This is my second time at Cannes Lions and it’s more exciting than I remember. The atmosphere around the Palais has been buzzing with excitement and anticipation after a series of incredible awards shows, with the final due to take place on Friday.
Hot topics
This week, conversations about creativity and purpose have dominated the agenda. Brands are focused on meaningful messages that resonate on a deeper level. The overarching theme has been clear: creativity can and should drive positive change in the world.
Of course, over the past few days there has been a spotlight on AI and how artificial intelligence is transforming our industry.
Whether it is AI-driven insights into consumer behaviour or using AI to enhance creative processes, it is accepted that this technology is here to stay and it’s making a profound impact.
Brands are viewing AI, not as a replacement for human creativity, but as a powerful tool to augment and elevate it.
Naturally, data has played a starring role with a growing emphasis on how data can measure the impact of creativity. It’s fascinating to see how brands are leveraging data analytics to understand audience engagement and optimise their campaigns.
The buzz
Walking through the festival, I have encountered immersive experiences that are showcasing the power of creative thinking. From VR and interactive displays to experiential activities and live installations.
I’ve been impressed with the fringe events and activation. There is a unique blend of technology and storytelling, which leaves a lasting impression and as an event producer, this is what makes Lions so special.
The mood in Cannes has been one of optimism and excitement. Brands are more committed than ever to pushing the boundaries of creativity while staying grounded in purpose and driven by data.
If this festival is any indication, the future of creativity is bright, bold and brimming with possibilities. Now, let’s see what the final day has in store.
By Leanne Foy, CEO and Founder of Foy & Co, a boutique B2B events consultancy
