My Journey Through Recovery Took Me From Jail to Cannes

But you see, there’s always a silver lining. The three-hour wait to retrieve my bag led to an unexpected dinner with three fellow festival attendees, including ADWEEK’s chief of staff, Mike Beyman. That dinner sparked the creation of a group chat we called “Lost Luggage,” and it’s what led to me writing this piece. We’ve stayed connected ever since. 

A brand’s thoughtfulness can go a long way 

Once I settled in Cannes and met the team in person, it became clear that everyone involved in this project was deeply passionate about the cause. This wasn’t just another assignment—it was a mission to make a difference.

The team welcomed me warmly, with the utmost respect and kindness, going out of their way to make sure I felt comfortable. Before I landed in Nice, they called me to ask if I wanted anything removed from the hotel—specifically alcohol—knowing that many people indulge at the festival. Although I don’t drink, I assured them it didn’t bother me if others did. Their thoughtfulness and willingness to accommodate my needs left a lasting impression on me. 

These experiences help make the meld of industries and people from various walks of life work seamlessly together. And that’s what I got to experience in Cannes. Down-to-earth people, full of talent, from different disciplines, ages, and countries, connected because of who we are as human beings.

And thankfully, my experience culminated in being on stage, holding a gold Lion. It wasn’t until I returned to New York that I truly realized the significance of what we had accomplished. People spend their entire careers striving to win a Lion, and we won one for “855-HOW-TO-QUIT-(OPIOIDS).”

The real success 

Although the awards and recognition are rewarding, the real success lies in the over 30,000 people who have called the helpline, and the more than 5,000 individuals who have been successfully referred to treatment centers.

To everyone in the advertising and marketing world, I hope 855-HOW-TO-QUIT serves as a powerful example of what you can achieve. With people from various companies, nonprofits, and industries coming together, we channeled our collective passion and expertise in design, audio, visual, and creativity to make this Titanium-shortlisted recovery helpline a reality. By shedding a positive light on a heavy subject, with a unique approach after months of research, we stopped looking at who to blame and started looking at who to seek for support and collaboration.