Cannes Lions International Festival of Creativity

First Class of the Cannes Lions cMBA These past few weeks have been intense, diving deep into the rich content curated I throughout the 70+ year history of the world's largest creativity festival, Cannes Lions. In this Creative MBA, I had the privilege of learning directly from the legends shaping global advertising today. I had the opportunity to engage with renowned names such as: Anselmo Ramos : Co-Founder and CCO (Chief Creative Officer) of GUT, an independent agency with a global presence. Anselmo is known for his creative work on award-winning campaigns and his role in building global brands. Kate Stanners : Global President and CCO (Chief Creative Officer) at Saatchi & Saatchi. Kate is one of the most respected creative leaders in the industry, with a long history at the agency, where she leads the creative vision for international campaigns. Fernando Machado : CMO (Chief Marketing Officer) of NotCo, a food technology company focused on creating plant-based products. Fernando is widely recognized for his previous work as CMO at Burger King, where he led campaigns that redefined the brand. Harjot Singh – Global Chief Strategy Officer at McCann and McCann Worldwide Group. @hosy paul – Chairman and Chief Creative Officer at BBDO. Multi-Lion winners susan hoffman Co-Chairman and Chief Creative Officer at Wieden+Kennedy Vicki Maguire , Chief Creative Officer at Havas London Natalie Lam – Chief Creative Officer at Publicis Groupe APAC. Ali Cheikhali – Creative Strategy Lead at Google Nancy Crimi-Lamanna – Chief Creative Officer at FCB Canada Eve Rémillard Larose – CEO at TBWA\Group Canada. Sandro Gelashvili Head of Creative Works, Google. Quinnton Harris – Co-Founder and CEO at Retrospect. Mari Albuquerque – Creative Director at David SP Ajay Thrivikraman - Chief Creative Officer at Publicis Groupe Each module provided insights revealing what it takes to create impactful campaigns—those that not only win awards but also define trends, transform brands, companies, and drive the industry forward. In the end, I received a certification that is much more than just a piece of paper—it's a badge of excellence from the LIONS brand. The first cMBA cohort was incredible and connected me with a global network of creatives who share the same passion for making a difference through creativity. I am excited to apply everything I've learned, share it with my team, colleagues, and apply the learnings to the challenges presented by my clients, continuing my journey now with even richer experience. Thanks to Simon Cook , Steve Latham , Claire Bridges MSc , Jenni Middleton , and the entire Learning Lions team for their support and dedication to all cohorts of this historic and emblematic edition of the cMBA. Hope to see you soon at the French Riviera. #CannesLions #cMBA #Creativity #Marketing #Advertising #Innovation

Seizing cultural moments for success. When Calvin Klein released its viral campaign, Jeremy Allen White wasn’t the only star of the show. The featured red couch became a cultural icon, so Facebook listed it on Marketplace. It went viral within minutes, and after countless offers, one buyer was chosen to collect it from The Drew Barrymore Show. The work gained 2.7bn impressions and a 5.7% increase in daily Marketplace users – despite a $0 spend on media, talent or production. 🥇1 Gold 🥈1 Silver 🥉1 Bronze 🎗️5 Shortlists Yes, Couch! | Facebook | Mojo Supermarket | 2024 Explore all of the Cannes Lions 2024 winners exclusively on The Work | lnkd.in/ecN_zbS

Ready to chart your path to distinction? Take a seat. LIONS Learning starts here. Four online training courses, delivered by the industry’s most trusted creative excellence and effectiveness practitioners. Powered by lessons from LIONS and WARC – this is your chance to transform your career, and make history. Class is in session from this September. Learn more about the courses and book your spot here | learning.lions.co

How do you turn a cult niche into a cultural phenomenon? CeraVe showed celebrity and comedy are key. The skincare brand created a fake conspiracy theory involving actor Michael Cera – who posed as the brains behind the products. Escalating the campaign through owned channels, it culminated in a Super Bowl slot where CeraVe set the record straight. Sales soared and the work earned them 32bn impressions with a +5% audience growth. 🏆1 Grand Prix 🥇3 Gold 🥈2 Silver 🥉3 Bronze 🎗️5 Shortlists Michael CeraVe | CeraVe | Ogilvy PR, New York | 2024 Explore all of the Cannes Lions 2024 winners exclusively on The Work | lnkd.in/ecN_zbS

It feels like becoming more knowledgeable and fluent in cultural dynamics and norms has never been more important than in today’s world, where culture moves very, very fast and becomes more specific and niche by the day. So, I decided to tune in to Dr. Marcus Collins' webinar about unpacking the relationship between culture and consumption, where he touched on key elements of his upcoming six-week course with Cannes Lions International Festival of Creativity. These 30 minutes alone touched on important concepts that definitely deserve further exploration: - Our psychographics are byproducts of our cultural subscriptions. - Culture becomes a more powerful way by which we segment the market, identifying people based on how they self-identify. - We see the world a certain way, and because of this perspective, we navigate life accordingly, expressing ourselves through shared work, art, literature, film, tools, pottery, and poetry. Brands and branded products become ways by which we peacock ourselves to the world, not because of what they are, but because of who we are—our identity. - How we ultimately express ourselves as a collective — the alchemy of these systems — makes up our culture. Culture becomes the governing operating system for humanity. - People buy brands that align with their identity project. - Consumption, at its core, is a cultural act. I guess I’m bumping his book up on my reading list (and you should too)!

Be sure to register for Dr. Marcus Collins's live webinar, happening tomorrow. Learn how to use culture in your business – and put those learnings into action. Sign-up now | lnkd.in/gYDtn2eB

Culture is a word that’s used a lot, but how can marketers tap into its full power? In his six-week course, Dr. Marcus Collins will be deep-diving into what culture is and how to use it. He’ll explain how to plan marketing that’s more likely to be adopted into culture – so you can get people to act. Learn the marketer’s greatest cheat code and how to put it into action for creative success. Register now to be one of the first in, starting 30 September | lnkd.in/e9mWrYB8

We're excited to share that Effie Worldwide, the global benchmark in marketing effectiveness, will join LIONS, home to Cannes Lions International Festival of Creativity, WARC, Contagious, and Acuity Pricing (formerly Brand View). Together, we stand for creative marketing that matters. As part of this, we will supercharge Effie's not-for-profit arm to create The Effie and LIONS Foundation, Inc. With tools and training for educational institutions and underrepresented communities, we will join forces to reinvest in the next generation of marketing talent. (All subject to regulatory approval)

For adidas, representation wins. ‘Runner 321’ aimed to break down barriers for neurodiverse athletes by including them in the world’s most accessible sport: running. Sponsoring Chris Nikic, its first athlete with Down syndrome, adidas asked six major marathons to hold the number 321 bib – reserving space for neurodivergent athletes. It created not just a campaign, but a social movement. As a result, 278 athletes have signed up to be the next Runner 321, and 252 races have committed to adding the bib. Runner 321 | adidas | FCB Toronto | 2024 🏆1 Grand Prix 🥇1 Gold 🥈2 Silver 🥉2 Bronze 🎗️5 Shortlists Explore all of the Cannes Lions 2024 winners exclusively on The Work | lovethework.com

Over 200 entries, one winning team. Last year, these creatives joined forces to answer The Brief #3 – and won. They received passes to Cannes Lions 2024 where they told us about their experience of working on a brief that inspired action against climate change. Want to use your creativity for good? For The Brief #4, we’re partnering with UNICEF to set a new global brief that calls on creatives to inspire action for children everywhere. Don’t miss out – sign ups close on Thursday 8 August | https://lnkd.in/eC5Skg7P