The Answers to Solving Social Issues Lie Within the World: Yuko Kitakaze's View of Cannes

The Cannes Lions International Festival of Creativity was held in Cannes, France, from June 17 to 21. How did this world's largest celebration of creativity appear to its participants? We explore the "now" of Cannes through their diverse perspectives.

Part 3 features an interview with Yuko Kitakaze of the Dentsu Group, who served as a judge in the SDGs category this year. How did Cannes appear through the eyes of Ms. Kitakaze, who judged from her position as Global Chief Sustainability Officer? What did she feel about the relationship between sustainability and creativity after her judging experience?

 

Yuko Kitakaze, Global Chief Sustainability Officer , Dentsu Group. After graduating from the University of Tokyo, she joined Dentsu Inc. She founded the company's first lab, "Mama Lab." As a strategic planner for client companies' marketing and new business ventures, she was involved in planning and executing various initiatives. After serving as Creative Bureau Director, Executive Officer and inaugural Chief Diversity Officer of Dentsu Inc. Japan Network, and Chief Sustainability Officer of Dentsu Inc. Japan, she assumed her current position in 2024. She oversees the formulation and execution of sustainability strategy and chairs the Group Sustainability Committee. She is also a Director of the Japan Wheelchair Basketball Federation, a founding member of the PRIDE1000 Corporate Management Alliance Network, an official columnist for Forbes JAPAN Web, and a Pink Ribbon Advisor.
Series: Breast Cancer as a "Turning Point" https://forbesjapan.com/series/breastcancer
Authored "Moms Who Use the Internet, Moms Who Don't" (2001, SoftBank Publishing) and "Lohas/book" (Planning and Production, 2005, Kirakusha)

 

The diverse backgrounds and judging process are like a textbook example of DEI

──What was your first impression upon arriving at Cannes this year?

Kitakaze: Actually, the flight I boarded to go there had an incident, forcing us to return to Haneda. This delayed my arrival by a full day. Since I had to dive straight into judging without even experiencing the city or the festival atmosphere, my first impression of Cannes was shaped entirely by the other judges I worked with.

In a word, it was "richly diverse." There were ten of us judging the SDGs category, including myself, gathered from all over the world—Poland, Argentina, South Africa, Pakistan, South Korea, and more. Five of us were creators with titles like "Chief Creative Officer" or "General Creative Director," meaning people who actually make advertising. Of the remaining five, three were managers overseeing brands and communications at companies like Unilever and Mastercard – essentially, people on the client side. One was a director in the UN's communications department. And then there was me.

This was my first time serving as a Cannes juror. I consider it a great honor for both the Dentsu Group and myself personally that my perspective as Global Chief Sustainability Officer was deemed necessary for the judging process.

With the SDGs category judges (Mr. Kitakaze is far right)

──What kind of category is the SDGs category? How did the judging process proceed?

Kitakaze: As stated on the Cannes Lions official website, the SDGs category "celebrates creative problem-solving, solutions, and other initiatives that leverage creativity to positively impact the world." The judging is weighted as follows: "Idea 20%, Strategy 20%, Execution 20%, Impact and Results 40%." Indeed, during our judging process, we placed significant emphasis on questions like "Is it making an impact on society?" and "Is it contributing to the business?"

Regarding the actual judging process: First, we reviewed about 60% of all entries in Japan beforehand. Then, on-site, we began by selecting the works to make the shortlist. After that, the 10 judges engaged in vigorous discussions about the shortlisted entries. Finally, each judge voted for their preferred work, determining the Bronze, Silver, Gold, and Grand Prix winners.

Throughout the judging, I was constantly inspired by every single discussion and conversation that took place. People with completely different cultural backgrounds and career paths gathered together, so naturally, their perspectives were entirely different. Consequently, the discussions were often confrontational. Yet, everyone operated under the premise that "differences are normal," genuinely listening to each other's opinions. They maintained respect for one another and were flexible enough to change their own views. I'm sure they were people accustomed to working within diverse cultures. It felt like a textbook example of DEI (Diversity, Equity, and Inclusion). Perhaps because I felt this way, the judging process was incredibly comfortable for me. There were countless things you simply couldn't understand or feel unless you were physically present. This wouldn't have been possible remotely. It was an invaluable experience unique to being face-to-face.

Impact capable of moving nations, people, and funds

──During the judging, were there any projects that particularly stood out to you?

Kitakaze: First, I'd like to mention "DABBA SAVINGS ACCOUNT." It was my top pick, and thankfully it made it to the Bronze level. It's an initiative by a bank in India. To explain simply, the social context is that many women in rural India don't have bank accounts. So, they hide their money in cans in the kitchen, like rice storage cans. However, husbands who find the hiding spot often take the money without permission. In rural areas, women's positions are weak, and male-dominated thinking remains deeply ingrained. So, a bank created cans with hidden compartments and provided them free to women, enabling them to save money. Then, once the money had accumulated, bank staff visited the women's village gatherings. They conducted lectures to improve the women's financial literacy, explaining the significance of having a bank account. Furthermore, using machines that allow account opening with just a fingerprint, they opened accounts on the spot for those who wanted one. It's very analog, but you could feel their determination to somehow change the current situation faced by Indian women.

And then, I'd like to mention another one: "SIGHTWALKS." This one won gold. It's an initiative by a cement company in Peru, working in partnership with the local municipality, to improve the tactile paving blocks on roads, which are essential for visually impaired people. The idea was this: Visually impaired people could get information like "go" or "stop" from the traditional tactile paving blocks, but they couldn't tell "what kind of buildings are around me right now?" or "Have I reached my destination?" The cement company added vertical lines to the blocks. For example, "two vertical lines indicate a bank," and "four vertical lines indicate a drugstore." This allows visually impaired individuals to know what is located to their left. Furthermore, they carefully informed the visually impaired about the new tactile paving display rules through seminars and audio guides. It's a simple idea, but there's so much to learn from it. I believe this idea emerged because they truly considered things from the perspective of the visually impaired. It's also great that it can be expanded to other countries.

──While judging, what were your impressions of global advertising trends?

Kitakaze: Naturally, initiatives excelling in all aspects—idea, strategy, and impact—were highly valued regardless of country or culture. Regarding impact, perhaps characteristic of the SDGs category, many works demonstrated significant power: moving nations to change laws, mobilizing large numbers of people or substantial funds. They have completely transcended the realm of advertising.

Creativity Essential for Advancing Sustainability

──How should the Dentsu Group leverage the insights gained at Cannes, particularly in the SDGs category?

Kitakaze: Reviewing the entries reaffirmed how much more severe global social issues are than we imagine. Things unimaginable in Japan are happening around the world. First and foremost, I believe it's crucial to recognize these facts.

This year, the Dentsu Group formulated its "2030 Sustainability Strategy." Our strategy is to "generate future ideas that solve difficult social challenges." We deliberately added "challenging" because we aspire to become a group that contributes to solving not just Japan's, but the world's social issues. With clients now deeply connected to the world through supply chains and other networks, the answers to solving social issues cannot be found solely within Japan. If we remain confined to a Japan-centric mindset, the situation may only worsen. Moving forward, it will be crucial to work with the perspective that "the answers lie within the world."

Cannes, where the sky is beautiful on sunny days

──Based on your experience judging in Cannes, how do you now view the relationship between sustainability and creativity?

Kitakaze: I always say sustainability is the ultimate "best possible handoff." While what we can achieve in our lifetime is limited, we must create the best possible state and pass the baton to the next generation. However, reaching that "best possible state" is extremely difficult. Without creativity, without ideas, you cannot create that "best possible state." It requires properly identifying difficult social challenges, understanding them, and devising ideas and strategies to solve them. Since the power of any single individual is limited, it's also crucial to team up with others. For example, partnering with other companies, including competitors; partnering with governments and local authorities; partnering with civil society.

Without partnering with competitors, decarbonization across the entire industry simply cannot be achieved. To collaborate with those who are usually rivals requires a high-minded aspiration and strong conviction: "to pass on the future to the next generation." It's not easy, but creativity might serve as a breakthrough, a catalyst for competitors to align their direction.

I believe discussions about sustainability often tend to become idealistic, premised on the belief in human goodness. On the other hand, creativity can move people in ways distinct from such idealism, through its ideas and impact. In that sense, creativity is indispensable for advancing sustainability. When considering sustainability, creativity can act as a switch for psychological and behavioral change. And since creativity is a core strength of Dentsu Group, I believe that by seriously considering and acting on this, we can play a significant role in solving social issues not only in Japan but globally, and in realizing a sustainable society.