Within business transformation, designing new journeys and experiences for customers is one of the most common focus areas for agencies and brands. 54 percent of brand leaders, and 49 percent of agency leaders said they are always or regularly working on these types of creative projects

LIONS STATE OF CREATIVITY SURVEY, 2021

In 2021, not only will the “experience economy” mature, but the realms between the physical and digital world will also dissolve even further. Much of it has, of course, been accelerated by COVID-19 but consumer demand and leaps in technology have also played a part. Expectations of creative experiences means that brands have had to raise their digital game up as lockdowns have seen us living so much more of our lives through a screen. Transitions, friction and glitches will not be tolerated. Emboldened by the big promise of “everything-as-a-service”, eCommerce has become more of a level playing field...sometimes resulting in a fairly dull game. So how can brands become superstar, stand-out players in this highly competitive space? Some of the best of the best are the new kids on the block: The start-ups. The challengers. The new sharing economy platforms. They’re daring to be different and are challenging the customer journey - to create magical moments which delight and excite audiences. At Cannes Lions Live, we’ll reimagine the customer journey with the help of those who are creating magical moments with the help of creativity. We’ll see how creative thinking can transform the customer journey, transforming mundane functionality into outstanding, immersive and entertaining experiences.