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1、1CANNES REWIND 2024Cannes Lions 2024 Rewind5 Key Themes from This Years Festival of Creativity2CANNES REWIND 2024When Transformative Creativity Comes to LifeLast year at the Cannes Lions Festival of Creativity,conversation about Generative AI were inescapable.The emergence of the user-facing technol

2、ogy in the hands of consumers earlier in the year had turned AI into a obligatory tangent:every panel or keynote,regardless of what it was focused on,seemed compelled to ask the question at some point:“ok,but what about AI?”Then,not all work had featured AI,but AI permeated all the work showcased an

3、d discussed with lingering questions like:“what role did AI play in this?”,“will we be able to do this with AI one day?”,or“will we no longer see work like this one day,because of the rise of AI?”This meant that a lot of the conversation and buzz revolved around the how to make AI work:craft,capabil

4、ities,scaling,production,resources,etc.This year,the conversation evolved from the how towards a focus on outcomes and,more specifically,ensuring that AI-driven work has real-world impact.This overall emphasis on outcomes was exemplified by the decision to award the Titanium Lion to Doordash-All-the

5、-Ads,a campaign created by food delivery app Doordash in the run-up to the Super Bowl.The ad promised to deliver to one lucky winner all the products and services advertised by any company during American footballs Big Game,whether they were going to be beverages,or trucks,or insurance plans.Essenti

6、ally,the campaign showcased the strength of the brands platform by taking all the promises,ideas and messages from the biggest night in North American advertising and turning them into something tangible,something with concrete repercussions for one lucky individual:it outcome-fied everybody elses m

7、arketing and adverting.LEARN MORELEARN MOREINTRODUCTION3CANNES REWIND 2024AI was still a significant discussion point this year,but the discourse around it had to some extent normalized,with the understanding that it will take a few years to better assess how it will affect the industry and that cer

8、tain aspects of human-led creativity and craft will continue to thrive.The festival now requires submissions to describe in length if and how AI has been used in creating the work up for award consideration and,as such,the novelty of using AI as a component of a campaign had less of a buzz factor at

9、tached to it compared to last year.On the other hand,conversations and work highlighting the power of Transformative Creativity-creativity defined by the magnitude of its impact,rather than by the scope of its execution took center stage and proved to be much more stimulating.AI will lead to a level

10、ing of the playing field,with creative capabilities quickly becoming table stakes accessible to all.What will continue to be a differentiator are exceptionally creative talent,transformative ideas fueled by true insight and truly remarkable,engaging,and increasingly personalized experiences.Take as

11、an example Sol Cements Sightwalks,which was awarded a Grand Prix in Design,as well as Gold Lions in the Outdoors,Media,and Brand Experience&Activation categories.This project enhanced tactile paving,the universal design system used to help visually impaired people walk out in the street,to indicate

12、not only whether to stop or continue walking,but also provide additional information on the surroundings(e.g.,am I near a restaurant?A bank?Etc.)Its a creative extension of one of the most analog design systems out there,yet it will transform cities worldwide for decades to come and radically make l

13、ife easier for so many.LEARN MORELEARN MORE4CANNES REWIND 2024Here are the 5 emerging themes we have identified considering the most notable award-winning work celebrated at Cannes Lions this year.THEME 1 Reflecting on the Industrys Potential to Create ImpactTHEME 2 Creative Craft vs.Connected Creat

14、ivityTHEME 3 Reimagination vs.Illumination of the PlatformTHEME 4 Re-Inventing the MediumTHEME 5 Powering Human-Centred Experiences Through Data&TechIn our Dentsu Creative Trends 2024 report we had forecasted that much of the work that would catch the industrys attention this year would be about“the

15、 surprising power of small moments of joy and optimism as acts of faith,rebellion,and resistance”and we believe several examples across the most remarkable work showcased at Cannes Lions this year discussed in this report through the lens of 5 key themes lived up to this promise.“Creativity is a cri

16、tical lever that unlocks exponential growth.Theres never been a more powerful time for empathy to elevate technology and further fuel our creative and commercial efforts.By evoking emotion and capturing the hearts of people,we can produce work that goes beyond marketing metrics work that impacts peo

17、ple,business and society.-Yasuharu Sasaki,Global Chief Creative Officer5CANNES REWIND 2024Before we dive into our themes,wed like to congratulate all 2024 Cannes Lions winners and acknowledge all the amazing work celebrated by the juries this year that our dentsu colleagues created in partnership wi

18、th our clients:KPN Piece of MeDentsu Creative AmsterdamGrand Prix,Creative Strategy Silver,Health&Wellness Silver,Entertainment for Music Silver,Creative StrategySkip the Dishes The Inflation CookbookDentsu Creative CanadaGold,Creative Strategy Gold,MediaSilver,MediaSilver,Brand Experience&Activatio

19、nBronze,Creative StrategyFresh Choice Aid AisleDentsu Creative New ZealandSilver,OutdoorBronze,DirectBronze,Brand Experience&Activation7-Eleven Always OpenDentsu Creative New YorkSilver,OutdoorSilver,Entertainment Lions for SportBronze,Brand Experience&ActivationPerfect Days Days of Hirayama Perfect

20、 DaysDentsu Inc.TokyoSilver,DesignBronze,Digital Craft7-Eleven Roast for RivalsDentsu Creative New YorkBronze,MediaWalt Disney World This is MagicDentsu Creative ChicagoSilver,Social&InfluencerBudweiser-Et le BuuuuudDentsu Creative Toronto&BETC ParisBronze,MediaJian Ai Elderly Charity Center Lost in

21、 TimeDentsu Creative ChinaBronze,OutdoorKyoto Aquarium/Orix Aquarium Penguin Soap OperaDentsu Inc.Bronze,OutdoorKanazawa High School Sumo Tournament Reach for the Summit ABCDentsu Inc.TokyoSilver,Industry CraftThe Hoshi Awards Departures to Countless FuturesDentsu Inc.TokyoBronze,Industry CraftAd Mu

22、seum Tokyo It Works.Dentsu Inc.TokyoBronze,Industry Craft6CANNES REWIND 2024Reflecting on the Industrys Potential to Create ImpactThe 71st Cannes Lions Festival of Creativity opened on Monday with a reflection on the Marketing and Advertising industrys potential to create impact,not only for busines

23、s growth but for people and society at large.In fact,this year the festival ran a thought leadership series named Creative Impact Unpacked presented by WARC.The first talk in this series,How to Move the Needle on Sustainability,featured Asahi,Kantar and Ad Net Zero for a reflection on greenwashing a

24、nd a discussion on how to inspire trust and the adoption of sustainable behaviors among consumers.Preeti Srivastav,Group Head of Sustainability at Asahi,discussed the organizations experience replicating the due diligence processes they already had in place for financials in the arena of sustainable

25、 practices as a potential way forward for brands looking for a way to treat sustainable efforts with the rigor required to gain the credibility that consumers demand.In the Monday afternoon dentsu session at the Palais,Innovating to Impact:120 Years of Innovation,Hiroshi Igarashi,President and Globa

26、l CEO at dentsu reflected on the networks legacy of innovation since its founding in 1901 and focused on the critical role that impact plays in ensuring that innovation reaches its true potential.This potential is realized when the work ends up making a difference for clients,people and society.Yasu

27、haru Sasaki,Global Chief Creative Officer at dentsu,discussed the five principles for innovating to impact:Respect the past to create the future Have an outlier perspective Discover new emotions and connections Mix.Augment.Make new Use tech to augment humanityThese principles were shown in action th

28、rough a tour of some of the networks industry-leading projects,like last years Grand Prix winner Scrolling Therapy.At its purest,the notion of innovating to impact means aiming to create a world that is equal and accessible for all through tech and creativity.Dentsu Labs,the networks innovation prop

29、osition now expanding globally and Japanese telecommunication company NTT had this notion at heart when they developed All Players Welcome,a project that leverages electromyography-a technique for capturing electrical signals produced in response to nerve activity connected to intended and executed

30、muscle movement-and Web 3 technologies to enable people living with Amyotrophic Lateral Sclerosis(ALS)and muscular dystrophy to use the power of thinking about movement rather than actual movement to manipulate objects in an interactive virtual experience.Basically,the solution turns your brain into

31、 a functioning joystick.The solution was shown in action with a live demo featuring a Rocket Game competition between players(some in Cannes and some connected from Japan).Making an impact on the world has become a mandate for brands:earlier this year,our Consumer Vision 2035 research indicated that

32、 74%of global study consumers trust businesses more to help address the critical social,economic,and environmental problems we face than they trust governments to do so.2Remarkable examples of creativity that were awarded some of the festivals most prestigious silverware this year realized the indus

33、trys potential to create impact:THEME 17CANNES REWIND 2024KPN A Piece of MeDentsu Creative and KPN one of the Netherlands leading telecommunications providers tackled the issue of body-shaming among teenagers by leveraging Meau,the most popular Dutch singer-songwriter to produce a heartfelt song and

34、 music video to show younger audiences the traumatic consequences that forwarding a sexting thread can set in motion.Thanks to its emotional storytelling,the universal power of music and Meaus existing fanbase platform,A Piece of Me did not only reach its intended audience,but also connected authent

35、ically with parents,eventually crossing over from its original niche audience and becoming an international hit(the track was covered in multiple languages and earned more than 10 million streams on Spotify).Furthermore,the campaign made an impact on society by inspiring Dutch lawmakers to make onli

36、ne shaming part of the Sexual Crimes Act.A Piece of Me was awarded a Grand Prix in the Creative Strategy category.LEARN MORELEARN MORERenault Cars to Work40%of French people live in areas with no access to public transportation.This has an impact on employment opportunities,as 1 in 5 jobseekers are

37、offered positions that are as many as 50 kilometers away from where they live.Job applications often cannot accept these job offers due to lack of transportation and an inability to buy a car because banksare unwilling to offer car loans to candidatesduring their first three months on the job whichi

38、s a trial period during which they can be letgo.So,its a catch-22:cant take a job becauseyou dont have a car;cant get a car becauseyou dont have job security at a new job.Tosolve this dilemma,Renault partnered with theFrench Public Employment Service and put 50dealerships and 6,000 cars at the dispo

39、sal ofa revolutionary scheme:job seekers only startpaying for their car,at affordable prices,oncetheir trial period is over and their position issecure.Cars to Work was awarded the GrandPrix in Creative Commerce and a Gold Lions inBusiness Transformation.LEARN MORELEARN MORE8CANNES REWIND 2024Pedigr

40、ee-AdoptablePedigrees Adoptable won a Grand Prix in the Outdoor category by turning every Pedigree ad into an ad for a shelter dog.The campaign leverages machine learning to turn pictures of shelter dogs into studio-quality photos that are inserted into digital display ads.Through a QR code,each ad

41、sends audience members to a personalized landing page where they can learn more about the featured dog and potentially apply for adoption.LEARN MORELEARN MOREUnilever-Transition Body LotionDue to the hormones taken as during the process of gender transition,skin gets really dry.Vaseline has a missio

42、n to give everybody a healthy skin,so it spent two years co-creating a skin-care product in collaboration with the transgendered community in Thailand that is specifically designed to address the dryness caused by hormonal imbalance.The Transition Body Lotion product was launched on the Internationa

43、l Transgender Day of Visibility and will be available off the shelves in Thailand going forward.Its designed to be an ongoing solution,rather than another product with a rainbow flag on its label.LEARN MORELEARN MOREInnovation is not a nice to have,its a business imperative.Through innovation,we can

44、 deliver the impact our clients need to drive growth in their businesses while also generating a positive effect on the industry,society,and the world.”-Jean Lin,Global President,Global Practices,dentsu9CANNES REWIND 2024What Can Brands Do?Know what you believe to know how to behave.In order to reac

45、h people and make the biggest possible impact,campaigns need to come from an authentic place.Start from a brand purpose framework that you can convincingly stand behind and find the intersections in society and across the customer base that your products and services are naturally fit to solve for.P

46、artner in the field to better understand unaddressed needs.Your businesses frontliners work with consumers and small businesses every day and as such have a first-hand perception of the obstacles they are facing,both in accessing your products and services,as well as in going about living their live

47、s.Regularly engage in bootcamps involving your counterparts in the field to figure out where your blind spots are.Consider how trusted sources can amplify your platform.Initiatives that hold true merit will create a positive and lasting association with your brand,even if its not in the front and ce

48、nter of the audience-facing aspects of a campaign.Oftentimes,partnering with a personality in culture or public service and making them the centerpiece can be more efficient in terms of meeting the initiatives desired objectives.10CANNES REWIND 2024Creative Craft vs.Connected CreativityWe all recogn

49、ize that inspired creativity,along with talented people crafting beautifully made communications and experiences,can be one of the most powerful and effective ways to stand out and drive a brand forward.The Cannes Lions are,after all,a celebration of just this kind of creativity and craft.Its a chan

50、ce to highlight and recognize great work and the people who bring it to life.This years festival(as always)featured the best in creativity from around the world.However,creative craft,no matter how exciting or how beautifully executed,is not always enough.Especially if it leaves us saying something

51、like,“Cool!But why is this brand doing that kind of work?”When we think about work that doesnt just use creativity to innovate for noveltys sake but is crafted in service of true impact we need to look past the dazzling imagination and admirable artistry on display to something more.We believe that

52、some of the most impactful work finds ways to connect that creativity to the product or brand.To not just get attention,but to also illuminate the ethos,proposition or identity of the product or brand its in service of and compellingly intersects it with a business,customer or societal need.While al

53、l the honored work represented the best of creative craft,some(in our opinion)did a better job of connecting to the brand and bringing to life something particular and intrinsic to it:Some work awed us but left us looking for a more salient connection to the brand.Some used very similar playbooks cr

54、eating compelling experiences beyond traditional advertising spaces where one felt admirable,but only lightly connected to the brand,while another perfectly brought the proposition to life in an unexpected and engaging way.And some used creativity to take a tenuous link to the brand and convert it t

55、o something more connected and impactful.Lets take a look at the difference between Creative Craft and Connected Creativity.THEME 211CANNES REWIND 2024Creative CraftSpotify-SpreadbeatsWinning a Grand Prix for Digital Craft,Spotify created this impressive B2B campaign targeting brands,advertisers and

56、 media agencies.Since media planners spend so much of their time in Excel spreadsheets the music streaming company produced a full four-minute music video(with music track Shiver by John Summit)made entirely within a single spreadsheet in order to show media planners,“how advertising on Spotify can

57、make people feel.”The Spreadbeets experience starts with what looks like a Spotify media plan in,of course,a spreadsheet.When the planner opens it,the animation begins using the cells in the sheet,changing color and text to create impressive visuals that push a spreadsheet well past what anyone thou

58、ght it was capable of doing.Retro-inspired graphics appear,mimicking 8-bit video games,culminating in a montage of different scenes treating the viewer to a visual and audible spectacle.Your ads work harder on Spotify,where everyone is feeling something,the screen writes,as the spot ends.The enginee

59、ring,artistry and creativity on display is staggering.Taking nothing away from their achievement,Spreadbeets doesnt feel like its fully bringing the Spotify brand to life.In fact,while music is present,the focus seems to be on the ability to bend Excel in unexpected and delightful directions.Had thi

60、s been done for Microsoft and trying to get people to better appreciate the common spreadsheet,it would have connected beautifully.As it is,it deserves its award for digital craft,but perhaps could have created even greater impact if they found a closer connection to the Spotify brand.LEARN MORELEAR

61、N MORE12CANNES REWIND 2024Craft vs.ConnectionThese two campaigns both created compelling content and experiences to bring attention and appreciation to something(or someone)previously unseen.Johnny Walker Errata at 88Winning a Grand Prix in Entertainment for Music,Johnnie Walkers Errata at 88 campai

62、gn set out to shine a spotlight on the story of now 88-year-old black,Brazilian singer and songwriter Alade Costa,sometimes called the“Mother of Bossa Nova.”She was unjustly ignored at a pivotal concert introducing Bossa Nova to the world at Carnegie Hall in 1962.A concert made up only of the white

63、men“fathers of Bossa Nova.”In an attempt to correct this historical oversight,Johnnie Walker,in partnership with leading publications in Brazil,inserted a two-page,70-year-overdue errata(correction of an error),telling the full story of Alade and the prominent cultural stature she should hold;bringi

64、ng her some of the public recognition that had long eluded her.When a second edition of the show that launched Bossa Nova in 1962,was scheduled at Carnegie Hall for October 2023,AGAIN without Alade,Johnny Walker agreed to sponsor her participation.After singing from the Carnegie Hall stage,Alade was

65、 the only artist to receive a standing ovation for more than three minutes.The new attention helped her finally receive the kind of recognition from the media and the public she long deserved(along with increased listeners to her recordings,and invitations to perform).While undoubtedly,this had an e

66、normous impact on Costas standing and career one might ask what this story tells us about Johnny Walker?The brand has long nurtured a connection to and support of entertainment culture,and a laudable commitment to diversity and inclusion in the creative industry.This work gracefully brings these bra

67、nd values to life.However,wed suggest that this story,no matter how deserving,and no matter how well told,is not as connected to fine scotch as it could be.LEARN MORELEARN MORE13CANNES REWIND 2024Dramamine The Last Barf BagIn this case,the connections to the product/brand,while unexpected,are remark

68、ably clear.Dramamine,a leading nausea relief and motion sickness prevention drug,celebrated their 75th anniversary by launching a campaign focusing on the formerly ubiquitous product that the drugs effectiveness helped to make obsolete the humble barf bag.The heart of the campaign is a documentary(v

69、iewable on their YouTube channel)called The Last Barf Bag:A Tribute to a Cultural Icon.The 14-minute film looks at the history of the barf bag,which coincidentally first launched the same year that Dramamine hit the market in 1949.The film features a range of experts including flight attendants,doct

70、ors,and historians reflecting on the bag and its history.But most entertainingly,it also highlights passionate barf bag collectors,some of whom have amassed thousands of designs from airlines over decades of collecting.Then,to coincide with the launch of the documentary,they set up a pop-up gallery

71、show in the SoHo neighborhood of New York City.The show displayed hundreds of the most historic and rare barf bags some dating back over 50 years!Finally,to save this cultural icon from extinction,they launched what they called the This is Not a Barf Bag collection.Available on the Dramamine website

72、s online store,it was a selection of repurposed barf bags,each declaring something like“this is not a barf bag,its a hand puppet.”Or“its a coloring book”or“its a chefs hat.”Each bag was sold for$5,or$10 including a sample of Dramamine.Theres something so clever about answering the question,“Who does

73、nt like it when we do our job too well?”LEARN MORELEARN MORE14CANNES REWIND 2024Craft that Creates a ConnectionCeraVe Michael CeraVeOn the surface,this Grand Prix-winning campaign for Social&Influencer might appear to be based on a tenuous link between a celebrity and the brand(Michael Ceras last na

74、me shares the same first letters as the product CeraVe).But in this case,it was the creative ideas and execution that tied it all together to generate impact.Leading up to Super Bowl 58,skincare brand CeraVe began seeding staged videos and posts from co-conspirators to convince people that Michael C

75、era was in-fact the creator and operator of the CeraVe brand(based on actual online rumors that Cera has been involved with the brand).They produced a website,fake paparazzi shoots(catching Cera writing his name on bottles of product in a drug store)and interviews with influencers such as Bobbi Alth

76、off.Then,as this story started to gain traction,they had influential dermatologists(yes,there are several)such as Dr.Muneeb Shah and other influencers set out to debunk Ceras campaign while highlighting the real ingredients,benefits,and creation(by dermatologists)of the product.All while Cera contin

77、ued to work to connect his name and persona to the brand.Finally,the project concluded on Americas most high-profile advertising stage,the Super Bowl.The spot revealed Michael Ceras“pitch”to CeraVe executives and dermatologists,“I just think it would be really nice if people think that I make this”o

78、nly to have the final end card show:DEVELOPED WITH DERMATOLOGISTS.NOT MICHAEL CERA.By amplifying a faint rumor,using a multi-pronged approach to engage the skincare community with social and influencers,along with traditional high-profile ads CeraVe was able to convert a kind of silly premise into a

79、n effective mechanism for telling a full story about the product and brand.LEARN MORELEARN MORESource:Cerave15CANNES REWIND 2024What Can Brands Do?Focus on Craft.Putting time,care,talent and resources into work can pay real dividends when looking to breakthrough and connect with consumers.How you br

80、ing an idea to life is as important to driving impact as the idea itself.Some of the best work at Cannes this year bears this out.Push for Connections.Keep interrogating your creativity to ensure that its more than creativity for its own sake,but as much in service of your brands story as you can ma

81、ke it.Will consumers just remember the execution,or will they also remember(and maybe even learn something new about)your brand.Craft your Connections.We have so many ways to tell a brand story available to us.Some of the most creative and effective campaigns combine elements to tell stories uniquel

82、y connected to their brands.Thoughtfully combining channels,media,partners and more can often engage and move consumers more than any single touchpoint.16CANNES REWIND 2024Reimagination or Illumination of the PlatformThere was a strategic choice that separated several campaigns at Cannes Lions this

83、year when it came to answering the question:how do you elevate your platform when youre already a household name?On one hand,as marketeers,were responsible for helping sell products or services,so to steer too far from the core function or platform,can feel irresponsible or frivolous.You dont want t

84、o be on the hook for a showstopping campaign where audiences cant pick out the brand behind it.You might also be facing a challenge that requires you to better communicate a benefit.So,this leads you to the illumination route.This is where you double down on the core function.Where the essence of th

85、e brand or product benefit is highlighted.Where you find delight in the purity or lean into the ubiquity.But you might want to shake things up.Are you in a highly competitive category or have little differentiation in the marketplace?Or perhaps you just need that jolt to re-establish your brand in t

86、he public eye?This is where the reimagination route might be more useful.This is where you look to reinterpret the platforms role in new ways or reframe yourself in order to challenge assumptions and established conventions of how your brand or product should behave.Here we pick through some success

87、ful campaigns weve seen at Cannes Lions Festival of Creativity who have made just this choice and highlight one that managed to combine the two.THEME 317CANNES REWIND 2024ReimaginationHeineken Pub MuseumsThis initiative was awarded Gold Lions in the Direct,Creative B2B,and Outdoor categories.The rei

88、magination was to reflect and re-cast the role pubs have played in communities over the years.Yes,theyre a place for people to gather,socialize and connect,but they also act as physical archive of that community.This smart concept used AR to launch online museums in order to help drive footfall back

89、 into these establishments and help preserve Irelands oldest pubs at a time when theyre facing financial hardships.LEARN MORELEARN MOREIlluminationCoca Cola Thanks for Coke-CreatingCoca-Cola was awarded Gold Lions in both the Industry Craft and Outdoors categories for this campaign.Leaning into the

90、blatant(and often terrible)re-productions of the iconic logo on independent stores over the world,the campaign reproduced in print and on actual coke cans the imitations of its logo that shop owners around the world have created to promote their businesses.Some brands might have lawyered up and gone

91、 to town trying to maintain their brand IP and purity,but leaning into this most authentic type of advocacy was a fantastic flex.LEARN MORELEARN MOREFrankfurter Allgemeine Zeitung 100th Edition,Brilliant MindsFrom silly to serious,FAZ won the Grand Prix in Industry Craft for this powerful use of its

92、 Brilliant Minds series.Having continuously used the platform to frame stories of incredible people,the 100th Edition had to make a mark.To lean into a subject that still evokes such strong emotions-globally,let along in Germany itself-was a respectful and moving use of the occasion.Featuring Holoca

93、ust survivor Margot Friedlnder,now 102,photographed at the Holocaust Memorial in Berlin by Wim Wenders,it truly embodies the importance and ethos of the series.LEARN MORELEARN MOREReimagination+IlluminationOrange WoMens FootballThere was one campaign that managed to straddle both Reimagination and I

94、llumination.Oranges WoMens Football which was awarded the Grand Prix in Sports and a Gold Lions in Entertainment focused attention on its sponsorship of French mens and womens football.On one side,this was a clear and focused amplification,using access to both sides of the sport.But the twist came t

95、hrough tricking audiences into believing they were watching sensational skills from the mens French national team,only to then reveal through digital adjustment,they were actually the womens team.This was an incredible way to challenge peoples perceptions of the skill and entertainment thats often o

96、verlooked in the womens game.LEARN MORELEARN MORE18CANNES REWIND 2024What Can Brands Do?Lean into ubiquity.Sometimes the things you think of as tables takes are also the things that people love and that made you successful.The trick is how to take those and shine light on them in delightful and simp

97、le ways.Make special,simple.Whether its a brilliantly simple product feature or a distinct and delightful brand value,have the confidence to build your campaign around that and focus on pulling it through the story as clearly as possible.Campaign dilution occurs when the fear of leaving out other RT

98、Bs creeps in.But often,more messages equal less clarity.Amplify the core story.These ideas all took the campaign hook and continued to extend in a way that enhanced the story but sticking to the core idea.If an amplification opportunity requires additional explanation or justification,chances are yo

99、ure at risk of confusing the audience.19CANNES REWIND 2024Re-Inventing the MediumWhen you encounter creativity outside the bounds of the expected frame it elicits a unique response.We are often caught off guard with a delayed realization of what is even happening;then we feel the effects of the dopa

100、mine catching on.In the best cases we cant wait to share what we discovered with others.For marketers,these cases generate the most honest response:“why didnt I think of that?”Re-inventing the medium not only brings crafted content to the fore,but also requires an additional creative leap of how to

101、bring the experience to people.These cases illustrate a deep native understanding of how content,media and platforms interplay in todays world.They leverage a unique insight of where the brand can scale through platforms and people.They bring a creators mindset to find the cracks that sit between wh

102、at is published and paid.They build with an engineers know-how of where the code can be cracked.They feel for the heart of the opportunity in an authentic human way.Each of these case studies succeeded in non-traditional spaces in unexpected ways:THEME 420CANNES REWIND 2024Siemens Healthineers-Magne

103、tic StoriesIf youve never had an MRI test,then you dont know how intimidating it can be to go into a noisy claustrophobic tube.For kids,this can be an especially scary prospect.Siemens found a special way to solve this problem for kids,by integrating the worst part the loud noises into the solution.

104、They crafted stories to accompany each test that made the loud noises sound FX within the content.Each MRI test has a predictable sound,making it possible to organically integrate both audio and timing into each story.This case re-invents the medium by transforming the very experience at the heart o

105、f the issue into something kids can value instead of fear.Magnetic Stories was awarded the Grand Prix in Pharma.LEARN MORELEARN MORESpecsavers Misheard LyricsWe have all misheard lyrics in our favorite songs,but people that suffer from hearing loss find they mishear lyrics a lot.In fact,mishearing w

106、ords is a warning sign to have your hearing checked and keep up with your auditory health.Specsavers found a truly earworm of a way to prompt folks to get a hearing test by having the ultimate Rick roller himself,Rick Astley,re-record his most famous track Never Gonna Give You Up in various versions

107、 that insert his most frequently misheard lyrics.These alternate versions aired across radio stations,gathering listeners call-ins,press and untold puzzled looks.SpecSavers re-invented the medium in a prankish way that prompted smiles as well as driving hearing tests.This campaign was recognized wit

108、h two Grand Prix awards,one in Radio&Audio and one in PR.LEARN MORELEARN MORE21CANNES REWIND 2024McDonalds Smell Like McDonaldsAll five senses are powerful gateways to human hearts and minds,yet too often marketers constrain themselves to sight and sound.McDonalds demonstrated the power of their bra

109、nd and what feelings of brand recognition craving they can elicit with just the signature scent of their food.They re-invented an OOH sign,presented as a simple square fully colored in McDonalds red that emitted the typical scent one can smell in their restaurants.This showcased what true brand equi

110、ty looks like across our senses.LEARN MORELEARN MOREAbInBev Imagine with PetacosThinking about the experience from a community mindset leads to work that makes everything better for everyone.When shops carrying your product are crowded and small,it forces people to just buy and leave.However,in plac

111、es where beer drinkers can spend time and socialize,they tend to buy more beer.Petacos beer realized that what would add value for their consumers and shopkeepers couldnt be accomplished with an ad.They needed to help storekeepers transform their tiny shops into entertainment hubs.However,they had t

112、he tools to build what they needed already in the store:beer shipping cases.They created DIY accessories that repurposed each crate into modular entertainment furniture(e.g.,seating,ping pong tables,etc.).The more beer you buy,the more furniture you can make,creating a symbiotic system for the store

113、,brand,and consumers.Petacos re-invented the medium by using what they already had and by offering,in a very practical and compatible system,what was missing.LEARN MORELEARN MORE22CANNES REWIND 2024What Can Brands Do?Experience the consumer journey with an open mind.Look for any touchpoints that eit

114、her the industry category you inhabit and/or paid advertising may have overlooked.Do things that add value to the experience.Give more than what you take,and people will be happy that the brand is there,creating a positive association that will pay back in the long term.Think natively.In order to be

115、 able of re-inventing a medium,you first need to know it as an expert and master it.Avoid the curse of over-relying on knowledge.If you dont know the rules you cant follow them.Best practices are helpful,but they are meant to get you to the middle,not on top.23CANNES REWIND 2024Powering Human-Centre

116、d Experiences Through Data&TechAs remarked in our CX Imperatives earlier this year,brands that are leading in customer experience are deploying AI-powered technologies but are doing so within the context of customer centric-strategies and are putting frameworks in place to ensure this is occurring i

117、n secure,unbiased,and transparent ways.3While we often worry that an over-reliance on AI-led optimization may open the gates to a de-humanized future,Cannes work keeps reminding us of data and technologys ability to unlock profoundly human experiences.In a Palais session titled When AI Challenges an

118、d Champions Human Creativity,featuring Open AI,it was remarked that,rather than altogether replacing human skills,the increasing adoption of this technology will likely reframe the divide between human skills that are worth paying for,such as top creative work,and those that are not,the more formula

119、ic production aspects of creative output.This point of view was mirrored in a Tuesday session titled Commerce x Creativity:Making the Transactional Inspirational:in it,it was predicted that AI will eventually allow democratized access to transactional capabilities for both big and small brands.This

120、will lead to a future of enhanced mediocrity for brands overly reliant on best practices,while creativity will be the key differentiator enabling a new wave of commerce innovation where consumers will develop a stronger emotional connection with brands because,thanks to immersion and to customizatio

121、n,they become part of building the experience together with the brand.Remarkable examples of work celebrated at Cannes Lions this year showcased how,rather than de-humanizing the customer experience,technology and data can create a stronger sense of complicity and allyship between brands and their c

122、ustomers:THEME 524CANNES REWIND 2024Mastercard Room for EveryoneThis initiative,which was awarded the Grand Prix in Creative Data as well as a Gold in Direct addressed concerns emerging in Poland around Ukrainian-refugee immigration and the resulting increase in Ukrainian-owned businesses and the ef

123、fects this growth may have on Polish-owned businesses.Based on a complementarity data model,Mastercards platform pinpoints mutually beneficial locations(e.g.,barbershops next to restaurants attract more clients,etc.)to get Polish entrepreneurs to invite Ukrainians to open businesses near theirs.Anot

124、her remarkable aspect of this case study is that its essentially a sequel to Mastercards award winning entry from last year,Where to Settle.War,refuge,settling in another country and the process of integrating within it are complex long-lasting experiences and Mastercard is demonstrating that it is

125、there to offer support and guidance for the long haul,as opposed to just bolting onto an issue.LEARN MORELEARN MORESkip the Dishes The Inflation CookbookThe Inflation Cookbook is an interactive digital resource designed in the Fall of 2022 to help Canadians source affordable,nutritious food and maxi

126、mize their grocery budgets when inflation was having a profound impact on the North American economic environment.The tool leveraged the power of data and technology to track the top ten food items that were trending downwards and upwards in price each week.Insights were regionally dictated and bran

127、d agnostic,providing Canadians across all provinces with an opportunity to find better-priced groceries.Generally,consumers who are struggling to generate savings often end up turning to less healthy diets.However,using AI and the guidance of both a top nutritionist and chef,the Cookbook curated sev

128、en healthy recipes that consumers could create at home using the best-priced items from that week.In the context of this initiative Skip the Dishes also donated$100,000 to Food Banks.LEARN MORELEARN MORE25CANNES REWIND 2024KVI Brave Fund A Voice 2 DiabetesHealthcare is one of the spaces in which the

129、 notion of innovation making an impact on society and more broadly humankind is more immediately evident.A Voice 2 Diabetes,which was awarded the Grand Prix for innovation and a Gold Lion in Pharma,is a clear example of this.It consists of an algorithm that can detect type 2 diabetes just by listeni

130、ng to people speak in their smartphone.By analyzing speech,jitter,and shimmer,the application powered by the algorithm can detect the condition with 89%accuracy among women and 86%accuracy among men.This will be particularly impactful in countries like India where access to basic healthcare services

131、 let alone diagnostic ones is particularly scarce,but more than 600 million people are smartphone users.LEARN MORELEARN MOREWhats App We Are AyendaThis documentary,which was awarded the Grand Prix in Entertainment,as well as Gold Lions in both the Sports and Entertainment categories,tells the story

132、of the members of the Afghanistan Youth Womens National Football Team and their struggle to escape their country as the Taliban claimed power in 2021 and banned women and girls from participating in sports(and the role Metas app played in enabling their escape).In order to organize and orchestrate t

133、heir escape in collaboration with their allies who had already left the country,the girls needed to communicate through a platform that wouldnt leave a public trail of their interactions,so Whats App became a critical component of their missions success.LEARN MORELEARN MOREThe next era of human expe

134、rience will be powered by best-in-class,data-centric technology platforms transforming the industries that most brands inhabit.However,the true potential of the experience economy is realized when the implementations and integrations of these platforms are guided by strategy and crafted by passionat

135、e experts who unlock opportunities and outcomes that were once unimaginable.Pete Stein,Global President,Merkle and Global CXM Practice Lead,dentsu26CANNES REWIND 2024What Can Brands Do?Think iteratively.Once you have proved out the technologys ability to serve a purpose for the community,consider ho

136、w it may cater to the communitys next set of needs to demonstrate your brand is truly committed to democratizing benefits and turning them into true progress.Use data to make consumers part of the solution.The best way to inspire responsible and sustainable behaviors is to avoid putting a premium(a

137、cost premium,or an effort premium)on change.Instead,aim to design solutions in which consumers are naturally pursuing their own goals and,at the same time,getting a sense that by doing so they are collaborating with your brand to make positive change happen.Deliver personal and intimate moments to c

138、ustomers through technology.Customers say that the best way to earn their loyalty is surprising them and delighting them with experiences that feel personal to them.4 Dont limit yourself to exploiting the convenience that digital applications bring to bear but ask how you can use them to unlock a me

139、morable moment for the individual.27CANNES REWIND 2024Beyond the Croisette Media as a Strategic Lever for ImpactWhile in Cannes,we are unconsciously drawn to the stage and red carpet.We keep an eye out for that wow factor that makes us gasp.And while the work showcased is increasingly demonstrating

140、the impact that the industry can generate for the benefit of people,society,and more broadly humanity,the conversations held around issues and opportunities in this regard are essentially conversations led by marketers for an audience of marketers.But how much does what goes on in Cannes connect wit

141、h,knowingly or through osmosis,the end consumer whose behaviors we are hoping to affect?To answer this implicit,underlying question,a Wednesday morning dentsu Beach House session,Pioneering Media to Impact,focused on the vehicles we rely on as an industry to deliver these incredible examples of crea

142、tivity to peoples eyes,fingertips,and ears:media.The session remarked on how media is moving up the value chain in marketing and advertising,from being something that CMOs and their teams used to tackle at the end of their projects to often being what they start with.This increasingly elevated posit

143、ion is dependent on the expansion and evolution of the media ecosystem from a collection of surfaces to project upon to capture eyeballs into a dynamic set of engagement modes that allows brands to establish a form of dialogue with consumers.In fact,for some brands,media is“the only way we have to e

144、ngage in a conversation with consumers and communities”according to Mastercards Beatrice Cornacchia,EVP-Marketing&Communications,Europe.As a result,medias potential to be a change agent is now starting to be fully realized.Kraft Heinzs recent campaign for Plasmon in Italy,Adamo 2050,is a great examp

145、le of this:a mockumentary commercial imagining life for the last baby born in Italy in 2050 should births continue to decline at the current rate,it sparked a national debate that led corporations to update their maternity and paternity leave policies and the government to update its legislation.Sev

146、eral works celebrated medias effectiveness in taking ideas to consumers doorsteps,its ability to make benefits tangible for them,and its power to spark conversation and ignite communities:ONE MORE FOR THE ROAD:28CANNES REWIND 2024JC Decaux-Meet Marina PrietoThis campaign almost operated as a theorem

147、 in media effectiveness,in almost a self-reflective way,and was awarded the Grand Prix in Creative B2B.The billboard advertising company was facing a decline in bookings in Spain,so it started featuring photos from the social feed of Marina Prieto,a 100-hundred-year-old woman with 28 followers on In

148、stagram.The buzz that followed this stunt reminded businesses of the effectiveness of billboards and,at the same time,made Marina extremely popular on social media.LEARN MORELEARN MOREX-Box-The Everyday TacticianLast year,Cannes Lions introduced the Grand Prix in Gaming.A Thursday dentsu Beach House

149、 session,The Next Gen Fan is Powered by Video Games,highlighted how gaming is becoming a much more social platform than traditional social media.88%Gen Zers prefer expressing themselves in connected spaces and gaming as a media can provide an environment where we experiment with ourselves and with t

150、he skills we are developing before we are ready to do so in the physical world.5 X-Boxs The Everyday Tactician showed this aspect of media in action:the campaign involved getting a player of Football Manager-a popular football simulation game that doesnt focus on maneuvering avatars for players but

151、rather on administering a clubs finances,trading and signing players,and developing tactical solutions based on data sets that encapsulate players skills,performance,and fitness hired as a tactician by an actual professional football club,Bromley F.C.to showcase the accuracy of the games simulation.

152、LEARN MORELEARN MORE29CANNES REWIND 20247 Eleven Always OpenA Friday dentsu Beach House session,Brand You:Understanding the Power of Personal Branding,reflected on the opportunities and potential pitfalls we are presented with as we are giving a platform to present and project our authentic,evolving

153、 selves into the world.Medias evolution into a more dynamic,conversational ecosystem is dependent on new interactive capabilities,but at the same time fueled by personalities who are savvy into how to use said capabilities to amplify the unique platform that is their personal brand.This was the case

154、 of NFL player JaMarr Chase,who starter referring to 7-Eleven to address the fact that he had spent a couple games always open(as 7-Eleven locations are)on the field without receiving the ball.7-Eleven jumped on the opportunity and created a viral campaign in partnership with Chase,Always Open,which

155、 was awarded Silver Lions in the Sports and Outdoors categories,as well as a Bronze in Brand Experience&Activation.LEARN MORELEARN MORENewspapers without Borders The First SpeechLastly,Cannes Lions acknowledged medias responsibility to combat misinformation and emphasized its importance as an instru

156、ment of freedom by awarding to The First Speech the Grand Prix for Good.This campaign shows how Vladimir Putin made several claims in favor of democracy and honesty during his original induction as a leader in 2000,reminding the viewer that“the loss of freedom is never obvious at first”,encouraging

157、viewers to trust the free press.READ MOREREAD MOREOur latest Ad Spend Forecast report shows that ad spend growth is tracking ahead of the economy,which is undergoing a slow,global recovery.6This is due to some very pragmatic factors such as the Olympics and the U.S.elections but also due to the grow

158、ing understanding that growth is dependent on getting people attentively closer to brands,and that media is the strategic lever that allows us to accomplish this as effectively as possible.”Will Swayne Global Practice President Media,dentsu30CANNES REWIND 2024Key TakeawaysTHEME 1 Reflecting on the I

159、ndustrys Potential to Create Impact Know what you believe to know how to behave.Partner in the field to better understand unaddressed needs.Consider how trusted sources can amplify your platform.THEME 4 Re-Inventing the Medium Experience the consumer journey with an open mind.Do things that add valu

160、e to the experience.Think natively.Avoid the curse of over-relying on knowledge.THEME 2 Creative Craft vs.Connected Creativity Focus on Craft.Push for Connections.Craft your Connections.THEME 5 Powering Human-Centred Experiences Through Data&Tech Think iteratively.Use data to make consumers part of

161、the solution.Deliver personal and intimate moments to customers through technology.THEME 3 Reimagination or Illumination of the Platform Lean into ubiquity.Make special,simple.Amplify the core story.31CANNES REWIND 2024Thanks to our contributorsBrad Alperin EVP,Integrated Strategy Lead,dentsuCharlie

162、 Almond EVP,Strategy&Innovation,dentsuJack Boitani VP Content,dentsuJean Lin Global President,Global Practices,dentsuPete Stein Global President,Merkle and Global CXM Practice Lead,dentsuRobert Blair EVP,Innovation Strategist,dentsuYasuharu Sasaki Global Chief Creative Officer,dentsuWill Swayne Glob

163、al Practice President Media,dentsuReferences1.DC Creative Trends 2024(Dentsu Creative).DC Creative Trends 2024(Dentsu Creative).2.Consumer Vision 2035:The Era of the Consumer Vision 2035:The Era of the Insight-to-Foresight Pivot(dentsu).Insight-to-Foresight Pivot(dentsu).3.2024 CX Imperatives(Merkle

164、).2024 CX Imperatives(Merkle).4.Consumer Vision 2035:The Era of the Consumer Vision 2035:The Era of the Insight-to-Foresight Pivot(dentsu).Insight-to-Foresight Pivot(dentsu).5.2023 Digital Expression Report(Roblox).2023 Digital Expression Report(Roblox).6.Global Ad Spend Forecasts May 2024 Global Ad

165、 Spend Forecasts May 2024(dentsu).(dentsu).32CANNES REWIND 2024Dentsu is an integrated growth and transformation partner to the worlds leading organizations.Founded in 1901 in Tokyo,Japan,and now present in over 145 countries and regions,it has a proven track record of nurturing and developing innov

166、ations,combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients.Dentsu delivers end-to-end experience transformation(EX)by integrating its services across Media,CXM and Creative,while its business transformation(BX)mindset pushes the boundaries of transformation and sustainable growth for brands,people and society.Dentsu,innovating to impact.https:/ dentsuTo speak with our client services team,please contact our Chief Client Officer:Ida Rezvani:Ida.R