Cannes Lions International Festival of Creativity

Unlocking the Influence of Culture—a course by Cannes Lions International Festival of Creativity —was an incredible journey into the intersection of culture and marketing. Huge thanks to Cannes Lions for inviting me to be a part of this opportunity! Guided by Dr. Marcus Collins, it challenged me to think beyond the surface and explore how cultural dynamics can shape campaigns that truly resonate. This isn’t just about following trends; it’s about understanding the deeper frameworks that drive human behavior and connection. 💡 Here are my key takeaways: 1️⃣ Culture as a Blueprint: It’s not just an add-on—it’s the foundation for creating meaningful, relevant marketing. 2️⃣ Insights That Move People: Combining behavioral science with cultural understanding equips marketers to craft campaigns that spread and stick. 3️⃣ Purpose Meets Performance: Campaigns rooted in culture not only connect deeply but also deliver measurable business impact. This course has completely reframed how I think about marketing’s role in shaping cultural movements. If you want to take your work to the next level, this is a course worth exploring. #UnlockingCulture #CannesLions #MarketingInsights #CulturalStrategy

The holidays are a time for the magic in all of us. To celebrate the festive season – and combat the fact that although 26% of Americans live with a disability, they’re largely absent from holiday season storytelling – Montefiore Health System and Alto New York told Solo’s story. Solo is a seven-year-old boy who has cerebral palsy. In the film, he takes to the New York skies with his brother – meeting other children with disabilities on their journey. The work garnered more than 65 million impressions and achieved an unprecedented 98% positive sentiment rate. Reaching the top 3 holiday ads in terms of YouTube views in 2023, Solo introduced millions to Montefiore’s eye tracking technology, and showed the world that representation matters in the most heartwarming way. Solo: There’s Magic in All of Us | Alto New York | Montefiore Einstein | 2024 🥈1 Silver Lion 🥉2 Bronze Lions 🎗️8 Shortlists Explore every Cannes Lions winner, exclusively on The Work | lovethework.com

Emotion in creativity is an unfair advantage. At least according to Richard Brim – whose consistently Lion-winning career has seen him produce laughs, tears and everything in between for the likes of Marmite, Shelter and John Lewis. For Episode 5 of ‘In The Making’, Richard and Simon Cook take a trip down memory lane – lifting the lid on the work that made him, the work that’s yet to come, and the now-iconic Christmas work that very nearly didn’t get made. Watch ‘In The Making’ on YouTube and Spotify, or listen wherever you get your podcasts | https://lnkd.in/eEwwAtyk

Hard work and humility are often overlooked when it comes to creativity. But for Rony Saavedra, staying grounded and simple in his work is key to his success. In the latest episode of Careers In The Making, Rony explains why trusting his ability is the most important part of his process – and how it’s helped him win two Awards in the Young Lions Competition. Explore Series 3 of Careers In The Making here | https://lnkd.in/esxMEM9C

Have yourself a Messi Christmas. When Christmas and the World Cup collided, TyC scored the chance to bring Argentinians together one year later through the one thing they cherish above all: football. The TV channel replayed the 2022 World Cup final at exactly 20:01 on Christmas Eve, so that when the clock struck midnight, everyone could raise n their cups for a traditional toast – at the same time Lionel Messi did with the World Cup itself. A simple yet effective idea made TyC Sports the most watched channel that night with more than 500,000 homes across Argentina joining the toast. Messi Christmas | MERCADO McCANN, Buenos Aires | TyC | 2023 🎗️1 Shortlist Explore every Cannes Lions winner, exclusively on The Work | lovethework.com

Building business success as a marketer? Fast-track your progress with the CMO Accelerator Programme at Cannes Lions 2025 – led by Jim Stengel, former Global Marketing Officer of Procter & Gamble. You’ll get full access to the Festival, including a welcome dinner and networking event, as well as two days of exclusive hands-on learning with other CMOs from around the world. This is your moment to sharpen your skills and grow on the global stage. And for a limited time, your spot on the CMO Accelerator Programme comes with preferential rates to hotels in the heart of Cannes. That’s less time commuting, and more time connecting. Act fast – hotel access is only included with pass purchases until 30 Jan 2025. Find out more and book your spot today | https://lnkd.in/efvdhdki

Using cultural traditions to break cultural taboos. In Taiwan, organ donation can cause significant psychological trauma for the donors’ families due to cultural beliefs that the body must remain intact after death. This means many are unwilling to participate. By using the tradition of joss paper burning – the idea that burning paper replicas enables people to send items to deceased loved ones – ‘Paper Organs’ sought to break this taboo while still respecting Taiwanese culture. Paper art techniques that used emotional design were used to craft 332 organs, enabling families to carry out burning rituals after the donor’s passing to help soothe their grief. The project inspired family members to overcome the guilt associated with signing an organ donor consent form. What’s more, annual organ donation consent signing increased by 28% – the highest it’s been in the past five years. Paper Organs | Leo Burnett, Taiwan | Taiwan Organ Sharing Registry and Patient Autonomy Promotion Center | 2024 🥇1 Gold 🥈2 Silver 🎗️2 Shortlisted Explore every Cannes Lions winner, exclusively on The Work | lovethework.com

This is your moment to be heard. Don’t miss your chance to represent your region, sector and discipline in the State of Creativity 2025 survey. We want to know all about the creative barriers you're facing – so that we can help you solve them in next year’s study. As a thank you for your time, you’ll be entered into a prize draw to receive a Cannes Lions 2025 Classic Pass or Digital Pass or a 12-month subscription to The Work. Complete the survey now | https://lnkd.in/etbcKVDF

This is your moment. Make it count. The LIONS cMBA is back for 2025. And with only two cohorts running across the year, now’s your chance to become part of an exclusive group. Learn from the best in the business – studying alongside industry icons to reveal what Lion-winning work looks like, before unlocking the skills to make it yourself. Ready? Register your interest today and join us in 2025 | https://lnkd.in/eJmekcqN The LIONS cMBA is a LIONS Learning course. Our mission is to bring the magic of creativity to the forefront of your career, and your life – with insights rooted in commercial impact, delivered by the industry’s best.

The Cannes Lions stage is ready. Are you? Our Call for Content is open now – and whatever your creativity looks like, we want to hear from you. Whether you’re bringing brand new ideas to the industry or perfecting your craft after years of progress, this is your moment. A good speaker submission is one that shows innovation, diversity and excellence. One that celebrates creativity in all its forms, helps prove its effectiveness and shapes its future. From the global stage to our stage, here’s your chance to make history | https://lnkd.in/euvZVsGR