The column was originally published in 'Financial Express'.

At Cannes Lions 2025, one particular technology quietly stole the show by standing out not through flashy gimmicks, but through purpose, precision, and powerful storytelling. That technology was 3D printing. Once seen mainly as a prototyping tool, this year it emerged as a creative engine for cultural change, helping brands transform complex issues into physical experiences that people could feel, touch, and share. 

In many of the most impactful campaigns, 3D printing was more than just a method. It became a metaphor, a way to make the invisible visible. It revealed environmental threats, supported circular economies, and crafted stories that touched hearts and sparked debate. 

One of the most powerful demonstrations of this technology appeared in a campaign called “Plastic Blood.” It involved transforming microplastics found in human blood into everyday items such as cups and straws. The result was chilling. What was once a hidden scientific concern became something people could physically hold, question, and fear. Displayed in exhibitions and shared with environmental policymakers, this campaign reframed plastic pollution from a distant ecological issue to a deeply personal health crisis. The visual and tactile nature of the message sparked headlines, debates, and policy-level conversations. By giving form to the formless, the campaign helped sound the alarm in a way words never could. 

Another standout campaign was “Fixables,” which addressed electronic waste by launching a global repository of 3D-printable spare parts. Instead of discarding broken items, people could produce replacements at home or through local repair hubs. This reimagined product ownership as something participatory, where consumers became caretakers. It promoted a circular economy without sacrificing design or convenience, encouraging longer product lifespans and deeper emotional connections with belongings. Sustainability was made both actionable and inclusive. 

The campaign “In Hot Water” offered a poetic take on climate storytelling, using specially crafted heat-sensitive models to create the world’s first stop-motion film shot entirely with a thermal camera. As ocean temperatures rose on screen, marine life reacted not with dialogue, but with visible warmth and distress. This fusion of science, design, and emotion made climate change feel intimate. It wasn’t just a film, it was a sensory experience, engineered down to the pixel and degree. Traditional techniques couldn’t have captured this level of metaphorical precision. 

Taken together, these campaigns marked a shift in how 3D printing is perceived and used. In 2025, 3D printing moved beyond novelty to become a mainstream creative enabler, driving accessibility, sustainability, and emotional connection. It empowered consumers to act, helped brands speak louder on social issues, and transformed data into empathy. It showed us that when technology meets intention, marketing doesn’t just sell, it moves culture forward.

(Gurbaksh Singh, Chief Creative Officer – Innovation, Dentsu Creative India.)