Countdown to Cannes - Steffi Boom, 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 Steffi Boom and I’m a Creative Art Director at Dentsu Creative. You can always find me together with my partner in chaos: Copywriter Esther van Vliet.

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

Hangovers. Pretty sure everyone will be wearing sunglasses and not only for the sun.. Because let’s be honest, skipping a party or a talk? Not an option. Hungover or not.

What are your expectations for Cannes?

This is my first-time visiting Cannes, so I’m expecting to be: ✨overstimulated✨. But in the best possible way. I love to meet new creative people, listen to inspiring talks and I heard there is free rosé everywhere.

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

Both. A woman in the evening, is a woman in the morning.

What's the one thing you must pack for Cannes

Haarlemmerbruin, it’s an oil that helps you tan fast… and maybe roast a little too. But I’m soaking up every ray of sunshine in Cannes to bring a tan back to Amsterdam.

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

Of course I’m excited for the beach and the sea, who wouldn’t be? But I’m really looking forward to the Young Lions competition. This year, Es and I, are representing Dentsu in the PR-category. So I’m really curious about the brief this year and how the 24h is going to work out for us.

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

Sonita Alizadeh, I didn’t know her before I checked the speakers on the Cannes site, but she really stood out to me. She is an Afghan rapper, a human rights activist and writer. She was born under the Taliban rule, which must have been tough especially as a girl. I’m glad she gets to share her story in Cannes.

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

This is maybe a boring answer, but IKEA. They are always doing such a great job finding the most human insights and then come up with fresh ideas.

What does creativity mean to you in one word?

Unexpected. Creativity, in my view, is always a surprise. Ideas that you wouldn't expect from a brand (you love it or hate it) or people, inspire others to approach things differently as well.

How many more nights to sleep?

9 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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