Countdown to Cannes 2026 - Itziar Suijten

[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 Itziar Suijten.

What do you do in the creative industry?

I work as an allround content creative at a digital agency called Bikkelhart in Amsterdam. I started a few years ago as a copywriter, mostly writing website copy and mailings, but over time my role grew into much more. I worked on SEO, social media strategies and eventually discovered that I really love making videos. Since then, I’ve helped build the video team within Bikkelhart, and I’m still very happy I took that step. It opened a lot of new doors for me.

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

The sky is the limit. Cannes feels like a place where you can achieve anything. Of course I immediately think of the film festival, the red carpet, but also all the amazing work that is shared there. And when I think of Cannes Lions, I think of the feeling that there are no limits. People who want to grow, learn, create and inspire each other. To be there as a starter and actually experience that feels almost surreal.

What are you hoping to learn from the other participants?

I’m hoping to learn how other creatives approach their work. We’re all in the same field, but maybe in different branches, with different clients and perspectives. I’m curious to learn how they move through corporate structures, push boundaries and still bring their own creativity into the work. I also want to hear how they deal with pitching, processes and client feedback, especially when a client challenges you to step outside your comfort zone.

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

The week is a success for me if I learn new things, push my own boundaries and step out of my comfort zone. If I meet people who inspire me and get the chance to share things I’ve made, that would already be amazing. I also see it as a success if I come home feeling proud of myself for daring to go and fully be there.

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

Can I say all three? There is so much to see and do that it almost feels impossible not to be overwhelmed. But I think that’s also what makes it exciting. I’m expecting a lot of inspiration, a lot of chaos, and probably a bit of networking overload. But I also feel like this could be a career changing experience, just because of the energy that will be there.

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

A campaign doesn’t need a huge budget or a prestigious brand to be Cannes-worthy. For me, it’s about a strong human insight. Whether it makes you laugh, moves you or surprises you, it has to feel honest. The best campaigns are simple, bold and clever. They touch the right emotion without making the message too complicated.

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

I’m really curious to see Adam Mosseri from Instagram. Since the rise of creators and the way platforms are constantly changing, I’m interested in how he looks at the future of content and creativity. But I’m also excited to discover people and brands I don’t know yet. I want to be surprised.

What’s definitely in your Cannes survival kit?

My notebook and a good pen, because if the inspiration hits, I need to be able to write it down. Also a mini e-reader, so I can read on the go between sessions. And maybe most importantly: good shoes. Cannes in June sounds intense.

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

For now, I mostly see AI as a tool, but I do think we have to stay critical. It can be useful for repetitive tasks or to quickly shape an idea, but it shouldn’t replace real creative thinking. The danger is that everyone starts using the same tools, prompts and references, which can make a lot of work feel the same.

I don’t think the biggest threat is that AI will replace us. The bigger threat is that we stop challenging ourselves and become less curious. AI can support creativity, but it can’t replace your taste, your doubt, your feeling or your perspective. The best ideas still come from people.

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

Because it opens your eyes to what is possible. It shows you the different paths you can take, that dreams can become real and that working as a creative can actually have impact.

As a beginner you sometimes have ambition, but don’t always know how to position yourself or tell your story. Cannes feels like the perfect moment to fully immerse yourself in inspiration, meet people who are already further ahead and learn from the people around you. You don’t have to know everything yet. Learn from the people around you and, most of all, just do it.

Just nine more days 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