Three Serviceplan Group creatives overlooking different regions come together to share their predictions about the upcoming Cannes Lions Festival of Creativity.
Erick Barrios Hernández, Global Executive Creative Director at Serviceplan Americas
With the introduction of the humor category at this year’s Cannes festival, it’s clear that we’re going to see a lot of brands using a more playful and lighthearted tone of voice.
Given the current complicated state of the world, it’s valuable when a piece of communication can bring a smile to someone’s face.
On the other hand, it’s great to see the return of long copy ads that are comedic, witty and honest, especially for brands that might otherwise come across as too serious.
Another interesting trend is reactive marketing, with ideas such as Coors Lights Out.
It’s fascinating how they turned a flawed billboard into a sports sponsorship and came up with so many campaign assets so quickly. A brilliant example of becoming part of the cultural discourse.
Jeannette Bohné, Managing Director at Serviceplan Berlin
If current life needed a claim, it would be something like “get comfortable with not being comfortable” – and as humor is the greatest antidote to that particular life, I predict to see humor, lightness and love take the stage at Cannes Lions.
I’m also looking forward to seeing how AI can really push craft and creativity beyond the usual finger(s) pointing at its flaws.
And I wish to see Brands taking a bold stand for humanity and democracy, because we all know that standing for something that matters means being ready to scarify everything.
Also, please keep the ideas where brands tell me how I should feel (especially as a woman) in the draw. Cannes will be great, cannot wait.
Nishant Shah, Creative Director at Serviceplan Group Middle East
Rising government mandates and the mounting public pressure is making diversity, equity and inclusion, a non-negotiable part of organization hiring, culture and communication.
It’s no longer a show-of-solidarity, it is an all-pervasive reality. Now more than ever, there is a concerted effort from every brand to uphold or create an active DE&I charter.
Being inclusive is no longer an exclusive value. But is it as ubiquitous as FDI standards or safety regulations? Certainly, not!
But brands are deploying creative ways to fast track this agenda to (ironically) be included, and not left behind.
In the last few years brands were using diversity and inclusion as a filter to avoid public retribution, but 2023-2024 is seeing a palpable incursion of products, initiatives and campaigns that exercise the brand’s stance in the space – with many announcing long-term goals.
While brands like Dove, Apple and Nike are now enjoying the privileges of being early advocates, there is no denying the fact that DE&I is an investment cannot be copped out of any longer.
What was always thought to be a superfluous investment reserved for the big and mighty, today even SMEs and other price-conscious brands are making a conscious allowance for it.
With all this good progress, it’s still hard to tell the real work from the wash, all heart from the art. Before awarding work in this space, we must recognize the difference between thought from the action.
Because no longer “it’s the thought that matters” – it’s the abiding action that deserves encouragement. Gold, Silver or Bronze.
