1. Artificial intelligence
is the headliner
While we are busy wringing our hands about ChatGPT, and the role AI will take in our lives, AI is already very much the thread through much of the awarded work. Smart brands are harnessing it in numerous ways: MealVision uses it to track senior nutrition, while Nike captures the genius of Serena Williams for future generations in its AI-driven “Never Done Evolving” campaign.
But there’s tension: will AI be the path to exponential creativity as celebrity Will.i.am suggests, or will it result in data-driven bots replacing entire creative departments? All eyes are here in the year ahead. This is a rapidly unfolding story, stay tuned.
2. Untethering From Cause
Brands have spent years over-vectoring in the purpose arena, small surprise in the wake of climate change, Covid and war in Western Europe. But purpose fatigue seems to be our new reality, and earnest has been put on the backburner by many brands. This year, fewer top prizes were awarded to work that was purpose-centric, signaling that brands are ready to stand on their own merits again as opposed to tethering to a cause. Cause-driven work still has merit, but there’s room for a more expansive conversation now.
3. Channel new channels
When you find a way to harness a media channel’s greatest potential, it is ad magic. TikTok has found its rightful place in marketers’ hearts with The Ad You Stay In for Hilton Hotels. It showcases TikTok star Bomanizer and Paris Hilton and is gleefully long, because you stay in it, just like the hotel. And Samsung’s “Flipvertising” also caught my eye. It created a promotion of awarding free phones to those who courted being tracked online. Talk about turning a genre on its ear.
Hacking a new media channel is Skoda’s genius. They created mini-ads in parking lots that could be read by the back-up cameras of their competitors cars. It was the ultimate free media channel.
The lesson? Anything can be a media channel .
4. That old dilemma
Cannes continues to champion diversity and inclusion, as exhibited by topics, speakers and work awarded. Ranges of racial, gender and sexual orientation are now well represented, as are those whose physical or cognitive abilities are compromised.
However, little work talks to an aging market. Dove’s #KeepTheGrey was a notable exception. Given we have a burgeoning greying demographic with fat wallets, it remains one of the most overlooked opportunities. Smart brands take note.
5. Have a laugh
We are ready for a collective giggle again, and smiles were dotted across the award-winning work, from Ocean’s Spray’s 10 Hours of Jelly Jiggling to Mini’s “Do Not Do It Yourself Department” which discouraged crocheting your own Mini in the wake of production shortages. The playful Doritos Triangle campaign drove a three-pointed cultural craze and made us laugh along the way. It’s a signal for brands.
6. Climate Change is Changing Us
Creativity is taking on climate change in a myriad of ways. Water shortage was a recurrent theme in several cases, the most clever of which was Gotland’s “Ugliest Lawn Contest”, where it was advocated that “Brown is the new green.” Major brands are looking for ways to be a part of this conversation.
7. Reversing the Flames of Burnout
At Cannes this year, there was a tech-free chill zone for those who felt overwhelmed. Pandemic isolation coupled with climate change concerns and a rejection of hustle culture and consumerism has resulted in a focus on selfcare for Gen Z. That burn-out is what Casper tapped into with a snoozy living product demo that was captured on and off-line in real time. They hired “champion sleepers” to sleep.
8. Bragging rights for Canada
As a Cannes Young Lions Coach, a final note. What a glorious year for Canada. We won our most Cannes Lions ever, shattering the record set in 2019. And the next generation seems ready to claim its place on the podium, as our Young Lions claimed Gold, Silver and had two shortlists – remarkable given they competed against 444 teams from 70 countries. Let’s all take a quiet moment and pat ourselves on the back. Well done.
9. Magic Awaits
Celebrities commanded the Croissette, from Kevin Hart, Lorne Michaels and Lizzo to Halle Berry, Will.i.am, Beyoncé and Rihanna. But for me it was Spike Lee who stole the moment. When he shot the Levis 501s campaign, Spike’s wonderment was palpable as he recounted that they shot with no script. FCB asked him to “make the commercial you want to see.” Spike closed by sharing that for him “When everyone is on the same page, that’s when the magic happens.”
In the year ahead, let’s make magic.
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