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Canada on track for record-breaking year

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Canadians make their mark, Gen Z reshapes the marketing landscape and big-name stars grace the stage.

 

The Home Stretch

Things get a bit blurry late in the week of Cannes Lions. It’s its own time zone. Yesterday we feted Canada’s ten Young Lions with pizza and rosé. Today we saw them take the podium as they picked up a Gold for Marketing and a Silver for Film. We also made the shortlists for the Media and Digital. Wow. Just wow. It was a very tough field of 444 teams from 70 countries spanning the globe and thus was a sweet victory. Congratulations to all, we are proud.

Speaking of wonderful, last night at the Martinez we celebrated Canada’s creativity with news that we are on track for our best year ever at Cannes Lions. Last year we placed sixth globally out of 78 countries for most awards won. Fingers are crossed for 2023.

The New Nihilists

Carla Buzasi, who is considered one of the world’s leading trend forecasters, keeps tabs on the Gen Z zeitgeist thru analysis of society, politics and culture. She interprets the shifts to predict how they may shape consumer behaviour in the next two years. In this rapid-fire session many facts emerged.

The mindset of the “New Nihilists” is that a quarter believe they will never recover from the pandemic, and 30 per cent think there is no answer to climate change. Grim. A contingent of Gen Z’s are increasingly anti-ad, anti-consumerism. Only values-based, indie brands make it onto their shopping list. Amazon tapped into this shift by increasingly showcasing a number of small, maker-led businesses. 

Your End of Week Celebrity Tally:

  • Rihanna + A$AP Rocky
  • Beyoncé + Jay-Z
  • Spike Lee
  • Halle Berry
  • Lorne Michaels
  • Kevin Hart
  • i.am
  • Lizzo
  • Florence and the Machine

Spike is not so Spiky anymore

Film-maker Spike Lee charmed me this morning. Now there is a sentence I never expected to type. He and his long-time friend and editor Barry Brown reminisced on stage and it was….enchanting. They recounted the breakout Nike campaign they did in 1986 for Air Jordan with superstar Michael Jordan, masterminded by Wieden and Kennedy.  In reliving the Levis campaign you sense their wonderment and gratitude and for the artistic freedom they were entrusted with. How interesting that that kind of faith results in work that defined a brand for a generation.

Hmmmmm. Let’s all take note.

Karen Howe

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Cannes Lions 2023: Day 4 Wrap-Up

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In this edition:

  • The purpose paradox
  • Battle of the Young Lions
  • The Big C campaign
  • Will AI steal your job?
  • Standout session

How purpose effectively fuels creativity

The concept of purpose in marketing has been a topic of debate, but Cadbury’s successful campaign at Cannes proved that purpose-driven marketing can drive performance. By focusing on spreading generosity and connecting with customers on a deeper level, Cadbury attracted 40 million new customers and added $1.4 billion in retail sales value. Adapting purpose-driven messaging to cultural contexts and leading with compassion are also essential for creating meaningful connections and impactful campaigns. Meticulous planning and understanding the human experience are key factors in crafting compelling purpose-driven marketing initiatives that leave a lasting impact.

A toast to Canada’s Young Lions

Capturing a moment of celebration at La Pizza Cresci, a popular hotspot by the scenic Cannes harbour. This photo showcases the annual lunch hosted by The Globe and Mail, honouring the 10 Canadian Young Lions winners. Joined by members of the Canadian Cannes Advisory Board, it’s a moment to unwind, connect and toast to the success of these talented individuals.

Earlier this week, the Young Lions competition unfolded. After a judging process that commenced yesterday, the winners will be unveiled on Friday morning.

Erasing the stigma of cancer at work

Imagine a world where cancer is no longer a taboo topic at work, where individuals battling this disease can openly share their experiences without fear or judgment. Now, the creative world has the chance to make this vision a reality. Publicis Group’s award-winning campaign, ‘Working with Cancer,’ invites you to help end the stigma of cancer at work.

Will AI kill your job or supercharge your creativity?

OpenAI’s DALL·E and other AI tools are shaping the future of creativity. Brad Lightcap of OpenAI sees AI as a means to enhance creativity, diversify ideas, and accelerate the creative process. While addressing concerns about job displacement, OpenAI remains committed to responsible development and setting limits for AI systems. Lightcap is optimistic about AI’s potential to accomplish extraordinary feats and fulfill its promises, such as finding cures for diseases and tackling global challenges. The discussion underscored the transformative role of AI in creativity and the importance of responsible implementation.

Standout session: Pinterest and the broken internet

Social media was intended to connect and inspire, but it has instead become divisive and distracting. The negative impact on mental health, especially among Gen Z, is a pressing concern. During a session at Cannes Lions, Pinterest’s CEO and CMO, Bill Ready and Andréa Mallard, emphasized the industry’s responsibility to fix the broken internet.

Excessive social media use has led to alarming consequences. Since the smartphone era began in 2010, in-person interactions among teens have been replaced by online engagement, resulting in rising rates of depression, suicide, anxiety and more. Social media algorithms exacerbate the problem by prioritizing negative emotions and maximizing view time, contributing to an addictive and emotionally draining experience.

Change is imperative and the industry must lead the way. The Inspired Internet Pledge unites tech companies and professionals to create a healthier and kinder digital space. The pledge emphasizes tuning for well-being, listening to user insights, and committing to openness in sharing positive well-being outcomes. By prioritizing emotional well-being, involving users in design, and redefining success beyond view time, we can transform social media into a platform that truly inspires and uplifts.

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Cannes Lions Festival 2023 - Day 2

The purpose paradox: Lessons from Cadbury’s success story

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How purpose can fuel effective creativity and why leading with compassion is essential for purpose-driven campaigns.

 

The concept of “purpose” has sparked a spirited debate in the marketing world, leaving brands wondering whether having a purpose is essential for thriving in the fast-paced 21st century or if it has diverted the attention of marketers from their core business priorities. However, the success of Cadbury’s goal to spread more generosity in the world proves that purpose isn’t just for the sake of having one—it’s purpose that drives performance.

At the Cannes festival, Mondelez, Ogilvy, and VCCP took us behind the scenes of a campaign that not only attracted 40 million new customers but also added $1.4-billion in retail sales value to the business.

During the session, the speakers explored how purpose can fuel effective creativity and discussed the strategic considerations of when and when not to use purpose in marketing initiatives.

One big takeaway was the importance of putting the customer at the centre. Instead of solely talking about themselves and their generosity, successful purpose-driven campaigns find ways to connect with customers on a deeper level. For example, Cadbury tapped into generous moments that resonated with their audience, embracing the universal desire for acts of kindness and compassion.

Another key insight was the need for differentiation. In a crowded marketplace, blending in with the competition is a grave mistake. Brands need to have the conviction to stand out. Cadbury’s campaign exemplified this principle by avoiding clichés and resisting the temptation to use excessive brand attribution. Purpose-driven marketing doesn’t always require grand gestures—it thrives on genuine connections with the audience.

The speakers also highlighted the potential for repurposing purpose platforms and positioning in different markets, while being mindful of cultural context. Cadbury’s success in India, where they tailored their purpose-driven messaging to the cricket premier league, showcased the power of adapting campaigns to resonate deeply within specific cultural contexts.

The session emphasized the importance of leading with compassion. Purpose-driven brands that genuinely tap into the human truth and show care for their customers forge profound connections that go beyond mere transactions. By infusing compassion into purpose-driven strategies, brands can create meaningful narratives that touch the hearts of their target audience.

Ultimately, the session underscored the crucial role of meticulous planning and understanding the human truth during the creative process. Taking the time to capture the essence of the human experience sets the stage for crafting compelling campaigns that leave a lasting impact.

Marcin Zerek

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AI takes centre stage at Cannes Lions

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Deep diving into the AI revolution at Cannes Lions: From NFTs to generative AI, unraveling the possibilities and challenges.

 

Last year, Cannes Lions stages were ablaze as futurists predicted a seismic revolution driven by NFTs, the Metaverse and Web3—a future where brands would connect with consumers like never before. Yet, fast forward to the 70th Festival of Creativity, and those same stages are now witnessing a breathtaking shift in focus: AI.

What makes this year’s headlining theme so riveting is the tangible impact it has already had on the way we work and communicate. This is not about the future; this is very distinctly about the now.

Two standout presentations on the subject included a fireside chat with Jensen Huang, Founder and CEO of Nvidia, the sixth largest company in the world that focuses on computing and is a pioneer in the AI space, as well as a talk delivered by Mathias Döpfner, CEO of Axel Springer, one of the largest publishers in the world.

Together, these two influential leaders tackled the three most top-of-mind questions on everyone’s minds. With inspired insights and actionable points, they set out to quell the rising fears that cast a shadow of uncertainty over the future of our industry.

  1. Will creativity die with AI?

Will AI be the destroyer of creativity, casting an ominous shadow over the artistic process we hold dear? Or does it possess the transformative power to amplify our creative endeavours across all formats, liberating us from technical roadblocks and propelling our concepts to astonishing new heights?

The sense is that AI will remove the friction that is often caused by technical speed bumps and help concepts come to life much faster and at a greater speed. It has the power to democratize creative, not creativity.

In the context of journalism, the efficiencies will be seen in layout and quality control while progressive publishers will invest their savings in higher-quality unique content and significantly boost their journalism teams to cover more stories in more places (think local).

  1. Deep Fakes: Is society doomed to become misinformed?

This technological evolution isn’t without its perils. Enter the realm of deep fakes and authenticity, where AI’s prowess blurs the lines of reality and raises a crucial concern: Is our society doomed to drown in a sea of misinformation?

Throughout history, we’ve witnessed the rise and fall of walled gardens in response to technological advancements. However, in the case of AI, we are seeing an unprecedented level of collaboration and alignment between the most powerful industries in the world to help develop policies to protect authenticity. It’s truly in every stakeholder’s interest to create guardrails for the responsible use of AI.

From the perspective of news publishers, this represents a major opportunity for journalists who have established deep trust with society to help lead the way in creating technical mechanisms like watermarking and other solutions to help identify the origin and authenticity of content in a secure and recognizable way.

  1. Will AI be the killer app? Will it be the only app?

AI, like any other technology, has the innate power of interoperability. Content creators will find ways to seamlessly integrate AI solutions into what they offer. Publishers, for example, could offer generative AI access directly from their content pages, which creates tremendous opportunities to enhance user experiences and maximize engagement.

Agencies can integrate generative AI into their development software, which creates immense customization and differentiation opportunities, particularly when these systems are proprietary.

While AI has an unsettling effect on this creative content-producing industry, there are some very positive prospects that lie ahead. These two presentations made it clear that ownership was the only way forward for Generative AI. Audiences at Cannes and around the world are well advised to invest efforts in owning the outputs and participating energetically in the guardrails AI needs to avoid paralysis caused by worry.

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.

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From chasing culture to creating it: Lessons from McDonald’s creative strategy

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How McDonald’s embraced fan insights to reignite their brand’s relevance, driving nine consecutive quarters of sales growth and influencing their business at every level.


When McDonald’s embraced Fan Truths as the centerpiece of their creative strategy, it not only revitalized the brand’s relevance but also generated nine consecutive quarters of same-store sales growth. This shift also had a broader impact on the business, influencing areas ranging from product innovation and menu development to restaurant design and crew training.

During the session, Marques Gartrell, creative director at Wieden+Kennedy, and Tariq Hassan, CMO of McDonald’s USA, first walked through their ABE framework:

  • Align = creative effectiveness agenda
  • Build = structure and processes (incentives and training)
  • Embed = through the organize (not just marketing)

Collaboration emerged as a recurring theme at Cannes, and this session demonstrated the power of collaboration within a defined process. When done effectively, it not only yields creative success but also delivers tangible business results.

McDonald’s recognized the need to reconnect with their fans and developed “fan truths” by listening to their customers, even creating a coffee table book based on these insights. This approach became the foundation of their creative strategy and inspired their global platform. It serves as a reminder that it’s never too late to reconnect with fans to build a brand and foster a vibrant culture.

A notable example shared was a video showing someone stealing a Travis Scott McDonald’s poster, with the brief humorously acknowledging the act as “shamelessly stolen.” By infusing unique and relatable elements into creative work, brands can capture attention, evoke emotions, and create a more engaging and memorable experience for their audience. It emphasizes the significance of paying attention to reactions and feedback and adjusting future approaches accordingly.

In summary, the session underscored the value of following a structured framework, fostering collaboration, reconnecting with customers, and infusing personality into creative strategies. By incorporating these elements, brands can enhance creative effectiveness, drive business results, foster brand loyalty and deliver a more engaging overall brand experience.

Marcin Zerek

Cannes Lions Festival 2023 - Day 3
Cannes Lions Festival 2023 - Day 3
Cannes Lions Festival 2023 - Day 3
Cannes Lions Festival 2023 - Day 3
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Unconventional materials, unforgettable Minis

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A global Mini shortage led to a DIY revolution, where enthusiasts crafted Minis out of unconventional materials like pasta and duct tape.


Automotive is a notoriously tough category at Cannes Lions. One made notoriously tougher by global supply chain issues affecting auto production. But when life gives you lemons, you make lemonade. Or in this case, you make your own Mini … out of lemons. The shortage of Minis spurred the DIY Mini phenomenon resulting in Minis crafted using unconventional materials such as pasta, duct tape, and yarn. This grassroots movement paved the way for the ingenious TikTok-centered campaign known as the “Don’t Do it Yourself Department.”

Lessons learned?

  • Adversity sparks ingenuity: The Mini shortage prompted enthusiasts to get creative, building their own Minis out of unconventional materials.
  • Grassroots movements drive impact: The DIY Mini phenomenon started small but gained momentum, inspiring and capturing attention along the way.
  • Harnessing social: The “Don’t Do it Yourself Department” campaign leveraged TikTok’s popularity to reach a wider audience and create excitement.
  • Unconventional ideas leave a lasting impression: Crafting Minis from pasta and other unexpected materials not only piqued curiosity but symbolized resilience and resourcefulness.

The DIY Mini movement and “Don’t Do it Yourself Department” campaign show the power of turning challenges into opportunities.

Karen Howe

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Screenshot 2023-06-21 at 9.43.38 AM
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Invite-only events contradict festival’s inclusive atmosphere

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The exclusivity of invite-only event pavilions at Cannes Lions seems out of place at a festival advocating for inclusion.


There are dozens of event pavilions dotting the perimeter of the Palais. The marquee brands range from the Wall Street Journal, Amazon, Amex and Meta to Spotify and Reddit. However, it may surprise you to know how few are making wise use of this envied real estate. Most are now “invitation-only” or offer an empty brand experience.

The irony of being at a festival touting inclusion and the celebration of world-class activation ideas is undeniable. Missing out on a chance to strut your stuff to global marketers and creatives perplexes me. As a result, a nod goes to Pinterest, one of the most beloved hubs here. Visual discovery is celebrated to spark inspiration, and the activities range from creating personalized hats, totes, and cross-body bags, real-time tattoos and piercings to adult colouring. It’s joyful, fun, and everyone is invited.

Maybe next year, those brands outside the Palais will tap into some of the inspiration celebrated within.

Karen Howe

Invite-only events contradict festival’s inclusive atmosphere

 

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Reimagining the future of creative advertising

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Industry heavyweights Gary Vaynerchuk, Scott Galloway and Will.i.am discuss the strategies and changes required to ensure the industry’s continued success and relevance.


Vaynerchuk’s call for change

Gary Vaynerchuk of Vayner Media has heralded a rallying cry to “liberate” creatives from the tyranny of a process he feels is characterized by suppression. He links this to employee unhappiness and staff turnover. Vaynerchuk longs for agencies and brands to break free from the “matching luggage” approach to social media and instead engage in more meaningful work in a space where most of our audiences reside. His quest is to shine a light on the power of social media, which has resulted largely in an anti-TV screed. The dichotomy is that we cite social media as having the power to overturn democracies, yet we treat it as an afterthought in the world of advertising.

Vaynerchuk is a passionate advocate who might benefit by offering brands a meaningful path forward to further his cause.

The Bud Light backlash

Scott Galloway, the irreverent professor of marketing at NYU (whom I greatly admire, full disclosure), opened the session by posing the question we’ve all been pondering: How is it that the individual at Bud Light, who sent a personalized Bud Light to transgender influencer Dylan Mulvaney, ended up losing their job due to the subsequent “anti-woke” backlash? We claim that our industry thrives on risk-taking and courageous creativity, yet we fail to live up to those ideals. It’s a perplexing situation that brings us back to a recurring theme throughout the festival: these are perilous times, particularly in the United States, and brands must tread carefully.

AI’s Real-Time Demo

Will.i.am of Black Eyed Peas fame founded FYI.AI to unleash the creative potential of AI. Instead of cowering in its wake, he embraced it with the enthusiasm of all those who are “hypercreatives”. FYI is an AI-based project collaboration platform that offers end-to-end encryption. Will.i.am delivered an incredible real-time demonstration at the Palais, creating song lyrics and a screenplay on the spot.

Quote of the Day

“It’s going to be freaking awesome.” – Will.i.am

Karen Howe

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Cannes Lions 2023: Day 2 Wrap-Up

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Burnout burns hot at Cannes Lions while changemakers ask us to break the silos, flip the script and smash through barriers to elevate our creative endeavours. The Globe and Mail is your source for the insights and ideas you won’t want to miss. Follow us on LinkedIn, IG, and Twitter for all the latest updates.

In this edition:

  • The Burnout Epidemic
  • Canada takes the Gold
  • Breaking Siloes: Expedia’s Playbook
  • The Flipping Point
  • Smashing Stereotypes
  • Standout Session

Ground intelligence from Karen Howe

Burnout is heating up the industry. Just take a look at Cannes Lions, our annual cultural check-up, and you’ll see it writ large. Self-care is the name of the game, with Heineken even creating a genius bottle cap that shuts off your laptop when you crack open a cold one.

Now, let’s talk humour. The humour damn is broken, and we have Kevin Hart to thank for it. The stand-up comedy turned marketing entrepreneur has a simple mission: to make us laugh together. As human beings, we crave laughter, yet so many brands overlook the power of humor. It’s mind-boggling, really. But fear not. The tides are turning. After reviewing countless shortlisted ads, I can confidently say that funny is the new cool. The humour dam has burst wide open, and brands are finally catching on.

Bringing home the gold

On Monday’s gala, Rethink, BBDO, and Ogilvy snagged Gold Lions, contributing to the impressive tally of 16 Lions won by Canadian agencies in categories such as Pharma, Health & Wellness, Outdoor, Print & Publishing, and Radio & Audio.

Breaking down silos: Expedia’s playbook for business transformation

In the commoditized online travel industry, Expedia Group recognized the need for a transformative shift from transactions to enhancing traveler experiences. They embarked on a mission to break down silos, unite portfolios, and empower customers with confidence-boosting technology. Key takeaways emphasized the collective intelligence unlocked through seamless collaboration, the importance of aligning diverse teams with a shared vision, and the remarkable results that can be achieved when product and marketing work hand in hand. Ultimately, embracing collaboration and aligning efforts across disciplines can elevate the customer experience in a highly competitive industry.

The flipping point: Rewrite the rules for driving change

In a talk on leading the cultural revolution of the workplace, Shelley Zalis, CEO of The Female Quotient, delivered invaluable insights into effective leadership and conquering workplace adversity. With a focus on empowering women in the marketing industry, Zalis emphasized the importance of creating a “flipping point” by challenging traditional norms and reshaping the industry landscape. Other action items included rewriting the rules to initiate proactive change, harnessing the power of emotion and empathy in the workplace and aligning passion with purpose to unlock unstoppable potential. By embracing these transformative strategies, marketers can elevate their leadership capabilities, overcome challenges with resilience, and drive meaningful change in an evolving industry.

Defying stereotypes: Empowering inclusive content creation

Danai Gurira, UN Women Goodwill Ambassador, and Jess Weiner, Cultural Expert and CEO of Talk to Jess, partnered with the Unstereotype Alliance to discuss the transformative power of dismantling stereotypes in content creation. They emphasized the importance of defying norms and embracing discomfort to shatter stereotypes effectively. Key takeaways included empowering teams to create differentiated features and aspirational stories, fostering collaboration between technology and creativity, and prioritizing long-term customer relationships. This session served as a powerful reminder to marketers about the potential of challenging outdated narratives and fostering inclusivity through storytelling.

Standout session

Day two at OpenAI, and the buzz is all about DALLE COO’s Brad Lightcap. He emphasized the importance of brands and agency partnerships to unlock creativity and leverage AI as a tool to push the boundaries of imagination for everyone.

The talk served as a powerful reminder that by uniting forces and embracing technological advancements, brands and agencies can unlock new realms of possibility, reshape industries and create a future where human ingenuity and AI-driven innovation coexist harmoniously.

Cannes Lions Festival 2023 - Day 2
Cannes Lions Festival 2023 - Day 2
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Cannes Lions Festival 2023 - Day 2
Cannes Lions Festival 2023 - Day 1

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Defying stereotypes in content creation

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Danai Gurira and Jess Weiner share their advice on integrating unstereotyping efforts in industries and becoming advocates for meaningful inclusion.


In a thought-provoking session aimed at marketers, Danai Gurira, UN Women Goodwill Ambassador, and Jess Weiner, Cultural Expert and CEO of Talk to Jess, partnered with the Unstereotype Alliance to discuss the power of dismantling stereotypes in content creation.

Danai shared her personal journey as a performer, writer, and producer, emphasizing the need for defiance and embracing discomfort to shatter stereotypes effectively. Joined by Weiner, they explored the importance of taking action against stereotypes and the detrimental impact of inaction. They highlighted how individual empowerment and responsibility can drive positive change, leading to inspiring, inclusive, and business-driven content.

Here are the key takeaways from the session:

Empower your teams: Encourage your teams to work towards creating differentiated features and truly aspirational stories. Their collective intelligence and creativity will lead to outstanding results.

Collaboration is key: The magic happens when technology and creativity come together. Foster a culture of collaboration, where the two meet in the middle, sparking innovation and unlocking new possibilities.

Build for lifetime value: Instead of focusing solely on one-time transactions, aim to build products and experiences that foster long-term customer relationships. Think “transactional arbitrage” and prioritize lifetime.

This session served as a powerful reminder to marketers about the transformative potential of dismantling stereotypes in content creation. By defying norms and embracing discomfort, we can challenge outdated narratives and pave the way for more inclusive and inspiring storytelling.

Marcin Zerek

Cannes Lions Festival 2023 - Day 2
Cannes Lions Festival 2023 - Day 2
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