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How to win 4 Cannes Lions: “The whole work of Creation is based on 3 divine pillars”


It all started with some cold data: 74% of children (5-12 years old) spend less than 60 minutes playing outside each day.

Ad that to the fact that United Nations guidelines for prisoners require “at least one hour of suitable exercise in the open air daily“.

These are the facts that made Bruno Ribeiro (foto, MullenLowe London) to ask himself lots of questions and ultimately to transform these hard numbers into a story: on average, children now spend less time outdoors than a prison inmate!

An award-winning art director and creative director with over nineteen years’ experience in the advertising industry, Bruno worked for 8 months trying to give an unique perspective on this story.

And, since its launch, the “Free the Kids – Dirt is Good” campaign has picked up a phenomenal 4 Cannes Lions plus a Silver in the ‘Print and Publishing’ category and 3 Bronzes in ‘Integrated’ and ‘Outdoor’ respectively.

The work of Creation: there are 3 divine pillars

Presenting at iCEE.fest 2017, Bruno admitted that the whole process of creation was “painful and exhausting“. Nevertheless, the results were unbelievable.

And this experience made him believe that “the whole work of creation is based on 3 divine pillars“:

  • Powerful insight

“An idea with an insight is more likely to connect to the audience”

  • Fresh execution

“There is no formula here: 1% inspiration and 99% perspiration. Do you want a tip for that 1%? Feed your brain”

  • Outstanding craft

“It’s your baby so take care of your idea. Find the supplier who will make your idea even better”

But this “holy trinity in creativity” applies not only in creative campaigns. It also applies to any service or product.

Find out all the details in Bruno Ribeiro’s presentation @ iCEE.fest 2017 – available in iCEE.academy.


How can I watch this member’s only presentation?

iCEE.academy offers free access to the presentations from the festival’s archive between 2013-2016 (264 videos) while the 2017 presentations and workshops (137 videos) are unrestricted only to those who have a valid ticket for this year’s iCEE.fest or for the 2018 edition.

The free old presentations can be accessed here while for viewing the latest videos, authentication can be done here with the username and password used for the iCEE.fest app.

You don’t have a ticket for iCEE.fest 2017? No stress! You can book one for iCEE.fest 2018 here and get also full access to the iCEE.academy platform and our new iCEE.fest App.

Still not clear? Check our FAQ section here.

Daniel Marton


Daniel Marton

After 3 years as a radio reporter (back in 2003), Daniel has experienced some other options that media can offer: 2 years as a special reporter (print), 2 years as a news commentator (tv), 2 years as an editor-in-chief (online) plus another 5 years as an online manager (digital). Since 2016, he is a freelance journalist, delivering documented articles and creative ideas for any kind of media. Ever since then, Daniel joined the iCEE.fest family, as a contributing editor for iCEE.news.

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