 1990. To date, more than 400 Brazilians have served on Cannes Lions Juries. Brazil’s Marcello Serpa brought home Latin America’s first Grand Prix and was honored with the prestigious Lion of St Mark in 2016.
Washington Olivetto, who died last year, was known as the ‘Godfather of Brazilian Advertising’ and winner of Brazil’s first Gold Lion and more than 50 Lions across his career. A special tribute will be made to him at the Festival.
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