Countdown to Cannes 2026 - Pascal Scherpenkate

[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 Pascal Scherpenkate.

What do you do in the creative industry?

Pascal Scherpenkate, 29 jaar, and I work as a Creative Video Lead at WPP Media (StudioM), where I develop creative concepts for social campaigns, branded content, and activations for various major brands. My focus is mainly on ideas that feel like they come from the internet and push that ‘would the client even dare approve this?’ edge. Actually, a bit like Crocs. On paper, it might seem like a bad idea, but in the end, it surprisingly works.

From pitches and creative strategy to production and direction, I like to be just a little too involved in everything to get the most out of it. Because in my view, almost anything is possible—as long as you keep thinking creatively.

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

“Panic” — because I wear Crocs as my everyday shoes, and I honestly have no idea whether Crocs are socially acceptable in Cannes.

What are you hoping to learn from the other participants?

Mainly, how others look at creativity. And of course, picking up a bit of inspiration for my future Cannes-proof Crocs. I think the best ideas often emerge when different worlds collide. I hope to take new ways of thinking back with me.

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

If someone compliments my Crocs and I get to meet new creative minds / gain inspiration.

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

A security guard not letting me in because of my shoe choice and structured chaos. So basically, I expect an international version of my average workweek, just multiplied by 100.

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

Simple, but shocking, kind of like Crocs. An idea that immediately makes you think: “damn, why has no one thought of this before?” The best campaigns are often the simplest, but they stay in your head for days, weeks, months, years, centuries.

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

You’d probably expect me to say Duolingo, but plot twist: I’m going for Duolingo. As a brand, they really understand how to combine internet culture, entertainment, and community without it feeling like advertising.

What’s definitely in your Cannes survival kit?

An extra pair of Crocs

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

A tool. AI is actually a bit like Crocs. At first, people think you’re crazy for using it, and a few years later, they’re using it anyway.

That’s why I’m not afraid AI will kill the creative industry, but I do think it will put it in sports mode. Soon, everyone will be able to make something, but not everyone will understand culture, timing, or why something truly works on the internet.

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

It’s incredibly motivating to see what becomes possible when you dare to think big. Ultimately, it’s still mainly about ideas, not whether you’re wearing loafers or Crocs. (P.S. I’m not being paid by Crocs.)

Just 8 more nights to sleep until Cannes!

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Dit artikel is gepubliceerd door: Saskia van Weert