The New Nostalgia
CANNES DAY 1: It’s early in the week, but Cannes is already revealing the pulse of the world. Today’s nugget: brands seeking to get ahead need to look back.
A strong theme emerging from both the work and the conversations is the rise of the New Nostalgia. Brands are embracing the past, and consumers are embracing it right back.
Case in point: Vacation. From its retro unboxing experience to product formats like “sunscreen whip,” this sunscreen brand has a lock on yesteryear. The perforated receipt. The pharmacy-inspired bag. Every detail channels childhood memories.
Most sunscreen brands focus on protection. Vacation focuses on fun.
These days, no one needs a lesson on sun safety. They want to reclaim the joy of summer, not be reminded of the risks. Vacation even proclaims itself to be “The World’s Best-Smelling Sunscreen,” with a scent inspired by coconut, banana and pool toys.
Brands are embracing the past, and consumers are embracing it right back.
Other brands are taking the cue. Doritos recently launched its “Telethon for Hawkins,” recreating a 1987 telethon complete with Paula Abdul and her legendary hair.
My takeaway? Old is new.
Doritos recently launched its “Telethon for Hawkins,” recreating a 1987 telethon complete with Paula Abdul and her legendary hair.
Big Theme: Throughout the Cannes Lions shortlist, another theme emerging is the longing for humanity.
AI is such a present concern for our industry as we seek to define its role in the creative process. Much of the work centres on proof of humanity, from “Played by Humans/Jazz is Dead,” which serves as a stamp of authentic approval on human-created music. And yet, outside the Palais, the red carpet was lined with robot attendees. A bit of an incongruity.
Despite a longing for humanity, the red carpet was lined with robot attendees
The work I loved: I love that Columbia took on the flat-earther movement in a way that is true to its brand DNA. Who says purpose is dead? Not me.
Overheard at Cannes: From a Contagious session led by Katrina Stiron Dodd:
“People aren’t peopling.”
We have atomized consumers who resent being overlooked as singles. This presents a real opportunity for brands that acknowledge and welcome them.
The brands that find a graceful way to invite them in hit a home run.
PS: For those following the great lodging saga of Cannes 2026: Airbnb came through. VRBO did not. One delivered a place to stay. The other delivered a case study in customer experience.