Shortlist Sessie #1 met Annie Chiu van Soursop
In aanloop naar de uitreikingen van de felbegeerde Leeuwen stromen deze week de shortlists van Cannes Lions 2025 binnen. De dag na elke bekendmaking vragen we een lid van het ADCN Creative Board om zijn of haar ongezouten mening te geven over de geselecteerde cases. Vandaag is het de beurt aan Annie Chiu, Executive Creative Director van Soursop.
De shortlists die bekend gemaakt zijn op zaterdag 14 juni:
- Audio & Radio
- Health & Wellness
- Outdoor
- Pharma
- Print & Publishing
What was your first reaction when you saw the shortlists?
"I loved seeing so many agency names I’d never heard of before. It gives hope to smaller agencies that may feel they don’t stand a chance against the big corporate machines. A great idea is a great idea. And really, who doesn’t love rooting for the underdog?
I can’t wait to see who wins in Audio & Radio. In my humble opinion, it’s one of the toughest categories, because the brief is always incredibly hard to crack. Just getting on the shortlist is already a huge accomplishment, congrats to everyone who made it!"
Shoutout to LePub Amsterdam
Is there a Dutch case that you would have liked to see on one of the shortlists, but that is not there?
"Actually, it’s quite shocking how few Dutch agencies made the shortlists I saw. There were zero in Audio & Radio, Health & Wellness, Outdoor, and Pharma. The only three entries I noticed credited to a Dutch agency were in Print & Publishing (shoutout to LEPUB Amsterdam).
It’s surprising, given the amount of great talent here from all over the world. Perhaps many agencies didn’t enter, or perhaps we need to up our game. But I suppose that’s the whole point of Cannes: to see great work that inspires you to make even greater work."
