Dumber Than You Think — Our Workshop at Cannes

The sun has set, the rosé finished and the motivation pumping through our veins. Cannes 2017 was quite a show and we like to think we added a little theatre when we hosted our Dumber Than You Think workshop.

When we caught sight of people taking pictures next to our racy-lined posters, we got a little giddy. The thought of a small activation shop in Dublin showcasing our strategic and creative minds on the global stage was heart-racing. After weeks of prep we knew our girls, Sarah and Emer, were going to nail it.

Here’s what one of the masterminds behind the workshop thought of it all…

“Giving that workshop was an absolute career high point. Side by side with the legend Sarah Walsh, it was amazing to contribute to the festival particularly this year. Cannes is under a lot of scrutiny with new media & tech stealing the spotlight but our workshop was whole-heartedly rooted in how to be more creative. The last few months we’ve been so fortunate to life the lid on the mysterious topic of creativity and produce a viewpoint and practical toolkit to help us all get better at using the most creative resource we have… our brains.

— Emer Fitzgerald

Our long-term Samsung client, Linda Nolan also attended. Here’s what she thought…

“Guns or Knives delivered a fantastic workshop about being “dumber than you think”.  It was such a great concept about opening up your mind, your creativity and the way you think when it comes to developing marketing briefs. It was one of my favourite aspects of Cannes Lions 2017.”

— Linda Nolan, Head of Marketing, Samsung Ireland

However, on the morning of the workshop when we had to turn away more than 50 people due to a completely full house, the workshop’s success exceeded even our expectations. We were told it was the most attended workshop of the year. The team did the agency proud and the feedback was phenomenal.

And, we also managed to pick up a best headline of the festival for a talk! We may have celebrated with a glass or two afterwards…