Jun 27th, 2018

Cannes Lions 2018 Take-outs

Jwtfolk Cannes2018

by Karl Waters
Creative Partner, JWT Folk


From navigating Blockchain to the future of agencies, there was lots of chatter going on in every corner of Cannes last week. Artificial Intelligence continued its charge to the top of the advertising world, making more of an impact than ever before. And while diversity may have been the talk of the festival last year, this year it walked the walk in the form of some culture-changing campaigns.

Aside from our trendy Cannes Lions tote-bags, here are some take-outs we brought home from this year’s festival:

The Evolution of Brand Purpose

Brand purpose isn’t exactly a new thought. However, this year it was front and centre of so many winning campaigns. And most of these campaigns showed much more than purpose, they were ideas that changed society and people’s lives. From the ‘Palau Pledge’ to ‘Trash Isles’ we saw how capable the industry is of doing good, when we put our minds to it.

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The Rise of Hackvertising

The meeting of creativity and culture is where most good advertising lies. Two big-hitting brands very much lived that this year. Hacking culture, or hacktervising, informed both Burger King’s and KFC’s brand strategies for the past 12 months. They chose to be reactive and always on. Whenever and wherever there was something happening in culture, you found them appearing making their brands relevant.

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Some Old Principles Still Apply

Brand Purpose and hackvertising may sound like contemporary advertising soundbytes. However, it’s worth noting that some older advertising principles still played a starring role at this year’s festival. Campaigns didn’t need to change the world or take AI to new levels to make an impact. In fact, really prominent among the Gold, Grand Prix and Titanium winners was one of advertising’s oldest principles; humour. From ‘It’s a Tide Ad’ to ‘Nothing Beats A Londoner’ ‘Dundee’ and the hilariously insane ‘Friendshit’ campaign from Thailand, humour is back on top. If indeed it was ever any other place.

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