Countdown to Cannes - Myra Bax

[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?

I am Myra Bax a creative who is flirting with film — I'd like to say I'm a creative/director aspiring to become a creative director.

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

Connection - everything we do comes down to people connecting. With brands — but in that way also with each other. I mean, what's a brand without its people?

What are your expectations for Cannes?

To meet a lot of people and miss a lot of sleep.

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

I kind of want to say that I'll do both — but maybe talk to me again after Cannes...

What's the one thing you must pack for Cannes?

I would have to say a banana - I bring one everywhere I go. You never know when you need a little more energy.

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

The people. Always the people. Because I think the people are the main factor in all these things. Yes, even of Beach — just ask Ken.

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

This feels like having to pick only one dish from a big buffet, maybe Sonita Alizadeh as a starter, Sir John Hegarty as a main and Duo the Owl Lingo for dessert. But I'll probably go in for seconds.

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

Uber is a brand that has been grabbing my attention for a while now. Whether it's Uber, Uber Eats or Uber Train, they have a uniqueness that translates beautifully to all their services.

What does creativity mean to you in one word?

Audacity

How many more nights to sleep?

5 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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