After a two-year hiatus, Cannes 2022 came back with a force. The event was what many hoped it would be – well attended, lavish and productive.
There were several key themes that resonated, including brand purpose, which many Cannes award winners integrated into their campaigns. The notion of including mission-oriented messages and a strong stance on social topics allowed brands like Dove, Decathalon, Sheba Pet and many more to secure wins.
Other themes included a focus on technology. The Metaverse and Web3 were both discussed on many panels, and the lack of consensus around what these terms mean and how brands can experiment with them left many questions.
Another big theme was climate change. The demonstration by Greenpeace acted as a reminder that this is a topic that matters to global consumers and that brands need to consider it more seriously going forward. Sustainability in the supply chain and product development should be a priority along with corporate giving to key causes.
For digital marketers, climate change is also becoming a top priority. The IAB and other advertising leaders pledged to join the Ad Net Zero initiative, which is focused on reducing carbon emissions associated with advertising.
For the Datonics team on the ground, Cannes was an opportunity to connect with partners and clients and participate in conversations about these important trends shaping the advertising industry.
Though it was a bit jarring to re-enter a face-to-face environment full of nonstop meetings over a weeklong stretch, it was a testament to the value of getting together in person with peers. A 15-minute casual chat on the Palais can go a long way.
We look forward to Cannes 2023.