Pratham Dalal wanted to find a unique study abroad program that would push him academically.
When Dalal learned there was a study abroad trip to the Cannes Lions International Festival of Creativity in Cannes, France, he knew this opportunity could offer the challenge he desired.
“I really wanted to go on a study abroad experience that would grow me both culturally as well as academically. This festival gave an excellent opportunity to learn that,” said Dalal, who is pursuing a bachelor’s degree in journalism and mass communication at the Cronkite School.
Dalal was one of 30 students from Arizona State University’s Walter Cronkite School of Journalism and Mass Communication and W. P. Carey School of Business who traveled to the festival this summer as part of the “Cannes Lions: Creativity and Strategy” study abroad course. This marked the third consecutive year that students attended the prestigious festival.
Several Cronkite students were able to travel thanks to support from the Severson Cronkite Media Global Experience Fund, which was established in 2022 to provide scholarly and academic global learning opportunities for Cronkite students.
The Cannes Lions International Festival of Creativity is considered to be the Oscars of the creative marketing industries, where companies and emerging leaders come together to celebrate what it means to be creative. Creative teams can submit their work for the Cannes Lions Award, which recognizes creative excellence in categories such as advertising, public relations, social media and marketing.
Marketers, attendees and students have the opportunity to listen and network with top-level executives and media professionals through panels and workshops. Speakers this year included Elon Musk, chief technology officer of X and CEO of Tesla and SpaceX, podcast host Alix Earle and Mike Cessario, founder and CEO of Liquid Death.
Dalal said the festival allowed him to gain a deeper understanding of marketing’s broader impact beyond profitability.
“It was very nice to see all the different ways creativity can go. I was able to open my eyes to the fact that corporations are not just about making money,” Dalal said. “I think that was what this study abroad really ingrained into me, there is so much good in this world.”
Lavanya Paliwal, a Cronkite student also studying journalism and mass communication, attended the festival to refine her journalism skills and learn more about brand ambassadors.
“The main reason to come to this event was to understand people and not for the sole reason for understanding the marketing industry,” Paliwal said. “I think that is my biggest reason to have journalism as my major.”