THE CANNES LIONS DISPATCH
THURSDAY
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Everyone’s Invited
Two of Thursday’s Grands Prix offered lessons in inclusion. WeCapital’s ‘Data Tienda’ via DDB Mexico facilitated financial inclusion for low-income women. And Decathlon took its second Grand Prix for ‘The Breakaway: The First eCycling Team for Prisoners’ through BBDO Belgium. This initiative enabled inmates to join virtual cycling races with riders from the outside world. The need for greater inclusivity was talked about on stage too. Chandra Guinn, Executive Director of Diversity, Equity and Inclusion at agency McKinney, said: “Equity is acknowledging that there was some exclusion that happened in the past and bringing about a different future.”
Humanising B2B
Paint and coating company Sherwin-Williams took the inaugural Creative B2B Lions Grand Prix with ‘Speaking in Color’. Via Wunderman Thompson Minneapolis, this voice-activated AI targeted architects, enabling them to replicate specific colours. Paul Hirsch, Chief Creative Officer, Doremus and Creative B2B Lions Jury President, said: “In the past, B2B has often surfed in the wake of B2C, but this work will flip the script and have deep B2C implications in the near future.”
This echoed a more human-centric approach to B2B marketing that was championed on stage earlier in the week on Tuesday by Ryan Roslansky, CEO, LinkedIn. He said: “Understand the issues facing business leaders the way you understand households. Your industry understands how households buy Tide and cereal. But you need to learn to understand how IT managers buy CRM software or cyber security systems.”
GRAND PRIX
GALLERY
Thursday saw six Grands Prix awarded across The Engagement Track
The Engagement Track is in partnership with
Creative Data Lions
A centralised information system offered financial inclusion for low-income women
WECAPITAL I DATA TIENDA
DDB MEXICO I MEXICO CITY
"This proves that any creative mind can use data to help brands make life better for their customers. You don’t need a huge team or budget to do it; you just need a curious mind."
ALAN KELLY
CHIEF CREATIVE OFFICER I ROTHCO JURY PRESIDENT I CREATIVE DATA LIONS
Media Lions
A living, growing billboard revived coral reefs
MARS I HOPE REEF
AMV BBDO I LONDON
PR Lions
Sports retailer’s prison-based inclusion initiative reached 15 million people
DECATHLON I THE BREAKAWAY: THE FIRST ECYCLING TEAM FOR PRISONERS
BBDO I BELGIUM I MOLENBEEK-SAINT-JEAN
Social & Influencer Lions
Social media filters told the true stories behind stolen artefacts
VICE MEDIA I THE UNFILTERED HISTORY TOUR
DENTSU CREATIVE I BENGALURU
Creative B2B Lions
How It Got Made: 'Speaking in Color'
Bas Korsten and Daniel Bonner, Co-Chief Creative Officers, Wunderman Thompson, explain how a voice-activated AI opens up a world of colour for architects
How does this help architects?
Architects seek colours to define a museum or opera house. They know how colour can change the experience of a city, evoke emotion and create a building’s personality. The human eye can recognise more than one million colours: one person’s ‘cloudy grey’ can conjure up different hues to another person’s. This tool produces colours based on human inspiration to make finding the perfect colour as intuitive as possible.
How does it improve on their existing process?
Language is the most natural way to express yourself. This AI voice-controlled tool generates colours that can then be fine-tuned with phrases like ‘a little brighter’.
What powers the voice-activation component?
Millions of images are analysed in a search algorithm, and optical recognition technology creates a custom colour palette.
What have you learned from this project?
The best ideas come from the crossroads of creativity, technology and humanity. And they aren’t done in a heartbeat. It takes courage and collaboration over years for ideas like this to come to fruition. If you stay the course, keep believing and have an ambitious client to back you up, you can create something that will help differentiate the brand.
SHERWIN-WILLIAMS COIL COATINGS I SPEAKING IN COLOR
WUNDERMAN THOMPSON MINNEAPOLIS
Direct Lions
A bouncing, unbranded QR code introduced crypto platform Coinbase to the Super Bowl crowd
COINBASE I LESS TALK, MORE BITCOIN
ACCENTURE SONG I NEW YORK
PROMOTED CONTENT
Making Inclusive Marketing Accessible
Google’s latest accessible marketing playbook on All In helps brands to create work that allows everyone, especially disabled people, to access and engage with their content, products, and experiences.
Nothing about us, without us: Disabled people are their own experts, so bring in their voices from the start.
Understand and account for intersectionality: Consider people with disabilities more holistically and use a spectrum of identity markers, including gender, BIPOC, LGBTQ+, age, and education. Everyone deserves to feel a sense of belonging.
Accessible marketing is a mindset, not a box to check: Accessibility best practices change as technology develops and culture shifts. It should be a sustained commitment and embedded into every aspect of a brand, from conception to execution and beyond.
Quote of the day
“If you want to be relevant globally, have content that resonates with people locally. Have great creators and creative teams embedded into creative communities around the world."
TED SARANDOS CO-CEO & CHIEF CONTENT OFFICER | NETFLIX
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