Countdown to Cannes - Esther van Vliet, Dentsu Creative

[RA*W] Maak kennis met de creatieve crew van de Summercourse 2025

RA*W is heading back to Cannes — and they’re bringing a brand-new crew of curious, creative minds along for the ride! In the countdown to the festival, MarketingReport will be introducing you to the RA*W Summercourse 2025 delegation. Get to know the fresh talent who will be experiencing Cannes up close and their unique perspectives from the heart of the advertising world.

Who are you and what do you do in the creative industry?

My name is Esther van Vliet. I am a Creative Copywriter at Dentsu Creative and creatively bound to Steffi Boom. My Art Director in crime.

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

The Young Lions Competition, which is technically not just one word — Sorry. I am very excited to participate in the contest. I would love it even more if we win. Fingers crossed!

What are your expectations for Cannes?

I expect to meet a lot of amazing people, attend a lot of talks and parties. I really hope to learn from the winning work and all the experts walking around.

Will you end up in the gutter, or will you be at the Palais at 9 a.m. sharp?

I guess it has to be both haha - but I am sure I can do it.

What's the one thing you must pack for Cannes

My skin isn't prepared for the French sun, so that definitely has to be sunscreen.

What are you most looking forward to: the talks, the people, or the beach?

I think a combination of all three. Boring, I know! But it's my first year in Cannes. So I am really excited and hope to get the full experience.

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

I can't miss Serena Williams for sure. And I would love to learn from and meet some other women at the top.

What brand do you think is killing it creatively right now?

Ikea is always doing a great job. I love how most of their campaigns are based on human insights. It makes their work very relatable.

What does creativity mean to you in one word?

I think the basis of creativity is having fun. If you are too focused or frustrated when coming up with an idea, it will never be that great. You have to find joy somewhere in the process. Even if the task or solution cannot be that, the process always can be.

How many more nights to sleep?

8 more nights!

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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