The Creative festival in Cannes finally is over and besides of the AI wave and a huge presence of the big platform players (Meta etc.) we indeed could see some outstanding creative work (and also a huge scandal afterwards). Here is a small selection of work I found most inspiring. For a condensed summary from the makers of the festival themselves I can also recommend to have a look in their wrap-up report.
Winning creative work
AXA – “Three Words”: An emotional case that addresses domestic violence through small linguistic additions to insurance contracts – and opened a path to freedom for many victims.
IKEA – “U up?”: Humorous direct marketing via social media, in which IKEA slipped into the nightly DMs of insomniacs – and sold mattresses in the process.
Penny – “Price Packs”: A disruptive idea in retail – price information on the packaging instead of dynamic pricing, a clear USP compared to competitors.
“Lucky Yatra”: In India, 40% of people travel without train tickets but enjoy buying lottery tickets. The solution: numbers on the tickets became winning numbers – this led to a massive increase in ticket sales.
LIDL – “Lidlyze”: Community-driven product development, inspired by AI – from Crocs to gaming controllers. The community decided which products should actually make it to the shelves.
Trend take aways
- Artificial intelligence is ubiquitous in advertising – but true creativity remains irreplaceable.
- Advertising is becoming increasingly individualized and personalized.
- Direct communication via DMs is becoming the new norm.
- Authenticity is in demand, especially when collaborating with creators.
- Programmatic advertising will continue to grow and transform media planning.
- Emotional stories and good storytelling are key to attention and impact.
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