The Power of Modern Creativity
It's been a few weeks since I returned from the 2023 Cannes Lions International Festival of Creativity. I'm still buzzing with energy and inspiration from all the exceptional work I witnessed there.
I spent the week listening to incredible speakers at the Palais, exploring the work hall filled with the shortlist entries from across the globe and walking the sun-soaked La Croisette, with beach houses bustling with speaker sessions and exclusive parties with some of the world's biggest brands.
It was a memorable experience for me. It reminded me how the power of ideas and innovation can create a positive and lasting impact on our world; here is what stood out to me over the week.
Importance of Humour
Grand Prix winner Clash from the Past reminded us all of the importance of humour and fun in the work we create. Faking a 40th anniversary to celebrate Clash of Clans 10 year anniversary, game developer Supercell tried to convince its fans it was actually turning 40 - creating 30 years of entirely made up history. So great.
What to consider
In a 2010 TED talk called 'Why Humour is Key to Creativity', New Zealand Comedian Taika Waititi said "I make my work fun, that's what being creative is all about, looking at life through a different lens."
In a world that sometimes feels full of negativity and serious issues that need resolving, it's important to remember how powerful humour, fun and entertainment can be in creating great ideas that connect with audiences.
Freedom from Technology
A simple, yet powerful piece of work from Nikon took a stand against the exponential rise of AI. Encouraging people not to give up on the real world, they captured beautiful landscapes through the lens of a Nikon camera, overlayed with an AI prompt reflecting the real world location.
It was a reminder that we've been so focused on the digitisation of our world, we sometimes forgot about the natural beauty that exists all around us.
What to consider
At a time where the speed of technological change is exponentially increasing, it's important to reflect and think about what we could be doing to help audiences reconnect with the real world, and with each other.
AI-facilitated Creativity
In a direct juxtaposition to freedom from technology, there was an increase in the use of AI to power the execution of creative ideas. Our very own team at Dentsu Creative Toronto created The Inflation Cookbook, an AI-powered grocery shopping app that helped Canadian's take inflation out of their shopping cart - monitoring price changes of over 400 ingredients and providing customers insights into which items were trending up, or down.
What to consider
It's clear AI is driving the next wave of digitisation. What's important to remember here is that it's just a tool. A tool that empowers us with new ways to solve business and human needs. Use it to augment and power your existing creative flair, not replace it.
Pursuit of Positive Impact
It couldn't have been clearer how invested the creative industry is in shaping a better world and pursuing ideas that drive positive impact. I saw ideas that touched on sustainability, social impact, diversity and inclusivity. It's enough to get me teary. A few of the ideas did. So powerful.
One in particular stood out. Michelob Ultra (a low-calorie beer) created DreamCaster. A groundbreaking, multi-sensorial technology that allowed Cameron Black (born completely blind) to fully experience and commentate a basketball game - a lifelong dream of his.
What to consider
Using their brand platform "It’s Only Worth It If You Enjoy It", Michelob partnered with the NBA to bring to life the essence of their brand promise in a unique and unexpected way. It goes to show that any brand, product or service can drive positive impact with the right mindset and ambition to do so.
It was a whirlwind experience. Exploring the Palais' amazing speakers and hall of work. Spending time with my new colleagues at the dentsu beach house. But most importantly, it was inspiring to see how successful Dentsu was at the 2023 Cannes Lions International Festival of Creativity. With 95 shortlists, 2x Grand Prix, 5x Gold, 5x Silver, 17x Bronze Lions, it is proof that our philosophy on Modern Creativity creates culture, shapes society and invents the future.
