Cannes International Festival of Creativity launched its program SEE IT BE IT in 2014 as a response to the men-women imbalance in the advertising industry. In 2017, for the first time ever, the event was held outside Cannes – in Sofia, Bulgaria, at the invitation of the Creative Director of Noble Graphics – Maria Milusheva. She was also the first Bulgarian creative to take part in the international program in Cannes.

The purpose of the event is to give visibility and recognition to the success of women, as well as to promote their professional development and support them on their career paths.

Lecturers from all over the world came to share their experience. Women in the advertising industry from UK, Belgium, Pakistan, Bulgaria and Australia talked about the power of ideas, the importance of different perspectives, new female leadership styles, the development of the advertising industry and how personal life and family influence career of different genders in a different way.

Besides the inspiring lectures, SEE IT BE IT Bulgaria included a special mentoring program for 10 women from the industry, preliminary selected by Cannes Lions. They had personal meetings and talks with proven professionals in the field who shared their experience and provided career guidance.