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Rethinking Creativity: Havas Launches 'Beyond the Brief'

On June 16, 2025, Havas introduced a groundbreaking global campaign titled 'Beyond the Brief' at the Cannes Lions International Festival of Creativity. This initiative is dedicated to highlighting neurodiversity as a new creative asset, aiming to challenge perceptions within the creative industry.

With the campaign spearheaded by Donna Murphy, Global CEO of Havas Creative and Health Networks, 'Beyond the Brief' emerges from the Neuroverse Powered by Havas initiative. This new platform is geared towards redefining how creative talents are recognized and integrated into the industry. Announced through an unconventional activation on the Croisette weekend, the campaign will run for the duration of the festival.

The current landscape of the creative industry is undergoing significant transformation due to the rise of AI and the adoption of innovative tools and ideas. However, there still exists a gap that Havas believes can be bridged by leveraging the rich potential of neurodivergent creative talents. Murphy emphasizes, “There is power in chaos, and brilliance found in minds that society has spent too long trying to ‘fix’.”

As part of the campaign, Havas organized a panel titled ‘Neurodivergent Minds - They Don’t Need Advertising – Advertising Needs Them’, set to take place on June 16 at the Lumière Theatre. Moderated by Michael Barbaro of The New York Times, the discussion will feature international artist Lola Young, alongside Renee Connolly, Merck KGaA's Chief Belonging & Inclusion Officer, and Murphy herself.

In promoting this event, Young states, “ADHD isn’t a hindrance; it’s a driving force. My way of thinking is what connects my art with others.” This sentiment sets the tone for the challenge that Havas presents to the industry at Cannes – to rethink conventional notions of creativity and embrace the unique strengths that neurodiverse individuals bring.

Before the official launch, unbranded digital screens appeared along the Croisette asking provocative questions like, “What if the future of creativity didn’t resemble the past, and it never had?” The screens included QR codes directing attendees to a dedicated microsite that offers comprehensive information about the neurodiversity program at Cannes and Havas’ broader initiative toward embracing neurodiversity.

Additionally, the campaign includes another panel session named 'The New Creative Alchemy: Neurodivergent Minds & AI as Industry Catalysts' scheduled for June 16. This session promises to unveil new insights and data regarding the contributions of neurodivergent individuals as both creative professionals and influential consumers. Havas looks to provide actionable insights for agencies, brands, and industry leaders to cultivate a more inclusive creative environment.

As Murphy notes, “With 'Beyond the Brief,' we aim to amplify these voices and encourage the industry to rethink existing frameworks. At the world’s largest creative festival, we invite everyone to help shape a future of creativity that is more vibrant and powerful than ever.”

For more information about the campaign, interested parties can visit the microsite accessible via QR codes found on Havas’ digital displays at the festival - havasneuroverse.com where they will find an agenda, event details, and a downloadable perspective report regarding the benefits of neurodiversity.

About Havas Health Network

The Havas Health Network encompasses networks like Havas Life, Havas Lynx, and Jacques, specializing in health communication, uniquely positioned to facilitate brands’ growth in the health sector. Their approach prioritizes significant differentiation, ensuring they possess the talent and technology necessary for businesses to thrive in today’s competitive landscape.

For further details, visit www.HavasHealth.com.