The Cannes Lions Festival of Creativity has been trying desperately to get out of its image of an event that is just a platform for the rich and the famous to have a blast on the French Riviera. This year’s edition, which ended on Friday, sought to reassure everybody that the Lions are not only about endless pool, yacht, chateau, beach and terrace parties; it’s also about awards, creativity and inspiration. That explained why the pride of place, earlier reserved for sundry Hollywood stars, politicians and entertainers, was given this time to the real practitioners of the art and craft