This version of Cannes Lions showed exceptional craftsmanship, with creativity being clearly visible and noteworthy. One of the most important lessons I’ve picked up? Creativity and humanity are inseparable.
This year’s work displayed a greater degree of boldness and bravery than that from prior years.
It was evident that the goal was to ensure that campaigns had a profound human resonance in addition to being compelling.
Several winning campaigns exemplified this by fusing cutting-edge technology with classic craftsmanship and modern design.
For example, Siemens’ “Magnetic Stories” is a unique audiobook collection created for younger patients, turning the terrifying experience of an MRI scan into a magical voyage.
Since every MRI scan generates a different set of sounds, customised audiobooks were made to anticipate and coincide with the sounds that will be heard during the scan.
This innovative illustration of blending empathy with technology demonstrates how human-centric creativity can create meaningful experiences.
Another interesting observation was the application of AI. Unlike in previous years, when there was a fear of it taking control, some campaigns demonstrated AI as a tool that fosters innovation. Seeing how AI is being used to quickly and dramatically boost ideas was inspiring.
An essential lesson from this year’s Cannes Festival is the importance of sticking with an idea, even if it seems unusual, weird and takes time to develop. Spotify’s “Spreadbeats” exemplifies this perfectly.
Despite adding new video ad units, marketers primarily viewed the platform as an audio service. To change this perception, Spotify created “Spreadbeats”, a four-minute music video made entirely in Excel using colour coding and formulas familiar to media strategists.
In an effort to alter this view, it took them approximately nine months to develop this. Long, crazy, but rewarding.
In my opinion, future campaigns will come from a fusion of technological innovation and human-centred creativity. There is growing knowledge of the use of technology fuelled by AI’s potential while adhering to the fundamentals of human storytelling.
By Karim Mroueh, Head of Digital & Innovation at Serviceplan Middle East
