Festival Programme

Start your morning with fresh coffee, laid-back music, and friendly faces. A casual space to connect, ease into the day, and enjoy the atmosphere before the sessions begin.

Festival officially kicks off as Orkhan Karim takes the stage for a short welcome speech. A brief moment to set the tone and open the doors to two days full of inspiration, creativity, and connection.

Join Ali Rez as he takes you through a journey of how you can deploy the power of persuasion through creativity. Using the examples of award-winning case studies, Ali will show how creativity leads to business success and has the power to influence minds effectively.

Questions this session will answer:

- How can persuasive creativity drive real business results?
- What makes a creative idea truly influential and memorable?
- How do top campaigns effectively change minds and behaviors?

Brands live, die, or thrive based on their ability to adapt to changing needs or desires of consumers and communities. Let’s dive into the aspects that propel strong brands into the forefront of public perception — from story-telling, story-being, to story-doing. A brand must design specific moments throughout its journey to feed into its communication narrative.

Questions this session will answer:

- What defines a truly great brand moment, and how is it intentionally designed?
- How can storytelling evolve into story-being and story-doing?
- What are the essential ingredients for creating brand relevance in a rapidly changing world?

This session will explore how true partnerships between brands and organizations can create meaningful impact in society. Azercell and the Azerbaijan Judo Federation (AJF) have launched powerful purpose-driven initiatives in recent years addressing youth development, anti-bullying, and the fight against substance abuse.

We’ll discuss why purpose matters in brand communication, how to build authentic collaborations, and how brands can be agents of positive change.

A conversation about values, creativity, and making a difference on and off the tatami.

Questions this session will answer:

- Why is purpose-driven communication more important than ever for brands?
- What does a truly meaningful and long-term brand partnership look like?
- How can creative campaigns drive real social impact especially among youth?
- What role can culture, sports, and music play in shaping public perception and behavior?

In the fast-paced world of advertising, managing client relationships is more than just handling briefs it’s about building bridges and driving strategic success. This session uncovers the key skills and insights needed to turn client management into a leadership path. Learn how to foster strong partnerships, influence creative outcomes, and lead strategically within your agency.

Questions this session will answer:

- How can client service professionals become strategic leaders within their agencies?
- What are the key skills for building long-term, trusted client relationships?
- How can account teams effectively influence creative outcomes?

Disadvantages can be turned into advantages if we can change our perception of them. During this talk, she’ll show examples of projects where a lack of time, budget, a big team, or other resources was the catalyst of creative excellence and produced great results.

Questions this session will answer:

- How can limitations inspire greater creativity instead of restricting it?
- What strategies help teams turn constraints like time, budget, or resources into strengths?
- Can small teams with big ideas outperform bigger, better-funded competitors?

Local culture is a powerful source for building unique and resonant brands. In this talk, we’ll explore how elements of everyday life, traditions, and contemporary realities can inspire creativity for brands.
We will talk about how to leverage locality to stand out, avoid clichés, and create meaningful, memorable brands with cases from Central Asia.

Questions this session will answer:

- How can local culture and traditions fuel original brand thinking?
- What are the risks of cliché when using cultural references in branding?
- How can brands remain authentic while appealing to both local and global audiences?

Creating and approving unconventional disruptive ideas provokes fear and uncertainty. Especially in today’s hectic multi-platform brand communications reality. It involves risk taking and commonly ignites tension between agencies and brands.

One way to reduce the strain and stress while creating breakthrough creative ideas is by revealing and understanding the thinking required to spark such ideas in our minds.

This talk will do exactly that: decode recurring thinking patterns embedded in award winning bold fearless unconventional creative ideas, which probably made the client’s heart skip a beat at first, and fall in love at the end. Thinking patterns which help understand how to reach fertile ‘hunting’ grounds for effective creative bravery.

Topics this talk will address:
- How to add structure and logic when approaching, creating and assessing unconventional creative ideas which suggest a fresh, novel, unseen before perspective
- How to help agencies and brands reduce the uncertainty when aiming for disruptive ideas which break rules and contain a risk factor
- How to enter unchartered territories with knowledge and logic used by those who successfully did it before.

Living on the edge of empires, fueled by infinite amounts of barely legal homemade alcohol, bound by the divine will to create everything out of nothing this is the fate of Holy Motors, a holistic design company from Tbilisi, Georgia. Founded by Giorgi Avaliani, Master of Political Anthropology and a former banker, and Nick Kumbari, professional orthodox Christian icon painter and a former thug.

Having conquered the toughest advertising stages from Cannes to New York, the most unlikely creative partners chose their picturesque hometown as the base of operations to blend tradition with fun, and make themselves useful with electrifying graphic design and eccentric advertising talents.

Timing couldn’t be more wrong birthplace of wine, Joseph Stalin, Bassiani, and Balenciaga’s Demna, Georgia is at the cultural crossroads one of the oldest nations in the world on its daring journey to discover its true identity.

Questions this session will answer:

- How can cultural chaos and contradictions fuel authentic creative identity?
- What does it mean to build a creative career far from the global centers of advertising?
- How do personal histories and absurdity translate into powerful design and branding?

As AI transforms how music is created, produced, and consumed, this panel explores the future of hit-making. Will creativity remain a human domain, or are we entering an era where machines lead the charts? Join the conversation on instinct vs. algorithm, emotion vs. data, and what it really means to make a hit in the age of AI.

Questions this session will answer:

- Can AI truly create emotionally resonant music, or is that still uniquely human?
- What defines a “hit” in today’s algorithm-driven music industry?
- How can artists and creators work with AI without losing their creative identity?

Now in its 4th year, the Young Lions Azerbaijan competition continues to inspire and challenge the next generation of creatives. In this special feedback session, jurors from each category Print, Film, and Design will reflect on this year’s submissions, highlight stand-out ideas, and share tips on how to improve. Moderated by our Design category sponsor, this panel will offer valuable insight for emerging talents aiming to compete on the global stage.

Questions this session will answer:

- What made the winning Young Lions entries stand out this year?
- What are the most common mistakes young creatives make in timed competitions?
- How can teams improve idea development and execution under pressure?

Join us as we celebrate the brightest young talents of Azerbaijan’s creative industry at the annual Young Lions Azerbaijan Awards Show. This year’s winners in Print, Film, and Design categories will take the stage to receive their awards — and the honor of representing Azerbaijan at Cannes Lions 2025.

It’s a night of recognition, pride, and the power of youth-led creativity.

After the Young Lions award ceremony, the celebration continues at the museum with a full rock experience.

Cem Durmaz Band from Turkey will take the stage with a powerful setlist featuring legendary names like Billy Idol, Led Zeppelin, Metallica, AC/DC, Whitesnake, Audioslave, Foo Fighters, and more.

From Rebel Yell to Killing in the Name, expect an energetic night filled with iconic rock anthems. A night of loud guitars, bold rhythms, and unforgettable moments.

Kick off Baku Flames 2025 with a high-energy DJ set by Amal Alili, one of the city’s most dynamic sound curators.

This opening party sets the tone for the entire festival — bold, electric, and unforgettable. Expect genre-blending beats, a stylish crowd, and an immersive audio-visual experience in the stunning Stone Chronicle Museum setting.

Let the night begin.

Begin your second day at Baku Flames with a warm cup of coffee, mellow tunes, and good company. It’s a relaxed moment to recharge, meet new people, and ease into another inspiring day of creativity and connection.

In today's rapidly evolving world, the ability to think outside the box has never been more crucial. Amsterdam-based artist Frankey will explore how creating unexpected combinations can lead to groundbreaking innovations and significant impact. This talk will delve into the importance of embracing unconventional approaches and how they can disrupt traditional norms, leading to increased creativity and problem-solving capabilities.

Questions this session will answer:

- Why is it important to embrace the unconventional in creative work?
- How can "not normal" ideas challenge the status quo and drive innovation?
- What role does playfulness and surprise have in making a lasting creative impact?

He shows the biggest “NO’s” he has received in his career, and how he could transform that into the best pieces of work he has been part of. He’ll share some quotes that came directly from the people that said it was impossible — and how he could turn it all around.

Questions this session will answer:

- How can rejection fuel creative breakthroughs?
- What does it take to stay persistent when facing constant “no”s?
- How can failed ideas become award-winning campaigns with the right mindset?

He will talk about how AI, GenAI, and Agents are changing the way we tackle creativity and problems. The core of human creativity is to establish connections that others can’t see but now AI can do that, albeit differently.

What if an all-knowing AI, fed by tons of creative data, gets better than us? Is it possible? Or do we still believe we’re better? He will challenge these questions and give examples.

Questions this session will answer:

- Can AI truly surpass human creativity, or is it just mimicking patterns?
- What is the future role of creatives in a world shaped by GenAI and intelligent agents?
- How do we redefine originality when machines can generate ideas at scale?

In today’s world, data is everywhere and so are algorithms. But what about bold, emotional ideas? This panel will explore who really influences what people buy: smart data systems or creative thinkers?

We’ll hear from top marketing leaders across banking and brand worlds to see how decisions are made, how ideas are built, and what the future looks like when numbers and imagination meet.

Questions this session will answer:

- Are people choosing freely, or are algorithms deciding for them?

- Can creativity still lead the way, or is data now the main driver of success?

- How can finance, marketing, and creativity work better together in the age of AI?

In a world racing with technology, our only advantage in human-machine relations is our complex, metaphorical, abstract thinking. The age is moving back toward the importance of language and words. How can the Eastern person, the creator of great works, benefit from this return? Now that you too are wandering like us come, join us!

Questions this session will answer:

- What makes Eastern creative thinking unique in a technology-driven world?
- How can metaphorical and abstract thinking be an advantage in the AI age?
- In what ways can cultural heritage and language shape future creativity?

AI brings revolutionary innovations to creative processes, opening new horizons in art, design, and media production. However, this transformation brings not only opportunities but also new barriers. This session explores the role of AI in creative industries, its interaction with traditional methods, and the opportunities and core challenges it presents for artists and creators.

Questions this session will answer:

- How is AI reshaping the boundaries of art, design, and media production?
- What are the biggest creative advantages and ethical challenges of using AI tools?
- Can AI truly collaborate with human creativity, or is it replacing it?

Some brands don’t just compete, they lead. What’s their secret? Get an inside look at the principles behind market leadership and brand superiority. Expect bold insights, real-world examples, and the keys to long-term success.

Questions this session will answer:

- What sets unstoppable brands apart from the competition?
- How can consistency, innovation, and consumer trust drive long-term market leadership?
- What lessons can regional brands learn from global success stories?

There was a time when ads made us laugh and we remembered them for it. In the ‘90s and early 2000s, humor played a huge role in Azerbaijani advertising. Today, ads have become more serious, emotional, and purpose-driven.

In this session, we ask a bold question:
Is humor in advertising dead, or just waiting for a comeback?

Join two of Azerbaijan’s most iconic comedy voices as they explore the power of laughter, the nostalgia of funny ads, and whether it’s time to bring humor back to the spotlight. Get ready to laugh and think.

Questions this session will answer:

- Why did humor disappear from advertising and what replaced it?
- Can funny ads still be effective in today’s emotional and purpose-driven landscape?
- What makes people laugh today, and how can brands use comedy without crossing the line?

What does it take to shape culture through creativity in emerging markets?

In this exclusive conversation, four award-winning creative leaders from the region come together to share what happens behind the big ideas. From battling time zones and budget limits to redefining what creativity looks like in their home countries, they’ll reflect on the modern creative director’s evolving role.

This is a raw and honest conversation about navigating change, balancing leadership with inspiration, and building brave ideas under pressure.

Questions this session will answer:

- What unique challenges do creative directors face in emerging markets?
- How do today’s creative leaders find and protect great ideas?
- What does the future of creative leadership look like in our region?

This year, for the first time at Baku Flames, we’re hosting a Jury Feedback Session an open conversation where our jury presidents share their impressions of this year’s entries. You’ll hear firsthand what caught their attention, what could have been done better, and what advice they have for making next year’s work even stronger. It’s an opportunity to learn from top international experts and ask the questions you’ve been curious about.

Questions this session will answer:

- What stood out in this year’s entries both positively and negatively?
- How can teams improve their submissions in terms of clarity, storytelling, and results?
- What do jury members really look for when evaluating work?
- What common pitfalls should be avoided in future submissions?

The Baku Flames Award Show brings together the region’s most impactful creative work under one roof.

On the evening of Saturday, May 3, the main stage at Jolly Joker Baku will host a celebration of bold ideas, strategic thinking, and outstanding execution.

Hosted by Göktuğ Sarı, the ceremony will honor the individuals, agencies, and brands shaping the future of creativity and effectiveness across the region.

Get ready for a night of recognition, inspiration, and unforgettable moments.

After the Baku Flames Awards Ceremony, the celebration continues in style! Join us at the iconic Stone Chronicle Museum for an unforgettable night with Paster, one of Azerbaijan’s leading voices in hip hop.

Expect powerful lyrics, raw energy, and the perfect closing vibe to wrap up two days of creativity, connection, and celebration.

Let’s end the festival on a high note — see you on the dancefloor!

Close out Baku Flames 2025 with a high-energy set from DJ Pancho — Azerbaijan’s Best Grandmaster DJ of 2007.
Orkhan Aghayev, known as DJ Pancho, is a pioneer of the local scene: a seasoned DJ, radio personality, vinyl collector, and founder of Melodica Records.
With roots in Baku’s iconic clubs like Chillout and Eleven, his sets blend deep experience with fresh energy.

Get ready for a night of pure sound and rhythm.