Sick of awards: hidden costs of signaling for advertising creatives

This qualitative study explores the signaling costs associated with winning Cannes Lions, considered the industry’s most prestigious award ceremony. The dynamic componential model of creativity and signaling theory are utilized as a theoretical framework. Grounded Theory was employed for the analysis of eighteen in-depth interviews conducted with Cannes award-winning creatives from Brazil (one of the top three most awarded countries in the festival). Corporate creative tyranny emerged as the central category, which leads to excessive workload, competitive obsessions, and stress. Findings suggest that winning awards is linked to negative costs related to reputation (scam work) and health (physical and psychological damages), contradicting the dynamic componential model of creativity and showing the hidden costs of achieving awards in the advertising industry. Managerial advice is given to reduce these costs.