The Cannes Lions International Festival of Creativity is not merely a celebration of the industry, but a crucible where the future of marketing and creativity is forged.
This year’s festival, held under the sun-drenched skies of the French Riviera, was a showcase of audacious ideas, brave campaigns, and transformative innovations.
For those who couldn’t attend, here are my top takeaways and themes that emerged in this inspiring week:
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AI versus human connection
AI was a central theme, lauded for its potential to revolutionise creativity. However, the consensus was clear: true creativity remains inherently human, characterised by emotion, authenticity, and imperfection – elements that AI cannot fully replicate.
As one speaker put it, “AI is automation, but culture cannot be automated. Authentic human creativity is irreplaceable.”
The real opportunity lies in using AI to enhance efficiency, freeing up more time for human creativity. This aligns with Cannes Lions’ emphasis on creative excellence, reminding marketers to leverage AI to complement, not replace, the human element in their campaigns.
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The power of bold storytelling
Bold storytelling was celebrated for its ability to deeply connect with audiences. Memorable campaigns at Cannes were those that took risks, addressed sensitive issues, and presented compelling narratives.
Speakers emphasized the importance of delighting, teaching, and moving audiences, proving that bravery in creativity pays off.
Mattel Inc’s CEO, Ynon Kreiz, exemplified this with the Barbie movie, describing it as “a cultural event, not just a movie.” This ambition highlighted the power of creating societal moments through bold storytelling.
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The role of humour
This year, Cannes Lions introduced a humour category across different Lions, highlighting the growing importance of levity in marketing. Humour proved to be a powerful engagement tool, with slapstick, sarcastic, witty, and even relatable humour winning across categories.
Brands were invited to not take themselves too seriously and simply “have more fun” for a change – an invitation that light-hearted brands should not take lightly at all!
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Integration of creative, media and commerce
The integration of creative, media, and commerce was a prominent discussion point, driven by the rise of retail media. The need for cohesive strategies that bring these elements together for maximum impact was emphasized, signaling a shift from “fit for platform” to “made for platform” marketing strategies.
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Sustainability is no longer optional
Sustainability remained an important part of discussions and this year it emerged as a crucial brand differentiator. Brands demonstrated a strong correlation between sustainability perceptions and brand demand power.
I strongly agree that brands can no longer afford to ignore sustainability, and it must become an essential part of every business strategy, driving consumer preference and loyalty.
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Diversity, equity and inclusion
DE+I was a central theme, with sessions dedicated to the impact of diverse and inclusive perspectives on creative work.
Campaigns that championed diversity were highlighted, reinforcing that inclusive practices lead to richer and more resonant advertising.
Leaders emphasized DE+I not just as a moral imperative but as a driver of innovation.
As a young woman, I had never imagined that I would be in the position I am today, so I am always looking to see how everyone – brands, businesses, and individuals – can empower people from all walks of life to believe that they too can have a seat at the table.
The rewards for doing so extend beyond the feeling of “doing the right thing”. Brands prioritising DE+I see higher purchase intent and loyalty as well.
The festival highlighted the necessity of ongoing learning and education in DE+I, demonstrating its crucial role in building trustworthy brands. As one of the sessions was aptly titled – “DEI will never DIE”.
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Creativity drives business value
The link between creativity and business value was a recurring theme and the discussions clearly showed that marketing, and brand building more concretely, lays the blueprint for successful business performance. Marketing is now seen as a vital investment, not a cost.
This was emphasized in numerous talks and case studies, with a spotlight on Arla Foods being recognised for the first time in the Titanium Lion category. A proud moment for our brand, as nominations for this lion are lauded for their innovative approach and profound impact.
Cases like Selfless Shelves exemplify how strategic creativity can be truly game-changing for brands like ours, elevating a brand’s presence and love, while also driving substantial business growth.
This win wasn’t just a victory for Arla Foods but also for the brave women who were part of this initiative, and stood as a testament to the region’s rising influence in the global creative landscape.
In conclusion, this year’s festival was another great reminder that creativity, when done right, is a powerful driver of business success and cultural impact.
These themes that emerged from stories shared, knowledge gained, and connections made, will undoubtedly continue to inspire us all, as they are not just trends but foundational shifts that are shaping the future of marketing and advertising.
By Mahitab Hamed, Vice President, Marketing and Digital head at Arla Foods MENA
