Ever wondered how the world’s best creative ideas are born and why some of them come from the unlikeliest places? In this episode of Now Go Create, host Claire Bridges sits down with ex-PepsiCo marketer Arif Haq to deconstruct some of this year’s most standout campaigns from the Cannes Lions International Festival of Creativity. We want to figure out how the work got made!From destigmatising herpes in New Zealand to revolutionising Indian Rail ticket sales, making insurance matter, and some classic Burger King mischief.Together, Claire and Arif break down how creative thinking thrives when you flip assumptions, lean into cultural truths, and use constraints as springboards rather than blockers. If you want some insight into the award-winning creative minds behind the campaigns and practical inspiration for your own work this episode is for you.Highlights:Claire and Arif break down creative case studies from this year’s Cannes Lions Festival of CreativityThe New Zealand Herpes Foundation campaign succeeded by combining humour, national pride, and destigmatisation, using Kiwi sporting icons The power of “thinking the opposite” is highlighted as a creative tool, ask what the wrong approach is, then flip it for a fresh perspectiveBurger King’s ‘Burger to King’ campaign cleverly used gaming and cheeky humour, reinforcing the brand’s underdog, community-driven persona. Consistent brand identity mixed with fresh execution - is a key factor in long-term creativity that balances “new and old at the same time.” The Indian Railways ‘Lucky Yatra’ campaign transformed train tickets into lottery tickets, leveraging cultural insights and changing public perception effortlessly Creative problem solving often means reframing the product or looking at challenges through a new lens, as demonstrated by AXA InsuranceGenuine innovation often comes from becoming “professionally nosy”Simple creative ideas can have a huge impact, but getting there requires space to think, marinate, and push past the obvious answers‘Own the Dream’ by Rocket, a unifying Super Bowl film, shows the emotional power of music and collective experienceBuilding creativity is like exercising a muscle: immerse yourself in great work, get curious, challenge assumptions, and constantly evaluate ideas Award-winning creativity often means flipping the brief, rooting ideas in strong cultural or human insight, and executing with authenticity and craft.Would you like Claire & Arif to review creative campaigns with your team, or run a bespoke creativity session? Get in touch:
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[email protected] or join our weekly email for free creativity resources and worksheets at nowgocreate.co.ukAbout Claire Bridges Claire Bridges is Chief Spark and Founder of leading creative training consultancy Now Go Create, whose philosophy is that everyone can be creative. Claire worked as Managing Director and Creative Director working with global brands including Starbucks, Kellogg’s, Unilever, P&G and Danone in her previous PR career. Upskilling individuals, teams and organisations with practical creativity tools is Claire’s mission. She’s one of only 250 people globally to hold an MSc in Creativity, Leadership &
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