Cannes and the power of human connection, Marketing & Advertising News, ET BrandEquity

Technology and mediums will keep evolving, but impactful and meaningful storytelling will bind it all together to ultimately make the brand the hero.

After two long years, being back at Cannes was truly amazing. To reconnect with our individual networks, team members, clients, friends, and also make new connections. I think a lot of us were eager to know if the ‘Festival of Creativity’ would take place in person this year due to the uncertainty of the pandemic. But not only did the festival take place, it also became a great exchange programme, since there was so much to catch up on.

Cannes Lions 2022 once again reinforced the power of human connection. Over the past two years, technology has helped and empowered us to tide over the catastrophe. However, Cannes Lions showed us how much we all have been craving for human connections. For, the most impactful ideas when we sit together, brainstorm emerge, shuffle and interchange insights and information. And I am certain the Cannes Lions has inspired the global advertising community to race back to normalcy.

Fresh perspectives
The buzz for the festival was the same as always, and I was also pleased to see a strong comeback in the number of overall entries. India has seriously outdone itself this year — many congratulations to all the winners — it’s been a record haul and a huge recognition for us. This means we finally have started making a real impact on the world stage and can only go upwards from here.

Cannes and the power of human connectionSeeing the variety of talent and ideas in the world of media and advertising never fails to amaze me. It not only brought in fresh perspectives but also a sense of pride and positivity about our fabulous industry. The speakers this year were insightful and inspiring — no surprises there. It’s always a learning.

Advertising and storytelling are very powerful mediums. Even when the world came to a grinding halt, the stories continued to find a way to reach consumers. The brand and storytelling continue to be at the core. Technology and mediums will keep evolving, but impactful and meaningful storytelling will bind it all together to ultimately make the brand the hero.

The content produced during the pandemic adapted quickly and became more personal and meaningful. It pushed us to think harder in a direction which has been totally worthwhile and far more engaging. We had to, quite literally, think out of the box, and this energy translated very well at the festival, too.

The greater good
With the world shifting its approach to sustainability, we are required, now more than ever, to make meaningful contributions and to have a more significant impact, not just on individual lives but also on society. The conversation started by brands is being translated in a way that pushes the community towards the greater good. Several entries this year displayed how they shape our views on social, real issues and environmental concerns.

The festival has always been creative, and while tech and innovation are not new buzzwords, they have now become the backbone. As a community, we have shifted our priorities — hopefully in the right direction — to meet the challenges that the pandemic has thrown at us. And thus, we have tried to take up new approaches to creative thinking as well. I am that from now on, we will see real and more emphatic ideas that will have a confident purpose, a strong consumer connect and engaging storytelling.

DISCLMER: The views expressed areAI of the author and does not necessarily subscribe to it. shall not be responsible for any damage caused to any person/organisation directly or indirectly.


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