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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

 

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The secret to SNL’s success

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SNL stands as the epitome of the ultimate tightrope walk, where creativity and daring merge in a breathtaking display.


As Saturday Night Live embarks on its 50th year, the words of Lorne Michaels resonate deeply with me: “The show doesn’t go on because we’re ready. It goes on because it’s 11:30.”

That’s why I’ve always felt a profound connection to Michaels and SNL. In the advertising world, we also grapple with impossible timelines. However, the SNL deadlines possess its own kind of withering: a new show every 7 days, crafted from scratch with a fresh host and musical guest. Forty skits are written, but only 12 or 13 earn their spot on air. Table reads, blocking and dress rehearsals are a blur. Oh, and all of this must pack neatly into precisely 90 minutes. I feel kinship and awe in equal measure. This show has shaped our culture for half a century and it’s the ultimate creative high wire act.

Michaels says the show’s longevity boils down to two things: collaboration and trust. But when pressed for the real secret to SNL’s success? More cowbell.

Karen Howe


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The brand OS revolution

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How the world’s top brands are harnessing the potential of the OS to drive innovation, foster collaboration, and scale their presence in an ever-changing landscape.


Today, the most valuable brands have undergone transformation through technology, harnessing innovation to create value. They thrive in the realm of interfaces, expressing themselves through actions and owned media. R/GA’s chief creative officer Tiffany Rolfe and chief strategy officer Tom Morton discuss how to reimagine brands as operating systems.

Tech has become the beating heart of brands. Just look at the top five most valuable brands in the world, say Rolfe and Morton—they all hail from the tech realm, with a combined worth of over $1.4 trillion. The internet has completely disrupted how brands show up and connect with people.

If you’re building a brand, you’re likely doing it with more partners, collaboration, and user involvement. It’s become a joint production with your users, where voice control, haptic feedback, and other emerging technologies play a significant role. The next surface your brand manifests in is unknown, so adaptability is key.

When it comes to brands, the interface takes centre stage. A brand is an iterative work in progress, say Rolfe and Morton, not a finished masterpiece that requires constant protecting. It demands a model that continually evolves to stay relevant. Rolfe suggests that the metaphor of a brand bible feels outdated and fixed in today’s dynamic landscape.

In the digital universe, there’s an underlying code that powers everything—a brand’s operating system (OS). This essential program acts as a bridge between users and computers. It guides internal operations, enables applications to build upon it and work together, and continuously updates to enhance performance.

The Brand OS updates to work better over time. In a world where success stems from size and growth, it empowers your brand to scale and adapt to changing circumstances. It serves as a powerful catalyst for innovation, shaping the product roadmap and guiding company decisions. To leverage its potential, you need a clear definition of your brand’s purpose in the world, its target audience, and the value it brings to them.

The four key principles of the Brand OS:

A robust definition: Your brand’s purpose should be broad enough to align the entire organization, ambitious enough to unlock future potential, and precise enough to guide your actions.

The brand as an interface: Every interaction with your brand, whether through customer service or products, is an opportunity to express its unique identity. These touchpoints bring your brand to life.

A platform for innovation: A solid design system and tech stack are as crucial as the brand definition itself. They facilitate collaboration with partners, collaborators, and contributors, fostering a culture of “permission-less innovation” while maintaining essential guardrails. This approach empowers others to build alongside you, fueling scalability.

Iteration and evolution: Building a brand ecosystem is an ongoing process. It evolves and adapts over time, incorporating changes driven by shifts in the economy and culture. Rather than a rigid structure, think of the Brand OS as a set of building blocks that grow from a shared foundation.

How to apply the Brand OS principles to your own brand:

From talking point to starting point: Let your brand’s purpose serve as a foundational starting point for company actions, moving beyond mere messaging strategies.

From siloed to intersected: Break down barriers between teams and departments, encouraging collaboration and bringing different approaches together to create something new and innovative. Embrace intersectionality within your brand.

From controlling with rules to enabling with tools: Empower others to contribute and build upon your brand, providing a liberating toolkit for brand builders. A brand that others can shape and expand is truly valuable.

From what you have today to what you can’t imagine: Embrace the possibilities of the future and go beyond managing your current brand assets. Explore emerging technologies like voice agents, haptics, and generative AI to unlock new frontiers and unleash your brand’s potential.

Remember, striving for a perfect and unbreakable system won’t drive your brand forward. Embrace the dynamic nature of the Brand OS, allowing it to evolve and adapt as you navigate uncharted territories and seize new opportunities.

Katherine Scarrow

The brand OS revolution

 

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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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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.

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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


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Breaking Down Silos: Expedia’s Playbook for Business Transformation

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The online travel space had become a battleground of commoditization until Expedia Group decided to rewrite the rules.


In the highly commoditized online travel industry, where price often takes precedence over value, Expedia Group recognized the need for a transformation. Shifting their focus from transactions to enhancing traveller experiences, the company embarked on a mission to break down silos, unite their portfolios and empower customers with technology that instills confidence in their bookings.

Rathi Murthy, president and CTO of Expedia Product and Technology, and Jon Gieselman, president of Expedia Brands, shed light on the transformative power of close collaboration between marketing, creative and technology teams on day 2 of Cannes Lions.

They addressed key questions about driving buy-in, aligning goals, selecting the right people, processes, and technology, and avoiding common pitfalls on the path to business transformation.

Here are some key takeaways from the discussion:

Unlock the collective intelligence of teams through seamless collaboration between product and marketing. This synergy enables open discussions, leading to innovative solutions and enhanced customer experiences.

Embrace the importance of aligning diverse teams with a shared vision. By ensuring everyone understands and works towards the same goals, the transformation journey becomes smoother and more effective.

Never underestimate the power of product and marketing working hand in hand. By fostering a culture of collaboration and mutual understanding, businesses can successfully navigate the challenges and complexities of transformation.

Bottom line? Embracing collaboration and aligning efforts across disciplines can lead to remarkable results and elevate the customer experience in a highly competitive industry.

Marcin Zerek

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