A creative idea is worth nothing if it can't be brought to life, and to reflect this Cannes Lions launched the Industry Craft Lions in 2018. An addition to the Film & Digital Craft categories, "the Industry Craft Lion celebrates the creative artistry, talent and skill required to deliver a beautifully executed solution and bring a creative idea to life". As the president for the category 2019 Trevor Robinson OBE shares his thoughts on what he's aiming to achieve with the category this year.