From 20-24 June took place The Cannes Lions: The International Festival of Creativity. Taking place each year since 1954, it’s one of the top events that brings together the creative communicatins industry.

This year, The Cannes Lions Awards received more than 25.000 entries from 87 countries, with delegates from 98 nations assisintg to the event in Cannes, France.

Some interesting winning projects

One of the winners of the highest prize in the Awards, the Grand Prix and also a Silver Lion, was Back Up Ukraine, by POLYCAM X UNESCO- Virtue Worldwide New York. The project aims at digitally backing up 3D models of Ukraine’s cultural infrastructure and heritage.

ADIDAS OZWORLD, by ADIDAS- JAM3 Toronto, won a Silver Lion in the Digital Craft category. OZWORLD uses AI to generate a unique digital avatar, built from personality, able to access the metaverse.

DENTSU CREATIVE BENAGULURU won a Gold Lion with The Unfiltered History Tour, an Augmented Reality tour of the British Museum’s stolen artifacts, which depicts the point of view of people from the colonies, the original owners of those cultural treasures.

Anne Frank House- Innocean Worldwide Europe Berlin won a Bronze Lion with The Bookcase for Tolerance, an Augmented Reality app which invites the audience to explore the rooms of 5 protagonists and their stories, to educate and counter discrimination.

Special guests

On of the key guests to the Awards was the girls’ education activist and Nobel Peace Prize winner, Malala Yousafzai, who collected the LionHeart, awarded to a person that harnesses their position to achieve positive changes in the world.

Marc Pritchard, Chief Brand Officer of Procter & Gamble, was another lead speaker. He talked about the current worldwide economic situation  and the need for the industry to grow through creativity. “Why is the creative industry important? Because creativity has an enormous value as a force for growth and a force for good”, he said.

Announcements

The industry came together to sign Ad Net Zero policies. Leaders from some of the biggest agencies and associations from the advertising industry- like Havas, Omnicom, Publicis Group and WPP-, as well as tech companies like Google and Meta, among other actors, announced the plan to roll out the Ad Net Zero (launched in the United Kingdom in 2002) to international major markets. The programme seeks to reduce carbon emissions coming from the Ad industry, as well as accelerate the switch to more sustainable services and products, through the power of advertising.

Netflix’s Co-CEO, Ted Sarandos,  announced during the festival that the platform will include ads on its subscription sevice, looking to include a big customer segment that was “left off the table”. “We’re adding an ad tier for folks who say, ‘Hey, I want a lower price and I’ll watch ads”.

See you at the next Cannes Lions!

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