Shingy's Crème de le Cannes
From David Shing, Digital Prophet at Oath
The Cannes festival has come and gone, and the world-renowned celebration of creativity continues to reflect where we are as an industry. The culturally-relevant brands won, and those who focused on human needs resonated with incredible stories. Others evoked fun and surprise with excellent executions.
So, what won and was it refreshing?
Spotify won the festival's first-ever Media Brand of the Year, which was well-deserved for a loved brand that develops real distinction in the music category. They took the massively popular RapCaviar playlist and built a real-world brand out of it with concerts, merch, and a cult following. On a totally different note, their service 'Adoptify' matched rescue dogs to people who appreciate the same music. I found it fabulous.
Google won Creative Marketer, and rightly so, with their beautifully designed products like Google Home and 'MyLine powered by Google.' MyLine's a simple idea that allows billions of people without a smartphone to simply call 6000913 and use voice to search for anything. It's brilliant. Fittingly, it won the Grand Prix for Innovation.
Here are some others winners I found refreshing, delightful, touching—everything we can creatively hope to be:
Social & Influencer category
Nike's 'Nothing Beats A Londoner" won with cameos from some of the biggest names in British sports.
Print & Publishing category
This is a category I particularly love, and the award went to 'Tagwords' by Budweiser. It's a cheeky idea where they published a series of Google search phrases like "1960 Flying V Slide Budweiser" that lead to photos of rock icons with Budweiser. It's an authentic showcase of their heritage with rock 'n' roll. Go ahead, try it.
Apple's smooth 'Welcome Home,' directed by Spike Jonze, excited, delighted, and won.
Procter & Gamble won twice here for 'My Black is Beautiful,' which addresses racial bias in the US, and their 'Tide Ad' series for the Super Bowl. Both were exceptionally well executed.
Creative Data category
This award went to 'JFK Unsilenced' for The Times, which recreated a 'lost' John F. Kennedy speech using AI.
If you'd like to see more of my take on Cannes, download my full recap here.