It is that time of year when Creative Directors from around the world migrate to the South of France. Why? What happens there? Will Ogilvy be awarded the most creative agency in the world for the fifth year in a row?
While we’re still waiting for news on that last one, we have a lot to share about the work, keynotes, and trends we’re seeing at Cannes Lions 2016.
A year ago I made predictions about what would win at this year’s event, namely:
- Twin Peaks– We are seeing more work that is a perfect marriage of creativity and effectiveness, what Ogilvy & Mather calls the Twin Peaks. In the year ahead more brands will have campaigns that are not only brilliantly creative but also highly effective.
- Virtual Reality– Virtual reality is set to take over for a few reasons: (1) it’s accessibility, (2) there’s an increased focus on brands as storytellers, and VR allows for immersive experiences, and (3) the technology is just damn cool and capabilities will continue to evolve.
- Social Responsibility – Consumers – especially Millennials– increasingly want to associate with brands who fill a positive role in society. As more brands become aware of this and better understand their social responsibility, Cannes Lions 2016 is sure to applaud their efforts.
- Co-creation– We’re in a new era where influencers are not just seen as a channel for amplifying a message; rather they are co-creators in building the brand story. By learning how to tap these creators, brands will find more opportunities to innovate and tell their story.
So how did I fare with my predictions?
In a webinar this week, I was joined by David Mayo, Chief Marketing Officer, O&M AP, Debby Cheung, President, O&M Group Shanghai, Dr. Lorinda Hearn, Co-Founder, Rhino Rescue Project and Reed Collins, Chief Creative Officer, O&M Group Hong Kong as we discussed this year’s festival highlights, innovative work, notable speakers, and trends that are moving our industry forward.
View a recording of the full discussion below: