Cannes Lions Festival - Day 6

Katie Poe
Jun 25, 2022
2 min read

Updated: Aug 26, 2023

Today was very sadly my last day in Cannes, so I started my morning off going to the Social & Influencer Debrief, where they talk about some of their favorite work that was submitted in the category. One of the major trends we saw this year was the rise in virtual worlds, and this category can go very wrong if companies don't execute it in the right way. Some of the campaigns they talk about were by EOS, Aquafresh, BMW, and Vice.

EOS Takeaways:

Companies can talk about a taboo subject in a fun way.
Media has to transcend for a campaign to be successful.
True participation and collaboration were required for the campaign to work.

Aquafresh Takeaways:

There needs to be a clear audience for all campaigns.
When the barrier for participation is low, more people will participate.
Aquafresh tapped into daily habits making the campaign successful.

BMW Takeaways:

There is a return of humor even for brands that have a serious identity.
Campaigns are successful when there is a full range of emotions.
Get the community to participate and co-create.

Vice Unfiltered History Takeaways:

Incorporated the spirit of activism.
They leaned into the preexisting consumer behavior of having phones out in museums.

Overview of Winners:

The most successful campaigns included participation, not just amplification.
Be authentic to your brand.
If you are going to work with an influencer, they need to believe in the brand and their products.
Empathetic work is always supreme.

Then I headed over to a talk with Tim Ellis the CMO of the NFL, Russell Wilson, Cam Jordan, and Kelvin Beachum. I was able to submit a question online, and the moderator asked my question, so it was very cool to hear their responses. I asked the question: How do you differentiate your brand from the NFL's brand?

A few quotes that stood out to me were: