Themes covered /
More Human Through Tech
AI and innovation featured heavily at Cannes this year, but not in a deluge of brash tech-first campaigns. Instead of getting ready to meet our robot overlords, what came through in the work was a people-first focus on tech’s capacity to enable, enhance and support everything that makes us most human.
Unreasonable Effort
'Sometimes magic is just someone spending more time on something than anyone else might reasonably expect' - Raymond Teller. In this section we'll analyse the campaigns that drove sales and won top awards by going way above and far beyond in their attention to detail, their output and their sheer effort to connect and cut through.
Proactive pragmatists
After more than a decade of ‘purpose-lite’ work and good brand intentions, Cannes juries’ patience for campaigns that raise awareness without also driving action has finally run out. This year top honours went to problem-solving pragmatists with an appetite for practical change and the tenacity to make it happen.
Fuelling Fandoms
Every community on the planet has its own language, customs, rituals and culture. Brands more than ever want to be a part of the conversations within these tribes but all too often miss the mark and make forgettable or even offensive communications. But when done right, the rewards can be well worth the risk – it just takes a bit of cultural fluency, value exchange and insider knowledge. Here we learn from the brands that got it right at Cannes this year
