Other insights

Monday 19 june

Highlights

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Recap of the first day

Highlighting How Technology Can Solve for Human Needs

One of the most remarkable examples of technology solving for human needs celebrated by Lions was Dentsu Creative and Europharma’s ‘Scrolling Therapy’ campaign, which was awarded the Gran Prix in the Pharma category. In this case study, patients with Parkinson’s interact with social media through 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.

Mastercard’s ‘Where to Settle’ platform helped Ukrainian refugees who crossed the 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.​

Lastly, we’ve also seen an example of creative work improving the human experience of those who make the technology we increasingly rely upon: Intel’s OneMono is a font designed to reduce eyestrain for computer programmes. 

Coming into Cannes Lions 2023, after months in which Generative AI has dominated discourse in the media due to Chat GTP’s incredible adoption rate, it’s not a surprise that much of the programming is focused on how the increasing pace of technology innovation may affect human creativity. Responding to these underlying concerns, a lot of the work showcased and up for juries’ consideration is highlighting how, rather than work in contrast with human qualities, technology is helping us address human needs. ​

For instance, while an immediate concern often cited when discussing AI is its potential impact on human jobs, a case study discussed in the ‘Gen AI: Creativity & Talent’ session at the Palais revolves around using AI to help the UK Department of Works & Pensions reduce processing times for the over 30 million comes it receives from citizens in a year from several months to within a day. ​

Driven by the controversy surrounding the 2022 World Cup held in Qatar, brands are steering away from the more traditional opportunities for awareness that sports provide and are rather looking to discard – or even quite openly subvert – the sports playbook.

The most notable cases include ‘The Forgotten Team’ - a partnership between MEO (Portugal’s top broadcaster), Amnesty International and dentsu, generating awareness about human rights abuse and raising funds for victim’s families with the creation of an electric yellow jersey inspired by the workers’ vests, which is up for consideration across a number of categories – and ‘Unbanned Armband’ a mod for EA Sports Fifa 23 videogames that makes it possible for players to wear the One Love armband that FIFA had banned national teams from using at the Qatar World Cup. This mod was created by All Out, a global NGO advocating for the rights of the global LGBTQIA+ community and is shortlisted in the Gaming category.

‘Defiant’ Sports Activations

Personalization is the key to delivering meaningful customer experiences and garnering consumer engagement. In order to achieve true personalization, organizations need findable, transferable and interoperable data that can be propagated across channels, as well as a content 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, who were lacking excellence in either if not both of the two camps. A session held at the dentsu Beach House, featuring industry leaders from Reckitt and Salesforce discussed how now the combination of composable architectures and Generative AI is now enabling enterprises to move at the increasing pace of change and tooling them to make hyper-personalization a reality.​

Hyper-personalization Is No Longer Just a Buzzword

Watch our sessions in full and experience the insightful conversations with our people, partners and clients.

Panel session recordings

Client connect

“The collective energy of people who are here… That fuels a lot of creativity”.​

Hear from Josh Earnest & Mike Law talking about the power of creativity bringing energy into the brands.​

Gallery

Gallery

Client connect

“The collective energy of people who are here… That fuels a lot of creativity”.​

Hear from Josh Earnest & Mike Law talking about the power of creativity bringing energy into the brands.​

Watch our sessions in full and experience the insightful conversations with our people, partners and clients.

Panel session recordings

Personalization is the key to delivering meaningful customer experiences and garnering consumer engagement. In order to achieve true personalization, organizations need findable, transferable and interoperable data that can be propagated across channels, as well as a content 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, who were lacking excellence in either if not both of the two camps. A session held at the dentsu Beach House, featuring industry leaders from Reckitt and Salesforce discussed how now the combination of composable architectures and Generative AI is now enabling enterprises to move at the increasing pace of change and tooling them to make hyper-personalization a reality.​

Hyper-personalization Is No Longer Just a Buzzword

Driven by the controversy surrounding the 2022 World Cup held in Qatar, brands are steering away from the more traditional opportunities for awareness that sports provide and are rather looking to discard – or even quite openly subvert – the sports playbook.

The most notable cases include ‘The Forgotten Team’ - a partnership between MEO (Portugal’s top broadcaster), Amnesty International and dentsu, generating awareness about human rights abuse and raising funds for victim’s families with the creation of an electric yellow jersey inspired by the workers’ vests, which is up for consideration across a number of categories – and ‘Unbanned Armband’ a mod for EA Sports Fifa 23 videogames that makes it possible for players to wear the One Love armband that FIFA had banned national teams from using at the Qatar World Cup. This mod was created by All Out, a global NGO advocating for the rights of the global LGBTQIA+ community and is shortlisted in the Gaming category.

‘Defiant’ Sports Activations

Highlighting How Technology Can Solve for Human Needs

One of the most remarkable examples of technology solving for human needs celebrated by Lions was Dentsu Creative and Europharma’s ‘Scrolling Therapy’ campaign, which was awarded the Gran Prix in the Pharma category. In this case study, patients with Parkinson’s interact with social media through 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.

Mastercard’s ‘Where to Settle’ platform helped Ukrainian refugees who crossed the 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.​

Lastly, we’ve also seen an example of creative work improving the human experience of those who make the technology we increasingly rely upon: Intel’s OneMono is a font designed to reduce eyestrain for computer programmes. 

Coming into Cannes Lions 2023, after months in which Generative AI has dominated discourse in the media due to Chat GTP’s incredible adoption rate, it’s not a surprise that much of the programming is focused on how the increasing pace of technology innovation may affect human creativity. Responding to these underlying concerns, a lot of the work showcased and up for juries’ consideration is highlighting how, rather than work in contrast with human qualities, technology is helping us address human needs. ​

For instance, while an immediate concern often cited when discussing AI is its potential impact on human jobs, a case study discussed in the ‘Gen AI: Creativity & Talent’ session at the Palais revolves around using AI to help the UK Department of Works & Pensions reduce processing times for the over 30 million comes it receives from citizens in a year from several months to within a day. ​

Recap of the first day

Monday 19 june

Highlights

19-23 June 2023

dentsu

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Cannes Lions

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Cannes Lions 2023 Rewind Report

Cannes Lions showcased incredible brand creativity, remarking on tensions such as the need to embrace environmental sustainability, a focus on a more inclusive society, and the opportunities and challenges we are presented with by emerging technologies like AI. Our experts discuss the main take-aways emerging from the award-winning work and the discussions held among industry leaders on the Croisette.

News from Cannes Lions

Our highlights and insights summarized daily from the beautiful coast in Cannes.

Our awards

Stay up to date on our award wins throughout the week.

Our jurors

Meet our jury presidents & jurors judging this year’s Cannes Lions entries. We're looking forward to sharing their experiences and insights with you. 

What’s on

Throughout the week of Cannes Lions, we’ll be hosting panel sessions at our beach house with leading creatives, technologists and thinkers as well as featuring in the Palais.

Power of dentsu

We have curated some of our most popular reports and insight papers from the last year – take time to soak it up then come and meet us at the Beach House to find out even more.

Social impact

to underpin everything we do

About us

Dentsu is the network designed for what’s 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 part of Dentsu Group Inc. (Tokyo: 4324; ISIN: JP3551520004), we are headquartered in Tokyo, Japan and our 65,000-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.

Contact

For any questions, please contact our global events team at globalevents@dentsu.com

© Dentsu 2023    Diversity, Equity & Inclusion  |   Social Impact   |   Our Policies  |  Careers  |   Privacy Policy

19-23 June 2023

dentsu

Cannes Lions

Cannes Lions 2023 Rewind Report

Cannes Lions showcased incredible brand creativity, remarking on tensions such as the need to embrace environmental sustainability, a focus on a more inclusive society, and the opportunities and challenges we are presented with by emerging technologies like AI. Our experts discuss the main take-aways emerging from the award-winning work and the discussions held among industry leaders on the Croisette.

News from Cannes Lions

Our highlights and insights summarized daily from the beautiful coast in Cannes.

Our awards

Stay up to date on our award wins throughout the week.

Our jurors

Meet our jury presidents & jurors judging this year’s Cannes Lions entries. We're looking forward to sharing their experiences and insights with you. 

What’s on

Throughout the week of Cannes Lions, we’ll be hosting panel sessions at our beach house with leading creatives, technologists and thinkers as well as featuring in the Palais.

Power of dentsu

We have curated some of our most popular reports and insight papers from the last year – take time to soak it up then come and meet us at the Beach House to find out even more.

Social impact

to underpin everything we do

About us

Dentsu is the network designed for what’s 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 part of Dentsu Group Inc. (Tokyo: 4324; ISIN: JP3551520004), we are headquartered in Tokyo, Japan and our 65,000-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.

Contact

For any questions, please contact our global events team at globalevents@dentsu.com

© Dentsu 2023    Diversity, Equity & Inclusion  |   Social Impact   |   Our Policies  |  Careers  |   Privacy Policy