pssst... my English SAMMERy
One week at the Cannes Lions creative festival. 20,000 creatives from all over the world. 600 awards. Hundreds of talks, presentations, panels, workshops. That′s a lot to digest. As crazy as the Cannes Lions bubble is, the trends that can be seen are just as exciting. Here are a few impressions and tips straight from the Croisette. Have fun with this latest edition of My English SAMMERy.
Introducing “Glimmers”
Curious about consumer trends through 2026? At this year's Cannes Lions, WGSN unveiled a compelling array of trends to shape marketing and corporate communications in the coming years. One particularly enchanting trend, aptly named “Glimmers,” highlights the significance of “micro-moments of joy.” As the world grapples with political crises, climate change, and increasing polarization, people, according to WGSN's researchers, are retreating to life’s simpler pleasures. Echoing the Biedermeier period, this shift signals a departure from grandiose themes and purpose-driven marketing. Early manifestations of this trend are evident. Marc Pritchard, Chief Brand Officer at P&G, showcased campaigns at Cannes Lions that celebrate the small moments and address everyday challenges. Similarly, Marcel Marcondes, Chief Marketing Officer of AB InBev, presented Corona Zero's Olympic commercial, which, embracing the spirit of “Glimmers,” focuses on the small joys of everyday life rather than glorifying monumental Olympic feats. Another exemplary advertisement comes from food supplier Instacart, telling a heartwarming story about the struggle of learning to tie shoes. It's beautifully executed (find it on YouTube).
A Tribute to B2B Communication
For only the second time in its 69-year history, Cannes Lions honored the most creative work in B2B communication. LinkedIn seized this opportunity to celebrate all B2B companies, their agencies, advertisers, and communicators. They produced a 30-minute documentary that not only exemplifies the efficacy of “long content” but also demonstrates the power of professional storytelling. Directed by two-time Oscar winner Ben Proudfoot, “Everybody’s Business” is a must-watch, with its intertwined narratives proving that even B2B stories can be deeply moving (don't forget your handkerchief).
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What Kind of Marketer Are You?
In the realm of B2B, attention must also be given to the teams driving B2B marketing efforts. LinkedIn, making a significant impact at Cannes Lions this year, developed a marketer typology tool to help you and your team understand your roles better. Are you a “Strategic Thinker,” a “Data Interpreter,” a “Technology Trailblazer,” or a “Creative Vanguard” (these are just 4 of the 9 types identified by LinkedIn)? Each type plays a vital role in enriching B2B marketing. While you can't change your colleagues, it’s fascinating to learn about the various types within your team. Intrigued? Discover more here: [Link].
Create Your Own Alphabet
Let's shift to a creative endeavor. Google now offers a playful way to showcase its AI power through Google Labs, where you can create your own font. This innovative platform allows you to build an alphabet from objects of your choice—daisies, screws, roof tiles, and more. Just provide the AI with your desired objects, and it will craft each letter, culminating in your unique alphabet. Enjoy experimenting with this creative tool.
Are you interested in discovering the latest trends in advertising and communication that sparked lively discussions at Cannes Lions? Do you want to learn about the standout campaigns and award winners you should be familiar with, and find inspiration in their success stories? Are you keen to uncover tips and tricks for enhancing creativity? I have distilled the most significant trends, campaigns, and insights into a concise 40-minute keynote speech. If you would like to explore the Cannes Lions SAMMERy, please reach out to me via LinkedIn or email ([email protected]). I look forward to connecting with you.
pssst... SAMMERy is a newsletter by Petra Sammer. Find all issues on Amazing Stories – Subscribe for free on LinkedIn.