Takeaways from the last edition of the creativity festival in Cannes. Purpose, inclusivity, tech and media: how the role of the brands in changing with and for the customers of the future.

1. PILLS FROM THE 2019 FESTIVAL

2. STAND UP OR DIE

3. #NOKIDSINCAGES
Badger & Winters
NIKE CHURCH
TONY’S
CHOCOCOLONELY –
Slavery-free

4. IKEA and McCann Tel Aviv took a Grand Prix
for Health and Wellness for its 'ThisAbles,' a line
of adaptive add-ons and attachments created
using a 3D printer.
The product line transforms its furniture into accessible furniture
for people with disabilities. Eldar Yusupov, 32, a copywriter for
McCann Tel Aviv who has cerebral palsy, founded the line.
'We have to broaden our
definition of what makes the
world better.’
Ari Weiss
Chief Creative Officer,
DDB, North America, and Jury President,
after awarding Burger King Detour a Grand Prix
'Brands without a purpose will
have no long-term future with
Unilever.’
Alan Jope
CEO, Unilever
FOR YOUR CONSIDERATION
Purpose works when it is a
core value of your brand.
Purpose and authenticity
go hand-in-hand.

5. DARE TO BE HUMAN

6. VIDEO: https://bit.ly/2XzXzWy

7. VIDEO: https://bit.ly/2Xya7m9

8. LET EVERYONE IN

9. VIDEO: https://bit.ly/2XwdUeT

10. VIDEO: https://bit.ly/2xzLS83

11. MAKE A MARKET

12. VIDEO: https://bit.ly/2Xt0Snk

13. VIDEO: https://bit.ly/2G0zXoh

14. CREATIVITY IS BUSINESS
CRITICAL

15. COMPANIES WIN
AWARDS DURING ‘HIGH’
MARKET

16. USE CREATIVITY TO
DRIVE GROWTH

17. DIVERSITY IS
HERE TO STAY

18. INCLUSIVITY IS A GAME
CHANGER

19. START TELLING A STORY.

20. BE A JOURNALIST,
NOT AN ADVERTISER

21. PEOPLE IS PAYING NOT
SEE ADS

22. BRAND IS ABOUT
‘EXPERIENCE’

23. MOMENTUM, GROWTH,
CUSTOMER. STOP
TALKING ABOUT ‘BRAND’

24. MEDIA, ADV, CREATIVE.
CREATE A TEAM THAT
INCLUDE THEM ALL

25. THE ONLY PEOPLE
THINKING ABOUT BRAND
24/7 ARE US

26. THERE’S AN
OVERCONFIDENCE ON
DATA

27. DATA HAS THE POWER
TO SUPERCHARGE
CREATIVITY

28. MARKETING IS ABOUT
BALANCING THE SHORT TERM
WHILE GAMBLING WITH THE LONG

29. WE DON’T EXPERIMENT
WHAT WE CAN’T
MESAURE

30. BE BRAVE AND DO
THINGS THAT SCARY
YOU!

31. CSR IS BECOMING PART
OF THE MARKETING

32. BUT IT ALL WILL COME
DOWN TO CORPORATE
MISSION AND BELIEFS

33. THE IDEA DRIVES THE
MEDIA

34. CUSTOMER EXPERIENCE
COMES AFTER EMPLOYEE
EXPERIENCE

35. START MAKING ADS FOR
THE PEOPLE, DON’T BE A
GORILLA

36. BRANDS CAN (MUST?)
TAKE A SIDE

37. WE CAN PREDICT HOW
PEOPLE WILL REACT TO A
POLARIZING CAMPAIGN

38. BE CULTURALLY
RELEVANT

39. ‘WHY YOU WANT TO BE
RELEVANT?’

40. ADV EVERY YEAR:
4% POSITIVELY
7% NEGATIVELY

41. CREATIVITY IS
RESPONSABILE FOR TWO
THIRDS OF THE SALES
LIFT OF AN ADV

42. BRING THE TEAMS
TOGETHER, BECAUSE…

43. THE CREATIVE
ORCHESTRA JUST
BIGGER (AND FUNNIER)

44. THE POWER OF WTF

45. VIDEO: https://bit.ly/2L5YhJv

46. VIDEO: https://bit.ly/2S2MuMF

47. VIDEO: https://bit.ly/2xxakH4

48. WHAT’S THE SOUND OF
YOUR BRAND?

49. VIDEO: https://bit.ly/2S1uiTC

50. HOW DO YOU
TRANSFORM A
COMPANY?

51. WE NEED MORE
CURIOSITY, DISRUPTION
& EXPERIMENTATION

52. CUT THE BULLS**T!1

53. TRANSFORMATION
REQUIRES GIVING PEOPLE
WHAT THEY WANT

54. PROMOTE AN ‘&’
CULTURE2

55. BE BIG, ACT SMALL
DO MORE, WITH LESS
SHORT & LONG TERM

56. OR… FLYNG THE PLANE
WHILE REBUILDING IT

57. CREATE A SAFE HAVEN
FOR CREATIVITY3

58. GIVE PEOPLE SPACE TO
EXPLORE, INNOVATE &
LEARN

59. GO BIG OR GO HOME
WITH YOUR
EXPERIMENTS

60. GOOD FOR THE BRAND,
GOOD FOR THE BUSINESS

61. THE ADV NOISE IS ONLY
GOING TO INCREASE

62. PEOPLE WON’T PAY ATTENTION
TO US, IF WE DON’T PAY
ATTENTION TO THEM

63. CONSUMER SAFARI
?!?!

64. PEOPLE FIRST:
TRANSFORM THE
MINDSET

65. MACRO DATA >> MICRO DATA
FOCUS GROUPS >> ONLINE COMMUNITIES
SLOW PROCESS >> NEWSROOM

66. SPEAK THEIR LANGUAGE

67. VIDEO: https://bit.ly/32eU6jX

68. BREAK THE
STEREOTYPES

69. VIDEO: https://bit.ly/2L7sBDJ

71. GIVE THEM WHAT THEY
WANT

74. INNOVATIONS ARE
LEADING FUTURE
GROWTH

75. SHOW THEM YOU CARE

76. VIDEO: https://bit.ly/2LGtK4w

78. ADV IS A MATTER OF
EFFECTIVENESS

79. 100 METERS SCROLLED
ON FACEBOOK A DAY

80. LEARN FROM PRINT

81. BENT HEADLINE
+
STRAIGHT VISUAL

83. STRAIGHT HEADLINE
+
BENT VISUAL

88. VIDEO: https://bit.ly/2S2yzq7

89. VIDEO: https://bit.ly/2LJkrRa

90. VIDEO: https://bit.ly/2NEjAnC

91. STRAIGHT HEADLINE
+
STRAIGHT VISUAL

93. BENT HEADLINE
+
BENT VISUAL

95. THINK A SHORT VIDEO AS
A POSTER THAT MOVES

96. VIDEO: https://bit.ly/2XQhogG VIDEO: https://bit.ly/2XyXzeg VIDEO: https://bit.ly/2S6sysj

97. IDEAS ARE LIKE FISH
YOU CAN’T MAKE ONE
YOU CAN ONLY CATCH IT

98. 77% OF BRANDS COULD
DISAPPEAR WITH NO ONE
CARING

99. YOU CAN’T FORCE
CREATIVE DOWN
CUSTOMERS’ THROATS

100. LISTEN WELL BEFORE
STARTING A
CONVERSATION

101. 75% CONSUMERS EXPECT
BRANDS TO CONTRIBUTE
TO THEIR QUALITY OF LIFE

102. 91% MILLENIALS SWITCH
BRANDS BASED ON
SOCIAL ISSUES

103. 6 IN 10 DON’T TRUST A
BRAND UNTIL THEY SEE
PROOF OF ITS PROMISES

104. VIDEO: https://bit.ly/2YFFRm7

105. BEWARE THAT ACTIVISM
ISN’T OPPORTUNISM

106. 80% OF COMPANIES FEEL
THEY PROVIDE ‘SUPER
EXPERIENCE’…

107. … ONLY 8% OF
CONSUMERS AGREE

108. MOST OF THE CONSUMER’S DAY
IS NOT SPENT CONSUMING, IT’S
SPENT LIVING

109. MORE DATA WILL NOT
SAVE US

110. SOUND IS THE NEW
SCREEN

111. PLAY IN THE JUNGLE,
NOT IN THE ZOOO

112. CREATIVE EXPERIENCE IS
THE NEW CX

113. SHIFT FROM TECH TO
CREATIVITY

114. CREATIVITY &
TECHNOLOGY MUST
COEXIST

115. MOST OF US THINK OF
OURSELVES AS THINKING
CREATURE THAT FEEL…

116. … BUT WE ARE ACTUALLY
FEELING CREATURES
THAT THINK

117. REGARDLESS OF FORM OR
FUNCTION, WHAT MAKES
GOOD STORYTELLING?

118. START WITH A PURPOSE,
A BRAND PERSPECTIVE

119. IT NEEDS TO KNOW
ABOUT ME

120. IT NEEDS TO EXCITE ME

121. VISUAL, YES, BUT NOT
ONLY. MULTI-SENSOR!

122. ‘HOW IT FEELS TO HOLD
GOOGLE IN YOUR HAND?’

123. EVERYBODY IN

125. CONSUMERS CAN SMELL
OUR BULLS**T

126. IN TRUST WE TRUST

127. REACH IS BULLS**T

128. DON’T
FEAR
THE
FUTURE!