Younger Creatives Are Increasingly Dismayed With Awards Shows

Many feel they're working toward making something that feels empty

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While older executives sipped rosé on yachts, younger creatives are asking, “Cannes U Not?”

The Cannes Lions International Festival of Creativity recently wrapped up awards show season to much fanfare. But a younger generation of creatives remains cynical of the awards process.

Some view such awards as a necessary evil for career advancement, others a flawed execution of a noble idea and some are simply apathetic. There’s a sense among many that the work receiving these accolades is often manufactured specifically for the process, overhyped by case study videos to appeal to the same predictable juries.

David Felton, a 31-year-old copywriter for London agency Kindred, explained that he’s cynical about awards while also aware that they are “the best way to catapult your career forward.”




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