24 July 2023

Media: Found - July 23

A regular digest of what we’ve been watching/ listening to, articles we’ve read and other items on our radar:

Tom-Phillips
Tom-Phillips
Tom Phillips
Senior Account Executive
Every year, Cannes marks a major point in the adland calendar. Known for its lavish parties and luxury villas, the event is supposed to be a celebration of creativity in the year just past.
But it’s often the infectious gossip of Cannes that creates the biggest impact on attendees and the wider industry, rather than the winners of awards.
It’s been reported this year that the talk of the town was the fallout from Bud Light’s recent campaign with Dylan Mulvaney. The progressive move to endorse the transgender influencer and celebrate their transition has turned into a wholly divisive campaign that sparked outrage from extreme right-wing Americans, resulting in a mass boycott of the Bud Light brand. But, most surprisingly, it’s the lack of response from parent company AB InBev that has left a bitter taste in people’s mouths.
Producing a campaign to celebrate trans and wider LGBTQ+ communities that has resulted in extreme backlash presents a real opportunity for AB InBev to stand their ground and double down on their progressive messaging. But, instead, AB InBev has remained neutral, if not silent. And it’s this silence that has reverberated around Cannes 2023. Surely now is the time to speak up, AB InBev?
Kat-Jackson-L
Kat-Jackson-L
Kat Jackson
Head of Client Services

Is this real life? Or is it just the Croisette?

Is this real life? Or is it just the Croisette?

Cannes is often remarkable for being dominated by one overarching subject. In previous years it’s been purpose. Sustainability. Mouldy Whoppers. This year, as we could have predicted (or prompted) it’s (of course) AI.
Cannes is often remarkable for being dominated by one overarching subject. In previous years it’s been purpose. Sustainability. Mouldy Whoppers. This year, as we could have predicted (or prompted) it’s (of course) AI.
Publicis left the gates early, with ads highlighting that they doubled down their investment on AI tech some six years ago (to the detriment of their Award budgets, including the Lions…bold move). Meta has since picked up the virtual baton and ran with it at their presentation.

Please click here to view the Publicis Marcel feature

It’s impossible at the moment to take the ‘AI’ out of Advertising. An industry so steeped in the new, the trendy, the emerging – and yet also one itself potentially facing down risks from it. The natural approach after fear is to seek to own the challenge, and adland is rushing full steam to do just that.
As we’ve discussed before, while it’s unlikely that AI visuals will be right for every brand, it is already being integrated slowly and almost imperceptibly into everything from media buying approaches to creative development and business planning itself. We may think immediately of artificially created words on a page or visuals in an ad, but this train will run and run – and advertising wants, no NEEDS, to be the ones in the cab with the whistle.
Grace-Tucker
Grace-Tucker
Grace Tucker
Senior Account Manager
It’s the time of year where I actually get into the Grand Prix. Keep your fast cars and booming engines though, I’m talking about the Cannes Lions International Festival of Creativity – when execs from around the world descend on the riviera to toast the talk of the adland town.
It’s the time of year where I actually get into the Grand Prix. Keep your fast cars and booming engines though, I’m talking about the Cannes Lions International Festival of Creativity – when execs from around the world descend on the riviera to toast the talk of the adland town.
While a great number of Grand Prix winners showcase exceptional and unexpected uses of technology (well deserved wins across the board – as a languages researcher in a former life I have a particular soft spot for ‘An Alphabet to Preserve A Culture’ by McCann New York), my personal favourite is analogue: A British Original by Uncommon Studios.
Not only does this visually arresting campaign stun in its simplicity, but it pulls you to a time where even a whiff of the word ‘Covid’ disappears in the rear-view mirror and reminds you why we travel. It’s not business or leisure as booking sites would have us believe – it’s everything else.
Written by the Uncommon copywriters on a shared Google doc, the process of this campaign is as integral to its success as the end product. Heartwarming, heartbreaking, honest and hilarious, this campaign, unlike some other Grand Prix winners, is at its core irrevocably human. I tip my hat with one hand, and book my flights with the other.
Photography of personnel: Raquel Diniz
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