Cannes Lions 2023 戛纳国际创意节：Five takeaways for marketers（英文版）

C

ANNES

LIONS2023Five

takeaways

for

marketersIntroductionFivetakeaways

for

marketers1Creative

must

be

effectiveBeforethis

year’s

CannesLionsInternationalFestival

ofCreativit

y,one

thing

wascertain:

generative

AIwasgoing

to

be

the

talkof

the

town,along

witha

wholehost

of

topics

thattheadvertisingindustry

hasbeengrappling

withover

thepast

year.2345Inclusion

must

be

integratedCannesisthe

world’s

biggestcelebrationof

creativity

–

bringingtogether

theleadingexperts

intheindustry

to

discussthefutureof

creativity

anditschallenges.

Inthisbooklet,wesharefivecreativethemesthatmarketerscantake

from

this

year

’s

CannesLions’experttalks

andaward-winning

work.

For

eachthemewesharehow

Kantar

solutionscanhelppropelyourbrandsandbusinessesforward.The

sustainability

conundrumThe

return

of

entertainmentJane

OstlerEVP

ThoughtLeadershipVera

SidlovaGlobalDirector,

CreativeGenAI:

Adland’s

frenemy

ormarketers’

partner?1Creative

mustbe

effectiveUnder

thecurrent

economicpressures,

manymarketersinvest

inperformance

marketingtactics

to

deliver

short-termsales.

While

performance

has

itsplacein

themarketer’s

toolkit,the

top

marketers

at

CannesLionsfocused

on

thepower

ofbrand

andthe

ways

in

whichbrand

buildingcandrive

thecommercial

healthof

their

businesses.Marketers

atthefestivalremainedlaser-focused

onthefact

thatcreativity

notonly

can

–

but

should

–

deliver

differentiationandgrowth

for

brands.

Marc

Pritchard,

P&G’sChief

Brand

Officer,

introduced

theNextReset

for

theirbrands.

Effective

creative

liesatthecore

oftheirapproach

andthey

frametheReset

as“creativity

thatgrows

markets”by

leveraging

consumerunderstanding,being

truly

inclusive

anddrivingcreativeimpact.

Marketingprofessionalshavelongargued

about

the‘correct’

ratio

betweenbrand

buildingandperformance

advertising,withmany

seeing

digital

advertising

asachannelfor

performancemarketingonly.How

KantarcanhelpInasessionaptly

titled’Therealbeautyof

long-lastingbrands’,

Conny

Braams,

theChief

Digital

andCommercial

Officer

atUnilever,

highlightedtherole

ofbrandsforgrowth

as“themajority

of

[Unilever

brands’]growth

iscomingfrom

thelong-termeffects

ofbrandbuilding”andidentifiedthe“steady

decline

of

brand

differentiation”asthebiggestthreatfor

brandstoday.UMMOputs

you

incontrolof

yourmarketingbudgetandallocation.

Itprovidesguidanceonthe‘bigpicture’strategicbudgetallocationandhelps

you

withtacticaldecisionsandin-flightbudgetallocation.Kantar

haschallengedthis

view

for

years,sayingthatdigital

canbe

aneffectivechannelfor

brand

building.

Les

Binet,Grace

Kite

and

Tom

Roach

demonstratedwithdata

thatmarketers

know

how

todeliverimpact,

infact,

weare

enteringathirdageofeffectiveness,

wheredigitaladvertisingisnow

helpingto

buildbrands.UMMO

–

getacomprehensiveassessmentFind

out

moreof

yourmarketingeffectiveness.Inajointsession,

Felipe

ThomazofSaïdBusinessSchoolandKantar

’s

DomBoyd’did

themath’

onKantar

BrandZdata,proving

thatbrand

differentiation

isthekeydriverofbrandgrowth

as

wellaspricingpower,

whichisessentialinthecurrentinflationary

environment.Read

our

latest

thinking—

Where

does

performance

marketing

meet

brand

building?—

Is

inflation

wreaking

havoc

with

your

media

projections?—

What

Large

Language

Models

could

mean

formarket

research2Inclusionmustbe

integratedThis

year,

thediscussiononhowinclusion,

diversity

andequity

arecommunicated

withinadvertisingcontent

hasreached

yet

anotherlevel,

andshowedmore

nuance.Brands

alsoheavily

leverage

thelatesttechnologiesto

drive

positive

outcomes

fordifferent

groups,

suchastheMouthpadwhichisa

retainer-like

device

thatallowspeople

to

control

theirmousecursor

through

themovement

of

theirtongue,

Vaseline’s

SeeMy

Skin

whichtackles

thelackof

diversity

inimagesthatdermatologistsusefor

diagnoses,or

Apple’s

The

Greatest–a

campaign

thatshowcasestheaccessibility

builtinto

theirproducts.

Whilesomeprogress

hasbeenmade,

theindustry

needs

to

domore.Brandshavenow

movedpast

whetherto

be

inclusiveto

thehow,

withintheirownorganisationsas

wellashow

theyengageexternally

withagencies,

suppliersandconsumers.

This

year

’s

CannesLionswinnersdemonstratedthatcreativitycanhelpmake

brandsmore

inclusive.How

KantarcanhelpUnstereotype

Alliance’s

DanaiGuriracalled

for

deeper

engagement

withpeopleandcommunitiesto

combat

stereotypes,whichremain

abundant

inadvertising

andentertainment

more

broadly.

Brands

needto

thinkabout

theportrayal

ofmeninadvertising

andconsidertheneed

to

shiftfrom

portrayingmasculinity

asasinglemodeto

portrayingmultiplemasculinities,to

reflectthediversity

in

whichmenlive

andinteract

with

the

world

andtheirever-evolvingrolesinsociety.

Meanwhile,Kantar

’s

researchwithGLAAD

intheUS,

talked

about

atontheInfillion

stage

withGLAAD,

Getty

ImagesandGoogle,

showsthatrepresentationoftheLGBTQIA+

community

isexpectedand

welcomed,

butthatitneeds

toKantar

andtheUnstereotype

Alliancepartner

to

helpmarketers

measure

whethertheiradvertisingcontentisperceivedto

be

progressiveandmovingaway

from

genderstereotypes

withanUnstereotypeMetricandbenchmarks.Doveshowedhow

afocusedpurposeonraising

women’s

self-esteemcantake

onmany

differentforms.

TheirCostofBeautycampaign

–

which

wonsix

Lions-isamore’traditional’campaignthatraisesawarenessabouttheimpact

ofsocialmediaoneatingdisordersin

young

women.

Thebrandalsoleveragedsocialandcreators

wellinthe#turnyourbackonboldglamourcampaignwhichraisedawarenessaboutthenegativeimpact

of

TikTok’s

beauty

filter,

earningitamongstothersaGrandPrix

LioninMedia.Findouthow

LINK+

cansteeryouradvertising’sinclusivity.Find

out

moreRead

our

latest

thinking—

Beyond

brand

activism:

Three

routes

to

inclusive

advertising—

Playbook:

The

power

of

inclusive

portrayal

in

advertisingbe

authenticandincorporated

withinthenarrativeto

resonateproperly.Inclusion

Index

2022:

Discover

what

progress

havewe

made

on

Diversity,

Equality

and

Inclusion—DoveCost

ofBeauty3Thesustainability

conundrumThis

year’s

festival

showed

theplethoraof

ways

that

brandscaninnovate

their

supply

chains,productsandprocesses

to

reducetheir

impact

on

theenvironment.‘the

Airbnbfood

waste.

Renaultlaunchedfor

plugs’

thatallowspeopleto

rent

otherpeople’s

chargers,

makingelectromobilitymore

accessibleinrural

areas;

a

scalableidea

thathelpsboth

thebrand,

thecategoryandtheenvironment

more

broadly,

scoopedupaGrandPrix

inCreativeStrategy.Similarly,

many

ofthis

year

’s

winnersshowedhow

brands

cantalk

to

theiraudiencestodrive

theadoption

of

sustainable

socialbehaviours.

IKE

A’s

Life

collection

campaigninNorway

showed

thestories

behind

whypeople

are

passing

theirfurniture

onforsecond-hand

purchase,

from

thesadto

thefunny,

maintainingasenseofauthenticityandavoidingthepitfallsofgreenwashing.Whiletheseare

greatexamplesofbrands

focusing

onsustainability,

moreaction

isneeded

to

move

theneedle.Kantar

’s

JonathanHallsatdown

withPreetiSrivastav,

GroupSustainability

DirectoratAsahi,

and

WilliamSkeapingof

ExtinctionRebellionto

raisethebaronsustainability.Willshared

thegravity

of

thecrisis

wearefacing

andtheneed

for

businessesto

stepup,

andPreetisharedthejourney

Asahihasbeen

onandtheneedfor

themarketingandsustainability

functions

to

partnerclosely.

Jonathanshared

findingsfromtheKantar-WFA

collaboration,

SustainableMarketing

2030,

andtheCircular

Marketingframework,

includingfive

levers

ofHow

KantarcanhelpWe

work

withorganisationsacrosstheirspectrumofsustainability

challengesto

helpthemmeaningfullydefineandpowerfully

activateasustainability

strategy

–

acrossbrand,

innovation,

creativeevaluationandDEI.MakrosupermarketinColombiaturnedfruitstickers

into

a

clever

medium

of

itsown,

givingpeopleideasonhow

to

reduceContactourSustainableTransformationPractice

to

fuel

yoursustainability.Find

out

morechange:

value

redefined,

sustainabilityfirst,

transformative

relationships,

radicalinnovationandcreativity

into

action.Read

our

latest

thinking—

5

tips

to

get

sustainable

messaging

right

in

advertising—

Designing

for

a

waste-free

future—

Designing

for

sustainable

outcomes

to

close

theValue-Action

GapIKEALife

Collection4Thereturn

of

enter

tainmentIn

2023,

according

to

Kantar’sLink

database,

we

saw

advertisingbegin

to

reverse

thedeclineofthe

useofhumour

inadvertisingandCannesLions

this

yearreflectedthat

as

well.Leon,

a

funny

spotaptly

depicting

itsunsendmessagesfeature,

perhaps

signalinga

shift

inattitudes

towards

humourandentertainmentinjury

roomsas

well?Afew

notable

winnersshowed

thatentertainingandfunny

creative

canbe

used

by

any

brand

inany

category.B2Badvertising

–

unlike

thenamesuggests-

stilladvertises

to

people

wholike

tolaugh,

theHRsystem

Workday

leveragedaninsight

about

how

employees

usethe

word

’rockstar’

ina

star-studded,laughter-inducing

campaign.Andrew

Robertson,

theCEO

of

BBDO,

gaveapowerfulpresentationdemonstratingthathumourdone

welldrivesimpact

forbrands,

callingontheindustry

to

useitmore

andchallengingCannesLionstoopenanew

category

ofawardsfocusingontheeffectiveuseof

humour.

This

wasliberally

supportedby

data

from

Kantar

’sLinkdatabase

–

includingdigitalads.How

KantarcanhelpPartnersLife,

alife

insurancecompanyinNew

Zealand,

hadto

address

a

strategicchallenge,

where

New

Zealand

hasoneofthehighestrates

ofunderinsuredpeopleinthe

world.

They

tackled

thisby

leveragingdarkhumourandpopculture,

bringing

tolife

characters

from

a

popular

murdermysteryto

recount

their

reasons

for

nottaking

out

life

insurance.

Financialserviceadvertisingisn’t

knownfor

usinghumour.Partners

Life

showed

itcanbe

usedWe

useemotion

AI-poweredfacialcodinginLINK+adtestingto

capture

andunderstandpeople’semotionalresponses

while

watchinganad.Audienceslike

to

be

entertained,

butlastyearonly

1in

10Lions

were

awardedtofunny

content.

This

year,

oneoftheGrandPrix

awardsinFilm

wenttoApple’s

R.I.P.LINK+

gettheemotionrightin

youradvertising.Find

out

moreRead

our

latest

thinkingeffectively

to

drivebusinessresults.—

Who’s

laughing

now?

Let’s

stop

the

decline

ofhumour

in

advertising—

Harness

the

power

of

emotion

in

digital

advertising—

Express

your

emotions:

Why

emotionalresponse

is

important

in

advertisingAppleR.I.P.

Leon5GenAI:

Adland’s

frenemyormarketers’

par

tner?Generative

AI

wascertainlythebuzzwordof

the

week

andtherewascertainly

adangerofbecomingobsessed

withthelatest

shiny

trend.Cadbury

’s

ShahRukhKhan-My-Adcombined

thepower

of

a

Bollywood

celebritywith

AI.

ShahRukh

Khan

–

a

Bollywoodcelebrity

–

wasfeatured

ina

Diwaliadfor

Cadbury

askingpeople

to

stop

byspecific

smallbusinesses,

whofacedtough

recovery

following

thepandemic,around

theholidays.

Machinelearningwasusedto

create

over

130,000uniqueversions

oftheadsothatthenameandlocation

ofthesmallbusiness

were

saidinShahRukh

Khan’s

voice

andfacialexpressions.

The

campaign

used

AIto

createhyperlocalised

content

inunparalleled

ways,withtheonsetof

generative

AI,

wearelikely

to

seetheceilingraisedonthisoneevenfurther.

This

wasalsoamulti-awardwinnerlast

yearintheCreativeData

andothercategories,

andthisdemonstratesthepowerofapowerfulandholisticcampaign.Marketers

maintainedtheirfocus,

raisingabovediscussionsonhow

generative

AIwillunlockcreativity,

insteadmovingthegoalpoststo

whetherandhow

thelatestdevelopmentsingenerative

AIcanunlockcommercialgrowth

for

thebrandstheylookaf

ter.

Generative

AIis

yet

anothertoolinthemarketers’toolkit

–

withhugepotentialto

bringefficiency,

scale,

andifleveraged

cleverly,

even

commercial

impact.How

KantarcanhelpKantar

hasasuiteof

AIsolutionsincludingLink

AIto

quickly

evaluate

advertising

contentbased

onlearnings

from

ourdatabases.

We

continue

to

exploretheopportunities

AIandgenerative

AIbringto

shapethefuture

of

market

researchandbrands.Generative

AIadsdidn’t

grab

many

Lionsthis

year

(despite

there

being

a

specificAIstorytellingtrack

inDigital

Craft).Thatsignalsthatadlandisjustbeginningto

engage

withgenerative

AIand

wewillsurely

seemore

entriesnext

year.LinkAI

–

adtestingin

15minutes.Find

out

moreThis

year

’s

GrandPrix

winnerinCreativeEffectivenessdemonstrates

what

weseeevery

year,

thatcreative

agenciescanleveragethelatesttechin

waysthatbenefitbrandsas

wellascommunities.Read

our

latest

thinking—

What

could

Generative

AI

mean

foradvertising

and

concept

de