wednesday 21 june
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Seeking haven in joy and humor
There’s no shortage of work showcased at Cannes Lions this year that is addressing and reacting 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, 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. This is perhaps why comedy focused sessions at the Palais, such as Tuesday’s celebration of Kevin Hart as Entertainment Person of the Year and Wednesday’s sneak peek into Saturday Night Live’s upcoming 50th anniversary, were the ones that registered some of the most significant line-ups so far into the week.
At a time when brands are seeking agility and the ability to react fast to changing consumer behaviors, both of these comedy powerhouses taught us lessons in the value of putting trust in a fluid infrastructure and a craft ecosystem that enables bursts of creativity. 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, platforms, 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 SNL’s current cast members discussed at length the process by which 40 pitched sketches get turned into 12-13 aired segments (between live and pre-taped digital video) in the space of 5 days and the level of radical collaboration among departments and trust in the process that is somewhat ‘forced upon’ writers, cast-members, and guest hosts by the live broadcast deadline.
Some of the award-winning work celebrated at Lions played up the provocative aspect of humor by 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 ‘free-range’, ‘open-range’, and ‘cage-free.’ They rather print 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. In a similar fashion, in ‘Eart4’ B3 – the Brazilian stock exchange – addressed the climate crisis in by describing our planet as if it were an investment on the stock market, urging audiences to take advantage of the opportunity to invest when the market is low despite the current terrible performance of ‘the firm’ due to poor asset management decisions. ‘Eart4’ was awarded the Grand Prix in the Creative B2B category.
Other insights
Celebrating the authenticity of every (human) body
In both a Tuesday session at the dentsu Beach House and a Wednesday session at the Palais industry leaders from Dove, the Unilever brand, discussed some of the company’s 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 anxiety 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 harm this form of digital distortion can cause to social audiences. ‘#TurnYourBack’ was awarded the Grand Prix in the Media category. This theme of exploring the tension between the authenticity of the human body and the perils of extremely realistic technology ‘faking’ it is also at the heart of Dentsu Creative and Intel’s ‘Certified Human’, a real-time deepfake detection platform that was awarded both a Gold and a Silver Lions in the Creative B2B category and is under considerations for the Titanium award.
A session at the dentsu Beach House titled ‘Media as a Matchmaker: Your Content, 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. Usually, customers – especially younger ones like GenZ - are put off by intrusive engagement tactics. However, some of the work celebrated at Cannes matched delightful content and the right context to actually lead audiences to welcome in the brands that were so loudly knocking on their doors. Samsung’s ‘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 keyword searches in an attempt to willingly get targeted. Pedidos 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 national team had just won and was flying back with. When opening the notification, users were able to track the cup’s 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 the World Cup victory. Pedidos Ya’s ‘World Cup Delivery’ was awarded Gold Lions in both the Social and Influencer category and the Media category.
Re-inventing the rules of engagement
Moderator:
Jordan Hunter-Powell, Head of Global Campaigns & Stakeholders, dentsu
Speakers:
Anna Bizon, Marketing Director, Heineken Vietnam
Saurabh Jain, Regional Marketing Director & SPOC, South Asia, Reckitt Hygiene
Ozlem Senturk, Senior Partner, Global Sustainable Transformation Practice, Kantar
Dominic Powers, Chief Growth & Innovation Officer, APAC, dentsu
video
Superseding disruption to secure the future of people and the planet
Watch our sessions in full and experience the insightful conversations with our people, partners and clients.
Panel session recordings
Moderator:
Cara Lewis, Chief Investment Officer, Media, dentsu Media
Speakers:
Lando Norris, F1 Driver, McLaren Racing
Zak Brown, CEO, McLaren Racing
Jonnie Cahill, CMO, Heineken US
Magno Herran, VP, Global Marketing Partnerships, Netflix
Wendell Scott, SVP, Disney/ESPN Advertising Sales
video
Full speed ahead in sports marketing with Lando Norris
Speakers:
Maggie Schmerin, Chief Advertising Officer, United
Pooja Midha, EVP & General Manager, Effectv, Comcast Cable
Sadé Muhammad, Chief Marketing Officer, TIME
Angela Tangas, CEO, UK&I, dentsu
video
Media as a matchmaker: Your content, my platform?
Client connect
Pure joy chatting with Latasha Gillespie, Head of Global Diversity, Equity and Inclusion at Amazon Studios.
Gallery
Back to top
Moderator:
Cara Lewis, Chief Investment Officer, Media, dentsu Media
Speakers:
Lando Norris, F1 Driver, McLaren Racing
Zak Brown, CEO, McLaren Racing
Jonnie Cahill, CMO, Heineken US
Magno Herran, VP, Global Marketing Partnerships, Netflix
Wendell Scott, SVP, Disney/ESPN Advertising Sales
video
Full speed ahead in sports marketing with Lando Norris
Speakers:
Maggie Schmerin, Chief Advertising Officer, United
Pooja Midha, EVP & General Manager, Effectv, Comcast Cable
Sadé Muhammad, Chief Marketing Officer, TIME
Angela Tangas, CEO, UK&I, dentsu
video
Media as a matchmaker: Your content, my platform?
Moderator:
Jordan Hunter-Powell, Head of Global Campaigns & Stakeholders, dentsu
Speakers:
Anna Bizon, Marketing Director, Heineken Vietnam
Saurabh Jain, Regional Marketing Director & SPOC, South Asia, Reckitt Hygiene
Ozlem Senturk, Senior Partner, Global Sustainable Transformation Practice, Kantar
Dominic Powers, Chief Growth & Innovation Officer, APAC, dentsu
video
Superseding disruption to secure the future of people and the planet
A session at the dentsu Beach House titled ‘Media as a Matchmaker: Your Content, 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. Usually, customers – especially younger ones like GenZ - are put off by intrusive engagement tactics. However, some of the work celebrated at Cannes matched delightful content and the right context to actually lead audiences to welcome in the brands that were so loudly knocking on their doors. Samsung’s ‘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 keyword searches in an attempt to willingly get targeted. Pedidos 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 national team had just won and was flying back with. When opening the notification, users were able to track the cup’s 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 the World Cup victory. Pedidos Ya’s ‘World Cup Delivery’ was awarded Gold Lions in both the Social and Influencer category and the Media category.
Re-inventing the rules of engagement
In both a Tuesday session at the dentsu Beach House and a Wednesday session at the Palais industry leaders from Dove, the Unilever brand, discussed some of the company’s 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 anxiety 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 harm this form of digital distortion can cause to social audiences. ‘#TurnYourBack’ was awarded the Grand Prix in the Media category. This theme of exploring the tension between the authenticity of the human body and the perils of extremely realistic technology ‘faking’ it is also at the heart of Dentsu Creative and Intel’s ‘Certified Human’, a real-time deepfake detection platform that was awarded both a Gold and a Silver Lions in the Creative B2B category and is under considerations for the Titanium award.
Celebrating the authenticity of every (human) body
Other insights
However, 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. This is perhaps why comedy focused sessions at the Palais, such as Tuesday’s celebration of Kevin Hart as Entertainment Person of the Year and Wednesday’s sneak peek into Saturday Night Live’s upcoming 50th anniversary, were the ones that registered some of the most significant line-ups so far into the week.
At a time when brands are seeking agility and the ability to react fast to changing consumer behaviors, both of these comedy powerhouses taught us lessons in the value of putting trust in a fluid infrastructure and a craft ecosystem that enables bursts of creativity. 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, platforms, 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 SNL’s current cast members discussed at length the process by which 40 pitched sketches get turned into 12-13 aired segments (between live and pre-taped digital video) in the space of 5 days and the level of radical collaboration among departments and trust in the process that is somewhat ‘forced upon’ writers, cast-members, and guest hosts by the live broadcast deadline.
Some of the award-winning work celebrated at Lions played up the provocative aspect of humor by 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 ‘free-range’, ‘open-range’, and ‘cage-free.’ They rather print 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. In a similar fashion, in ‘Eart4’ B3 – the Brazilian stock exchange – addressed the climate crisis in by describing our planet as if it were an investment on the stock market, urging audiences to take advantage of the opportunity to invest when the market is low despite the current terrible performance of ‘the firm’ due to poor asset management decisions. ‘Eart4’ was awarded the Grand Prix in the Creative B2B category.
Back to top
Gallery
Client connect
Pure joy chatting with Latasha Gillespie, Head of Global Diversity, Equity and Inclusion at Amazon Studios.
Watch our sessions in full and experience the insightful conversations with our people, partners and clients.
Panel session recordings
Seeking haven in joy and humor
There’s no shortage of work showcased at Cannes Lions this year that is addressing and reacting to the global crises of our times, from climate change to the Russian-Ukrainian crisis, to the economic recession to name just a few.
Recordings
Gallery
Client connect
Recap
wednesday 21 june
Highlights
