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Shannon Lewis explores the key themes at Cannes Lions

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The president of the Canadian Media Directors’ Council shares her thoughts on this year’s Cannes Lions festival, an event that showcased the impact of advertising in driving positive change, shaping perceptions and inspiring transformative actions.

 

Q: Describe the atmosphere at the Cannes Lions festival this year.

A: This year’s event surpassed all expectations, leaving a lasting impression. The atmosphere was charged with an undeniable energy. What struck me most was the profound impact of advertising in driving positive change, promoting inclusivity and building successful businesses. It was a testament to the transformative potential of our industry.

The festival itself saw a notable increase in entries, with Canada breaking records, securing 55 Lions and 203 Shortlist nominations. As a mentor to the Young Lions team, I couldn’t be prouder of their outstanding performance, winning gold and silver medals and earning a well-deserved spot on the media shortlist.

Canada’s record-breaking achievement demonstrates the immense talent and potential within the country’s marketing and media landscape. I extend my sincere gratitude to The Globe and Mail for their unwavering support of the Canadian Cannes Lions program and the Young Lions, a commitment that spans 19 years!

L to R: Karen Howe, Mike Miura, Shannon Lewis, Olivier Houle, Ryan Grippo, Thierry Lessard

Q: What were the major themes that stood out to you? How do they reflect the current trends of the industry?

A: The festival highlighted key themes such as AI, commerce media, CTV, and sustainability. These areas sparked significant discussions and debates among industry leaders, with AI taking center stage. The convergence of these themes signifies a profound shift toward a dynamic and purpose-driven landscape in the advertising industry.

Q: Which theme dominated the conversations?

A: It’s clear that AI is no longer just an interesting new tool but rather a game-changer, a renaissance for the media business. One standout moment was Brad Lightcap’s, COO OpenAI insightful talk on the essential collaboration between humans and machines in creating unbeatable ideas. The rapid rise of ChatGPT, with a user base surpassing 100 million in just two months, showcases the unprecedented speed at which AI is transforming the industry. The Dream Tapestry project, a collaboration between OpenAI and agency Goodby Silverstein & Partners, further exemplifies AI’s potential in providing fresh perspectives on creativity.

While AI presents incredible opportunities and efficiencies, it’s crucial to use it ethically and transparently. Open communication about AI’s role is vital in building trust and understanding.

Q: So, what does this mean for our industry?

A: It signifies the need to embrace AI innovation responsibly. While AI offers tremendous potential, it’s essential to recognize the value of human expertise and the strategic touch offered by agencies. The human element ensures that brands maintain their identity, cultural relevance, authenticity, consistency, and resonance with local audiences.

Q: Tell me about Anheuser-Busch InBev, named Creative Marketer of the Year. How has their innovative approach to marketing earned them this prestigious recognition?

A: One of the most remarkable ideas was witnessing InBev’s ability to pivot when faced with Qatar reversing an agreement. They successfully executed a brilliant marketing pivot, showcasing their agility and strategic thinking in collaboration with their agency partners.

Marcel Marcondes, the CMO of Anheuser-Busch InBev, highlighted the creativity of their entire marketing organization. Their commitment to investing in organic growth remains their top priority, and this recognition further validates their excellence in long-term brand-building.

However, it’s essential to acknowledge that Bud Light’s collaboration with Dylan Mulvaney sparked conversations among marketers at the festival. The brand faced backlash from consumers, which resulted in a loss of market share. This serves as a reminder of the increasing demand from consumers for authenticity and accountability in brand communications.

Overall, Anheuser-Busch InBev’s achievements and their ability to navigate challenges demonstrate their commitment to creativity and their dedication to long-term brand-building success.

Q: In light of the increased focus on sustainability in recent years, how did the topic surface at this year’s event? Were there any notable trends or developments?

A: Sustainability was a pervasive theme at the festival, permeating discussions, presentations and award-winning work. The urgency of addressing climate change, recognized as the defining issue of our time, resonated strongly throughout the industry.

Ad Net Zero, an organization promoting sustainability, played a significant role at the festival. Major brands like L’Oreal, Unilever and Diageo supported their efforts in decarbonization, bringing transparency and accountability to the forefront.

Notable work exemplifying ‘advertising for good’ included Mastercard’s app for Ukrainian refugees and “First Digital Nation,” showcasing Tuvalu’s digital transformation amid rising sea levels.

Patagonia’s commitment to eco-friendly practices and activism left a remarkable impact. Their dedication, extending beyond financial gains, serves as a powerful reminder that businesses can contribute to creating a sustainable future for all.

Q: What does this mean for our media industry?

A: By embracing sustainability, we not only contribute to environmental preservation but also unlock economic benefits and enhance brand reputation. As media professionals, we have the power to inspire sustainable behaviors. Let’s seize this opportunity to drive positive change and make a meaningful difference.

Q: Were there any deals or announcements that caught your attention this year?

A: The Cannes festival is known for major announcements and collaborations. This year, the partnership between Omnicom and Uber stood out as a first-to-market collaboration for Uber. Additionally, Amazon Ads committed to the Ad Net Zero initiative.

The festival also featured a notable brief called “The Big C,” inviting creative minds to erase the stigma of cancer in the workplace. It provides an opportunity for all individuals to showcase their work on World Cancer Day in February 2024.

Q: What was trending beyond the Palais talks at the festival?

A: Festivalgoers enthusiastically embraced new trends, such as oversized straw totes, Pinterest ‘Maker Workshops,’ and an energetic healing lounge at FQ. Snap’s AR Disney installation of The Mandalorian also garnered significant attention.

Q: Any lasting observations?

A: The sense of unity displayed by Canadian media leaders left a profound impression. Professionals from diverse sectors came together, forging internal and external relationships. This sense of community and collaboration is a testament to the industry’s collective strength and its potential to drive positive change. In order to gain deeper insights, I reached out to members of the CMDC board to gather their perspectives on the industry’s collective strength:

“I was inspired to see creativity at the heart of many important tech and data conversations. Technology has become an important lens on how we communicate and will be accelerated with AI. There was authentic curiosity and openness to the benefits that technology can bring to the craft of creative and media. Brands who test and learn with their agencies will see quick benefits in this space.” – Noah Vardon, President, Havas Media Canada

“Finally, we see a sense of unity among everyone in the industry. Conferences have become increasingly significant, especially in light of the evolving work landscape that emphasizes the importance and challenges of building relationships and connections. This week, we accomplished some outstanding work by forging both internal and external relationships. It’s not just about the Cannes festival itself; it’s about the immense power of connections and collaborations.” – Alaistair Taylor, CEO Publicis Media

“What is abundantly clear is that our responsibility as marketers extends far beyond traditional boundaries. Our focus is on bettering society, addressing climate concerns, supporting journalism and going beyond. We recognize that our creative power holds the potential to solve real-world issues and ignite pro-social changes that have a lasting impact.” – Sarah Thompson, CEO, Dentsu Media

“I found great inspiration in witnessing Canadian media leaders uniting with a shared appreciation for creativity, a collective commitment to making a positive impact (as seen with initiatives like #workwithcancer), and a shared concern regarding Bill C-18. This common ground fosters a strong sense of community and collaboration within the industry.” – Christine Saunders, CMO of Publicis and CEO of Starcom

 Shannon Lewis is a seasoned executive media leader with over 20 years of international experience in the Advertising, Media, and Communications industries. Her unwavering passion and drive shines through in her role as president and dedicated advocate for the Canadian Media Directors’ Council (CMDC).

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Brent Choi’s secrets to spotting emerging ideas before they’re cool

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Armed with an Ivey business degree, Brent Choi took an unconventional path to CEO, focusing on creative for 20 years. Today, as CEO at Angry Butterfly, he leads a high-performance agency team in strategy, creative, and delivery alongside his co-founders.

 

How do you define creativity in the context of your industry, and how has that definition evolved over time?

The broad definition of creativity in advertising hasn’t changed – finding unexpected ways to solve business problems. That being said, how creativity is applied is ever-changing, not just in emerging platforms, but also in how different audiences consume media. This has our industry working hard to help our clients disrupt while maintaining their brand values and still be native to the platform. Although I think it’s fair to say that creativity, depending on who you ask, is being valued differently. Some clients really look for creativity and see it as a true game-changer for their business. Others are looking for small ‘c’ creativity and work with best practices and the media plan to ensure reach, with their brand having strong attribution.

How do you stay ahead of the curve when it comes to identifying emerging trends and innovative ideas in your field?

Having diverse teams – age, interests, ethnicities, etc. – is critical to ensure we are at the forefront of cultural shifts. This includes the latest in tech, but also demographics and mindset trends as well. Some may chase the latest and greatest, but the tools are there to be right at the precipice as new realities hit the early majority. Identifying these cultural moments can make or break a campaign. We also experiment and encourage exploration to ensure we are ready for what’s next. But our strategy team, which is made up of anthropologists versus traditional ad planners, really gives us a unique view of culture and where it’s heading.

Can you share a specific example of a project or campaign where unconventional thinking led to remarkable creative outcomes?

Our recent campaign for the Jane/Finch Community Centre called “Bill it to Bezos” (gold and silver Cannes Lion recipients) really required a deeper understanding of the Twitch platform, but it was more than that. The mechanic was an important starting point, but then the creative twist to find an enemy was a brilliant way to engage the community and give ‘earned media’ the hook to create momentum. It was truly a great example of left-brain-right-brain working together to solve a challenge for our client.

How do you balance the need for creativity with the practical considerations of budget, timelines, and client expectations?

Part of creativity is how we work through practical considerations. As the saying goes, “Creative is not a department.” How we think about ideas is so important, but so is how we bring them to life. Creativity needs to be present throughout the journey from idea to production to media to course-correcting things in-market as well. As a Canadian agency, working with tighter considerations is what makes our industry so strong. I had the pleasure of working in the U.S. for three years, and the discipline Canadians need to work within really teaches us how to be creative every step of the way. I’ve literally been in U.S. creative meetings where the team has the starting point of an idea, and their solution was to hire a big-time director to create the campaign with a famous song.

In your experience, what are some of the most effective strategies for fostering a culture of creativity within a team or organization?

Celebrating creative thinking is the starting point for sure. At Angry Butterfly, having all of our founders being from the creative and strategy side helps, as our focus is always built from great ideas. The challenge in running a business and fostering creativity is that creativity really needs air, meaning allowing teams to have both time and the ability to fail – to feel safe to explore ideas that aren’t fully baked or may at first seem off-brand or off-strategy. It’s so important to allow creative teams to head down different creative pursuits and not rush them to stop at their first client-friendly idea. Of course, we are often under incredible time pressures, so sometimes we just need to pick our spots.

How do you measure the success of a creative campaign or project, and what metrics do you consider most important in evaluating its impact?

Different clients and different campaigns all have different KPIs. No one is more important than the other, but for example, brand campaigns are meant to accomplish different things than, let’s say, an email acquisition campaign, so we need to make sure the correct KPIs are in place. A tactical sales campaign would have different KPIs as well. The tricky part is when clients say they want everything. When that’s the case, sometimes defining the roles of different mediums can help ensure we aren’t cramming everything into each execution, hoping to check off every box. At the end of the day, we have to help our clients be successful. Often, it’s connected to sales results. Thankfully, more and more clients have learned that long-term positive sales results work hand in hand with the building of a great brand.


The Globe is the official Canadian representative of Cannes Lions — the world’s most prestigious and coveted advertising and marketing awards. Since its first outing in 1954, the Cannes Lions International Festival of Creativity has been bringing the creative communications industry together every year at its one-of-a-kind event in Cannes to learn, network, and celebrate.

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Jordan Doucette on trusting your gut and the dreaded ‘blue sky’ brief

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Jordan Doucette has held Chief Creative Officer roles at TAXI, Leo Burnett Chicago and FCB West (San Francisco), as well as a recent stint as Partner and President at No Fixed Address. She is now CCO at Dentsu Creative in Canada.


How do you define creativity in the context of your industry, and how has that definition evolved over time?

I think the role of creativity has expanded, from applying it to ‘advertising’ to applying it to business. We know that creativity is an economic multiplier and we’re always looking to help brands solve their business problems instead of just their advertising ones. You can see the proof in this with the huge number of clients and brands showing up at Cannes, investing in creativity in a whole new way. This is what makes the most excited about our industry, partnering with clients to transform their business in a way that moves society forward.

How do you stay ahead of the curve when it comes to identifying emerging trends and innovative ideas in your field?

I guess it’s a gut thing – when something feels too right, especially for its category, or nobody has any sort of emotional reaction to the work you’re creating, it’s probably not fresh. When you have an idea and you’re all kind of wondering how you’re going to make it happen and what kind of different perspectives and skillsets you need at the table to figure it out, you know you’re innovating.  And when you build all of that on a true human insight, need or tension, I think that’s when breakthrough ideas happen.

Can you share a specific example of a project or campaign where unconventional thinking led to remarkable creative outcomes?

We just launched an idea called Inflation Cookbook with Skip Express Lane that is a true piece of utility to help Canadians take inflation out of their cart. It started with a human and cultural insight and then required everyone from our legal, data, tech, UI, creative, strategy team to figure out how to bring it to life while keeping the user experience incredibly simple.

How do you balance the need for creativity with the practical considerations of budget, timelines, and client expectations?

For me, there’s nothing worse than the ‘blue sky’ brief where anything might be possible and nothing should limit creativity when in reality, you have three days, zero media and even fewer dollars. I love knowing the sandbox we’re playing in, that’s when true creativity to find the best idea for the parameters.

In your experience, what are some of the most effective strategies for fostering a culture of creativity within a team or organization?

Make everyone realize they contribute to the creative product, no matter the department. We all work for the work. And just off the heels of Cannes, there’s nothing better than the chance to talk about creative ideas being made around the world and what we love about it (or hate about it). And we should be doing that with different perspectives at the table to really understand what resonates with people and what doesn’t.

How do you measure the success of a creative campaign or project, and what metrics do you consider most important in evaluating its impact?

Real people see it, it resonates with them and it drives the brand and business forward.


The Globe is the official Canadian representative of Cannes Lions — the world’s most prestigious and coveted advertising and marketing awards. Since its first outing in 1954, the Cannes Lions International Festival of Creativity has been bringing the creative communications industry together every year at its one-of-a-kind event in Cannes to learn, network, and celebrate.

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Inside the mind of Mike White: Creativity and craft in ‘The White Lotus’

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Mike White opens up about his creative journey, including the challenges, triumphs and the importance of taking risks.

 

Creativity requires a method and storytelling requires craft. While an initial spark of inspiration may kickstart a successful television show or groundbreaking campaign, there is a lot more that follows. It involves shaping the concept, pushing its boundaries, and giving it depth and personality, sometimes even multiple facets. Mike White, a multi-talented entertainer and the creator of the TV sensation “The White Lotus,” has a wealth of experience in this regard.

In this conversation, White joins Liz Taylor, Ogilvy’s global chief creative officer, in a masterclass on storytelling. They delve into topics such as the creative process, the concept of “divine discontent,” the exhilaration of seeing work take flight, and how our own neuroses can actually serve as allies in creating something that resonates with audiences.

Mike White is known for being a keen observer of human behaviour and for his fresh and unconventional takes on storytelling. He says his success with “The White Lotus” came from a combination of factors, including HBO’s need for content during the pandemic and their trust in his quick writing abilities.

Prior to “The White Lotus,” he had a love-hate relationship with HBO as his previous show, “Enlightened,” was canceled early despite his love for it. However, with “The White Lotus,” he had creative freedom and was able to execute his vision exactly as he wanted.

The decision to have a death early on in “The White Lotus” was a conscious choice to create a hook and maintain audience interest, he says. White enjoys incorporating details and Easter eggs into his work, whether it’s in the writing, directing or other aspects of production.

For White, writing is the most rewarding and electric part for him. He aims to avoid perfectionism and focuses on improving the work without getting caught up in unnecessary details.

He emphasized the importance of resilience and taking risks in the entertainment industry. He shared his experience with “Chuck and Buck,” a film that was initially rejected but ultimately received critical acclaim. He encourages embracing bravery, going outside the comfort zone, and avoiding being too corporatized or conventional in creative endeavors.

White drew a parallel between his experience with “Survivor” and “The White Lotus,” emphasizing the importance of adaptability and the desire to challenge the norm in his work.

When it comes to seeking inspiration, White has shifted away from consuming movies and TV as much and instead prefers traveling and reading. He seeks fresh perspectives and avoids repetitive content.

He also discussed his personal experience with burnout and the need to prioritize well-being over work. He shared his past struggles and how he learned to change his approach to life and find a balance.

Overall, the discussion provided insights into Mike White’s creative process, his approach to storytelling, and his views on taking risks and maintaining authenticity in the entertainment industry.

Katherine Scarrow

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That’s a wrap: Five takeaways from Cannes Lions 2023

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Every year, when the Cannes Lions Festival of Creativity ends, it’s the ideal opportunity to decode the trends in culture, technology, and creativity and analyze how they will affect business in the year ahead.


Karen Howe, founder of The Township Group serves on the Cannes Advisory Board for Canada, shares her highlights from Cannes 2023:

It’s already here

While we are busy wringing our hands about the role AI – specifically ChatGPT – will play in our lives, AI is already very much the thread that runs through much of the awarded work. Smart brands are harnessing it in numerous ways: MealVision uses it to track senior nutrition, while Nike captures the genius of Serena Williams for future generations in its AI-informed “Never Done Evolving” campaign.

But the sessions at Cannes revealed that the tension is one of intent. Will AI be the path to exponential creativity, as musician and entrepreneur will.i.am suggests, or a data-driven replacement for entire creative departments? All eyes are on this in the year ahead.

Untethering from cause

Brands have spent several years over-vectoring in the purpose arena. It’s no small surprise, given the wake of climate change, Covid, and a war in Eestern Europe. But purpose fatigue is our post-pandemic reality. We are all just so tired of earnestness that many brands, such as Mini, Ocean Spray and Doritos with its Triangle campaign, have turned back to humor and entertainment. I expect more brands to follow suit.

Crack the code

Media innovation continues to thrive: Figuring out how to use a media channel to its greatest potential is advertising magic. TikTok has found its rightful place in marketers’ hearts with “The Ad You Stay In” for Hilton Hotels. It showcases TikTok stars like Bomanizer and Paris Hilton and is delightfully long, because you stay in it, just like the hotel, and it works.

But I also saw the wonderfully clever creation of a new “media channel”: Skoda turned the backup cameras of its competitors into parking-lot deployed mini-billboards.

Samsung’s “Flipvertising” caught my eye because its genius is a competition awarding free phones by courting online tracking.

The age-old dilemma

The Cannes sessions continue to champion diversity and inclusion, as exhibited by the topics and speakers. Ranges of racial, gender, and sexual orientation are now well represented, as are those whose physical or cognitive abilities are compromised.

However, in the sea of work I reviewed, I recall but one case that addressed ageism, and it was Dove’s #KeepTheGrey. Given that we have an exploding and wealthy greying demographic, it remains the most overlooked opportunity. Smart brands, take note.

Oh! Canada!

A final note. What a glorious year for Canada. We won the most Cannes Lions ever, shattering the record set in 2019. And the next generation seems ready to claim its place on the podium, as our Young Lions claimed Gold, Silver, and had two shortlists – remarkable, given they competed against 444 teams from 70 countries. Let’s all take a quiet moment and pat ourselves on the back. Well done.

– Karen Howe

Sign up for the official Cannes Lions wrap-up report here.

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Cannes Lions 2023: Day 5 Wrap-Up

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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.

Quote

“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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Cannes Lions Festival 2023 - Day 5
Cannes Lions Festival 2023 - Day 5

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Patagonia: Leading the sustainability revolution

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Marketing director Tyler LaMotte shares the strategies and initiatives that have positioned Patagonia as a leading force in the fight against environmental challenges.


At the Cannes LionHeart seminar, Tyler LaMotte from Patagonia took centre stage, discussed the company approaches and drives the sustainability agenda from a marketing practitioner’s perspective.

Recognized with the prestigious Cannes LionHeart Award in 2014, Patagonia has emerged as a beacon of hope in the battle against environmental challenges. Founded by Yvon Chouinard in 1973, the company’s commitment to making a positive difference in the world is commendable. Representing Chouinard, LaMotte shared invaluable insights into how Patagonia aligns marketing and sustainability goals, providing a glimpse into the future of this critical agenda.

As an ardent outdoor enthusiast and a dedicated supporter of Patagonia, I found this session truly captivating. The brand’s unwavering dedication to quality, durability, and eco-activism positions them as a frontrunner in the retail industry’s sustainable revolution.

Throughout the seminar, LaMotte emphasized the paramount importance of prioritizing purpose over profit. Patagonia’s success stems not only from their outstanding products but also from their unwavering commitment to practical approaches for advancing sustainability. They have proven that profit and purpose can coexist harmoniously, inspiring other brands to follow suit.

A key takeaway from the session is the profound impact of favoring quality over consumption. Patagonia challenges the prevailing culture of disposable fashion by encouraging customers to make mindful choices and invest in durable, long-lasting products. Their ethos fosters a sustainable mindset that transcends trends and promotes conscious consumerism.

Additionally, Patagonia’s visible activism and dedication to building strong communities solidify their position as an industry leader. They extend their commitment to environmental solutions beyond their product offerings, empowering individuals to take action and join the movement. Patagonia recognizes that addressing environmental crises requires collective effort and community engagement.

Patagonia serves as a prime example of how purpose-driven marketing can change entire industries and ignite positive change worldwide. Its unwavering commitment to sustainability reminds us that profitability and making a difference are not mutually exclusive but rather intertwined pillars of success in the new era of conscious consumerism.

Shannon Lewis

Cannes Lions Festival 2023 - Day 5
Cannes Lions Festival 2023 - Day 5
Cannes Lions Festival 2023 - Day 5
Cannes Lions Festival 2023 - Day 5

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YL winns

Applauding the Young Lions’ triumphs

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As the awards pour in, Canada’s presence at this global event reaches new heights.


What a week it’s been for Canadians, especially the incredible Young Lions who took Gold and Silver in the marketing and film categories. Canada is poised for its best year yet at Cannes Lions, solidifying our reputation as a creative powerhouse in the industry.

In 24-hour challenges, MLSE’s Mike Miura and Ryan Grippo (marketing) and Cory Hansen and Anthony Curran (film) showcased their brilliance, racing against time to craft innovative concepts. Their goals? To prompt action against the climate crisis and raise awareness of an educational startup while aligning the campaigns to their brand’s objectives.

Marketers strike gold with sports-based solution

According to strategy, the gold-winning duo formulated their idea within a mere 8 hours and devoted the following 15 hours to crafting a comprehensive presentation that would resonate with the jury.

In response to a brief from New Zero World, an environmental charity striving to prompt the public to take concrete actions in the battle against climate change, Miura and Grippo opted for a solution that aimed to make it “more accessible for people to do something small, but with big impact,” as Grippo expressed.

Drawing on their ties to MLSE, an organization renowned for creating successful sports teams like the Toronto Raptors and the Maple Leafs, their approach involved establishing an entirely new brand resembling a sports team, providing fans with a relatable entity to rally behind.

To bring their vision to life, they developed multiple assets, including jerseys and a social media campaign, for the newly conceived team named Earth United.

Miura says, “We leaned into the tension and this insight that everybody wants to make a change, but when you do it alone, it doesn’t feel like you can move the needle.” Recognizing MLSE’s ability to foster unity and community through sports, they assembled the world’s largest team, accessible to everyone, to engage in the critical match against the climate crisis.

Beyond the fans, their vision encompassed enlisting notable players like Pascal Siakam and celebrities like Drake, who would commit to participating in the fight against climate change. Additionally, they envisioned a digital platform where individuals who pledged their support could interact with the community, participating in gamified climate challenges.

Grippo further emphasized, “I think ‘inspiring by sport’ is something that people understand. They understand the idea of team sport.” The marketers believed that the campaign resonated with the jury due to its potential for longevity. Instead of presenting a brief and transient campaign, they underscored the notion of building a lasting asset around the concept of “team united,” which could be amplified through various tactics for years to come, as Miura stated.

Film that empowers parents takes second place

Cory Hansen and Anthony Curran wasted no time in devising a winning idea for the Young Lions film category. Once the concept took shape, the Milestone Integrating Marketing writer and designer dove into the intricate execution process.

“We quickly decided to go with the idea because we knew it would take quite a bit of time to do,” Curran told strategy.

The duo tackled a brief from Rocket Learning, an Indian childhood education startup that offers parents bite-sized activities to teach their kids fundamental skills like counting and colors.

Rocket Learning faced the challenge of persuading parents to sign up for their program, which utilized WhatsApp, India’s most downloaded app, to deliver at-home learning activities.

Recognizing that many parents lacked confidence due to limited education, Curran explained, “There wasn’t a hard CTA or anything like that, but Rocket Learning wanted to communicate that ‘hey parents, you can teach your kid at home—it’s really easy.'”

Their solution aimed to empower parents by using abstract objects in an animated spot, avoiding specific references to India to maintain a global appeal.

“One of the points in the brief was that even though this is localized to India, the company wanted to keep it very global because it could be applicable to anyone in the world,” Curran shared. The film depicted a child and their parent, their heads filled with diverse shapes. As the parent received a Rocket Learning activity notification, they passed along an object from their brain to their child, repeating the process until the child’s head became a completed puzzle.

Curran added, “I think what resonated with the judges is that as you think about it and as you watch the spot, you reflect on your own life. You can see who we are and how we’ve all been developed through this process of learning.”

 

Katherine Scarrow

Cannes Lions Festival 2023 - Day 5
Cannes Lions Festival 2023 - Day 5
Cannes Lions Festival 2023 - Day 5
Cannes Lions Festival 2023 - Day 5
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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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