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It’s raining creativity at Cannes Lions

One of many excessive factors of the Cannes Lions Worldwide Pageant of Creativity is the variety of audio system you get to listen to inside just a few days.

On Thursday, I heard Malala Yousafzai, Nobel laureate and activist, ship an inspiring session on how younger individuals are on the forefront of world actions for causes starting from local weather change to gender inequality to racial discrimination. We’re agitators for change, she stated, after which urged manufacturers to have interaction and companion with Gen Z extra actively.

Malala Yousafzai, Nobel Peace Prize Laureate and Co-founder of Malala Fund, attends a conference at the Cannes Lions International Festival of Creativity in Cannes, France, June 23, 2022. REUTERS

Malala Yousafzai, Nobel Peace Prize Laureate and Co-founder of Malala Fund, attends a convention on the Cannes Lions Worldwide Pageant of Creativity in Cannes, France, June 23, 2022. REUTERS

A message that stood out for me from her session was that younger folks anticipate their manufacturers to be extra bold in regards to the issues they want to resolve. She acquired a standing applause, and can be the recipient of this yr’s Cannes LionHeart award. I need to point out that I used to be moved by emotion as she walked onto the stage, whilst I recalled the bravery she had demonstrated within the darkest of moments in her native Afghanistan.

Partnering with manufacturers

A really totally different perspective on partnering with manufacturers was offered by the wildly widespread American rapper Megan Thee Stallion. She mentioned how she had partnered with Cheetos, a Frito Lay model, to co-create a novel Tremendous Bowl commercial that went on to turn out to be an enormous success. Frito Lay’s customers, like many younger folks internationally, flock to influencers they’ll belief, and Megan delivered completely to this want.

Nevertheless, the model needed to allow her relative autonomy all through this inventive challenge, in order that she might stay genuine to her personal voice. The model took this danger, and it paid off handsomely, resulting in essentially the most likeable Tremendous Bowl commercial of the yr after which double-digit gross sales progress as properly.

Progress of gaming

I’ve been amazed by the speedy progress of the gaming business over the previous few years, and have all the time puzzled in regards to the basic client drivers of this superb progress trajectory. The session by Fernando Machado, Chief Advertising Officer of Activision Blizzard, and his colleague Pelle Sjoenell, Chief Artistic Officer, was an eye-opener on this topic.

The stairs leading up the Cannes award venue

The steps main up the Cannes award venue

At the moment, players characterize 40 per cent of the world’s inhabitants, and types are grappling with methods to interact and win with this big client phase. Via an insightful presentation peppered with sensible visible footage, the audio system walked us by the fundamental behavioural drivers which have made gaming so widespread.

They urged manufacturers to search out the sport and the behavioural driver that may be a greatest match to them. Their message was clear — manufacturers can ignore gaming solely at their very own danger, as a result of gaming is clearly the largest new artwork type of our time, and it’s right here to remain.

Rain in Cannes

At the moment was a wet day in Cannes. So, I purchased a fantastic giant blue umbrella befitting the French Riviera from a avenue vendor simply exterior the grand venue, Palais De Festivals. Later within the day, whereas shifting from one session to the subsequent, I managed to lose this umbrella. I had turn out to be fairly keen on it inside just a few hours, so I hope that I’ll discover it someplace tomorrow.

Harish Bhat is Model Custodian, Tata Sons. These are his private views

Revealed on

June 24, 2022

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