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Cannes Lions 2023: Day 5 Wrap-Up

As we bid farewell to the Cannes Lions, let’s take a moment to look back at the incredible accomplishments and captivating conversations that shaped this past week. From the impressive victories of the Canadian Young Lions in marketing and film to the eye-opening insights into Gen Z culture and the inspiring discussions on sustainability-driven marketing, the festival continues to shine as a platform for honouring creativity and innovation in our industry.

In this edition:

  • Canada shines bright
  • Is Cannes Worth It
  • The Gen Z Mindset
  • Patagonia’s purpose
  • Quote of the day
  • Not so spiky anymore

Young Lions claim gold and silver

Canadian Young Lions triumph at Cannes Lions with Gold and Silver wins in marketing and film categories, cementing Canada’s reputation as a creative powerhouse. In a high-pressure 24-hour challenge, MLSE’s marketing duo, Mike Miura and Ryan Grippo, along with the film team of Cory Hansen and Anthony Curran, showcased their brilliance by crafting innovative concepts under tight time constraints. Their goal was to create impactful campaigns that not only raised awareness about the climate crisis and an educational startup but also aligned with their brand’s objectives, prompting action and engagement.

The forecast is gloomy

Renowned trend forecaster Carla Buzasi analyzes the Gen Z culture to predict future consumer behavior. During her session, she revealed that a quarter of Gen Z believes they won’t recover from the pandemic, and 30 per cent see no solution to climate change. Some Gen Z individuals are anti-ad and anti-consumerism, preferring values-based indie brands. Amazon has responded by promoting small, maker-led businesses.

Contemplating the value of attending Cannes Lions

With the significant costs involved, industry leaders share insights on why they choose to participate, highlighting the festival’s ability to provide industry insights and foster valuable connections. Marketing Brew editors share perspectives from executives at companies such as the New York Times, Snap, and Pinterest offer further insights on the benefits of attending.

Uniting marketing and sustainability for positive change

Tyler LaMotte from Patagonia discussed driving the sustainability agenda from a marketing perspective at the Cannes LionHeart seminar. Patagonia, recognized with the prestigious Cannes LionHeart Award in 2014, has become a beacon of hope in addressing environmental challenges. LaMotte shared valuable insights on how Patagonia aligns marketing and sustainability goals, emphasizing the importance of purpose over profit.

The company’s leadership in the sustainable revolution exemplifies the power of purpose-driven marketing in creating positive change.


“We have truly raised the bar at this year’s festival. The work on display was bolder, more meaningful and more thought-provoking. It’s impressive to see how creativity not only moves people but also propels businesses forward.”

-Shannon Lewis, president of the Canadian Media Directors’ Council

Spike Lee on Nike’s Air Jordan Campaign and Levi’s

In a surprising turn of events, renowned filmmaker Spike Lee charmed audiences with his heartfelt anecdotes during a recent event. Joined by long-time friend and editor Barry Brown, Lee reminisced about their collaboration on the iconic 1986 Air Jordan campaign for Nike, featuring superstar Michael Jordan and orchestrated by Wieden+Kennedy. Their discussion also touched upon the Levi’s campaign, highlighting the wonderment and gratitude they felt for the artistic freedom entrusted to them. This serves as a powerful reminder of the profound impact that faith and creative freedom can have in shaping a brand that resonates with an entire generation.

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