1. Creativity Transcends Covid

While we are busy wringing our hands about the role AI – specifically ChatGPT– will take in our lives, AI is already very much the thread that runs through much of the awarded work. Smart brands are harnessing it in numerous ways: MealVision uses it to track senior nutrition, while Nike captures the genius of Serena Williams for future generations in its AI-informed “Never Done Evolving” campaign. But the sessions at Cannes revelated that the tension is one of intent, will AI be the path to exponential creativity as celebrity Will.i.am suggests, or a data-driven replacement for entire creative departments? All eyes are here in the year ahead.

2. Untethering From Cause

Brands have spent several years over-vectoring in the purpose arena, small surprise, in the wake of climate change, Covid and a war in Western Europe. But purpose fatigue is our post-pandemic reality. We are all just so tired of earnest that many brands such as Mini, Ocean Spray and Doritos with its Triangle campaign, have turned back to humour and entertainment. I expect more brands to follow suit.

3. Crack the Code

Media innovation continues to thrive: Figuring out how to use a media channel to its greatest potential is ad magic. TikTok has found its rightful place in marketers’ hearts with The Ad You Stay In for Hilton Hotels. It showcases TikTok stars like Bomanizer and Paris Hilton and is gleefully long, because you stay in it, just like the hotel, and it works. But I saw the wonderfully clever creation of a new “media channel”; Skoda turned back-up cameras of its competitors into parking-lot deployed mini-billboards. Samsung’s “Flipvertising” caught my eye because its genius is a competition awarding free phones by courting being tracked online.

4. The Age Old DilemmaChange

The Cannes sessions tracks continue to champion diversity and inclusion, as was exhibited by topic and speaker. Ranges of racial, gender and sexual orientation are now well represented, as are those whose physical or cognitive abilities are compromised. However, in the sea of work I reviewed I recall but one case that talked to ageism and it was Dove’s #KeepTheGrey. Given we have an exploding and wealthy greying demographic it remains the most overlooked opportunity. Smart brands take note.

5. Oh! Canada!

A final note. What a glorious year for Canada. We won our most Cannes Lions ever, shattering the record set in 2019. And the next generation seems ready to claim its place on the podium, as our Young Lions claimed Gold, Silver and had two shortlists – remarkable given they competed against 444 teams from 70 countries. Let’s all take a quiet moment and pat ourselves on the back. Well done.