Countdown to Cannes 2026 - Bambi van Egmond

[RA*W] Maak kennis met de creatieve crew van RA*W op weg naar Cannes Lions 2026

RA*W komt ook dit jaar met een mooie delegatie naar Cannes. Iedere dag stellen mensen uit de delegatie zich voor. Vandaag is dat Bambi van Egmond.

What do you do in the creative industry?

Hi, I’m Bambi, account manager at Dentsu Creative.

When I say Cannes, what’s the first word that comes to mind — and why?

A dream, I’ve been coming to Cannes on holiday ever since I was a child. Back then, I would see the big events happening around the city, but never imagined I’d one day be part of them myself. Now, getting to experience Cannes from the inside, and through Cannes Lions no less, feels incredibly special. To me, Cannes Lions feels like the ultimate playground for creativity, but also one of the rare moments where the entire industry comes together to explore what creativity can truly achieve in the real world. 

What are you hoping to learn from the other participants?

I’m really looking forward to seeing how differently everyone approaches creativity and problem solving, especially because everyone comes from different agencies, companies and disciplines. I’m very curious to hear how others think about marketing, culture and the future of the industry, and how their perspectives are shaped by the kind of work they do every day.

What would make this week in Cannes a success for you?

For me, this week would be a success if I come back with a head full of new ideas, a slightly different perspective on creativity and ideas that actually influence the work afterwards.

I also hope to bring back insights that are genuinely valuable for the work we’re doing at Dentsu Creative, especially around creativity, technology and building a more positive online environment.

What are you expecting most: inspiration, chaos, or networking overload?

Probably all three at once. I’m expecting a slightly chaotic week full of inspiration, nonstop conversations and constantly feeling like there are ten interesting things happening at the same time.

But luckily I kind of enjoy a bit of chaos, and I actually think this kind of environment gives you a huge amount of energy. Being surrounded by so many creative people from different companies, disciplines and backgrounds feels like the perfect place to discover new perspectives, ideas and ways of thinking.

What makes a campaign truly Cannes-worthy in your opinion?

For me, a campaign becomes Cannes-worthy when it does more than just look good or generate attention. The strongest work is the kind that changes behaviour, sparks conversation or genuinely changes something in culture.

I especially admire campaigns where creativity and impact truly strengthen each other. Work that proves creativity is not just decoration, but a tool that can influence how people think, feel and act. Although from time to time I can also really enjoy a campaign that simply looks good.

Who’s a speaker or brand you’re hoping to see this year?

I’m especially hoping to hear more from platforms and tech companies such as Meta, Tiktok and Snapchat. As I’m currently conducting research for Dentsu Creative and KPN into how companies can contribute to a safer and more positive online environment, I’m very interested in the opportunities, responsibilities and pitfalls these platforms see when it comes to shaping online behaviour and digital wellbeing.

What’s definitely in your Cannes survival kit?

A pair of good walking shoes, as I expect to be doing a lot of walking along the Croisette to all the cool talks and events.

AI: threat or tool, and how do you think it will change the future of creativity?

Definitely a tool, but one that will completely reshape the creative process. I think AI will remove a lot of production boundaries and work, which means ideas, strategy and originality will become even more important.

At the same time, I think it challenges the industry to become more human, not less. The work that will stand out in the future is the work with real emotion, cultural understanding and genuine insight behind it. AI can help speed up creativity, but it can’t replace human perspective.

Why do you think more juniors should experience something like this?

Because it gives you perspective very early in your career. You get exposed to completely new ideas, people and ways of thinking that you normally wouldn’t encounter in your day-to-day work.

I also think it’s incredibly motivating to see how much creativity can influence culture, technology and behaviour on a global scale. I think experiences like this push you to think bigger, be more curious and bring that energy back into your own work.

Just 5 more nights to sleep until Cannes!

Curious for more? Follow RA*W on Instagram for exclusive behind-the-scenes content, live stories, and a first-hand look at what the RA*W Summercourse is up to during the Cannes Lions Festival.

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Dit artikel is gepubliceerd door: Saskia van Weert