Cannes Lions 2024: How Was That For You?
Au revoir, la Croisette! Adieu, la plage! À la prochaine, l'aéroport de Nice! Cannes Lions 2024 is done - and as hangovers fade and sleep debt is (hopefully) caught up on, our rose-coloured reveries are full of memories of old friends and new, inspiring insight, nonsense waffle, controversy and gossip and, inevitably, too much talk about AI.
As the roar of the Lions fades for another year, we’ve reached out to the LBB community to gather a snapshot from attendees from around the world to find out about their highlights and lasting memories from this year’s festival.
Piero Oliveri, CCO, Circus Grey
Going up on the Cannes Lions stage to receive a Lion with applause from colleagues from around the world is thrilling. But going up every day to collect Lions and win a Grand Prix is the most wonderful experience I ever dreamed of. Last week, Circus Grey was honored with one Grand Prix, four Gold, two Silver, and one Bronze Lion for ‘Sightwalks’, in partnership with Peru’s leading cement brand, Sol Cement Together, we created a system of tactile tiles to help visually impaired people better navigate their surroundings – a dedicated campaign centered on the need for accessibility.
We worked hard for two years on a collaborative project involving many people, now we can say all that effort was worth it. We had the chance to represent Peru and elevate our country’s name to the top of the global creative scene. This was a historic achievement because we did the Peruvian work that has won the most Lions so far, and it was done for a Peruvian brand.
My social media exploded with congratulations, many expressing pride because I wore my country’s jersey. It has been an amazing and unforgettable week.
¡Arriba Perú!
Don Bryan, ECD, McCann Germany
And as with the last five years this was the year humour was making a comeback. There was some funny work but whether the work was funny or not I think what makes Cannes so special is that almost all the work is deeply connective: it connects people with people, and we can all see ourselves in the work. This alone is a wonderful reason to celebrate Cannes but when you couple that with the excellent speakers and how well Germany did this year it was truly an amazing year to be there.
Aidan McClure, founder & CCO, Wonderhood Studios
I’ve been going to Cannes on and off since 2009 when Laurent and I won the Cannes Young Lions returning for a smattering of Golds, a collection of Silvers and a bunch of Bronzes. I feel I’ve got a good sense of how the festival has evolved and how Cannes gives you the best visual snapshot of the industry right now.
Beyond all the words spoken, just looking at the place tells you what you need to know. This year it was busy. The industry felt back in full swing. The work was strong and everywhere full. Confidence creeping back. Big tech dominated the beach. A clear visual representation of ad spend on social overtaking linear for the first time. The crowd noticeably more diverse, a positive sign of better representation. But one thing that really struck me, which Angus MacAdam (brilliant recruiter) wrote about too, was a lack of young creative people. Where were the crazy parties of old? Maybe it’s because there is less money sloshing around so only the bigger, older dogs go out. Or maybe it’s more nuanced than that: less production companies courting the exciting young creatives writing the work. More big tech companies courting brands and media, which requires a more grown-up kind of festival.
Stephanie Wang, account manager, Zombie Studio
It was my first year attending Cannes! The days were intense, but getting to meet new people, make new contacts and get together with old friends and colleagues from past companies and projects is priceless. The networking opportunities are hot!
It’s a special year, since Zombie Studio, the awesome animation company I work for, had two incredible projects running for awards, which combined resulted in eight shortlists and six Lions, including a Silver in Film, for our ‘47’ animation for Café Joyeux we did together with Klick Health Toronto.
An amazing experience overall and getting to check out the LBB Beach for a short moment was great!
Looking forward to being able to go back to Cannes and relive all of this again and keep the ball rolling!
Julia Weichinger, General Manager, Global Production Network
Reflecting on my experience at the Cannes Lions Festival this year, I am deeply inspired by the incredible creativity and innovation showcased by talents from around the world. The event was a profound reminder of the transformative power of storytelling and the limitless potential of collaboration. Each discussion and interaction reinforced the importance of staying adaptable in our ever-evolving industry.
A palpable wind of change was felt throughout the festival, signaling the rise of a new generation of creative minds. One quote that resonates with me in these times of rapid change is from the renowned management thinker Peter Drucker: “The greatest danger in times of turbulence is not the turbulence – it is to act with yesterday's logic.”
I was truly amazed by the new business models emerging, which are far more flexible and thought-provoking. To me, this entire shift is not merely a crisis but a realm of new opportunities with less risk. Clinging to old habits and roles out of fear or anger hinders our development and prevents us from showcasing our best. Our industry is demonstrating its flexibility and strength once again, much more than many others, and there is still so much to be proud of!
Alexander Michaelsen, Executive Creative Director, JvM SPORTS
Jealousy at 30 degrees celsius.
There are many reasons to go to Cannes. But for me, as a creative, there is only one: to finally get angry again! To bite my own tongue with full force and think: damn, I wish I had that idea!
From a sports marketing perspective in particular, there was a lot of work this year that I would also like to have in my portfolio. Be it 'The First Edible Mascot', Coors ‘Lights Out', or the great ‘WoMen's Football’ piece for Orange.
To me, Cannes is always like a boot camp for creatives. If you don't leave this place with an incredible hunger for fantastic ideas and the necessary fire to make the impossible possible, you may be working in the wrong industry.
Kudos to everyone who won a Lion this year. And thanks for making me jealous again.
Denesh Agnihotri, VP Creative Director, McCann/MRM New York
Cannes 2024, a celebration of creativity in advertising. And it didn't disappoint. The usual glitz and glam with mega parties, tech giants beach takeovers, inspiring talks, celebrities, rooftop meet-ups, rosé on yachts, networking in villas, witnessing the Olympic torch, lunches, dinners, toasting Lion winners, connecting with old acquaintances and leaving with 82 new LinkedIn connections.
We learned AI doesn't mean artificial imagination. It simply can't wipe out creativity. But just like any creative tool, it will make our jobs better. But the AI talk is distracting, tech is getting in the way of engaging in life... It's not about the product, it's about the brand so put your focus on making people believe again because that's your superpower... Create work that makes an impact on people, it's only then you know it works... And lastly everyone should embrace creativity as a critical strategic asset.
Michelle Edelman, CEO, PETERMAYER
In a time of so much world tension, the ad world wants you to just lighten the f up. From significant explorations of injecting humor into work, to authenticity replacing brand purpose as positioning initiatives for clients, and AI viewed as a playground and not a threat – we are collectively hungry for a respite from the heaviness that’s defined the last few years. It’s time for brands to get the credit they deserve for bringing joy into people’s lives.
Roanne de Kluizenaar, Creative Brand Producer, DEPT®
My first year at the Cannes Lions Festival felt like my first-ever music festival: 15k steps a day, constant FOMO, and a wish for the superpower to split into seven personas to see it all.
With a Duracell-like social battery, I never ran out of energy, and the endless inspiration along the boulevard was the cherry on top. Being amidst so many people of creative excellence made me feel low-key shy and incredibly grateful. I could feel the creative vibes buzzing in the air – it was something else!
Entering the Palais for the first time was like stepping into a candy store – so much incredible work to explore, inspirational talks to join, and talented people to meet from across the globe. From the showcased work, I learned that emotion and humor are key in everything we do. It was an unforgettable week, and I hope to return next year!
Lucy Allen, PR & Comms Lead, Coolr
One valuable tip I received before my first visit to Cannes was to leave room for serendipity and not overpack my schedule. Embracing this advice proved to be a wise choice, as it allowed for unexpected connections and enriching experiences amidst the bustling atmosphere.
Despite encountering unexpected rain and not actually having an official pass, the fringe events provided a dynamic backdrop for spontaneous networking, meetings, and thought-provoking panel discussions. AI emerged as a prevalent theme, with a refreshing focus on its positive potential rather than mere concerns.
Other highlights included Meta beach, where luminaries like Andre 3000 discussed creativity and the essence of artistic connection. His candid admission of never having a Facebook account, especially on a panel curated by Meta, added a layer of authenticity to the conversation.
In hindsight, allowing for flexibility in my schedule enabled me to fully immerse myself in the unpredictable yet enriching tapestry of Cannes. If you’re thinking of going next year, I’d suggest you do the same!
Breck Rochow,VP Public Relations & Social Media, PETERMAYER
As a first-timer at Cannes, I came in with an idea of what to expect, but nothing could have prepared me for the impact of such an incredible week of creative exploration. The vibe was electric – from thought provoking panels to next-level networking – I am returning to my day-to-day with a renewed sense of purpose in this industry.
Cassandra Harris, SVP, Global Head of Marketing and Communications, Jack Morton
Cannes reinforced the power of connection. The face-to-face interactions, the ability to touch and feel a brand reminds us that without experience at the core, marketing can feel empty. Highlights were hearing CMOs and creatives – from McDonalds to Unilever – talk about taking risks and feeling uncomfortable in order to make an impact. Breaking down barriers, especially for women in sports, was a major theme that blanketed the show and reinforced the message that change happens when you bring humanity to the forefront. Superstar Flau’jae Johnson flanked on either side by sports journalist Taylor Rooks and inspirational executive Bea Cornacchia of Mastercard talk at IPG’s Common Ground about their personal experiences and how they make a difference and push to support women had audiences tear up and gave us a bit more faith that marketing, when done right, can make a difference.
Margaret Tuskey, PR Account Supervisor, PETERMAYER
As I predicted – and happily confirmed – Cannes was a marcom executive’s holy grail: from the see-it-to-believe-it activations, events and panels to the insights and learnings that were happening in real time from industry leaders. What I didn’t expect were the invaluable relationships instituted from not only formal networking opportunities but people in line at the fringe events; everywhere you looked there were ways to connect. We are planning to return next year with even more members from our team.
