The heart-pounding excitement of stepping into the Audio & Radio jury room for the first time. The pride of landing 22 shortlists and winning six Lions across four brands—McDonald’s, Heinz, Arla Foods, and the Testicular Cancer Society.
When I look back, I realise this year’s edition of Cannes Lions had more unexpected thrills than an Italian soap opera. The drama and excitement didn’t end there. We made history with Arla Foods, celebrating their first-ever Lion and achieving their first Titanium shortlist.
Every single win was monumental, given that winning a Lion at Cannes feels like finding a golden ticket in a chocolate bar—with only 3 per cent of submissions winning bronze, just 0.7 per cent securing silver, and a mere 0.3 per cent claiming gold.
And then, the unexpected joy of winning a Grand Prix, along with a gold and a silver for the phenomenal “Room for Everyone” project in collaboration with McCann Poland? Well, that was the cherry on top of an already indulgent sundae.
Now, let’s move from my head and heart swelling with pride to inside the jury room.
Being a juror at the Cannes Lions Advertising Festival in the Audio & Radio category was absolutely mind-blowing. Picture this: being surrounded by a bunch of audio geniuses, each one more talented than the last. Major props to Simon Vicars, our fantastic jury president, who kept things breezy and fun.
And, of course, a big thank you and high-five to my fellow jurors for lending their sharp ears and brilliant insights during those intense two days.
Amid all things digital and AI, radio still continues to be one of the most effective mediums, reaching audiences in ways that digital advertising cannot. Radio advertising today is far more than just catchy jingles. We’re talking about witty writing, cutting-edge tech, and ads that pull at your heartstrings.
The crème de la crème of audio ads are the unforgettable ones and the ones that are most engaging. They masterfully blend sound engineering with creative brilliance. It’s those simple yet disruptive ideas that turn an ad into a Cannes darling. And the ones that irrefutably stand out? They forge the deepest connections, using sound to tackle real issues and tug at our emotions. Remember that Specsavers ad where Rick Astley reimagined “Never Gonna Give You Up” with hilarious new lyrics? Pure genius. It’s a perfect example of tapping into the potent power of nostalgia through sound, surprising audiences in a way that not only entertains but also ensures that the message sticks.
One of the coolest shifts at Cannes this year was seeing the big brands stepping up their game. McDonald’s, Mercedes, Heinz, Mastercard, and Halls all came through with some seriously entertaining and creative content. Take Halls’ “Breathe Through It” campaign – it’s witty, expertly crafted radio that’s all about entertainment.
Now let’s move from the jury room to the festival arena. Increasingly, campaigns are illustrating the importance of a more inclusive world. At the festival, diversity, and inclusion emerged as central themes.
Not only were campaigns that creatively promoted diversity given the spotlight, but they were also celebrated, demonstrating that inclusive practices yield ads that you really want to care about and invest in emotionally.
One of the festival’s most poignant moments was the recognition of “Assume that I Can” by Coordown, a campaign dedicated to ending prejudice and championing the potential of individuals with Down syndrome.
The entire industry honoured Madison Tevlin, the inspiring face of the campaign, with a standing ovation as she and the crew took the stage. Cheering her and the team for those few seconds felt like being part of a historic moment and witnessing a fundamental shift in the industry where inclusivity now feels like a mandate, not just an afterthought.
But here’s the real takeaway from Cannes: ads shouldn’t feel like ads. The best campaigns engage us in a way that feels oh-so-natural. They entertain, inform, and, most importantly, don’t kill our vibe.
We’re talking about turning brand monologues into compelling consumer dialogues. Let’s be honest – tech is awesome, but without that spark of human creativity, it’s just a bunch of noise.
Speaking of tech, let’s not forget the AI mammoth in the room. Sure, AI has its place, but at Cannes, it was clear: the best ideas still spring from human ingenuity and creativity.
AI can’t replicate that magical human touch that makes our ideas truly shine. So, despite all the AI buzz, there’s plenty of hope for us creative humans yet! Now that is something truly worth celebrating.
By Federico Fanti, Chief Creative Officer, FP7 McCann
