Cannes beat– Sebastián Arrechedera of AC/mcgarrybowen: Creativity is what can offer solutions to the world

Sebastián Arrechedera, Co-Chairman and Creative Director at AC/mcgarrybowen shared with PRODU his vision about creativity. Regarding the thanking campaign promoted by the 2016 Cannes Lions International Creativity Festival, he said that “creativity is the ability that we all have to propose new ways to change what already exists.” He added that his gift to creativity would be “a campaign to make more people aware of its importance. Creativity is what can offer solutions for the world’s problems.” For Arrechedera a good story “that I would like to tell someone else because it made me feel something” is one on the essential elements to make of an ad a relevant message. “Consumers are tired of brands knocking at their doors every day to sell. This excess is our major challenge” he said.