Document was made based on the 170 lectures given, on the 826 works from 44 countries awarded with Lions, and on the opinions of jury presidents
Closed a week ago, on the French Riviera, Cannes Lions released this Friday (1st) its final report, based on the 170 lectures given, on the 826 works from 44 countries awarded with Lions, in addition to the opinions of the 70 presidents of jury, jurors and professionals who were recognized throughout the five days of the festival.
The idea of the document, carried out in partnership with TikTok, was to point out trends and insights for what they call ‘preparing the industry for the future’. According to the study, both the works and the content presented by major brands and agencies, the path is towards business sustainability.
A fact about what happened inside and, above all, outside the Palais des Festivals. Inside, a sequence of pieces with this tonic – see ‘Jatobá Refugiado’, created by Africa for the Articulation of Indigenous Peoples of Brazil (Abip).
Gold in Outdoor, the Lion was delivered to Txai Suruí, from the Paiter Suruí people. The action portrays the trajectory of a jatobá, one of the many endangered species in the Amazon region, who decides to seek refuge in embassies of more than 100 foreign countries because he is in danger in his territory of origin.
Outside, the environment was also the reason for a series of protests led by Greenpeace against companies that use fossil fuels. ‘This is Fine’ warned of global warming and, above all, of what they called the ‘complicity’ of agencies that work with advertisers who use this type of fuel.
“[Os trabalhos] showed that sustainable business transformation needs to be more than just a ‘good’ idea. It needs to have a strong social impact to generate profitable growth and permanent change.” “They need to start a movement, not a moment,” he added.
Marc Pritchard, CBO at P&G, said the challenge for brands to know the terrain where they can make a big impact, ‘make a genuine difference, but also keep economic growth in mind’.
Another outstanding case, ‘Piñatex’ brought together Dole, a pineapple growing company in the United States, and Ananas Anam, which develops a textile material, to create a sustainable destination for pineapple leaves, which are usually wasted. With the partnership, the leaves started to be used as a leather alternative made from cellulose fibers extracted from pineapple leaves.
Diversity & Inclusion
The idea of insight is that there is a need to go further and co-create with communities. According to the study, the focus is to help create generational wealth and understand the implications of cultural appropriation. With an expanding metaverse, the document said, purpose-driven brands should also be mindful of bias.
“Frankly, we are late to the party and we have to admit it. Our industry does not reflect the communities we serve globally,” said Vicky Free CMO Global of Adidas during the talk ‘The Changemakers’.
Data
According to the report, the metaverse and other emerging Web3 platforms are not simply a new iteration of social. “Web2 is about audience, Web3 is about community,” said Paris Hilton. Brands that enter these spaces must participate in the conversation and add value, as well as build a world where a new community can grow.
creative effectiveness
The message for brands is to be present in major debates, always attentive to impact. An example for the work of Publicis Italy Milan, winner of the Golden Lion with a case for Heineken, in which it promoted the adoption of the Covid-19 vaccine to convince young people to enjoy the nightlife again.
talents
Exclusive data from Cannes Lions and LinkedIn showcased the current talent landscape in the industry. And the result is far from positive: the advertising industry lost 5.5% more professionals than it gained in the last five years. Meanwhile, the tech industry gained 23% more talent than it lost over the same period.
According to the document, as creative talent migrates to other markets, there is a clear need for higher-level work cultures that rethink, reorganize and reaffirm the value of creativity.
Business Transformation
Recognized work this year made it clear that they went a step further, making transformations more dynamic, using creative solutions to change the fundamentals of how companies operate. And in doing so, inspire cultural change across the industry.
