Cannes Lions: 'Maker culture' in advertising

'Maker culture' is not just about an idea, but about making it

In the last decade, the conversation in advertising has been about the advent of digital. Every conference and award show has been rife with chatter about how the language is shifting from traditional to digital. While many agencies and marketers are still in the process of embracing the principles of a digitally-enabled world, I think there is a new era dawning upon us.
 
This is the era of innovations that solve real-life and business problems, using disciplines, assets and materials that are not typically used by ad and marketing folks. This is an opportunity where you solve a problem