Last week saw top marketing and advertising executives from around the world descend on Cannes, South of France, for the highly anticipated Cannes Lions Festival 2022, after a two-year hiatus following COVID. Here’s the lowdown of what happened.
If you’ve never heard of the Cannes Lions festival, it is the ultimate festival of creativity, bringing together the best in advertising and marketing since 1954. It’s a four-day programme of panel discussions, events and, of course, the infamous awards.
The awards celebrate new ideas shaping the next wave of creativity and aim to inspire the next generation of leaders, giving you access to the best networking events. The content programme aims to help marketing leaders address the most pressing issues of today, divided into six priority areas: sustainability, diversity, equity and inclusion, data and technology, brand creativity and effectiveness, talent and business transformation.
2022 saw the debut of the Creative B2B Lions, a new category supported by LinkedIn’s marketing think tank - The B2B Institute, that celebrates creativity and effectiveness in B2B marketing. Marketers worldwide have argued that B2B marketing can rival that of B2C marketing, and the industry is finally listening as it takes centre stage. The Drum partnered with YouGov in a recent study and found that 69% of marketing leaders believe that B2B purchasing decisions are as emotionally driven as B2C, leaving room for the B2B industry to challenge and inspire others to drive results through creativity. I think this is potentially the start of something fascinating.
To celebrate our industry's fantastic work, we’ve picked out just some of our favourite campaigns and content to inspire you this week. But, of course, the full round-up of fantastic work can be seen on the Cannes Lions website.
The Grand Prix went to ‘Liquid Billboard’ by Havas Middle East, Dubai, Cultural Insight for Adidas. The world’s first swimmable billboard was created to promote the brand’s new inclusive, full-cover swimwear collection for women.
The Grand Prix was presented to ‘Backup Ukraine’ by Virtue Worldwide, New York. Digital Craft Lions Jury President Luciana Haguiara, Executive Creative Director, Media Monks, Brazil, commented: “The Backup Ukraine project allows all the citizens from Ukraine to preserve their greatest wealth as a nation: their culture. Using a real-time smartphone camera and GPS, everyone can capture any place or monument in minutes and save the data as blueprints in the cloud to preserve it forever. And all of this with their phones. A project that turns every Ukrainian citizen into a guardian of their national heritage. Because culture is people's identity, it can’t be destroyed.”
The Grand Prix winner for this category was the brilliant ‘Contract for Change’ for Michelob Ultra by FCB Chicago / FCB New York. This campaign displayed creative genius and went above and beyond to drive a game-changing impact across America, giving farmers an incentive to go organic, resulting in an increased supply chain for the brand and positive outcomes for society. In addition, this brand understood its business challenges and used creative marketing to solve a particular problem with tremendous results.
The highly anticipated Creative B2B Lions Grand Prix went to ‘Speaking in Color’, for Sherwin-Williams Coil Coatings, by Wunderman Thompson Minneapolis. The world’s first AI-powered colour system allows professionals to find the perfect colour palette based on personal inspiration using voice technology. You have to try this one!
Creative B2B Lions Jury President Paul Hirsch, President, Chief Creative Officer, Doremus, Global, said: “Any one of them could have won. But, in the end, what made the difference was the winning work’s strategy, deep understanding of its audience, and exceptional and personal brand experience. In the past, B2B has often surfed in the wake of B2C, but I feel this work will flip the script and have deep B2C implications shortly.”
Finally, to wrap up the event, special awards were announced, including Creative Company of the Year which went to WPP and Creative Brand of the Year, going to Burger King!
We congratulate all of the winners of this year’s Cannes Lions and encourage you to review the work for inspiration in your campaigns and briefs. Go Go Go!