Cannes Lions might be over but it ended on an incredible high note as Canada captured it’s most wins ever at The Festival, with 66. As the festivities come to an end, we break down The Globe and Mail’s Canada Party, the Young Lions competition results and look ahead to Decoding Cannes. Follow our daily recaps, Q&A’s with industry execs, and festival breakdowns at Globe Media Group’s Cannes Lions hub.
- Festival Wrap-up Report
- Young Lions winners announcement
- Cannes Canada Party presented by The Globe and Mail
- The Tokyo Toilet Project
- How to create great B2B campaigns
- Decoding Cannes Lions 2024 with Karen Howe
The Official Cannes Lions 2024 Wrap-Up Report
Click here to early access to The Official Cannes Lions 2024 Wrap-Up Report. The Wrap-Up Report distills insights, themes, and expertise from the Festival, and also explores the award-winning work of 2024. Spanning five content streams, this report provides an all-access view into the creative marketing moments that truly matter.
Young Lions Winners Announcement
Cannes Canada Party presented by The Globe and Mail
The Story Behind Koji Yanai’s Oscar-Nominated Film
Koji Yanai and Takuma Takasaki, during their Cannes Lions Festival session, discussed the origin and creation of the Oscar-nominated film “Perfect Days,” which stemmed from the Tokyo Toilet Project aimed at revitalizing Tokyo’s public bathrooms to be accessible and inclusive for all. Yanai’s initial idea evolved from creating an exclusive product for the disabled community to designing public toilets for all. The film, directed by Wim Wenders, honoured the project’s cleaning crew and demonstrated that impactful art can effectively promote social initiatives.
How to Create Great B2B Campaigns
The Creative B2B Lions Jury highlighted the essential elements of successful B2B campaigns. Winning campaigns, such as VW Brazil’s Trucker Napp and JC Decaux’s Meet Marino Prieto, showcased innovative strategies and emotional connections. Read this article to discover some of the Key ingredients to creating award-winning B2B campaigns.
Decoding Cannes Lions 2024
2024 brought us some key themes worthy of decoding, but none bigger than the ascendancy of AI. AI gave impetus to much of the awarded work this year, such as Doritos Silent which featured a Doritos noise canceler for snacking gamer and Samsung’s Impulse used AI to aid stutterers.
Unquestionably the watershed session was with Elon Musk. He admits there is some probability that AI will annihilate humanity. It’s already threatening some advertising livelihoods. But the cheerful upside, according to Musk, is that AI will help us do more of what we want to do, faster and better.
Humour is back and needed now more than ever (see previous paragraph). Laughter is a powerhouse for marketers in tough categories like insurance.
Legacy media like billboards have been reinvented, they are no longer passive. One offered the ability to meet and adopt a dog in real time.
Data was the backbone of “Pink Chip” that proved companies run by female CEOs outperformed others. Positive advocacy using creativity was present this year in a number of cases. Darker themes? The kids are not alright. Depression and social media are taking their toll on children. And women’s rights are under tremendous duress as seen through the Glass Lions cases tackling domestic violence, child brides and enforced reproductive in the US.
How brands engage with gamers world has evolved in truly innovative ways from banking to raising money for charity.
Heritage brands like Heinz Ketchup and Lucky Charms have reinvented themselves. Coke let brand fans redo their logo and Heineken let them respell its name spelling – which really built their community.
Dog are hot (of course they are). And creativity activists flexed their power in innumerable ways.
A final happy-making note: Canada had one of its best years ever at the podium. Congratulations to all who won, you know who are are. (Oh wait, so do we!) Thank you for defining our country as a truly global creative force.
For the full decode, please reach out to me or Globe Media GROUP for details. It will be an hour of inspiration and intel for your organization.
Cannes Lions 2024, that’s a wrap.
–Karen Howe
Cannes Lions Advisory Board Member/Jury Coach/Young Lions Trainer
President | The Township Group
