When it comes to the world’s top creative conferences and festivals, the V-V-VIP access is usually reserved for the people who need it the least. The international judges, the local agency leaders, the heavy-hitting CMOs. They’re the people at the top of their game. And so, being in among the action has little impact on their careers. But when you offer that kind of access to promising up-and-comers, says Tara McKenty, R-LDN co-founder and Google creative lead, it’s like rocket fuel to fire.
“Early on in my career, I was sent to Cannes by a group of amazing sponsors that saw promise in me – and it changed everything. The industry heavyweights that I met became my mentors. The work that I saw on display challenged me to produce the kind of work that’s won for me ever since. And the insight that I got into our industry has shaped the path I’ve taken to where I am today,” said Tara.
It’s an experience shared by many – one powerful enough to usher a new generation of diverse talent into leadership positions across the creative industries. Which is something Wilf Sweetland, global CEO and partner at Sweetshop, is just as passionate about.
“The work that I’ve seen coming from diverse talent over the years has been exciting to me. It’s fresh, it’s raw, it’s original and it’s rich in cultural vibrancy” says Sweetland. “The more we support that kind of talent to flourish, the bolder the work will be. And Rare Access is exactly the kind of support that I think will be the catalyst to making this happen.”
Rare Access launches this May at D&AD in London. A global partnership between Sweetshop and R-LDN that’s set to roll out at major festivals throughout the year, it gives diverse talent the kind of access they’d receive if they were judging the awards or headlining the festival.
“From shadowing the juries, to private dinners with festival headliners, Rare Access really is a money-can’t-buy experience,” says Wilf. “It’s only possible because our festival partners are as passionate about this as we are, and so they open up places at their most exclusive engagements and experiences.”