Creative inspiration, stimulating discourse with peers, coming home without pants-the annual sojourn to the Cannes ad fest means different things to different people. But isn't there, many have secretly, shamefully wondered, more? Now there is, with Cannes Do, a genius fundraising initiative dreamed up over a civilized repast on the Croisette last year as a way to divert a small portion of the obscene wad of money spent on the pursuit of creative excellence in the South of France each year toward those who could use it. The MD of London production company Outsider and the McCann Europe creative director, both of whom are named Robert Campbell, along with James Studholme of London production shop Blink, concocted the idea and launched Cannes Do last October, together with former Leo Burnett/Milan producer Maria Carbonara. The idea is for everyone who attends Cannes to contribute 50 euros-roughly the cost of a (very, very small) round of drinks on the Carlton Terrace-to the organization, in support of Ashoka, a global nonprofit that funds social entrepreneurs, those working to better lives in a hands-on fashion within communities. Cannes Do dollars will be directed to Ashoka's child-focused initiatives. Some of the industry's biggest names (Martin Sorrell, Trevor Beattie, Dave Droga, John Hegarty, Teressa Iezzi ... whoops!) are already on board. Cannes patrons may donate through the Cannes-Do website, which goes live this month.