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1、1Cannes Lions 2023 Rewind5 Key Themes from This Years Festival of Creativity2INTRODUCTIONHarnessing the Power of Horizontal Creativity for Growth and GoodCannes Lions was the perfect showcase to discuss the power of horizontal creativity to drive growth for business and good for society and,most imp
2、ortantly,the ultimate stage to see it in action.Horizontal creativity is creativity that will not stay confined within its box and rather bleeds into media,customer experiences and commerce to inject inspiration as well as to manifest brand purpose at every possible connection point.The most remarka
3、ble award-winning work seen at Cannes Lions this year embraced the notion of horizontal creativity as a means to innovate at fast pace and differentiate from competitors.Generative AI was the must topic that was being name-dropped in virtually every conversation at Cannes this year.Will it replace h
4、uman creativity and become the new horizontal force that permeates the brand-customer relationship of the future?Several sessions both at the Palais and across the beach houses scattered across the Croisette converged on the notion that Generative AI will mostly be an accelerator that delivers veloc
5、ity through incremental solutions,optimized performance,and scaled craft,but human insights will continue to be key to finding the kernels of truth that marketers can authentically address with their brand,unlocking universal resonance in an increasingly crowded world.This is very much consistent wi
6、th what we are hearing on a global scale:our upcoming Dentsu Creative report shows shows a rapidly evolving creative landscape,where CMOs strive to balance the needs of brand and performance,global and local,simplicity and diverse expertise.In these anxious and volatile times CMOs agree that brands
7、today are built through experiences,culture and conversations and believe its high time brands remembered how to entertain and amuse once again.Against this background,the report shows that 86%CMOs agree that AI will improve efficiency,while 77%agree that it will not be able to create content that m
8、oves people:humanity builds emotion.3Furthermore,it was remarked in several Cannes sessions that taste in the sense of an aesthetic and cultural sensibility that is developed overtime is unique to humans precisely because the experience of acquiring it is tied to a lived,long-term trajectory and jou
9、rney through influences versus real-time computing.Similar considerations can be made for other systems of connection that humans have developed over time,whether itd be language(celebrated with the Grand Prix in the Design and Creative Business Transformation categories awarded to Microsofts Adlam
10、An Alphabet to Preserve Culture),ortransportation(celebrated with the GrandPrix in the Industry Craft category awardedto JR Group and dentsus My Japan Railway),systems that allowed creativity to enrich thehuman experience by virtue of their evolutionarynature.In this respect,Nikes Never DoneEvolving
11、 Featuring Serena,which was awardedthe Grand Prix in Digital Craft,was particularlyinsightful:in this project,AI was used to decodethe playing style of Serena Williams at differentstages of her career but,ultimately,thiscelebration of human excellence was prefacedby Williams statement:“Maybe the bes
12、t word todescribe what Im up to is evolution.”Earlier this year,our Creative Trends report evidenced how some brands current creative output reflects a sense of disillusionment permeating society:only 42%of U.S.adults think it is very(13%)or somewhat(29%)likely that todays youth will have a better l
13、iving standard,better homes,a better education and so on,signaling an 18-percentage-point drop since June 2019).1 At a time ripe with global crises,some of the best examples of work celebrated at Cannes used technology to elevate the human journey and remark on both its glory and its pitfalls.4Here
14、are the 5 emerging themes we have identified considering the most notable award-winning work celebrated at Cannes Lions this year.Turning Constraint into OpportunityBringing Analog Back into a Digital WorldSatisfying the Need for ReleaseTHEMEHighlighting How Data and Tech-enabled Experiences Can Sol
15、ve for Human NeedsTHEMEAddressing a Wider Sustainability MandateModern creativity is the only way brands and businesses can expect to thrive in a modern world,where consumer behaviours and expectations are changing at incredible pace and where businesses are built at the intersection of brand,experi
16、ence and culture.Modern creativity connects growth and good,content and commerce,on and offline to create culture,change society and imagine new possibilities.”Paulo Fogaca,CEO,Dentsu Creative,US5Before we dive into our themes,wed like to congratulate all 2023 Cannes Lions winners and acknowledge al
17、l the amazing work celebrated by the juries this year that our dentsu colleagues created in partnership with our clients:Eurofarma Scrolling Therapy Dentsu Creative Buenos AiresGrand Prix,Pharma Silver,Social&Influencer Bronze,Brand Experience&Activation Bronze,MobileIntel Certified Human Dentsu Cre
18、ative ChicagoGold,Creative B2B Silver,Creative B2B Silver,Brand Experience&Activation Bronze,Creative Data Bronze,Creative Business TransformationJardim Sonoro The Unimaginable Return Dentsu CreativeBronze,DesignJR Group My Japan Railway Dentsu Inc.,TokyoGrand Prix,Industry CraftGold,Design Gold,Ind
19、ustry CraftKFC-Re:StoreDentsu Creative Shanghai Bronze,Creative CommerceMeo The Forgotten Team Dentsu Creative Lisbon Gold,Entertainment Lions for Sport Bronze,Entertainment Lions for SportMortein Suraksha Ka TeekaDentsu Creative Bronze,Brand Experience&ActivationNikkei Inc.Well-being Index Dentsu I
20、nc.,TokyoGold,Creative Business Transformation Silver,PR Bronze,Sustainable Development GoalsSkip the Dishes-The Inflation CookbookDentsu Creative CanadaSilver,Mobile Bronze,Creative Data Bronze,DirectVedanti The Everything Book Dentsu CreativeBronze,DesignWorld of Warcraft The Taiwanese World of Wa
21、rcraft Dentsu Creative TaiwanBronze,Entertainment Lions for GamingDentsu Inc.Regional Network of the Year,APACDentsu Inc.,TokyoAgency of the Year-Craft6Rather than just promoting your message,circumventing restriction creates a far more compelling story;one more likely to get noticed and break throu
22、gh.The opportunity to focus when obstacles placed in your way give all new meaning and urgency to your work,and the chance to bring your message and purpose into clearer view.What we fight against can sometimes be more powerful(and noteworthy)than what were fighting for.The opportunity to innovate a
23、s letting go of what you dont have can help you identify new paths to get what you want and need.Abundance and freedom can easily become a crutch that dulls creativity while constraints sharpen it.The opportunity to include when reducing impediments for some,can enrich and elevate us all.After all,l
24、iving your purpose is less impactful(and compelling)when its easy to do,but when you have to work extra hard and find creative solutions?To bring everyone along?That earns credibility and connection.THEMETurning Constraint into Opportunity So often,we marketers find ourselves focused on whats keepin
25、g us from achieving our vision,what barriers are standing in our way,and what circumstances are working against us.Nearly every one of us has,at one time or another,wished for more resources,different conditions,or fewer limits.But isnt that what creativity is for?To find a way despite the limits?No
26、 less a thinker than Plato wrote how“necessity is the mother of invention.”This years festival featured a range of winning work whose creativity shined in response to constraints placed upon them,rather than despite those constraints.Sometimes a mental reframe(and some creativity)is all it takes to
27、turn a barrier into an opportunity.The opportunity to act when the imposition of constraint can create the ideal moment to grab attention and galvanize action.7All Out Play with LoveAs the most popular sporting event in the world,the World Cup is a prime opportunity to speak to a global audience.Thi
28、s year,it offered a particular chance to highlight how the host nation,Qatar,discriminates against its LGBTQ+citizens(where just being gay can be punished by imprisonment).Multiple teams planned to wear rainbow armbands declaring“One Love.”But FIFA(the World Cups governing body)sided with the Qatari
29、 government by banning the armbands and imposing sanctions if any players chose to wear it.All Out,an NGO that acts in defence of LGBTQ rights around the world took this moment as an opportunity to hijack center stage with the press.Within 3 days of FIFA banning the armbands,All Out created a new MO
30、D for the FIFA 23 video game which allowed any player to use virtual versions of the banned armbands on any of the 32 playable national teams.All Out became a growing topic of conversation as streamers all over the world played with the banned armbands in virtual versions of Qatars stadiums and ther
31、e was nothing the Qatar government could do about it.Additionally,All Out drove signatures to the petition called,“Qatar:Love is not a crime”that had been created by Nas Mohamed(the first queer Qatari to publicly come out),asking FIFA to stand up for LGBTQ rights.The bans imposed by Qatar and FIFA b
32、ecame the opportunity to act in a way that drove more awareness and conversations globally.LEARN MOREMEO The Forgotten TeamBut this wasnt the only issue during the Qatari World Cup.MEO,Portugals top broadcaster and official sponsor of Portugals national team,wanted to call attention to the human rig
33、hts abuses imposed on the migrant workers building the World Cup facilities under brutal conditions in Qatar(over 6,500 workers died during construction).Dentsu Creative partnered with Amnesty international to raise awareness and funds for the victims families by forming the“Forgotten Team”to honor
34、those workers.They created a team jersey inspired by the workers yellow,reflective vests with“Article 4”printed on the back representing Article 4 of the Universal Declaration of Human Rights against slavery and forced labor,along with a QR code to drive donations.These were distributed at stadiums
35、to get attention and support the cause.But once again,the authorities stepped in,banning anyone from entering the stadiums with the jerseys.This new constraint focused the nation even more on the cause.MEO viewers were invited to“press yellow button”on their remote to learn more about the Forgotten
36、Team through real migrant worker stories and make a donation.The jerseys(and the cause)were seen on broadcasts and all-around Portugal,becoming the nations most praised World Cup.The sudden barrier became an opportunity to focus Portugal on the issue of granting migrant workers human rights.LEARN MO
37、RE8Skinny Mobile Phone it InSometimes the barrier is simply the cost of producing effective ads.Skinny Mobile,a low-cost telco in New Zealand,is always looking for ways to save money so they can pass those savings onto customers.Rather than paying celebrities to feature in its ads,they came up with
38、a hybrid OOH and audio campaign that turned regular people in to radio spots for the brand.Skinny posted dozens of bespoke radio scripts as OOH placements in spots around the country.Each script was contextually relevant to its location.For example,placed near an exotic dance club,outside office bui
39、ldings,and even near an ad agency.Each came with a phone number that anybody could dial(from their mobile phone of course)and then record the script directly into an answering machinefor free!From there,the recordings were distributed as radio ads.The result was an OOH campaign that fed a radio camp
40、aign that worked as Skinnys most effective recruitment campaign ever.Working around their limits became an opportunity to innovate a whole new way to engage consumers and drive new sign ups.LEARN MOREMichelob Ultra DreamcasterMichelob Ultra has always been a product that makes it easier for people t
41、o enjoy their passions with a purpose to bring joy to everyone.Theyve been proclaiming in their ads“its only worth it if you enjoy it.”As the Official Beer of the NBA,they help millions of basketball fans around the world enjoy their favorite game.But not everyone could easily join in.Some fans stru
42、ggle to follow live games because theyre blind or visually impaired.And one fan in particular,Cameron Black,a blind person,had always dreamed of becoming a sports broadcaster.Michelob Ultra set out to make that dream a reality.Using a haptic vest,spatial audio,special sounds mapped to particular pla
43、ys,and refreshable braille readers feeding stats and other data in real-time enabled him to call an NBA game live,on air.And he was amazing!By working extra hard to include Cameron,we all benefited.Sometimes constraints can become an opportunity to include others in ways that benefit the whole commu
44、nity.LEARN MORE9What Can Brands Do?Embrace Barriers as Opportunities.Each constraint contains the possibility ofa creative path around or through it.Askyourself how you can turn your deficits intostrengths.Be Flexible and Nimble.Circumstances can often conspire toderail even the best laid plans.But
45、with aflexible attitude,and some quick thinking,those circumstances can become the bestmoments to act,and become creativespringboards to unexpected(and powerful)actions.Work at Your Purpose.Doing the easy stuff feels easy,but“overworking”to really live your purposeis great way to get attention and e
46、arncredibility.Remember the Specific Can BeUniversal.Not everything has to be about(or for)your average consumer.There are truthsto be found even in unique(or minority)experiences.10Bringing Analog Back into a Digital WorldAs the industry continues to look for different ways at approaching ever more
47、 complex client challenges and to find new ways to engage audiences within ever increasing demands on their attention,it is perhaps little surprise that this week at Cannes Lions weve seen a recurring theme of brands returning to more analog solutions and looking to the past to inform our future.So
48、how has this more analog approach been applied and what value does it bring?Firstly,it celebrates the craft.Whether through sculpture,through design or just through a more methodical but possibly more laborious,by-hand production method,we saw executions where the craft is celebrated and brought to
49、the front of the campaign.This often linked back to old traditions,such as puppetry or the golden age of rail where these bygone approaches have been reimagined and reintroduced,perhaps sparking nostalgia in some audiences or curiosity in those younger and exploring for a first time.Taking these ana
50、log approaches also aids the comprehension of a campaign.Instead of wondering“how did they do that”or“is that even real?”,when faced with something clearly created by hand,the brain understands almost instantaneously,allowing other facets(messaging,storytelling,branding etc.)to be absorbed,instead o
51、f having to satisfy its drive for sense-making.2 This comprehension in turn helps subconsciously remove friction points and create a greater level of appreciation for what is being done and said.Finally,the use of more traditional,analog techniques provides an opportunity to reframe a subject and he
52、lp the audience appreciate things in a new light or in some cases,for the first time.Here are some examples of bringing analog back into a digital world seen at Cannes this year:11AnNahar-Newspapers in a newspaperIn some instances,weve seen examples of brands exclusively using an analog approach.For
53、 AnNahar newspaper,as it looked to celebrate the freedom of speech that its assassinated Editor in Chief,Gebran Tueni,long championed and defended,it turned to newspapers of the past,those closed by political pressure and re-printed them within its own newspaper.This simple,but bold gesture of defia
54、nce also represented lost traditions as well as an acknowledgement of the importance of local journalism and symbolism of print newspapers.This isnt just an issue in Lebanon,the freedom of speech newspapers deliver is being challenged across the world as commercial pressure increases on independent,
55、local media,which plays a vital role in everything from civic discourse to public safety.3LEARN MOREActivision The Taiwanese World of WarcraftThis dentsu campaign saw the resurrection of the ancient Taiwanese performance art of puppetry.As popularity of World of Warcraft has waned over the years,thi
56、s painstaking,detailed approach to storytelling helped reframe the game and tell the story of its characters and gameplay through a new medium.This celebration of Taiwans customs and traditions through the ages also highlighted the craft and diligence that goes into creating a puppet show.LEARN MORE
57、Makro-Life Extending StickersThe elegance of this solution stood out to many.When faced with a challenge of food waste,many brands have looked to technology to solve or looked downstream towards the waste and recycling phase to figure out ways to make use of the decomposing edibles.However,Makro bro
58、ught this right into the kitchen itself by reframing our perceptions of ripe and edible and providing creative uses across the lifecycle of the food.A single sticker was all it took,but not only was this a simple solution,the elegance of the design,using the colour wheel surrounding the cut out for
59、comparison,aided immediate understanding and appreciation for the campaigns aim.LEARN MOREStella Artois-The Artois of ProbabilityAnother example of finding a new way in to talk about a brand,this campaign reframed the history of Stella Artois with an element of fun.What stood out was that this didnt
60、 exist just as a piece of research.Creating an algorithm that could be used digitally to identify other artwork helped effortlessly blend old with new and create a fresh take on art and how to engage with it.Whether we can take the science of the probability totally for granted is up for debate,but
61、the blend of art world tradition and digital craft is not.LEARN MORE12What Can Brands Do?Look Back for InspirationEach of these examples built on oldtraditions or techniques in order to inform anew take on the future.Build in the Luxury of TimeWhile we exist in a fast-moving industry,sometimes craft
62、,particularly analogones,can only be executed when they areappreciated and given the time to be fullyexplored.Blend Old with NewThese examples didnt exclusively live inanalog traditions.They found way to takethat inspiration and reform it in a way thatwas relevant for today and applicable todigital
63、platforms too.Ask:Is There a Simple Solve?The analogy(now debunked,but we wontlet this get in the way of a nice story)ofAmerica spending millions developing a pento write in space whilst the Russians used apencil is applicable here.Is there an elegant,simple solution that perhaps sits in the pasttha
64、t we can draw inspiration from?13that allows for bursts of creativity in the development of escapist content.Hart talked at length about how his personality and celebrity status open doors at the service of broader ecosystem plays between his multiplatform entertainment company Hartbeat,brands,platf
65、orms,and agencies that enable companies like P&G to integrate seamlessly into content that is reaching audiences all over the world and creating the new generation of entertainment talent.Lorne Michaels and some of SNLs current cast members discussed at length the process by which 40 pitched sketche
66、s get turned into 12-13 aired segments(between live and pre-taped digital video)in the space of 5 days andthe level of radical collaboration amongdepartments and trust in the process that issomewhat forced upon writers,cast-members,and guest hosts by the live broadcast deadline.Ultimately,on differe
67、nt levels both these sessions and some of the award-winning work celebrated by the Lions juries,reminded us of the value of levity,of immediacy,and of being able to let go;in other words,they remarked on the importance of creating content and experiences that satisfy our need for release.Here are so
68、me examples:THEMESatisfying the Need for ReleaseThere was no shortage of work showcased at Cannes Lions this year that addressed and reacted to the global crises of our times,from climate change to the Russian-Ukrainian crisis,to the economic recession to name just a few.However,as evidenced in our
69、2023 Creative Trends:A Tale of Two Cities report,it is precisely in times like these that we seek refuge in escapism and look at content ripe with joy and humor as a way to disconnect as much as we can from economic pressures and social anxieties.4 This is perhaps why comedy focused sessions at the
70、Palais,such as Tuesdays celebration of Kevin Hart as Entertainment Person of the Year and Wednesdays sneak peek into Saturday Night Lives upcoming 50th anniversary,were the ones that registered some of the most significant line-ups so far into the weekAt a time when brands are seeking agility and th
71、e ability to react fast to changing consumer behaviors,both these comedy powerhouses taught us lessons in the value of putting trust in a fluid infrastructure and a craft ecosystem 14Honest Eggs Co.-FitchixSome of the award-winning work celebrated at Lions played up the provocative aspect of humor b
72、y flipping the script on how we are used to discuss certain topics,crass-ifiying them as it were,by virtue of quantification.Honest Eggs a regenerative egg farming company in Australia equipped chickens with a step-counter,or FitChix to remove the confusion generated among consumers by terms like fr
73、ee-range,open-range,and cage-free.They rather printed on each of their eggs the number of steps walked by their chickens in their lifetime before having those eggs.The campaign was awarded a Gold in the Outdoor category and a Silver in the Media category.LEARN MOREClash of the Titans Clash from the
74、PastIn terms of escapism,gaming continues to grow as a favorite pastime and its a form of entertainment consumers increasingly turn to,with 3.5b people are predicted to be gamers by 2025,generating more than US$225b in revenue.5 This year,Cannes Lions acknowledged gamings exponential growth(and its
75、continued rise as an opportunity for brands and advertisers to connect with consumers)by launching the Entertainment Lions for Gaming category.This introduction was remarked by assigning the Grand Prix in this category to Clash from the Past,a campaign that celebrates the history of the gaming genre
76、.The campaign revolves around a mockumentary developed to celebrate the fictional 40th anniversary of Clash of Clans one of the worlds most popular mobile games-when in fact the game is only 10 years old.This maneuver ignited a series of activationspaying homage to vintage gaming aestheticsand reima
77、gining the brand in the context of 80s,90s,and early 2000s culture and business.LEARN MOREDove-#TurnYouBackOn a more serious note,satisfying the need for release also speaks to preserving our mental health by disconnecting from things that may harm it.In both a Tuesday session at the dentsu Beach Ho
78、use and a Wednesday session at the Palais industry leaders from Dove,the Unilever brand,discussed some of the companys initiatives to engender body confidence,especially among young girls,by combatting digital distortion practices which contribute to setting a standard that becomes a source of anxie
79、ty through its dissemination via social media.These incredibly touching initiatives include The Cost of Beauty,which was awarded a Gold Lions in the Health&Wellness category,as well as#TurnYourBack an influencer-led campaign encouraging TikTok users to boycott the BoldGlamour filter because of the h
80、arm this form of digital distortion can cause to social audiences.#TurnYourBack was awarded the Grand Prix in the Media category.LEARN MORE15What Can Brands Do?Call It Like It Is.As marketers,its easy to get hung upin jargon,cliches,and catchphrases especially when it comes to expressingthe value pr
81、oposition of specific industrysectors.Is“mind-blowing”the best wayto describe your movie?Does“stunning”describe the benefits of your beautyproduct?Does all technology have to be“game-changing”?Think about how yourvalue proposition can be boiled down in themost concrete terms possible,whether its avi
82、sual,a statement,or a number.Be Creative with Nostalgia.The Back to the Future rule reference whatwas popular 30 years ago to hit the jackpotwith consumers who are more likely to havedisposable income as well as be in a positionto influence their childrens fandom is asafe bet for marketers,but purel
83、y referentialnostalgia has overcrowded advertising.Thinkabout how you can be playful with the pastand your brands mythos.Power Up with the Off Switch.Media is often creating noise in the questfor impressions and clicks.But attention cansometimes emanate by doing less ratherthan more.Especially when
84、its driven byauthentic brand purpose,restraint canactually be an extremely powerful meansof making an impact in the collectiveimagination.20In order to achieve true personalization,organizations need findable,transferable and interoperable data that can be propagated across channels,as well as a con
85、tent engine that can respond to the demands dictated by the desire for 1:1 brand experiences.The success rate of traditional,multi-year digital transformation programs was low and for years hyper-personalization was a much talked about but seldom achieved white whale chased by experience marketers,w
86、ho were lacking excellence in either if not both of the two camps.This is why reimagining data and technology is an imperative for brands at this moment in time:a data insights-led experience strategy injects agility into the business,engenders stronger relationships with customers that account for
87、rapidly changing behaviors,and it can empower an organization to interrogate its enterprise platform and unearth new findings that lead to solving for unmet needs.6Consumer understanding,data,tech-enabled experiences,and personalization build the journey that allows brands to evolve as the expressio
88、n of a consumer necessity.Here are three examples of work celebrated at Cannes this year that showed how data and tech-enabled experiences meet human needs:THEME 4Highlighting How Data and Tech-enabled Experiences Can Solve for Human NeedsAs discussed in the introduction,coming into Cannes Lions 202
89、3 after months in which Generative AI has dominated discourse in the media due to Chat GTPs incredible adoption rate,it was not a surprise that much of the programming was focused on how the increasing pace of technology innovation may affect human creativity.Responding to these underlying concerns,
90、a lot of the work showcased and up for juries consideration highlighted how,rather than work in contrast with human qualities,technology is helping us address human needs.As remarked in a dentsu Beach House session titled Digital Transformation,Changing Consumer Expectations and the Future of Custom
91、er Experience,brands trade in trust and their ability to make an impact on society is dependent on the trust theyre able to gain through the personalized experiences they deliver.17Eurofarma Scrolling TherapyIn this Dentsu Creative case study,patients with Parkinsons interact with social media throu
92、gh facial expressions while looking at their mobile phones scrolling,liking,and reacting to post thanks to the power of AI and facial recognition.This type of exercise helps them slow the progression of symptoms of this neurodegenerative disease.Scrolling Therapy was awarded a Grand Prix in the Phar
93、ma category,as well as a Gold Lions in Design,a Silver Lions in the Social&Influencer category,and Bronze Lions in both the Brand Experience&Activation and Mobile categories.LEARN MOREMastercard Where to SettleIn this case study,Mastercard built a platform to help Ukrainian refugees who crossed the
94、Polish border with an online and mobile tool that combines multiple datasets to find the most promising area in Poland to make their new home.This emanated from the need of relieving Warsaw,the city where most of the millions of refugees where landing,from the strain the sudden demand was causing in
95、 its ability to deliver basic services like housing and employment and perfectly reflected Mastercards ambition to support economic inclusion for everyone.Among several awards,Where to Settle received the Grand Prix in the Sustainable Development Goals category.LEARN MORESkip the Dishes The Inflatio
96、n CookbookFuelled by rising food prices,food bank use rose to its highest level in 2022 according to Food Banks Canada.When times get tough,Canadians tend to reach for lower priced packaged foods,ones that are likely to be more processed and less healthy.In this Dentsu Creative case study,a grocery
97、shopping tool that predicts price drops and generates recipes was developed to help budget-conscious Canadians make thoughtful decisions as they navigate price volatility in this uncertain economic environment.This case study was awarded a Silver Lions in the Mobile category and Bronze Lions in both
98、 the Creative Data and Direct categories.LEARN MOREAs the infrastructure of the enterprise continues to grow,keeping up with the pace of change is dependent upon being able to comb through data to find meaningful insights on changing customer behaviors.A composable data approach allows organizations
99、 to get feeds in real-time and develop knowledge models that ultimately result in the orchestration of personalized,meaningful experiences.Michael Komasinski,CEO,dentsu Americas18What Can Brands Do?Inject the Currency of Identity inData ManagementBy collecting zero-party data that isvolunteered by c
100、ustomers in exchange forvalue-led experiences and by reconcilingand bolstering the data you own withsecond-and third-party data,you cancreate a stronger foundation for the nextgeneration of personalized customerexperiences youll deliver.Be Transparent About Data and AIUsageExperiences should engende
101、r trust andempathy in the brand customer relationship,but this can only happen if transparency isat the heart of them.Be transparent aboutthe data youre collecting and how its beingused.The same goes for AI:a recent dentsuConsumer Navigator study found that,onaverage,76%U.S.consumers believe brandss
102、hould disclose when AI is being used tointeract with them,deliver a service,orcreate branded content.7Tell Your Brand Story at Every StepWhen designing customer experiences,itseasy to get hyper-focused on optimizationand removing friction from the user journey.But dont forget that even tacticalinter
103、actions are a stage to manifest yourbrand,its purpose,its differentiation,its unique story and that transactionalmoments,when customer attention is ripewith intent,are the biggest opportunityto stand apart from the digital sea ofsameness.816Cannes Lions brings together some of the greatest creative
104、minds to explore the solutions we need for a more sustainable and inclusive future.It is an opportunity to celebrate the creative work that will hopefully inspire new,more sustainable consumer behaviours,while provoking marketers to reflect on and transform their own practices.As it was remarked in
105、a dentsu Beach House session titled Growth through Good:How Sustainable Business Practices Drive Growth,sustainability is the biggest driver of innovation that we will see in our lifetime.Three core pillars of the industrys sustainability mandate(and opportunity)that emerged from various discussions
106、 among industry leaders this week were:-the need to shape a more environmentally sustainable world and radically decarbonise our own operations;-the need to empower the rise of a more fair and open society;-and the need to use the power of digital technologies for good.Here are some examples of work
107、 seen at Cannes this week that addressed these three pillars:THEME 5Addressing a Wider Industry Sustainability MandateA fresh off the press dentsu Consumer Navigator report shows a growing understanding of the holistic definition of sustainability.For instance,while 64%of U.S.consumers associate sus
108、tainability with environmental actions like reducing consumption and waste or using renewable energy,35%understand the need to place people at the heart of the net zero transition.The definition of sustainability as a balance of environmental protection and restoration,social wellbeing and economic
109、growth is especially resonant among younger consumers for example,37%of Gen Zers associate“addressing mental health”to sustainability,compared to just 15%of Boomers.917Solar Impulse-Prt Voter When it comes to shaping a more sustainable world by engendering behaviors that preserve and regenerate our
110、planets natural resources,Marketing For a Better Future,research conducted by dentsu and Kantar in the Asia Pacific that was highlighted at the Beach House on Wednesday,found that while 98%of respondents said they are prepared to take action to live a more sustainable lifestyle,only 17%of them said
111、they are actively changing their behaviors accordingly.10 The responsibility to drive this change lies with brands,needing to integrate their sustainability strategies into their marketing principles to make it easier for consumers to adopt a lower carbon lifestyle,driving transformation across thei
112、r value chains.Marketers are essential for driving this demand,as they are a critical bridge to consumers and have the skills to drive this at scale.Solar Impulses Prt Voter,which was awarded Gold Lions in both the Print&Publishing,Sustainable Development Goals,and in the Direct categories,is a grea
113、t example of closing the intent-to-action gap.This French NGO observed that,while there is no shortage of debate around the criticality of environmental sustainability among politicians,the legislative process is so cumbersome that seldom sufficient action is taken in time to address these issues.Th
114、ey thus produced a book where 50 environmental solutions were drafted as laws ready to be voted upon in the National Assembly and sent it to all its 577 members.Some of these resolutions have already been approved and others are in the Assemblys forthcoming agenda.LEARN MORENikkei Inc.The Well-being
115、 IndexInequities in society exacerbate the crises the population faces at both a local and global level,including the environmental crisis.Dentsu and Nikkei inc.one of the most prominent financial newspapers in the world partnered with Harvard,Oxford,and Tokyo University to develop a transformative
116、new way to measure a countrys growth,the Well-Being Index(GDW),taking into account indicators like employment,wages,work-life balance,housing,health,education,social connections,the natural environment,and the ease of raising children.The development of a more fair and open society requires a measur
117、ement tool to benchmark against and the GDW,used alongside the GDP,can help governments and companies make informed decisions while structuring their investments and policies.The Well-Being Index project also shows just how much an ecosystem approach is required to make significant strides in the su
118、stainability agenda.The Well-Being Index was awarded a Gold Lions in the Business Transformation category,a Silver Lions in PR,and a Bronze Lions in the Sustainable Development Goals Category.LEARN MORE21The Government of Tuvalu The First Digital NationNow that sustainability transformation has,argu
119、ably,replaced digital transformation as the primary evolution for businesses to remain relevant,purpose-driven brands are pivoting to adopt a digital for good mindset.Cannes Lions celebrated several great examples of digital for good this year,most notable The First Digital Nation which received the
120、 prestigious Titanium award.At the current rate of climate change,Tuvalu,a Pacific nation,is bound to disappear due to rising sea levels,since international law currently states that without a physical territory a country cannot exist.This would mean a loss of maritime borders,rights,and representat
121、ion on the global stage.Tuvalus Minister Simon Coffie announced at COP27 the plan to move Tuvalu to the cloud and establish it as the first“digital nation.”The announcement reached 2.1B people with a budget of$0 USD.So far,9 countries have recognized Tuvalus digital sovereignty.LEARN MOREThe real te
122、st of whether a brand is committed to sustainability is whether their commitment goes beyond the spotlight that Cannes Lions represents to real business transformation.Sustainability is a business transformation agenda.It de-risks your business,transforms the cost base,is a powerful driver of engage
123、ment and talent retention,and ultimately powers growth.Anna Lungley,Chief Sustainability Officer,International Markets,dentsu22What Can Brands Do?Be True to Yourself and Those YouServeConsider which sustainability challengesyour products and services valuepropositions are inherently attached to andw
124、hich communities are most affected bythose challenges to ensure your initiativesare authentic.Develop an Ecosystem MindsetFocusing on local challenges that arespecifically tied to your brand is a good wayto start,but no single organization can solvebroader sustainability challenges on its own.Determ
125、ine which organizations across thebusiness,NGO,government,and consumercommunity spectrum are touched by thechallenge you identified and develop aflywheel ecosystem proposition.Make it Actionable for Consumers,Over TimeUltimately,responsible behaviors are morelikely to emerge when you are empoweringc
126、onsumers to make a difference at a bigpicture level by giving them something thatbenefits their day to day.Ask yourself“whats in it for them?”and“why should theykeep on caring?”23ONE MORE CONSIDERATION FOR THE ROADBringing It All Back HomeWe have seen some truly amazing examples of creativity and in
127、spiration at Cannes this year and heard industry leaders discuss at length how their mandate is expanding from taking action in favor of environmental sustainability,to living up to the values of diversity,equity and inclusion,to navigating the balance between opportunity and responsibility when it
128、comes to the emerging possibilities opened up by AI.However,stepping away from the Croisette we need to consider a critical element required to ensure all these discussions and inspiring works dont remain a moment in time,and actually have a lived impact out into the world at large:the consumer.Will
129、 the work that the Lions juries have deemed worthy of the highest honors have the same resonance among the average population?Is the work being supported by the strategies and platforms needed to reach its intended audience?A session at the dentsu Beach House titled Media as a Matchmaker:Your Conten
130、t,My Platform remarked on the importance of context and marketers quest for high engagement environments where brand messages are best performing with both existing customers and untapped audiences.In our recent Global Ad Spend Forecast we remarked that several areas in the media landscape are under
131、going a process of expansion and reinvention.11 Some of the work seen at Cannes this year played with some of the tropes of medias current transformation,such as consumers increasing intolerance for interruption,and matched delightful content and the right context to actually lead audiences to welco
132、me in the brands that were so loudly knocking on their doors.24Samsungs Flipvertising,which was awarded a Grand Prix in the Social and Influencer category,played with users understanding of targeting by embedding free phones into YouTube ads,driving GenZ influencers and audiences to test intricate k
133、eyword searches in an attempt to willingly get targeted.LEARN MOREPedidos Ya,a food delivery service in Argentina,sent its subscribers an unexpected delivery push notification,leading most to fear they were victims of a scam.Ultimately,what was being delivered was the FIFA World Cup the Argentina na
134、tional team had just won and was flying back with.When opening the notification,users were able to track the cups journey home.This clever intrusion got the brand 32%more mentions than Messi and the number one spot as a Twitter trending topic(above#ArgentinaCampeon and#MessiCampeon)in the wake of th
135、e World Cup victory.Pedidos Yas World Cup Delivery was awarded Gold Lions in both the Social and Influencer category and the Media category.LEARN MOREThese are two brilliant examples showing how media strategy and context are keys to effectively earn the most coveted currency in a fragmented landsca
136、pe:attention.Leveraging a study developed by National CineMedia in partnership with dentsu and Lumen research,a Monday session at the Palais remarked that a 60 second ad spot in the movie theatre garners 45,927 attentive seconds per 1,000 impressions versus the 9,594 attentive seconds garnered by a
137、linear television ad of the same length and much lower results in other,more commodified environments like 5 second digital video ads to make the point that as content makers we often assume the levels of attention we associate with cinema to any form of video content we produce,but this is very muc
138、h not the case.12 As the delivery mechanism for content that moves people,media is incredibly powerful in forging connections.As it continues to undergo its expansion and reinvention,identity,context,and attention are the three pillars that need to work in synergy to make sure that inspiration and p
139、urpose go beyond industry forums such as Cannes Lions and that as brands,agencies,and platforms we are actually bringing it all back home.To ensure innovation is making the right impact,attention has to be the lens we use when comparing the actual value of advertising across channels,platforms,and d
140、evices.In todays environment,we need to be able to help brands get the best return on their media investment and,thats why we pioneered and continue to lead the idea of Attention Economy within the industry.By understanding the effectiveness of a campaign,were able to get creative with plans,to expl
141、ore new technologies,to optimize around new signals such as carbon emissions and,still have the confidence were delivering results.Paulo Fogaca,CEO,Dentsu Creative,US25Key TakeawaysTurning Constraint into OpportunityEmbrace Barriers as OpportunitiesBe Flexible and NimbleWork at Your PurposeRemember
142、the Specific Can Be UniversalBringing Analog Back into a Digital WorldLook Back for InspirationBuild in the Luxury of TimeBlend the Old with the NewAsk:Is There a Simple Solve?Satisfying the Need for ReleaseCall It Like It IsBe Playful with NostalgiaPower Up with the Off SwitchTHEME 5Addressing a Wi
143、der Industry Sustainability MandateBe True to Yourself and Those You ServeDevelop an Ecosystem MindsetMake It Actionable for Consumers,OverTimeTHEME 4Highlighting How Data and Tech-enabled Experiences Can Solve for Human NeedsInject the Currency of Identity in DataManagementBe Transparent About Data
144、 and AI UsageTell Your Brand Story at Every Step26Thanks to our contributorsAnna LungleyChief Sustainability Officer,International Markets,dentsuBrad AlperinEVP,Integrated Strategy Lead,dentsuCharlie AlmondEVP,Strategy&Innovation,dentsuJack BoitaniVP,Content,dentsuMichael KomasinskiCEO,dentsu Americ
145、asPaulo FogacaCEO,Dentsu Creative,USPeter HuijboomCEO Media,International Markets,dentsuReferences1.2023 Creative Trends:A Tale of New Cities(Dentsu Creative).2.The Under-appreciated Drive for SenseMaking(ScienceDirect).3.Local media isnt about lowest CPMs,itsabout quality connections(The Message).4
146、.2023 Creative Trends:A Tale of Two Cities(Dentsu Creative).5.For the Game(dentsu).6.2023 CX Imperatives Scaling-Up:Designing Tomorrows Experiences Today(Merkle).7.Generative AI 2023(Dentsu ConsumerNavigator).8.Desperate for Differentiation:CreativityGalvanizes the Total Brand Experience(Forrester).
147、9.Sustainability 2023(Dentsu ConsumerNavigator).10.Marketing a Better Future(Dentsu+Kantar)11.Global Ad Spend Forecasts May 2023(dentsu).12.NCM Releases Cinema AttentionMeasurement Study in collaboration withdentsu and Lumen(NCM).CANNES REWIND 202327About dentsuDentsu is the network designed for wha
148、ts next,helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy.Taking a people-centered approach to business transformation,we use insights to connect brand,content,commerce and experience,underpinned by modern creativity.As par
149、t of Dentsu Group Inc.(Tokyo:4324;ISIN:JP3551520004),we are headquartered in in Tokyo,Japan and our 69,000-strong employee-base of dedicated professionals work across four regions(Japan,Americas,EMEA and APAC).Dentsu combines Japanese innovation with a diverse,global perspective to drive client growth and to shape society.Visit: