Lessons from the 2024 Cannes Lions International Festival of Creativity

One of the interesting take-outs from the 2024 Cannes Lions International Festival of Creativity was the presence of more CEOs — and even some CFOs — on stage celebrating the success of their CMOs and more awards than ever won by in-house agencies, says César Vacchiano, founder and president of SCOPEN International.

His five key learnings from the festival that he believes will shape the future of creativity and innovation are:

1. Humanity: Contrary to expectations, the focus of the industry is shifting towards humanity rather than AI. Emotions and human connections are at the forefront of creative campaigns. This shift signals a new era in marketing where authenticity and empathy play a crucial role in engaging audiences.

2. Humour: Humour has emerged as a powerful and effective tool in creativity. In a world where seriousness has dominated for too long, people are craving fun and entertainment. Content creators are leveraging humour to connect with audiences on a deeper emotional level, resulting in exceptional engagement and resonance.

3. Entertainment: The power of entertainment in branding and content creation cannot be overstated. Social platforms and gaming have become key channels for brands to engage with their audiences. Fan-first strategies are on the rise, leading to higher engagement rates and stronger brand loyalty.

4. AI: AI was a hot topic at Cannes, with many experts touting it as a game-changer that organisations must embrace to stay competitive. AI is viewed as an augmented power that can revolutionise the way we work and create. Those who fully embrace AI will be the ones to succeed in the rapidly evolving landscape of marketing and advertising. 

5. The future according to Elon Musk: One of the most captivating sessions at Cannes was led by Elon Musk, a visionary known for his bold ideas and ventures. Musk shared his vision for interplanetary civilisations through SpaceX and predicted a radical transformation brought about by robots in the near future. He foresees a transformative shift in society in the next five years, highlighting the need for innovation and adaptation in the face of rapid technological advancements. 

“These insights point towards a future where creativity and technology intersect to create impactful and meaningful experiences for audiences,” says Vacchiano.

The big take-out: The future will see creativity and technology intersect to create impactful and meaningful experiences for audiences.