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INTERNATIONAL FESTIVAL OF CREATIVITY | 17-24 JUNE 2017

On stage with Will Smith

Jackie Cooper talks about her first time speaking at Cannes

Sharing the stage with a Hollywood legend isn’t something you do every day. This June, Edelmen’s Jackie Cooper did just that, interviewing none other than Will Smith. This is the inside story.

First Time Edelman
"Will Smith had a story to tell that hadn't been shared yet. Cannes was a great platform as the audience is marketing savvy, global and respectful."
Jackie Cooper, Global Chair, Creative Stategy, Edeleman
"So when I was a not very successful student at school, I never imagined that one day I would stand in a stage in front of thousands of super smart people in Cannes and be in conversation with the amazing superstar Will Smith. But that was where I found myself in June."
 
And what an extraordinary experience it was. The Lions obviously attract the most brilliant set of people, both as attendees and on the stage. Presenting to uber peers meant that the standards are high and I wanted whatever we did to be highly relevant and memorable."
 
Will Smith had a story to tell that hadn't been shared yet. Cannes was a great platform as the audience is marketing savvy, global and respectful. He would have control over how he shared the story about his mission to deliver positive social and environmental impact through business. He was inspired by his grandmother to always try and make a difference"
 
JUST Water is one of the businesses that Will and his family have nurtured - and until appearing on the Cannes stage, this was an unknown fact. The family had been quietly supporting the JUST Water company behind the scenes for eight years as they developed, launched and successfully sold the JUST Water line in the US, predominately through Whole Foods. This was a success built purely on the integrity of the offer, the brand and the quality of the product."
 
We worked together on the arc of the session. Obviously Will is the best storyteller ever. But we didn't want his fame or role as an entertainer to overshadow his passion for his pursuit of positive impact for business."
"Obviously Will is the best storyteller ever. But we didn't want his fame or role as an entertainer to overshadow his passion for his pursuit of positive impact for business."
Jackie Cooper, Global Chair, Creative Stategy, Edeleman
"We touched on brands, culture, embracing the chaos of a free talking public and how to refresh creativity in an always on environment. He was a hands on lesson on how to keep trailblaing. It was scary. He was wonderful. I loved it."

And god bless the audience - it was deemed relevant!"
Jackie gets Will Smith to talk about how he's always been a marketer
Jackie Cooper is Global Chair, Creative Stategy at Edeleman. She interviewed Will Smith at Cannes Lions 2016 in a session called “The Pursuit of Impact: Edelman in Conversation with Will Smith”. See the full session on the Cannes Lions Archive here

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