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 f
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