Celebs, Creativity & Creators, Oh My

Elon Musk, Bono, and Chrissy Teigen walk into a tent… it’s either the beginning of a riddle, or it’s Cannes Lions. This year’s festival was a star-studded affair, but the real stars were the brands who took home the hardware. We’re back stateside, ready to recap what we heard on the beach and shout out our favorite winners.?

Overheard at Cannes

Here's what everyone was buzzing about on the Croisette:

1. AI is walking the walk. If every attendee took a sip of rosé every time someone said those two little letters, there'd be none left in France. But now, the AI conversation is more about practical application to supercharge creative development than hype. Meta launched a new AI-powered chat for Messenger, VideoWeek executives showcased advancements in text to video, and TikTok released new AI-powered creative tools for advertisers.
2. Creators have officially entered the chat. Paris Hilton played the viral “Man in Finance” song on stage with more influencers than ever in attendance to hear it. The festival even introduced a Creators track in partnership with Viral Nation with exclusive programming - a clear sign that brands are recognizing what creators bring to the table.
3. Everyone’s getting in the game. With audiences scattered across platforms, sports, especially women’s sports, are becoming an important part of the marketing mix for brands seeking high-impact strategies to reach scale. Case in point: Orange’s “WoMen’s Football” ad, which highlighted gender bias in soccer, won a Grand Prix award.?
4. Everything is media now. Retail media is getting the ad treatment as marketers aim to connect impressions to transactions and bridge the gap between advertising and sales. As Digiday noted, brands talked about their new ad networks (like Chase and United) while more established networks (like Kroger) also showed up to play.
5. Purpose is taking a backseat to profit. Some jurors noticed that there was less emphasis on integrating social responsibility into campaigns this year, as brands are increasingly focused on sales and want to avoid becoming part of the next culture war.?
6. Brand safety takes new meaning. Digital news publishers are uniting to expand brand safety to protect children. The 614 group and IPG Mediabrands led a discussion tackling how important it is to figure out how to prioritize kids’ well-being while facing regulatory challenges.?

They Crushed Cannes…?

Just a few winning campaigns that caught our eye.??

• 可口可乐公司 took home a coveted Grand Prix award (the highest honor) for crushing their iconic logo. All in the name of recycling.?
• 亨氏 came away with a Gold Lion for their creative and speedy release of their ketchup and seemingly ranch product — inspired by this viral tweet about Taylor Swift.?
• Kellanova (Pop-Tart) won a Grand Prix award for their edible mascot activation at the Pop-Tarts college bowl game. Victory never tasted so sweet.?
• 强生公司 earned a Silver Lion for their Illustrate Change initiative, which aims to increase diversity in medical illustrations.?
• Dove scooped up a Gold Lion for their #TurnYourBack campaign which encourages women to, well, turn their backs on filters and embrace their natural beauty.

Coffee Talk

Whether your “water cooler” is actually a snack closet or a craftily named Slack channel, gathering with colleagues to share recs, swap links, and talk shop is one of the best parts of work. Here are a few things we’re chatting about these days.?

?? In Band-Aid we trust. This report reveals the most trusted brands of 2024. Spoiler: The top spots went to Band-Aid, UPS, and Google.?

?? You better work. Here’s how Gen Zers and Millennials are prioritizing and driving change in the workplace.?

??Instagram vs. reality. Think being an influencer is a lucrative gig? Think again. 48% of creator-earners made $15,000 or less last year.???

??Give this woman a raise. Non-alch brand Mixoloshe successfully rebranded after an intern’s marketing stunt went viral.?

?? Bringing home the bacon. Here are the top 10 cities where women outearn men. Excuse us while we move to Maryland.

????♀?In our aesthetic era. Coastal grandma. Cottagecore. 2014 girly. This article explores why we’re so obsessed with labeling aesthetics.?

??Brrr, it’s cold in here. Dresses to wear when it’s 100 degrees outside but the AC is fully cranked at the office.?

That’s all for now. Wishing you a happy 4th of July with (hopefully) cooler temps and fewer Zooms that start by talking about the weather.

Until next time,?

Your friends at SKM Lab (who are we? Glad you asked)?

PS… Have questions or want to chat? Reach us at [email protected].