Later today [Thurs June 22] the advertising community will descend on the JW Marriott hotel for the jewel in the Cannes fringe-event crown, the CFP-E/shots Young Director Award.

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Taking place today from 4pm, the YDA has introduced a new category, one which aims to both reflect the evolving nature of advertising and to encourage the industry to further embrace its global social responsibilities.

Called Changing the World Frame By Frame, the category was created by YDA president Francois Chilot and BBH founder and ad legend, Sir John Hegarty. Here, Hegarty talks exclusively to shots about the category, what prompted its creation and his thoughts on how advertising can best engage with its social responsibilities.  

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