Hasta La Creative!

The friends represented IADE at creative festivals, promoting the university by using their own brand of street art, and the same sensibilities can be seen in the winning cover design “Weapons of Mass Creation.” The illustration incorporates as many of the tools of creativity as the duo could come up with, all arranged to form the shape of a lion’s head.

Mr. Eloi said, “At the end of the day, the Lion is the ultimate award for creativity, so everything in there represents part of the creative process, from start to finish.”

Although the Ad Age editors who judge the contest see so many entries using the Cannes Lions trophy that it’s become a clich, this year’s winners had a different take. As well as the more traditional tools of the trade featured in the design — including paper, ink, pens, speakers, a guitar, headphones, and new media — Mr. Gomes and Mr. Eloi enjoyed coming up with ideas that represent the creativity in all of us. “I don’t know any creative who doesn’t like ‘Star Wars,'” for example,” Mr. Eloi said. “It’s like creativity on steroids.” The film is represented by figures of Luke Skywalker and Obi Wan Kenobi, both made out of Lego bricks — chosen because Legos are themselves favorites of creatives.

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