The Cannes Lions International Festival of Creativity is an annual festival that began in 1954. It brings the “creative communications industry together every year at its one-of-kind event in Cannes to learn, network and celebrate.” The awards acknowledge concepts and ideas that are ahead of their time and are expected to shape the next wave of creativity. It is a melding ground for pioneers of all disciplines from all over the world, and a spotlight for ideas bold, diverse, and provocative.

Through its mission, it aims to showcase radical ideas and developments that will shape the future. More specifically, it provides a forum for debate, discussion, and verbal exploration around marketing and communications.

This festival is unique in that it both seeks to maintain and respect its past, while simultaneously drawing focus to new realms of possibility. It wants to conceive unexpected styles, bring together ideas, provoke radical presentation, and transform the landscape of the world. At the same time, it wants to encourage those who attend to reflect on their creative lineage and the innovations that paved the way for their own work.

This year, at the Cannes Lions Festival, Google announced the launch of Create with Google. This program consists of “the global roll-out of its creative tools suite to guide makers of creative marketing content across its platforms…It includes two new tools, Audience Connect, and the YouTube Mockup Tool, which are aimed at creative agencies that want to create and sell in work, or brands that are partnering with Google directly.” This software will have an invaluable effect on the progression and evolution of marketing and creativity and will allow expansion and innovation across all fields. It provides a new way to connect and communicate on a global level through the language of creativity and brand-building.

The launch is just the beginning. The true progression is how artists and creators will use Create with Google to sharpen their craft and impact the landscape of art around the world. It is a platform, similar to the Cannes Lions Festival itself, for artists to discuss, debate, collaborate, and build together trans-nationally.