Cannes Lions

June 23 2022

Cannes Lions: Day 4 Wrap-Up

Globe Media Group Cannes Lions advertising, awards, Canada, Canadians, Cannes, creativity, marketing

Thursday is here and it’s all about skill building, inclusive storytelling and how brands can win with gamers.

In this edition:

Celebrating the Young Lions
On the ground with Karen Howe
Canada loves gold
When women tell stories
It’s not job-hopping, it’s skill-building
The thrill of the game

Toasting the next generation of talent

The Young Lions Competition is one of the best ways to celebrate your creativity on a global stage. The Globe and Mail has been proud to host the Young Lions Print, Digital and Film competitions since 2007, Media since 2008 and Marketers since 2012.

“The support of Cannes Young Lions is a chance for The Globe and Mail to collectively profile our next generation of talent and give them a once-in-a life time experience that will be hugely rewarding, and could change their career forever,” says Andrew Saunders, chief revenue officer for The Globe and Mail.

See the winning work here. https://www.canneslions.com/enter/young-lions-competitions

On the ground with Karen Howe

Score one for advertising: The historical backbone of Netflix, according to co-CEO/chief content officer Ted Sarandos, isn’t a global pandemic. It’s the non-linear programming and lack of advertising – basically the anti-TV model. Subscription-based services are now facing a budgetary backlash. Thus Netflix decided to offer an ad-inclusive model. It returns our industry to its roots of helping to finance entertainment for the masses. I call this an Ad Victory. Fun fact: Squid Games is Netflix’s biggest show ever.

I boldly went: Let’s talk diversity, shall we? Sir Patrick Stewart took to the stage today for what was billed as a discussion about long-term fandom but ended up being a deeper conversation about inclusion. The Star Trek practically invented DEI. The franchise has a long history of welcoming all genders, races, sexual orientations, and species. Ahead of its time, yet again.

Greenpeace joins the Festival: “There are no awards on a dead planet,” Greenpeace says. This week has seen protests against the complicity of ad agencies working for the fossil fuel industry. WPP seems to be a specific target. The climax today included GP’s “This is fine” dog mascot hoisting up a protest banner on the Palais façade from an enormous crane.

-Karen Howe is the creative director and founder of The Township Group.

Canada loves Gold

Toronto-based Performance Art claims Gold Lion in Creative Data category. The recognition comes for the agency’s work on Black & Abroad’s “Black Elevation Map,” a travel planning platform that takes cultural data, including Black population data, historical markers, Black-owned businesses, and social media activity, and visualizes it as points of interest on a dynamic, searchable elevation map of the United States. The greater the density of data, the higher the elevation. Keep reading here.

Changing the culture of inclusive storytelling

Ukonwa Ojo and Regina Hall discuss what happens when women tell stories. More here.

It’s not job-hopping, it’s skill-building

Bozoma Saint John on why the ad industry is in trouble and why job-hopping isn’t as bad as you think. Full story here.

Getting in the game at Cannes

Sonia Carreno reflects on a talk by leaders from Activision Blizzard on where opportunities lie for brands. Keep reading.

June 23 2022

It’s not job-hopping, it’s skill building

Globe Media Group Cannes Lions advertising, awards, Canada, Canadians, Cannes, creativity, marketing

Bozoma Saint John on why the ad industry is in trouble and why job-hopping isn’t as bad as you think.

In this behind-the-scenes Q&A, marketing executive, author and entrepreneur Bozoma Saint John discusses skill building in the ad industry.

What message do you want the audience and act on from your talk?

Bozoma: I want them to live an urgent life. Do it right now.

What is the one thing the industry should worry about right now?

Bozoma: The industry’s in a bit of trouble with talent. We’ve groomed people to do one thing. Our talent now aren’t multi-hyphenates. They don’t have experience to do multiple things. We need that to be more creative.

Would a more open approach to job-hopping have a positive impact on the industry?

Bozoma: Why do we criticize people for leaving their jobs? Let’s be more open. Let’s change the narrative.

Should businesses aim to lock in existing talent or keep a flow of fresh talent coming in?

Bozoma: This is tough because I do believe in helping talent grow in their skill but we have to be aware when an employee has reached their capacity of that learning. We want people to develop, to grow, experience new things. Perhaps our businesses should be more aware of not letting people stagnate.

What do you say to someone who feels like they owe it to their company to stay at their job?

Bozoma: No. You don’t owe it to the company to stay in your job. You owe it to yourself to become more skillful. Drop the mic on that one.

What’s your definition of creativity?

Bozoma: Being your whole badass self.

As the official Canadian representative of Cannes Lions, the world’s most prestigious and coveted advertising and marketing awards, The Globe and Mail will provide insights, ideas, and takeaways from panels and keynotes over the next five days.

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June 23 2022

Changing the culture of inclusive storytelling

Globe Media Group Cannes Lions advertising, awards, Canada, Cannes, creativity, marketing

Ukonwa Ojo and Regina Hall discuss what happens when women tell stories

In this behind-the-scenes chat, Ukonwa Ojo, global chief marketing officer, Prime Video & Amazon Studios sits down with actress and producer Regina Hall to discuss creative storytelling and leadership.

What message do you want the message to hear and act on from your talk?

Regina Hall: The message of really hearing and seeing each other and making sure that we are cultivating audiences that really learn to appreciate diverse storytelling. That we’re allowing them to see it and experience it so that becomes normal.

Ukonwa Ojo: I like that experience of the diverse being normal. Because it is normal, just not in the but just not in the stories that we always see.

In 2021, Ukonwa said “in entertainment you get to tell stories that make people dream, that make them laugh or cry, that make them angry or sad.” How does basing stories in emotion enable us to highlight more inclusive storytellers?

Ukonwa: I think that one of the things I’ve learned as a marketer is that we think we make decisions with our heads, but we actually make decisions with our heart, but we validate it with rationale. Connecting with people emotionally allows us to connect with them from a heart basis and then they’re make some of those changes.

Where does gender play a role in storytelling?

Regina: It’s very important because it adds a different perspective. Energetically. You can get a male or female to direct or non-binary but there are points of view that people have, and I feel like that is somehow is included in the storytelling even if it’s not conscious. It affects how an audience receives things because it’s subtle but it’s gigantic.

Ukonwa: The feminine energy brings something different?

Regina: Oh totally. It is patient, it gives space, room and air.

What is your definition of creativity?

Ukonwa: For me, creativity makes you give a damn. You’re going along your merry way, and someone injects creativity and it makes you pay attention and it breaks you from your monotony. To see things we’ve never seen before, feel things we’ve never seen before.

Regina: Creativity has so many forms. When I watch films, I often think “I would’ve never connected those dots.” It shows up in so many areas where the creative spark exists.

What is the one thing you think the industry should worry about right now?

Ukonwa: Each other. Humanity. I think there’s just so much going on in the world right now and we can’t keep acting like none of it is happening. In the spirit of creativity, and what makes people care, this is the industry that’s going to cause the world to do things differently. We can’t continue the way we’re going right now. This group could chart a different course for us all.

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June 23 2022

Guest Post: Getting in the game at Cannes

Globe Media Group Cannes Lions advertising, Canadians, Cannes, creativity, Report on Marketing

Fernando Machado, CMO and Pelle Sjoenell, chief creative officer at Activision Blizzard took the stage to share exciting insights about gaming and why it has become such a powerful way for brands to connect with audiences.

For starters, Machado and Sjoenell set the record straight on the mass reach that is now attainable through gaming. Gamers represent 40 percent of people on the planet but the co-presenters preferred referring to them as “players”. Delving into the reasons why players are so enamoured with playing video games, six factors were outlined:

Winning – players experience winning moments at a higher frequency in-game than in real life.
Identity – the ability to choose your avatar and develop its online character is appealing.
Collaboration – most games are played within a community setting and each player has a role to play.
Progression – tangible evidence of progression is hard to come by in real life, video games excel at this.
Exploration – the endless possibilities to create new worlds for players represent rewarding experiences.
Blurring the lines – technology that allows in-game environments to replicate places and scenarios that are so familiar to the player adds depth and enhances the experience.

One of the most compelling aspects of in-game advertising is the many opportunities to seamlessly integrate with not only the game but the gaming culture as well.

A Gut São Paulo campaign for Heinz was presented as a great case study that checked all the boxes. Based on the core insight that players have an incredibly hard time eating while playing video games (if they want to avoid dying), Heinz developed “Hidden Spots” mapping out safe places within games to hide out and eat without the risk of being fired at.

Given the excitement around NFTs and in-game purchases, the discussion this afternoon at Cannes was another rallying cry for marketers to get in the game.

Sonia Carreno is the president of The Interactive Advertising Bureau of Canada, the only trade association dedicated to the responsible growth of the digital advertising industry in Canada. With a career spanning almost 25 years, Sonia is a true digital veteran who has deep industry experience covering virtually every angle of the digital marketing sector.

June 22 2022

Cannes Lions: Day 3 Wrap-Up

Globe Media Group Cannes Lions advertising, awards, Canada, Canadians, Cannes, creativity, marketing

Welcome to Wednesday. Today our very own Ryan Reynolds took to the Cannes Lions stage to share his simple formula for great creative work.

In this edition:

Checking in with Karen Howe
Google amps up accessibility offering
Why NFTs are hot
Canada keeps scoring
Why creatives need to question everything
Where’s the opportunity for advertisers
Why the potential for NFTs is massive for brands

Checking in with Karen Howe

Canada commanded the Palais today in the form of Ryan Reynolds. An avowed lover of advertising, he is now both client and agency. Ryan’s meteoric rise to advertising icon is fuelled by a decidedly simple formula: humour + speed. He thinks too much time, red tape and big budgets are often the enemy of great work. He values speed above all to grab the coattails of a cultural moment. His credo? To create “remember me” ads you need to embrace the notion that sometimes imperfection is perfection, and just get it out there.

The pavilion’s presence around Cannes this year is revealing. The roster now includes Meta, Google, Amazon, TikTok, Reddit, and Pinterest. It is no longer dominated by just the media players, social is flexing its muscles. But as well, there are many unknowns present. There is a feeling of the establishment of a new order.

Climate anxiety is a thread woven throughout the shortlists this year. Brand activism is pushing the agenda, and one of the most memorable examples was Corona’s Plastic Fishing Tournament. We dump 14 million tons of plastic in the sea. This activation paid fishermen to capture plastic and haul it out of the ocean. The hope is that the fish will someday return.

– Karen Howe is the creative director and founder of The Township Group

All In

Google announces an expanded accessibility kit at Cannes as part of its broader inclusive marketing efforts. Read more here.

Why NFTs are hot with brands

Gary Vaynerchuk and Paris Hilton talk about the big opportunities and challenges facing the NFT space. Read more here.

More Gold Lions for Canada

Strategy reports that Ogilvy’s Toronto and London offices earned a Gold Creative Effectiveness Lion for “Courage Is Beautiful,” a Dove campaign that recognized what health care workers went through in the early days of the pandemic. FCB Canada also took home a Gold Lion in Creative Effectiveness for the Canadian Down Syndrome Society’s “Project Understood,” which won last year for working with Google to make voice-activated technology to be more inclusive of people with Down syndrome and their speech patterns.

Question everything

The CMO of Hyundai Motor America Angela Zepeda and VP Comms at Disney Tori Fernandes discuss how questioning everything is the very soul of creativity and the quintessential essence behind your greatest breakthroughs. Keep reading.

B2B brands are the untapped market for creatives

According to Ryan Roslansky, CEO of LinkedIn, even in our current financial markets, the uncertainty that we have today, ServiceNow, Salesforce, Block and Nvidia have a market cap that’s greater than Nike, Coca-Cola, Adidas and GM combined have a market cap that’s greater than Nike, Coca-Cola, Adidas and GM combined. For the advertising industry, these new B2B categories and businesses like them, that’s where the growth is going to come from. Out of the 10 most successful tech IPOs last year, all but one was a pure B2B play. These companies have no idea that they need you yet. These companies are growing fast, they’re spending much more money on advertising, and they know that they’ll need to stand out in an incredibly competitive market. There’s huge opportunity to help them build their brands.

Why major brands are spending millions on NFTs

For years, marketers have struggled to determine the actual impact of ads on consumer reach and engagement. But the verified transactional nature of NFTs could serve as an antidote. Read Sonia Carreno’s guest column here.

June 22 2022

Guest post: Why major brands are spending millions on NFTs

Globe Media Group Cannes Lions advertising, awards, Canada, Canadians, Cannes, creativity, marketing

For years, marketers have struggled to determine the actual impact of ads on consumer reach and engagement. But the verified transactional nature of NFTs could serve as an antidote.

Fundamentally, we buy into brands because we feel that they represent our aspirations and values. The conversation at Cannes Lion this week about NFTs comes at a time when most of our personal identities are communicated through online channels. We express ourselves through words and images in the communities that matter to us via social channels both professionally and socially.

When it comes to purchases, the internet created an entire movement of unboxing and ratings and reviews that often establish some form of influencer status on the individual sharing their experience. By contrast, NFTs stand on their own and have the potential to satiate the need for us to express our status more directly within our networks.

Gary Vaynerchuck, a staunch evangelist of the NFT revolution, is not a big fan of traditional media. In his view, gross rating points (GRPs) and impressions represent an outdated and opaque method of advertising. The verified transactional nature of NFTs is why he believes so strongly that they can serve as the antidote to the challenges marketers have faced in determining their actual impact on consumer reach and engagement. When a brand produces a distributed form of ownership to the consumer, there is hard evidence of buy-in and true amplification of the brand.

While in-app purchasing is not a new concept (think Farmville), the possibilities of a broader, cross-channel NFT economy are enormous. One example that brought this to light was the idea that a brand could partner with well-known or up-and-coming creators to develop unique NFTs that align to their brand. They could then do something as simple as adding a unique NFT to a customer receipt as an extension of their mark. A luxury brand for example, would have endless possibilities to create collectibles that give tangible value to the customer while creating a knock-on advertising campaign through its loyal and verified customer base.

Reflecting on the notion that brands are a form of communication, NFTs appear to have the makings of a whole new language. Marshal McLuhan would be fascinated to see this evolution take place as the medium here, has most definitely become the message.

June 22 2022

Why creatives need to question everything

Globe Media Group Cannes Lions advertising, awards, Canada, Cannes, creativity, marketing

The mantra ‘question everything’ is perhaps the very soul of creativity, and the quintessential essence behind your greatest breakthroughs

In this backstage chat, the CMO of Hyundai Motor America Angela Zepeda, and VP Comms at Disney Tori Fernandes discuss how embodying this mindset led to an unprecedented collaboration, delivering unrivaled results that continue to drive Hyundai from challenger brand to industry leader.

What message do you want the audience to act on?

Tori Fernandes: Be bold, take risks, and really reimagine your ideas and projects before they get off the blocks.

What should the ad industry worry about?

Angela Zepeda: There’s a lot of disruption happening again, and brands need to think about where they should put most of their efforts. There’s incredible technology at play and platforms coming out but at the end of the day it’s how you can connect with your customers in an authentic way with the most storytelling. So sometimes it’s more about editing and making decisions of where to be other than being everywhere. I think that’s one of the things about the industry that makes it very complex. It’s a challenge more than a thing to worry about but it’s important for brands to figure it out.

How do you measure the impact of questioning everything on Hyundai’s performance?

Angela: We have a lot of measurement that we look at against everything, but on this campaign we wanted to see demand metrics rise. So that was things like search, visits to website, how people were shopping for our car. Those are high action types of metrics that show that people are interested in the car. But we also look at longer-term metrics like our brand metrics.

There was low on Hyundai Tucson when we started the campaign. We wanted to see awareness grow and the opinion of the car get bigger and those were things we looked at over time.

Earlier this year, Tori tweeted: “Lies have speed but truth has endurance.” How do you base truth in how you talk to Disney’s customers?

Tori: The key in speaking truth is being authentic. Making sure you come from a place of vulnerability. People can see through talking points and lies. Trust your brand’s voice. Trust the trust consumers have in your company. Disney has a lot of brand equity, so our die-hard fans know when we’re not being truthful to them.

What is the biggest challenge to creativity in the next couple of years?

Angela: The biggest challenge is doing breakthrough work and keeping up with the volume that we all need to produce. The quality may suffer with the quantity because need to be always producing. We need to get that right.

What is your definition of creativity?

Tori: Being creative is being yourself, being bold, taking risks, and being vulnerable. Part of my job is asking a lot of questions. People are afraid to ask questions, but I will not let you leave my office until I really understand It. It’s about getting to know things a bit more and not being afraid to ask those tough questions. I think that will take you to the next side of creativity.

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June 22 2022

What the NFT revolution means for brands

Globe Media Group Cannes Lions advertising, awards, Canada, Cannes, creativity, marketing

Gary Vaynerchuk and Paris Hilton talk about the big opportunities and challenges facing the NFT space.

NFTs exploded into popular culture in 2020. And, just like the internet in the early 2000s, brands and consumers alike are figuring out how to incorporate them into their world. In a behind-the-scenes chat at Cannes Lion, two established brands and NFT creators – Gary Vaynerchuk and Paris Hilton – discuss unlocking the opportunities in the NFT space, the connections they create with their respective communities, and what this means for brands and the future of creativity going forward.

What message do you want the audience to hear and act on from your talk?

Paris: How this is going to revolutionize the entertainment industry and disrupt so many verticals and businesses and what an exciting space it is to be in. And jump in.

What is the one thing the industry should worry about right now?

Gary: The industry needs to worry about relevance. The ad industry is very good at trying to get reach by spending tons of media on a piece of content that nobody cares about. To me the biggest concern by far is winning on relevance. I do think NFTs are an opportunity for relevance.

Why are NFTs not just a fad?

Paris: NFTs are here to stay. I’ve always loved art and digital art is even cooler. I have all these screens in my house and the art is 3-D, they move, they have music. They’ve beautiful. And not just the art, but the utilities people are attaching to them for real-life experiences and being able to turn them in for physical items. Like the drop I just did for RTFKT and Nike where we designed these Air Force Ones and people can get the physical shoes and that’s something I was really excited about.

I’ve always been such a collector. I used to love collecting Pogs, Garbage Pail Kids cards and Barbies. In the metaverse It’s so fun to go shopping. It’s this whole other word with all these fantastical creations by all these amazing creators.

What impact is celebrity culture having on NFTs?

Gary: Awareness. Anyone with large audiences has the potential to story tell and bring awareness to new things. Anytime anything has happened in the universe there’s always been individuals who brought awareness to them. Obviously, celebrity has evolved from being a pilot or astronaut to being a TikToker but it’s always been the same game. Which human carries a lot of attention. The Beatles wear their hair long, so everyone wears their hair long.

What’s your definition of creativity?

Paris: I feel I’m inspired by everything and you can be creative in any medium you want to be, whether it’s in your business or art or designing clothes or the way you present yourself to the world. With web3 and the meta verses you can be creative in ways that aren’t even possible in the physical world.

What’s the biggest challenge for the NFT marketplace in the next couple of years?

Gary: Time. It’s just early and people lack patience. Social media didn’t have the same pressure 20 years ago. Too much greed. There was a lot of bad behaviour, there was a lot of scamming people just trying to make a quick buck and not really being in it for anything but money and whenever you’re into anything just for money it’s going to be a little more soulless. I think the challenge of time and getting the stink off the bad behaviour of the gold rush stand out.

Earlier in the year Paris said, “When I first came into the industry, I was unfairly treated by the media and underestimated. And now, ever since I’ve used my voice to turn my paint into purpose, I feel so free.” How has embracing NFTs enabled you to reposition yourself in the industry?

Paris: It was really taking the power back in my story. Growing up in this industry for two decades, the media treated us so cruelly and it was difficult to go through. Times have changed and I’ve been using my platform to raise awareness. We’ve changed laws in seven states so that children won’t abused. I’m proud that I can use my voice and the power of NFTs to raise money for causes in that area.

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June 22 2022

Google launches expanded accessibility playbook

Globe Media Group Cannes Lions advertising, Canada, Cannes, creativity, marketing

Search giant announces ‘All In’ at Cannes as part of its broader inclusive marketing efforts.

Google’s chief marketing officer announces the launch of the playbook at Cannes Lions because a key theme of this year’s Festival of Creativity is representing the underrepresented in creative work.

Q: Google’s theme this year at Cannes Lions is diversity and inclusion. What exactly does this mean and why does it matter for marketers?

Lorraine: As a CMO it’s my job to make sure that all the work we put in the world truly represents everybody in the world and is also accessible to everybody.

Everybody deserves to feel a sense of belonging. As marketers, it’s our job to make sure the stories we tell are fully inclusive. This also means making our marketing accessible so that all disabled people, 15 percent of the global population, can fully access and engage with our content, products, and experiences.

Q: You’re teaming up with the festival for the first time. What are you doing?

We’re proud to be Cannes’ first accessibility partners. So that means we’re bringing ASL interpreters to the Palais and all the main sessions, as well as live, transcribed captioning so that everyone can follow along. We’re also making our beach here, the Google Beach, far more accessible for everybody and we expanded our toolkit which anyone can use: google.com/allin.

The in-depth playbook was created in partnership with disability inclusion experts, like Disability: IN and LaVant Consulting and influential industry organizations like the American Association of Ad Agencies and Ad Council have endorsed it.

We want to give marketers, advertisers and all creatives the tools they need to make work that both resonates with people with disabilities and accurately represents the disabled community.

Learn more about ‘All In’ here.

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June 21 2022

The shift to a more sustainable Cannes Lions festival

Globe Media Group Cannes Lions advertising, awards, Canadians, Cannes, creativity, marketing

Brands are tapping into creativity to make sustainable initiatives more inventive, cost-effective, and impactful. We’ve seen creativity provide alternatives to plastic, offer low-cost energy to rural communities and reignite the repair, refurbish and restore movement. Yet advertisements continue to play a damaging role when it comes to overconsumption and the environmental impacts of consumerism.

We spoke to Karen Howe who’s attending the Cannes Lions festival to find out some of the ways brands are helping shift consumer habits and attitudes towards environmental issues.

Sustainability is one of the big themes of this year’s Cannes Lions festival and is now on a par with storytelling as the leading strategy for the most effective creative work. How is the festival demonstrating its commitment to social impact this year?

Cannes is addressing sustainability on a number of fronts. Many campaigns being recognized are championing sustainability; such as Puma’s Re: Suede work to create shoe afterlife vs. landfill fodder. Corona’s ‘Plastic Fishing Tournament’ pays fishermen to pull plastic from the oceans. Whirlpool’s ‘Plasticoff’ showcases appliance packaging that dissolves in water instead of filling the oceans. ‘Sink this Island’ is centered on retaining water to reverse the appearance of an island in the middle of depleting reservoir.

From a content standpoint, there is a whole stream of sessions that focus on climate issues and the increasing demand for brand accountability.

And it’s deeper that. As I look around the Palais, it is now plastic-free. Finally. There are water stations to refill containers. Food is served in sustainable containers with bamboo implements instead of one-use plastic cutlery. Is there more to be done? Yes. But it’s heading in the right direction.

Advertisements are among the quickest ways for brands to reach consumers. What happens when they start pushing us to purchase things we don’t need?

Ah the uneasy tension I live with as an Ad Woman. Am I making the world buy tons of stuff they don’t really need. It’s the seesaw of need versus want. People need to eat, to wash their clothes, no argument, it’s Maslow’s fundamentals. But when we get to expression of self (fashion is a good example) I realize we have shifted into the heartland of consumerism. Not an easy answer to that question.

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Cannes Lions

Cannes Lions: Day 4 Wrap-Up

It’s not job-hopping, it’s skill building

Bozoma Saint John on why the ad industry is in trouble and why job-hopping isn’t as bad as you think.

Changing the culture of inclusive storytelling

Ukonwa Ojo and Regina Hall discuss what happens when women tell stories

Guest Post: Getting in the game at Cannes

Fernando Machado, CMO and Pelle Sjoenell, chief creative officer at Activision Blizzard took the stage to share exciting insights about gaming and why it has become such a powerful way for brands to connect with audiences.

Cannes Lions: Day 3 Wrap-Up

Guest post: Why major brands are spending millions on NFTs

For years, marketers have struggled to determine the actual impact of ads on consumer reach and engagement. But the verified transactional nature of NFTs could serve as an antidote.

Why creatives need to question everything

The mantra ‘question everything’ is perhaps the very soul of creativity, and the quintessential essence behind your greatest breakthroughs

What the NFT revolution means for brands

Gary Vaynerchuk and Paris Hilton talk about the big opportunities and challenges facing the NFT space.

Google launches expanded accessibility playbook

Search giant announces ‘All In’ at Cannes as part of its broader inclusive marketing efforts.

The shift to a more sustainable Cannes Lions festival