The Cannes Can: Diversity Collective (CC:DC) was conceptualized in 2017 due to the continued conversation regarding the lack of diversity in the Advertising/Marketing Industry. For decades there have been a plethora of industry leaders that have expressed concern regarding this issue. The Cannes Can: Diversity Collective is moving beyond concern to creation, by creating the opportunity for previously absent faces of color and underrepresented communities to be represented at Cannes Lions International Festival of Creativity. CC:DC is creating the opportunity for industry leaders to move beyond concern to creative encounters. Therefore, CC:DC is the conduit by which the concern can be eradicated by developing a synergistic opportunity and atmosphere of exposure, networking and job creation