Trailhead Takes on Cannes

The sun has set on another unforgettable year at Cannes. In fact, this was the 70th year the Lions were awarded to the best creative work in the world. And just like in the 69 years prior, to say our industry has strong opinions about the work would be an understatement. Joining this discourse is no easy task—thought leaders from every corner of the industry have undoubtedly soaked up much of the post-Cannes spotlight with their takes. At CM, we prefer to share that shine with the up-and-comers as well: the amazing interns of our Trailhead program. 

We asked this cohort of outstanding interns what they thought of the work submitted for this year’s Titanium Lions. Here’s what they had to say. 

Vishal Tanna, Marketing Science Intern  

Favorite: DoorDash’s “DoorDash-All-the-Ads” (Grand Prix) 

Vishal was moved by the sheer magnitude of DoorDash’s Grand Prix-winning campaign, and gives props to them for being able to pull it off:  

The impact of participation, and one winner taking everything, made those who didn't participate feel regret. Staying top-of-mind is something all brands dream of, and by doing this, DoorDash made themselves favorites for a huge audience while simultaneously raising awareness that they’re more than just food delivery. 

Kien Nguyen, Design Intern & Maddie Smerlinski, Strategy Intern 

Favorite: DP World’s “The Move to -15” (Gold) 

Kien and Maddie were fans of DP World’s initiative to make subtle operational changes that amount to hugely important results for our world: 

KIEN: It can be challenging to overturn a research-based assumption. However, even prompting people to consider how only 3 degrees might change the world feels like a win. Not only is the work itself impactful, so is the initiative behind it. 

MADDIE: As a campaign that highlights the possibility for a sustainable future that exists when competitors work together, it unites businesses in their mission of solving climate issues. It transforms an enormous global mission of combating climate change into tangible efforts. 

Mason Wolff, Strategy Intern 

Favorite: JCDecaux’s “Meet Marina Prieto” (Gold) 

Mason felt JCDecaux’s work was a great example of how to engage audiences without crossing the line into trickery, maintaining a fun and real vibe: 

With our mental ad blockers on full blast due to our daily barrages of ads, it takes something truly unique to make us pause and think. This didn’t leave me feeling duped. Often, when ads masquerade as regular content, it feels like a bait-and-switch, sparking a sense of betrayal. However, this strikes a perfect balance between grabbing attention and being genuinely enjoyable. And let’s be honest, who doesn't love a happy old lady? 

Ahmed Omar, Marketing Science Intern & Sarah Dunn, Strategy Intern 

Favorite: Xbox’s “The Everyday Tactician” (Gold) 

Ahmed and Sarah liked Xbox’s work for similar reasons: 

AHMED: The focus on football and the user experience from a gaming standpoint is something that I think is cool to look at from another perspective. I like how it targets an audience and empowers them to do more and, in fact, be more! It gives gamers a significant role in what they can achieve. 

SARAH: The narrative surrounding Nathan Owolabi as a regular guy who had the potential to make it big and truly make a difference resonated with consumers. It also validated gamer expertise, which is something that is not typically taken seriously within the professional sphere. It showcased how in-game knowledge could translate to actual results. Which it did, as Bromley went on to have their best performance in over 132 years. 

Griffin Bailey, Client Services Intern 

Favorite: CeraVe’s “Michael CeraVe” (Shortlist) 

Griffin appreciated CeraVe’s brilliantly creative and refreshingly funny work in the context of traditional messaging from the industry: 

The conspiratorial vibe was key in making it so effective. Using the internet's love for humor and speculation amplified its reach and built brand awareness. Michael Cera's unexpected partnering with CeraVe, the mystery of their relationship, and carefully curated fake news took the internet by storm. It was the perfect setup for organic user-generated content that brought the campaign to the forefront of news articles and conversations as a cultural icon.

Alice Xu, Project & Product Delivery Intern & Emmerson Cooper, Strategy Intern 

Favorite: Coca-Cola’s “Thanks for Coke-Creating” (Shortlist) 

Alice and Emmerson both felt Coca-Cola’s nod to the customer was a welcome gesture to grassroots creativity from a global company: 

ALICE: 'Thanks for Coke-Creating' defies the stereotype of big brands being rigid about copyright regulations. It embraces its consumers' creativity by transforming re-interpretations of its logo into something profitable for the brand. It sheds light on the key role those small players—the consumers and small businesses—play in the bigger picture of Coca-Cola's success. 

EMMERSON: Coca-Cola’s ability to involve and recognize consumers across different touchpoints here is outstanding. When brands get this big, they can seem “untouchable.” They effectively brought humanity back into their brand in a way that facilitated both loyalty and fandom. 

Connor Laidlaw, Project & Product Delivery Intern 

Favorite: Dove’s “The Code” (Shortlist) 

Generative AI is on everyone’s mind in our industry, so Dove’s humanizing approach to the technology really spoke to Connor: 

AI has become an increasingly prominent tool everywhere you look, and its rapid growth and widespread integration with our day-to-day life has sparked serious discussion about its impact on bias and perception vs. reality. Dove played against growing concerns of AI imagery by inviting audiences to visualize "True Beauty." The results are stunning, and the tagline #KeepBeautyReal speaks volumes! 

Our industry is in good hands, folks. Here’s hoping we see these Trailheaders one day walking the stage in France, collecting Lions of their own. Congratulations to all the winners. 

To learn more about Trailhead, our emerging talent development program, go to trailhead.criticalmass.com