A healthy start

Welcome to the first edition of The Daily Digest. We'll be bringing you insights from Cannes Lions Live every day, all week.

In a year that’s been dominated by physical and mental wellbeing, it’s fitting we kick off Cannes Lions Live with the Pharma, Health and Wellness Lions and the Lions Health Grand Prix for Good. Health and Wellness Grand Prix-winner #Wombstories, via AMV BBDO for Libresse, continues the brand's mission to smash taboos around women's bodies, as well as its Lion-winning streak in 2018 and 2019 for Bloodnormal and Viva La Vulva.

Across the Health & Wellness Lions entries, juror Patricia Corsi, Global Chief Marketing and Digital Officer, Bayer Consumer Health, observed a shift in emphasis reflecting change in how people take care of themselves: “Before the pandemic, it was a reactive approach. Now, it's more proactive.”

WGSN’s Future Consumer 2023 keynote, by Carla Buzasi, President & CEO, also referenced this change. Buzasi predicts the rise of ‘structured caring’, linked to the spike in mentions of self-care across social media.

Missed this sessions? Catch it here.

Design: Sustainable Solutions

The two Grands Prix awarded for the Design Lions - H&M's in-store clothes recycling machine Looop, via AKQA Stockholm, and biodegradable alternative to plastic Notpla, with Superunion London - showed a commitment to making everyday life more sustainable. Want more on sustainable design solutions? Don't miss Cyrill Gutsch, founder and CEO, Parley for the Oceans, on Thursday's live stream.

Outdoor: Three Grands Prix Three Grands Prix were awarded in the Outdoor Lions: Burger King's Moldy Whopper (Ingo, Stockholm, David, Miami and Publicis Romania), Renault's Village Electrique (Publicis Conseil, Paris) and Heineken's Shutter Ads (Publicis Italy, Milan).

Want to explore all the winners? Find them on The Work.

Missed any of the talks? Find them on On Demand.

If you are not a member or do not have a pass, buy it here now to watch: https://live.canneslions.com/discover


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And now for other highlights...
Attracting and sustaining attention is an evergreen challenge for brands. More brands are building stakeholder communities, giving audiences multiple reasons to interact and participate. This helps to address the 'vanilla content' issue and gives brands more meaningful roles in people's lives. Burger King is one brand that shared with the Cannes Lions Live audience about how it is investing in building fandoms and benefitting from richer conversations as a result.
“We have a shorthand that our marketing team uses: transforming from a kingdom to a fandom. We want to move away from a kingdom, where communication is one way, towards a fandom, where it’s a two-way conversation, where we communicate and develop new products that are relevant to our guests.”

ELLIE DOTY

Chief Marketing Officer | Burger King | North America

Watch the session Burger King and Jones Knowles Ritchie - How To Be Yourself (But Way Better) on On-Demand

Monday saw nine Grands Prix winners, alongside the Grand Prix for Good in Health,

and Sweden taking its first Grand Prix for Design.

Explore all the Grands Prix on The Work.

Health & Wellness Grand Prix

Libresse | #Wombstories

AMV BBDO | London

Health & Wellness Grand Prix

BECO | #StealOurStaff

TBWA \ London

Print & Publishing Grand Prix

Dove | Courage Is Beautiful

Ogilvy London | Ogilvy Toronto

Lions Health Grand Prix For Good

COPI | Addresspollution.org

AMV BBDO | London

Pharma Grand Prix

Woojer | Sick Beats

Area 23

Design Grand Prix

Notpla | Superunion London

Notpla | London

Design Grand Prix

H&M LOOOP | Remaking Clothes

AKQA | Stockholm

Outdoor Grand Prix

Renault | Village Electrique

Publicis Conseil | Paris

Outdoor Grand Prix

Burger King | Moldy Whopper

INGO | Stockholm

DAVID | Miami

PUBLICIS ROMANIA | Bucharest

Outdoor Grand Prix

Heineken | Shutter Ads

Publicis Milan

Pharma Grand Prix: Sick Beats: "An innovation that will change people's lives"

“It's a beautiful use of tech. If we think about our health, what we see, how we feel and how we experience the world, it's through all of our senses. That beat is an innovation that will change people's lives."

Pharma Jury President | Anne de Schweinitz Global Managing Director, Healthcare | FleishmanHillard

BRAZE: #BrazeBreakdown

Customer engagement specialist Braze highlights insights from Cannes Lions Live speakers on how tech, data and creative experiences can power growth.

In his Cannes Lions Live talk Consumerism Past, Present and Future: The Next Digital Normal, Ram Krishnan, Global Chief Commercial Officer, PepsiCo, said:

“No longer can we say that digital was a place or a thing. Life has become digital and digital is how we describe our lives.”

Krishnan outlined three transformations that will take place over the next decade.

-Design by data. This is where the democratisation of data will allow for hyper-personalised product, brands and experiences.

-Social will power your business organisation, becoming the premier source for product design and improvements as consumers give feedback, as well as employees giving feedback to employers directly.

-Experience curation allows for more emphasis on consumers' expectations in the virtual world. This could be, for instance, a VR concert.

To hear more from Krishnan about how our digital selves may become more important than our physical selves, watch the video.

Braze is our partner for this edition of The Daily Digest

Virtual Experience / Creativity is Emotional Data,

Tuesday 14.00-14.45 (BST)

Join this Meet Up with Josy Paul, Chairman and Chief Creative Officer, BBDO India, to improve your understanding of emotional data and how it leads to creative work that is honest, emotional and transformative.

The Daily Agenda / The Bloc,

Tuesday 15.30-16.00 (BST)

How can you create change and empower people? Kim Barke, PhD, MFA, SVP, Creative Director, The Bloc and Ingrid Silva, Founder, EmpowHer NY, will show how their shared sense of purpose took them on an extraordinary journey.

Lions announced on Tuesday

Join Juan Senor on the ground in Cannes to learn the winners in Direct PR Social & Influencer Creative Strategy Creative Data Media

See you there!

If you are a member or hold a digital pass, watch live from 12:00 BST here: https://live.canneslions.com/

If you are not a member or do not have a pass, buy it here now to watch.


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