Strategies

Cannes Lions Live 2021: Big

Ideas
The second digital-only format of Cannes Lions
International Festival of Creativity emphasised the new era
of opportunities through human-powered immersive
storytelling, digital expression and the future of data and
creative intelligence

Cassandra Napoli
06.28.21 · 15 minutes

Cannes Lions/Illustration by Jonny Wan

Analysis
With a plethora of live and on-demand sessions at the intersection of culture,
creativity and business strategy, Cannes attendees left armed with the tools
and information to thrive in the future advertising landscape.

The festival once again democratised access to 150 films and 40 hours of content,
offering audiences insights, ideas and new ways of thinking. Sessions ranged from
cracking the metaverse and courting TikTok users to responsible leadership and
data-led creativity. The common denominator across the festival? The role of human
connection in storytelling.
As Lorraine Twohill, CMO at Google, surmised, the world suffered three pandemics
in the last year: health, economic and racial, and as a result, brands prioritised
purpose, revamped leadership, introduced educational messages in storytelling and
became healers by turning stores into wellness hubs.
Consumers relied on digital connection to navigate the rollercoaster of emotions as
the blue light of their screens helped to console them, and give brands new ad
opportunities. People turned to gaming in droves in search of community (one third
of Twitch users now see streamers as friends) and TikTok, to learn and shop from
creators who feel like friends, which sparked a new form of digital FOMO.
Lessons learned in 2020, such as agility, resilience and empathy, remain relevant for
telling impactful and immersive human stories across traditional mediums and in the
growing metaverse.

Cannes Lions

1
From brand image to brand impact
In 2021 and beyond, brands have a responsibility to use their presence for
purpose to create an impact with their products and services.

Impactful les s ons : brands must use communication as a public service, according
to Alessandro Manfredi, EVP of Dove at Unilever. At the start of the pandemic, Dove
offered life-saving information via marketing. “We are one of the biggest skin
cleansing brands in the world and we have the responsibility to tell everybody that
washing with any soap is going to make a difference,” said Manfredi. Looking ahead,
brands will apply lessons to marketing that tell impactful human stories about
product attributes. In A CODA Story, Google showcased its assistive technology such
as Live Captions, by telling the story of hearing-impaired grandparents that were
able to virtually connect with family during the pandemic, informing the masses
about its essential service during a critical time.
Impactful s olutions : while 81% of consumers acknowledge brands have shi ed
from creating a public image to having social impact, it won't be enough to
win them over – 73% say they wouldnʼt care if brands disappeared. "There is a value
gap that needs to be filled," said Ila De Mello Kamath, global strategy at Ogilvy.
Businesses are the most trusted entity and they have a responsibility to create
solutions in people's lives. For example, Ogilvy and Cadbury's Diwali spot promoted
India's small businesses and their chocolate by using AI to connect viewers to 1,800
small shops. The location-based data made a hyper-personalised ad that benefited
the local economy and people.
Cadbury

2
Responsible leadership
The events of 2020 pushed businesses to pause, re ect and revise their
inclusivity efforts, and in 2021, leaders must now hold themselves accountable
for the state of progress.

“We believe that cultural fluency is the new business currency,” said Christena J
Pyle, chief equity officer at Dentsu. Brands must hire diverse teams that bring unique
perspective to the table to create work that resonates. To create change, however,
does not rely solely on the backs of Diversity, Equity & Inclusion departments. "D&I
cannot just live over here in a silo, it cannot live in a department, it canʼt be a
department of one," said Pyle. Inclusive practices need to be holistically woven into
the fabric of a company, and leaders need to be held responsible. "I want leaders
accountable for change, [who understand] how theyʼre going to make a difference. I
want a team that looks like people who use our products," said Lorraine Twohill,
CMO of Google, who believes the CMO's role is to be the "steward of what a
company stands for".
One way to honour accountability is to publish company progress. "We think diversity
cannot be buried in the back of a CSR report," said Pyle. As a result, Dentsu
published its first Diversity, Equity & Inclusion report in May, holding themselves
publicly accountable. Meanwhile, Google has audited 20,000 pieces of past
marketing to reveal its failures and make changes. The initiative eventually led to All
In, Google's open-source inclusive marketing toolkit, unveiled in June. The key
points? There's value in building the right teams, inclusive choices, accountability
and banishing ad stereotypes.
@marcusschaefer_of cial

“I always believe that creativity and diversity equals pro tability,

and also better storytelling for our clients”

Christena J Pyle, chief equity of cer, Dentsu

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Cookie-free futures
Consumer privacy took centre stage with sessions discussing the implications
of marketing in a world where privacy is prioritised.

Consumer trust is paramount and laws have been catching up. In recent years, GDPR
went into effect in Europe followed by the California Consumer Privacy Act, and
regional laws across APAC and LATAM have also emerged, as noted in our Privacy vs
Data report, giving people more control over their personal data. In 2023, 65% of the
global population's data will be protected by law.
With Google and Apple planning to stop using third-party cookies and mobile IDs to
track audiences, businesses will need to evolve their targeting efforts, which will
transform the ad industry once more. For marketers facing this impending new
normal, Jeff Nienaber, senior director of global audience ads at Microso , pointed to
the important role of first-party IDs (or data the company collects and owns itself),
which he called keys to "business sovereignty" for brands.
With increasingly limited means to target audiences, improving future ad
effectiveness will rely on the creativity of the content itself. "First-party data is not
enough because it doesn't give you the scale that cookies and mobile device IDs gave
you," said Lynda Calrizio, a strategic advisor at the ad platform VidMob. "Intelligent
creative data is a way that fills some of that gap." In what's been dubbed digital
advertising's 'final frontier', intelligent creative via VidMob will lead to better ads.
Read on to hear how it's powering the ads of tomorrow.

Neustar

“We absolutely must respect consumer privacy above everything

else. Above growth, above margin and even return on ad spend”

Jeff Nienaber, senior director of global audience ads, Microsoft

4
Creative intelligence
A number of sessions highlighted the intrinsic link between data and creativity,
and the future implications of AI on ad effectiveness.

Data and creativity have been viewed as paradoxical odds at two ends of a tug of war,
but they are symbiotic. According to Chris Duffey, who works in strategic
development at Adobe, data is used to create, distribute and optimise intelligently.
Businesses have leaned on historical data to help inform creative ideas, but data is
now also helping to creatively spark new ideas of the future through the use of AI
and machine learning technologies.
Data can expand human creative potential, according to Sinan Aral, an MIT
Professor. Using AI and machine learning algorithms, VidMob and Aral proved data
can power effective and engaging ads. They looked at 90,000 ads, on six platforms in
20 industries, with over one trillion impressions, to uncover features that impact
performance. "This is a tool that will augment the human creative process and
essentially turn content creators and give them superpowers," said Aral. "It allows
people to understand the emotions, opinions and perceptions that are created by
the content they are producing and then to adjust that content."
Alex Collmer, founder and CEO of VidMob, says creative intelligence is "the science
of understanding why things perform the way they do", which is unlocking new first-
party data. "Intelligent creative, the act of using that intelligence to now drive better
performing ad media is where business results can be changed."

@space.ram

“Data is not and probably never has been at odds with creativity.
It’s not a ‘this’ or ‘that,’ it should be leveraged in unison”

Ian Mackenzie, chief creative of cer at FCB/SIX

5
The NFT opportunity
NFTs will be big business. As noted by Neda Whitney, SVP of marketing at
Christie’s, consumers spent over $2bn on them in Q1 alone. Sessions addressed
the future implications of NFTs, which will open up new revenue streams and
enable more interactive experiences.

NFTs have found a home at the auction house, where artwork by digital artist Beeple
sold for $69m in March. "Weʼre not just talking about fine art any more and it will shi
the way that the Christieʼs business model works. It will shi the way that Disneyʼs
business model works and everybody in between," said Noah Davis, post-war and
contemporary art specialist at Christie's.
“Every brand, every consumer packaged good will have a NFT strategy,” said
entrepreneur Gary Vaynerchuk in a keynote session that explored what NFTs
actually mean for the ad world. “Why would Equinox have a QR code or plastic
membership card? Theyʼre going to make it an NFT," said Vaynerchuk. He believes
everything will become an asset and NFTs will eventually unlock access to
exclusive experiences.
We are only at the very start of unlocking the full potential of the NFT market, but
as it matures, NFTs will become ubiquitous. "I think everybody listening to this will
buy a digital asset," said Vaynerchuk. "They will put it in their public wallet, and itʼll
be another form of expression just like a family photo." These public wallets, which
hold NFT assets, will become extensions of social status for consumers. According
to Vaynerchuk, showcasing owned assets will be just another way for consumers to
express their clout to the world. Illustration by Alex Castro / The Verge

6
The race to monetisation
Facebook plans to power the creator economy. Following in the footsteps of
Twitter's Spaces and Clubhouse, the platform rolled out live audio rooms on iOS
for US public gures and select groups in June, giving creators new ways to
connect with fans and monetise content. 

"I think Facebook is in a unique situation where we have so many different creative
formats that can address so many different kinds of creators, from live gig streaming
with gaming creators, video for video creators, now audio creators ... and so many
different monetisation options that match the needs of different creators,” said Fidji
Simo, head of Facebook App. Audio influencers, for example, can earn money
via Stars, a tool that allows audiences to send tips to creators, opening up
monetisation to wider groups. "Weʼre thinking about it as having a portfolio of these
options, from Stars to paid online events [...] all the way to revenue share on ads [...]
to branded content," said Simo.
Facebook is committed to empowering creators to see the app as an accessible
career path. "We can be the engine that really shows creators that this is not just a
hobby," said Simo. Daphnique Springs highlighted how she turned creating into a
career. “My audience and my community can purchase Facebook Stars and give those
to me through live video." She also earns via fan subscriptions and by attaching
merch to videos which enables easy purchasing. As Facebook empowers creators
and considers their needs (it does not plan to take a cut of creator revenue until
2023), brands should revisit their strategies on the platform.
Daphnique Springs

7
Storytelling in the metaverse
The metaverse is a shared digital space set to unlock new experiences that will
let brands tell extended, interactive and emotional stories. While concerts are
already gaining momentum, sports is likely the next metaverse frontier. 

The pandemic accelerated the metaverse, giving audiences access to immersive

experiences that otherwise would have taken years to achieve. Similar to Lil Nas
X's Roblox concert, which attracted 33 million people, Chinese girl group THE9, who
were contestants on streaming platform iQIYI's reality show Youth With You, hosted
the first in-platform extended reality concert in March.
According to Leon Chen, SVP at iQIYI, reaching Gen Z requires content to be
immersive, interactive, enable a deep emotional connection and leverage co-
creation. At THE9's concert, fans were able to interact with talent as their virtual
avatars, share real-time comments and contribute to the performance alongside
THE9.
Sports is primed for immersive storytelling in the metaverse. "Weʼre watching sports
passively. Broadcasters and streamers are feeding us linear content," said Peter
Moore, SVP at gaming engine Unity. Sports content could become far more
engaging with volumetric 3D technology. Volumetric capture is "a technique that
captures a 3D space such as a location or performance using a large number of
cameras around the playing area," noted Scott Antaya, VP of Canon. "Multiple images
are then processed to create silhouettes of players and moving objects on the
playing field and rendered into a 3D environment," where audiences chose the
perspective and interact with the content. With volumetrics, sports can be set iQIYI
against any backdrop and products can be integrated throughout.

8
Gamer kinship
Activision Blizzard says there are 2.7 billion gamers globally, who ock to these
spaces to foster friendships. In fact, 40% of people they surveyed said social
connection was a key motivator for playing games.

Twitch highlighted a similar message in a session with Publicis Media entitled

Reaching the Unreachable, which was about courting Gen Z on the platform.
Twitch welcomes 30.8 million daily visitors with Gen Z accounting for 31%. Over one
third of its core audience sees fellow streamers as friends, and about 50% actually
met friends via gaming.
Brands should consider launching in-app ads that double as social experiences for
users, and allow them to lean on their connections. Publicis Media highlighted
its campaign with Invisalign, which tapped Twitch streamers Littlesiha and bnans,
who integrated the brand message into their content, and talked to their
communities as companions, pushing brand sales up 25.6% YoY in Q3, and 38.7% in
Q4. Purchase intent also jumped 9%.
"Gaming is emerging as the most influential space in youth culture, maybe even
bigger than music, and itʼs also become the latest hotbed for immersive narrative
storytelling through video," said Kevin Allocca, head of culture and trends at
YouTube. According to YouTuber MatPat, Dream SMP is an “ongoing political drama
told on the platform of Minecra ". Since May 2020, however, YouTube
has exploded with narrations of the game, where they've seen over two billion views.
Gamers can participate on Minecra alongside peers in real time or simply act as a
spectator and view the Minecra recap via YouTube videos, and contribute to the @vincedingmann
thousands of comments these videos yield.

9
New routines creating new products
Brands must map consumer shifts to deliver relevant products, services and
entertainment at speed to meet their shopper needs. 

In 2020, young consumers adopted new rituals and routines, leaning on gaming for
connection and baking for entertainment. This inspired the strategy for Philadelphia
Cream Cheese's Philly Series 5 campaign. "We saw that during the pandemic, our Gen
Z audience were into two things: gaming and baking, so that was the insight that we
built off of," said Gerardo Zavala of Publicis. They launched a cream cheese gaming
console, which sold out in under a minute and drove a 13% sales spike in November,
outpacing total Q4 projections.
PepsiCo mapped consumer shi s to deliver new products that aligned with new
habits. "I think data is a big unlock on how do we reverse engineer and design
products which address consumer needs," said Ram Krishnan, chief commercial
officer of PepsiCo. He pointed to Dri well, a new functional relaxation beverage,
launched based on the fact that consumers were "wanting to decompress and
unwind" a er spending 16 hours per day online.
According to Pinterest's Andréa Mallard, new rituals were adopted as a stabilising
force. "Many Pinners prioritised working out at home and created designated spaces
in their homes. They love them and are scared of losing them post-pandemic," said
Mallard. Brands have an opportunity to meet consumer concerns, and some
companies are already taking action. Gatorade recently launched a sweat patch and
app, offering personalised hydration plans, ideal for home workouts.
@cieyonce

10
TikTok FOMO
For its one billion MAUs, TikTok is a library of creativity and education, but it's
also a trigger for brand growth. In a short stretch of time, TikTok has
encapsulated age-agnostic audiences, becoming a real-time focus group and
space to convert passive viewers into active consumers.

While the pandemic fizzled IRL FOMO (replacing it with FOGOor fear of going out and
FOFO, fear of finding out), TikTok triggered a new kind of desperate digital FOMO to
emerge as users did not want to miss out on experiences driving culture. Brands can
now trace a bold line between sales and both serendipitous and curated TikTok
FOMO.
According to PepsiCo's Ram Krishnan, social media "is no longer just a tool to
communicate, itʼs how you re-architect your entire business model by listening to the
different stakeholders". During the pandemic, TikTok audiences connected to the
authenticity of creators and trends, which translated to sales. As noted in a session
titled How TikTok Disrupts Commerce From the Bottom Up, 71% of TikTokers have
made unplanned purchases a er seeing it on TikTok; in fact, the tag
# TikTokmademebuyit now boasts over 3.5bn views.
Beauty brand EOS saw serendipitous success a er TikToker Carly Joy went viral for
praising its shaving product. EOS doubled its business as a result and became the
top shave brand at Target before selling out altogether. Mochi dessert brand Little
Moons, meanwhile, powered its hype in a one-day ad that generated 6.7m
impressions and 4.5% engagement. # littlemoonsmochi has 179m views on TikTok,
and in February, there was a 1,300% sales spike at Tesco stores. @hashtagcatie

11
Healing society
Following a year of compounded trauma, sessions emphasised a need for
messaging and action that aims to heal societal wounds.

Emotional healing: according to Lars Bengston, chief content officer at Havas

Health & You, humans want to heal and be healed. Over the last year, social media
was o en toxic, but it was also a space filled with cathartic escapes that offered
respite from the chaos of reality. Creators like TikToker Vick Krishna and YouTuber
Gurdeep Pandher healed viewers via humour and dance.
"There is a gap between science and communication," said Krishna, "so to bridge the
gap I think we do need a different set of talents and a different set of people."
Krishna's TikTok parody video explaining the Covid-19 vaccine went viral, which
curbed viewer angst and dispelled false narratives. Pandher, meanwhile, as noted by
YouTube's Allocca, posts Bhangra dance videos in nature "dispatching joy, hope, and
positivity across Canada and beyond".
Phys ical healing: in the US, healthcare deserts are leaving millions without proper
access to care, and Walmart is emerging as a surprise care provider. This could
transform the communities the retailer serves, as many of its stores sit in US health
deserts and attract more visitors in a week than the total visits to US hospitals
annually. In the last five years, Walmart offered free in-store screenings during
quarterly wellness days and in 2020, launched a digital wellness hub to help
communities safely learn about and take control of their health. Stores also became
vaccination sites and content provided resources from pharmacists, who became in-
house influencers. Walmart

12
Survivalist streaming
YouTube emerged as a coping mechanism to curb boredom, to elicit escapism,
and to help audiences feel better understood.

"Video and the types of experiences that surround it have become a type of lingua
franca across demographic groups," said Kevin Allocca of YouTube,
while highlighting the Future of Video report. As life moved online, audiences
flocked to YouTube to survive this moment. Here are some of the key learnings from
Allocca's presentation:
The mundane has gone viral (see the explosion of casual chess content). Also
look to 'radically relatable' creators such as Dental Digest, who brushes his teeth
for millions of fans.
Audiences are keen to experience content together. YouTube # withme videos let
users feel less alone. “Streams of lo-fi hip-hop beats have become gathering
places for people looking to focus or relax together," said Allocca of the budding
music genre helping global audiences to study and focus together. Check out the
origin story of Lo-Fi girl here.
YouTube transports viewers and provides virtual adventures. Look to this
amateur viral drone video, shot in one take in a bowling alley, which could
redefine immersive content. There's also 'in another room' videos, which 53% of
people said made them feel as if they were in a different place. Lil Nas X created a
version for his song Montero. "[In another room is] a form of atmospheric video
content designed to deeply connect the listener with a place or time or even just a
YouTube
vibe,” said Alloca.

“Breakout channels of 2021 are conceptually grounded in ordinary

bits of daily existence”

Kevin Allocca, head of culture and trends, YouTube

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Related reports

Cannes Lions Live 2020: Coronavirus: Marketing Multisensory Marketing Synthetic Media: Shifts & Marketing Forecast 2021
Big Ideas Strategies Strategies

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