June was a busy month for the creative industry. Another awards season buzzed past. D&AD pencils were sharpened, Cannes Lions roared with pride, and social feeds were flooded with announcements of shiny metals, flowing champagne, and Oscar-worthy thank-you mentions.

And let’s be clear- hats off to all the winners, including those who made it to the shortlists. It takes guts, grit, and a fair bit of luck to create work that rises above the noise and gets global recognition. You’ve earned your moment in the sun (and on the Palais stage). You’ve inspired the rest of us to aim higher, think braver, and believe in the power of creativity.

But amidst the celebrations, this season hasn’t been without its share of raised eyebrows. Once again, the industry is grappling with controversies around the authenticity of certain case studies, work that may have dazzled on stage but leaves questions hanging in the air about how scaled or effective it truly was. “Was it real work… or real-good storytelling?”

Uncomfortable as they are, these conversations are essential. They keep us honest. They remind us that while awards are important- for creative morale, attracting talent and showcasing the potential of ideas- they cannot become the only yardstick for success. Because if they do, we risk forgetting the very foundation this industry is built on: consistent, committed, consumer-driven work that sells products and builds brands.

Which brings me to the bees.

In every hive, there’s a Queen bee - the celebrated leader, symbolic of the hive’s success. She gets the attention, the respect, the glory. Sounds familiar? But the hive thrives not because of her alone, but because of the tireless work of thousands of worker bees. They may not get the spotlight, but it is they who keep the hive alive- relentlessly, quietly, consistently.

Our industry is no different. For every award-winning campaign that graces the stage, there are hundreds of projects happening quietly behind the scenes. The retail flyers, the last-minute social posts, the corporate videos, the please-make-it-live-by-Friday briefs. Not glamorous. Not likely to trend on LinkedIn. But these are the bread-and-butter work that keeps the agency’s lights on, pays the bills and builds client trust. These projects and the teams working on them may never make it to Cannes or feature in case studies, but they deserve massive recognition too.

To the teams working on these unsung projects, you are the worker bees of our industry. Your dedication, consistency, and quiet excellence are what keep the wheels turning. Without you, the hive collapses.

So as we celebrate the Queen Bees this season, let’s also raise a toast to the worker bees. Let’s build a culture where awards are celebrated, but so is the daily grind. Where we champion bold, brave ideas, and also value the day-to-day thankless churn. 

The real buzz of our industry? It’s not just in the headlines of award shows. It’s in the daily hum of everyday creativity, teamwork, and honest work that builds not just campaigns, but camaraderie and long-standing client relationships. 

So here’s to the Grand Prix for worker bees. The unsung, the unseen, the unstoppable.

The author is the founder and chief creative officer, HumanSense (Sri Lanka)