Cannes Lions 2024: AI is here to stay.

The Cannes Lions Festival of Creativity may be history's most famous marketing festival. Held annually in the south of France, it is the pinnacle of the global creative community.

Offtrack: Yes, Cannes is the same city that held the Film Festival about a month ago, about the same time we have the Monaco F1 Grand Prix nearby. We also had the Historic Grand Prix and the Formula E Grand Prix in Monaco, and the Olympic Torch will pass by the region this week. It's a hectic time in this region!

Going back: The Cannes Lions were Established in 1954. Over the decades, they have become a reference celebration of creativity, bringing together the brightest minds in advertising, marketing, and communications.

The Role of AI and New Technologies in Marketing and Creativity

In today's rapidly evolving landscape, integrating AI and new technologies in marketing and creativity is not just an advantage but a necessity. There are still many questions about copywrites, risks, data leaking, etc. However, the whole world is around it to devise ways to manage it better and use it for good (unfortunately, not all the world thinks the same about it).

In addition to other industries, segments, and functions, AI transforms how we approach creative processes, from automating mundane tasks to offering unprecedented insights into consumer behaviour. According to a study by PwC, AI could contribute up to $15.7 trillion to the global economy by 2030, significantly impacting the marketing and advertising sectors.

Cannes Lions 2024: Key Highlights and Sessions

Starting on June 17th, 2024, what can you expect from this year's festival?

It promises an array of insightful sessions and thought-provoking discussions. Here are some highlights I will look for to participate this week:

1. New Creators' Showcase: Hosted by Saatchi & Saatchi London, this session will celebrate the best in emerging talent and visual innovation.
2. The Creativity Toolbox: This session will feature Oscar-winning production designers and Pinterest's VP of Global Creative and delve into the creative journey behind the film Poor Things.
3. Power Hour on AI and Creativity: A dynamic discussion on AI's impact on the creative industries, featuring top voices from Microsoft and Media.Monks, and PHD Worldwide.
4. The Next Creative Revolution: Sir John Hegarty and Orlando Wood will discuss how to drive change in an industry where only a fraction of advertising is truly effective.

It will be a very busy week, and this is just a tiny flavour. What about the campaigns you watched on your phones, TVs (and still radio, billboards and events)?

Shortlisted Work from Around the World

The Cannes Lions Festival is known for showcasing the most innovative and impactful campaigns from across the globe. Here are some of the work discussed by jury members and watched and discussed by participants in the galleries and side events and meetings (this is just a tiny taste of the festival):

• "Taste the Feeling" by Ogilvy (Argentina) - Brand Experience & Activation Lions
• "Courageous Hearts" by Grey (Argentina) - Brand Experience & Activation Lions
• "The Unseen Voice" by AlmapBBDO (Brazil) - Glass: The Lion for Change
• "Resilient Cities" by McCann (Brazil) - Sustainable Development Goals Lions
• "Whispering Walls" by JWT (Brazil) - Outdoor Lions
• "Digital Dreams" by Leo Burnett (Brazil) - Digital Craft Lions
• "Harmony in Chaos" by TBWA (Brazil) - Film Lions
• "Connected Lives" by JWT (China) - Creative Commerce Lions
• "New Horizons" by BBDO (China) - Mobile Lions
• "Silent Stories" by FCB (Colombia) - Creative Strategy Lions
• "Dreaming with Eyes Open" by Leo Burnett (Dubai) - Mobile Lions
• "Light the Night" by Publicis (Dubai) - Media Lions
• "Hope Lights" by DDB (Germany) - Outdoor Lions
• "Harmony in Chaos" by TBWA (Germany) - Film Lions
• "Whispering Walls" by JWT (France) - Outdoor Lions
• "The Art of Shaving" by TBWA (France) - Film Craft Lions
• "Invisible Hands" by Grey (India) - Design Lions
• "Clean Air Now" by Ogilvy (India) - Health & Wellness Lions
• "Hope and Courage" by Saatchi & Saatchi (Japan) - Creative Effectiveness Lions
• "Breaking Barriers" by BBDO (Japan) - Innovation Lions
• "Safe Spaces" by Wunderman Thompson (Singapore) - Social & Influencer Lions
• "Innovate for Good" by Ogilvy (Singapore) - Health & Wellness Lions
• "The Power of One" by Havas (Netherlands) - Direct Lions
• "Unity in Diversity" by Havas (Netherlands) - Creative Strategy Lions
• "Echoes of Freedom" by Publicis (Mexico) - PR Lions
• "Eternal Love" by DDB (Mexico) - Film Lions
• "Voices Unheard" by Saatchi & Saatchi (UK) - Radio & Audio Lions
• "Voices of Change" by Leo Burnett (UK) - Creative Effectiveness Lions
• "Future Forward" by McCann (USA) - Creative Business Transformation Lions
• "The Future is Now" by FCB (USA) - Entertainment Lions for Music

This year's final shortlist will be announced today and will be until early next week.

The Evolution of Cannes Lions

Over the years, Cannes Lions has expanded its scope beyond creativity and beautiful campaigns. The festival now covers broader topics, including innovation, digital transformation, sustainability, and diversity and inclusion. Introducing new categories like the Sustainable Development Goals Lions and the Glass Lion for Change reflects this broader focus, celebrating work that drives social progress and positive change.

Stay tuned

I'll gladly share updates and exclusive insights as we prepare for an exciting week at Cannes Lions 2024.

Let's embrace innovation and creativity together, together!