After a year at VCU Brandcenter, immersed in what often feels like a true simulation of the advertising industry, Cannes Lions offered a necessary change of scenery.

At Brandcenter, we spend our days dissecting consumer behavior, writing briefs, developing strategies, and building campaigns. The work is rigorous and rewarding, but it can also become easy to focus on the mechanics of advertising, the process, the deliverables, and the deadlines.

Now being here at Cannes I am reminded why the work matters.

For one week, I stepped outside the classroom and into a global gathering of creatives, strategists, marketers, media leaders, and storytellers. The random hands that I have shook, that may have started off from an admiration of a Zidane jersey or wishing luck to a gentleman wearing a Ghana shirt that have resulted into moving conversations. It could be a guide to who speak to next, how to phrase you position as you enter the industry, or just rejoicing in the beautiful game.

What surprised me most, was how much I learned from the conversations between sessions.

One thing that makes Cannes so special is its proximity. For one week, people from every corner of the industry are brought together in the same place. It’s the who is who of marketing all within walking distance.

With chain of command on pause, ideas move earnestly. A conversation that starts after a panel can continue over coffee, at a brand activation, or while walking down the Croisette. You are constantly exposed to perspectives outside your own discipline. One person may spend their day thinking about sports audiences, another about technology, another about reforming audience behavior, and another just wants to know where you got water. All are trying to solve similar problems: how to connect with people and create something meaningful.

One idea that resurfaced throughout the week was one that started on the Panel “First Touch to Final Whistle: Global Brands Meet America's World Cup” held at Sport Beach with Cristian Racioppi, director business development EMEA, Channel Factory - “Creativity is nothing without context.” The more conversations I had, the more that idea kept reverberating.

Upon further reflection, perhaps the most rewarding part of the week, was a reminder of my grandfather’s sage words, “Siempre estoy en la escuela.” – “I am always at school.” For me my trip to the Cote d'Azur has been a most wonderful field trip.

So be it working on presentations state side, at the cinema, or here in the French Riveria - I can proudly say, I’ll still be learning.

The author is a student at VCU Brand Centre in Chicago.