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When Cannes Lions recently pivoted to a subscription model after decades of being festival-driven, one perk it quickly focused on offering was its vast collection of ads and case studies.
But the price tag for accessing all this content—about $350 annually—didn’t sit well with some rising creatives, who felt such a repository of the world’s best ads should be accessible to all.
“It bugged us to think about how many cash-strapped and hungry creatives out there are going through the same hardship,” Quynh Tran, a creative intern at Innocean Berlin, explained of the initiative that she and fellow creative Toan Mai embarked on to persuade the Cannes Lions organizers to make its ad collection free to the industry.
With Cannes calling its collection LoveTheWork.com,