As the Cannes Lions festival approaches, leaders from major creative agencies share their hopes and predictions for standout work. Key themes include the resurgence of health-focused campaigns, an innovative use of AI, and a return to humor. Many creatives are eager for fresh perspectives and a shift from interruption to engaging content. Notably, industry figures acknowledge that winning isn't everything; the value of creative work transcends awards. They express excitement for the potential of change in advertising narratives, particularly emphasizing entertainment as a currency in audience engagement.
Please remember, if you don't manage to take home a shiny Lion this year, don't be too disheartened. It doesn't mean your work isn't deserving or freaking awesome.
There's been a bigger trend bubbling away, with brands beginning to spot that they could and should give their viewers entertainment in exchange for their eyeballs.
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