The week at Cannes always starts with good intentions of daily dispatches, then Cannes gets the better of me. Thus, the double-duty dispatch.
The FOMO here is what drives the adrenaline all week. No matter what you do and see, you will always miss something else wonderful.
The celebs were many, Jamie Lee Curtis, Shonda Rimes, Jimmy Kimmel, Reese Witherspoon, Scott Galloway to name but a few.
Democratization is a very big theme this year – whether it’s of opportunity thanks to AI or hearing because of Apple EarPods’ ability to now provide hearing support. Or democratization of winning at Cannes, as the Lions were spread across many this year.
2025 saw the biggest turnout for the Canada Party hosted by the Globe and Mail. Over 200 showed up to celebrate.
Other themes include smartphone toxicity and the attendant social media backlash. The ascendency of the lowly plastic sandwich bag made itself known at the prizes at the Palais.
The creativity with which a planet, and a generation (Gen x) in despair are being supported is reassuring.
Fractured attention spans are being tackled head on by Budweiser’s “One Second Ads”
Privacy is getting its overdue moment thanks to “Flock “by Apple, where cameras became predatory birds hanging over the shoulders of those browsing online.
But AI is undeniably the banner headline this year.
Canada’s Young Lions brought home Gold in Design, Bronze in Media. Shortlisted in Film and Marketers.
And there is a wealth of excellent AI-driven work that I will be diving into in the weeks ahead.
However, I am struck by the innumerable discussions in sessions and among delegates of the rise in importance of humanity and empathy.
I couldn’t agree more.
In a world awash with data we cannot forget that data alone rarely compels in a way that emotion and humour can. R.O.E., return on emotion, will be the yardstick to measure brand success in the years ahead. It is the new ROI. Touch hearts and you can change minds.
Let us never forgot that we humans are wonderfully irrational, we make 91% of our decisions with our heart.
So AI can indeed co-pilot but for the best ideas, follow your heart.