My Two Cents… Cannes

Amidst the debates and critiques from non-attendees, my experience was overwhelmingly positive, signalling a hopeful shift towards a brighter future. It was like a massive, sun-soaked group therapy session. This year's event was a testament to the resilience and adaptability of our industry.

You have probably heard by now that one of the most striking trends at Cannes this year was the prevalence of humour. A remarkable 75% of the winners incorporated humour into their campaigns, demonstrating that in times of uncertainty, laughter remains a universal connector. 

This trend was personally gratifying, as our own light hearted film clinched Gold at the Straight 8 Shootout, which premiered at Cannes. Our creation wasn’t celebrated for its cinematography or art direction - both were charmingly low-fi, thanks to our modest £250 budget. Instead, it was the script’s humour that resonated, eliciting hearty laughs from the slightly hungover Friday morning crowd in sunny Cannes. The joyous reaction was a testament to the power of a well-timed joke, especially in a world eager for moments of levity. 

Beyond the laughter, this year’s Cannes Lions certainty had some heated debates around agencies in-house production arms. The annual producers' submit held at the LBB beach, erupted with discussion on this point. I did my own research and found something very interesting indeed. Despite the rise of in-house agencies, 100% of the Lion Film Craft awards went to independent production companies rather than in-house arms. This underscores a crucial point: while in-house production might be on the rise, the intricate art of high-calibre film production still thrives within independent production houses. 

Our success at Cannes, achieved with a minimal budget and a maximal sense of humour, exemplifies our belief in the power of bold, imaginative storytelling. It’s this commitment that allows us to navigate the evolving landscape of our industry.

Cannes Lions serves as a microcosm of the broader industry shifts, where traditional methods intersect with innovative approaches. This year’s festival was not just about celebrating the best in advertising but also about acknowledging the transformative power of creativity and technology. AI was of course a huge conversation in Cannes this year, but the winning Lions should stand as a reminder that even in a world of rapid technological advancements, the core of our work… connecting with people on an emotional level remains unchanged.