Tuesday is here and the focus at Cannes Lions is on talent and tech. This week, The Globe and Mail is bringing you the insights and ideas you won’t want to miss. Be sure to follow us on LinkedIn, Instagram, and Twitter.
In this edition:
- On-the-ground intel from Karen Howe
- A promising future for ad talent
- Canadians clean up
- Don’t forget the fans
- Behind ‘Dream Crazy’
- Me too five years later
What’s hot with Karen Howe
Emerging themes of Cannes on day two include exploring what Web3, the Metaverse and NFTs mean for brands. Gary Vaynerchuk of VaynerX, Paris Hilton and Swan Sit shared insights on how the Blockchain world will transcend the “vanity metrics of reach and GRPs” of TV commercials.
Hacking in all forms is flourishing, whether it’s hackvertising (Burger King’s Whopper + McFries) or hacktivism by Hackmarket, which encourages refurbishing phones over buying new ones. They hacked iStores when buyers were at the point of purchase.
Activations leapfrog passivity by leveraging all senses. They also offer the power of shared community experience. This year’s shortlist was rich with smart activations.
The Elections Edition was a brilliant use of newspapers that never got printed. When the Lebanese leader threatened election delay over a lack of paper and ink for ballots, An-Nahar Newspaper ceased printing for one day and donated the ink and paper to produce the needed election ballots.
2022 is the most inclusive Cannes ever. Beyond diversity in speakers, content, and attendees, the large sessions were simultaneously signed.
Creativity fuels growth. Great creative feels personal, conveys performance, and builds partnerships. It becomes a force for growth and societal good according to P&G CMO Marc Pritchard. His track record of awarded work on big tough brands like Tide, Gain and Pamper prove his point.
Quote of the Day: “History is pattern recognition,” Gary Vaynerchuk, “NFTs today are the Twitter and social media of yesterday – they are underestimated.”
-Karen Howe is the creative director and founder of The Township Group
Canada scores again at Cannes
BBDO Canada scored a Gold Lion in Design for the Canadian Paralympic Committee. The “Para Expansion Pack” campaign was a set of 3-D printing instructions for 11 Lego pieces that would add representation for different disabilities, as well as for nine Paralympic sports, reports Strategy. Keep reading here.
The promise of a future
In a standing-room-only address, LinkedIn CEO Ryan Roslansky shared insights on talent trends in the global advertising industry based on exclusive LinkedIn and Cannes Lions data. For the full article, click here.
Don’t forget the fans
In a chat between McDonald’s global CMO Morgan Flatley and Wieden+Kennedy’s global CEO Neal Arthur spoke about how forgetting the haters and listening to fans unlocked a transformation for the brand. Read the full story here.
Cannes finally goes plastic-free
Find out how the festival is demonstrating its commitment to social impact this year here.
The story behind ‘Dream Crazy’
In a much talked about session, Nike’s global creative director revealed the real story behind ‘Dream Crazy.’ Keep reading here.
Five years later
In this behind-the-scenes talk, Tarana Burke, activist, author and founder of the ‘me too.’ Movement and Susan Credle, global chair & global chief creative officer of FCB discuss the movement’s beginnings, the challenges over the last five years, the future of ‘me too’ and how brands can contribute in a meaningful way to the issue of social justice. More here.