Lions Daily News - Sunday 18 June 2023

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LIONS DAILY NEWS

HEALTH IS EVERY BODY’S BUSINESS

WITH the Lions Health sidebar now integrated into the main Festival for some time, health and wellness remain core themes of the Cannes week.

One of the week’s biggest draws will be Every Body’s Business, featuring actor and advocate Halle Berry. Alongside execs from Bayer and MullenLowe Global, Berry will address why the modern marketing industry struggles to find creative ways to talk about intimate health.

AI, delivering DEI and how to save the planet in 15 minutes.

Are you ready for Lions 2023?

FOR ITS 70th edition, the Cannes Lions Festival of Creativity is offering a conference programme that is unparalleled in the global events calendar. Boasting an A-list line-up that wouldn’t look out of place at Coachella or the Oscars, the Festival will roll out the red carpet for the likes of Spike Lee, will.i.am, Halle Berry, Kevin Hart and Eva Longoria. Alongside celebrated talent, scores of the creative industry’s thought-leaders will host inspiring sessions that address the hot issues of the day.

From AI to DEI, net zero to neurodiversity, delegates will be rewarded with access

to cutting-edge insights from visionaries, entrepreneurs, powerbrokers and the architects of zeitgeist trends.

As always, the Cannes Lions conference programme will be supported by themed strands that help signpost delegates towards impactful and targeted content. Highlights include The Changemakers, Secret Speaker, Meet Ups and CMOs In The Spotlight, sponsored by Deloitte Digital.

There will also be popular returning sessions — including Saatchi & Saatchi’s New Creators’ Showcase.

The 33rd edition of this crowd-pleasing event will take place on Thursday in

the Lumiere Theatre.

Celebrating creativity with the best of the best Kicking off an action-packed week is Monday’s Creative Marketer of the Year Seminar, led by AB InBev chief marketing officer Marcel Marcondes, in the Lumiere Theatre. AB InBev also won this prestigious award in 2022, becoming the first company to win it two years in a row. Currently five years into a company-wide creative overhaul, the AB InBev session will provide a unique opportunity for delegates to learn how the global brewing giant has used creativity to transform the performance

of its diverse brand portfolio. Another opportunity to explore creative excellence will be The Lion of St. Mark Seminar with this year’s recipient Susan Hoffman, chief creative officer of Wieden+Kennedy, on Friday in the Debussy Theatre. Interviewed by Cannes Lions CEO Simon Cook, the session will be an opportunity to revisit key Hoffman credits including Levi’s Go Forth, Chrysler’s Born of Fire and Nike’s Revolution.

Tuesday will also see creative inspiration in the spotlight as Kevin Hart picks up the Entertainment Person of the Year Award, in the Lumiere Theatre. One of the most popular and original entertainers on the planet, Hart will talk to WndrCo founding partner Jeffrey Katzenberg about his company Hartbeat.

If Kevin Hart isn’t enough of a reason to cancel all appointments

Berry founded her own health and wellness platform re•spin after having been diagnosed with diabetes at the age of 22 years old — which she describes as “a moment I’ll never forget”. The aim of re•spin is “to connect with others through health, wellness and spirituality”. During her session, Berry will aim “to confront the collective bias that acts as a block to creative ideas” in this sector.

In another intriguing session, delegates will learn how public health officials collaborated with Grindr during the

HALLE BERRY. (PHOTO: MICHEL JOHNER)

Amanda Gorman

Eva Longoria

Kevin Hart

Louis Theroux

Marcel Marcondes

Susan Hoffman

Spike Lee

Michael Johnson

on Tuesday, then it’s also the day that will.i.am comes to Cannes to discuss creativity without limitations — in Unlocking Everybody’s Innate Creative Potential: The New Era of Collaboration, in the Debussy Theatre. During the session, the pioneering musician and performer will explore how technology can democratise the creative industries. In a similar vein, Friday will see the hotly anticipated Creative Maker of the Year Seminar with Spike Lee. During the Debussy Theatre session, the legendary filmmaker, screenwriter, actor and producer will share his creative journey in a keynote fireside chat, alongside filmmaker and director Barry Alexander Brown. Creativity is also the subject of discussion in Size Matters! Attention + Emotion + Storytelling = Cinema. The Monday session in the Debussy Theatre, which celebrates 70 years of global cinema advertising association SAWA, will look at how leading brands can reach highly captivated, hard-to-reach audiences by marketing to them around theatrical movie releases.

Focussing on delivering DEI at a global level Monday also sees Cannes Lions get straight down to business on the subject of diversity, with sessions including Harness The Black Effect: Diversity as a Game Changer for Brands, at The Forum, Palais 1. Featuring leading marketers from General Motors, Mars Wrigley, Johnson & Johnson and Deloitte, the session will explore how to take advantage of the ‘black effect’ without exploiting black people.

DEI continues to be a central theme across the week,

with sessions including When D&I Informs All Decisions, Not Just The Marketing Ones. Hosted by Japanese beauty giant Shiseido, this session takes place at midday on Tuesday on the Palais II Stage. One particular highlight will be Smashing Stereotypes with Danai Gurira. In this Tuesday session in the Debussy Theatre, the Black Panther: Wakanda Forever star, award-winning playwright and UN Women Goodwill Ambassador, will reveal her experiences of dismantling stereotypes as a performer, writer and producer.

DEI is, of course, a matter of global importance. Reflecting this fact, Amazon, OMD and Mindshare will jointly host a panel entitled From Local to Global: Unlocking Effective DEIA Strategies in Different Regions. Featuring director of brand marketing XCM

Walter Frye, the session takes place at the Amazon Port on Thursday at 13.00. One of its key topics will be how brands and advertisers can move beyond surface-level representation and approach inclusion effectively at a global level. Another key session to circle in the diary is The LGBTQ+ Scoring Index –Navigating DEI Futures, which takes place on Tuesday, at the LinkedIn Stage on the Carlton Rooftop. Delegates should also look out for Wednesday’s Secret Speaker: Creative Activism – A Weapon to Drive Social Change. Hosted at the Palais II Stage by Leo Burnett Beirut, it will look at work that combats gender-based violence.

Connecting with audiences through authenticity and inspiration

A recurrent theme throughout the event will be how

creativity can help a brand stand out from its competitors. Part of the answer lies in authenticity, the subject of a BBC Studios session with Louis Theroux on Monday. Held on the Palais II Stage, The Power of an Authentic Voice will explore the techniques that Theroux uses to build intimacy with audiences and constantly confound their expectations.

On Tuesday, authenticity will also be viewed through the lens of a leading brand as Estée Lauder presents Evolving Icons, A New Generation of Brand Representation and Beauty. In this session, leading executives from the firm will be joined in conversation by the first-ever Estée Lauder Global Changemaker, National Youth Poet Laureate and social advocate Amanda Gorman.

Delegates of a certain age will also be thrilled to learn that inspirational athlete Michael Johnson is in Cannes on Thursday

— for the Power of the Athlete’s Voice session on the Terrace Stage. One of the greatest runners of all time, the highly-articulate Johnson will explore how he might have used his voice differently at the time. He will ask what are the challenges facing athletes who decide to use their voice for change, and will dig into fan perspectives on athletes and activism.

AI and other flavours of industry innovation

No 2023 conference programme would be complete without some reference to AI, which is why ChatGPT COO Brad Lightcap is in town for Tuesday’s session ChatGPT, DALL-E and the Future of Creativity, in the Debussy Theatre. Undoubtedly the most talked about innovation of the year, the session will explore the future of creativity in a world where AI tools are commonplace.

AI is also the theme of Microsoft’s Tuesday

session: Generative AI: Transforming Search and Advertising, at the Microsoft Beach. This session will help advertisers to consider the value that generative AI can unlock. It will also explore ways in which advertisers can harness the opportunity of generative AI in search. Not to be outdone, Google is also in Cannes to share its vision for AI. Bold and Responsible: The Creative and Transformational Possibilities of AI, is on Wednesday at the Lumiere Theatre. In a bid to regain control of a narrative that has turned against AI in recent months, Google will look at how AI is “helping solve the world’s biggest problems”.

Also on the innovation front, there’s an opportunity to get the latest thoughts from execs spearheading metaverse innovation for example Tuesday’s Meet Up with Christina Wootton, vice-president, global part-

Danai Gurira

Jeffrey Katzenberg

will.i.am

Yanis Varoufakis

Tyler LaMotte

Brad Lightcap

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nerships at gaming platform Roblox, at The Lab, Palais II. On Wednesday at midday, delegates can also attend The Marketer’s Guide to the Metaverse and Immersive Experiences, a Cannes Lions workshop hosted by Digitas UK executives, also at The Lab, Palais II. And on Thursday, LEGO Group and Epic Games will discuss the future of the digital-first ecosystem in Building the Next Iteration of the Internet. Between them they will discuss how their iconic brands are coming together to take on some of the biggest challenges faced across the development of the metaverse. Still at the nexus of creativity and innovation, Thursday will see Dentsu Creative and CapitaLand Investment join forces for Virtual Influencers: The Future of Creative Risk-Taking. During their session at The Forum, they will talk to Rae, one of Asia’s most popular virtual influencers, who went from zero to 1.1 million followers in two years. A key question will be why Gen Z has connected so meaningfully with virtual influencers and how brands can leverage this trend.

China comes to Cannes China regularly makes the media headlines — but still remains something of an

enigma to observers outside the country. This week at Cannes Lions, several sessions will seek to address the gulf in understanding between East and West. On Monday, at The Forum, Palais I, Dove China’s experience

session, general manager of Tencent Marketing Solutions

Kiki Fan will explore how global brands can understand Chinese consumers and the changes in consumption brought about by generational shifts. Linking back to other hot topics, the session will also explore how the real and virtual worlds connect in China, asking how the metaverse/virtual beings and AI change the way brands interact with users.

15 minutes to save the planet…

over time with Chinese female consumers and thoughts on the emerging prevailing themes will be shared in Changing Winds for Those Who Hold Up Half The Sky. On Tuesday, attention turns to China’s ecommerce revolution — making it the largest digital buyer population in the world — in a session hosted by ecommerce giant Alibaba and F5 Shanghai, also at The Forum, Palais I. At the same venue on Wednesday, Asia’s powerhouse economy is the subject of China’s Digital Market: A Growth Roadmap, hosted by Tencent. At the heart of the

As in previous years, the industry’s best and brightest minds will also be examining how creativity can be channelled into tackling the climate crisis. On Monday, at The Lab, Palais II, there will be practical guidance in a workshop entitled How Can You Respond to the Climate Emergency?

Featuring Dentsu’s head of global campaigns Jordan Hunter-Powell and Ad Net Zero’s Sebastian Munden, the session will show how to produce work that supports the transition to net zero. For an energetic and fun take on this troubling topic, delegates can also drop in on Wednesday’s Anyone Can Save the Planet in 15 Minutes, at the Palais II Stage. Here, economist and politician Yanis Varoufakis will

play The Climate Change Game live against a Gen-Z gaming enthusiast. The goal of the session is to learn if there is hope for humans to reach net zero through the use of interactive tools. Another highlight for delegates seeking to connect the creative industry with solutions that might save humanity is The LionHeart Seminar: Patagonia, on Friday in the Debussy Theatre. Featuring Patagonia marketing director Tyler LaMotte, this illuminating session will show how Patagonia has stayed true to its sustainability agenda and managed to prioritise purpose over profit for decades.

Introduced in 2014, the Cannes LionHeart is presented to a person or organisation that has harnessed their position to make a significant difference to the world, with particular reference to those who work with brands and the advertising community. This year’s recipient, Yvon Chouinard, founded Patagonia in 1973, a company that is known for its commitment to progressing solutions to environmental crises as well as quality outdoor clothing. On behalf of Chouinard, Tyler will discuss what the future holds for marketing and the sustainability agenda.

2021 monkeypox epidemic, during Wednesday’s session Strange Bedfellows: How Officials and Grindr Made Monkeypox Education “Viral”. As part of the discussion, panelists will explore the business case for going beyond traditional channels and into spaces where real communication takes place. The Health & Wellness Lions celebrate creativity for personal wellbeing. Entries in the category need to demonstrate an inspired approach to consumer healthcare, which promotes nonprescription products and services, educates to allow selfdiagnosis or facilitates proactive personal care. The Pharma Lions, meanwhile, celebrate creative communications for pharmaceutical clients and services with “work that brings science and innovation to life”.

A key question will be why Gen Z has connected so meaningfully with virtual influencers and how brands can leverage this trend

Lab Palais

DR. EBONY COPELAND Director of Student Health Howard University

EVP & COO Howard University

DR. TASHNI-ANN DUBROY

CEO, US & Global CMO Ketchum

JIM JOSEPH

Diversity is key to ‘cultivating the next generation of leaders’

CC:DC celebrates the intersections of DEI, innovation and creativity on its fifth anniversary

FOR ADRIANNE Smith, diversity, equity and inclusion (DEI) has always been in her DNA. So, when the now chief diversity and inclusion officer at FleishmanHillard first touched down at Cannes Lions in 2017, she knew that increasing inclusivity at the Festival of Creativity was her north star. “For me, it was magic. To be beside the Mediterranean and connect with creative energy was palpable. However, the lack of representation was glaring.”

One year later, Smith launched the non-profit Cannes Can: Diversity Collective (CC:DC) to transform the creative communications industry into a radically inclusive space, providing access and opportunities for young adults of colour and underrepresented communities who had traditionally been excluded. Bringing five young people to the Festival in the first year “was the beginning of an amazing journey”, Smith said. “The more young people have opportunities to learn and

THE CC:DC SPONSORS FOR 2023

gain access to information, the stronger, bigger and better they grow.”

In 2019, CC:DC, powered by Group Black, created the Festival’s first dedicated DEI activation, Inkwell Beach, a tribute to the beach in Martha’s Vineyard, a place of solace for black people during segregation. That year, CC:DC expanded its programme with opportunities for 25 young people to attend. “We can either encourage or discourage a young person. My goal has always been to help them develop into someone amazing. This is about cultivating the next generation of leaders.”

Inkwell Beach celebrates the intersections of DEI, innovation and creativity in the industry and marks its fifth anniversary this year with the theme Expect the Unexpected: Moving DEI from Woe is Me to Wow is Me. The programme is set to be the CC:DC’s most inspiring yet, delivered through timely and engaging panel discussions, fireside chats with influential industry leaders, creative

pitch competitions, talent showcases and more. “In the spirit of inclusion, the space is open for everyone to access this amazing programming. And we’re just so excited,” Smith said. The beach’s visuals are again designed by early collaborator, the Grammy-award-winning creative icon Juan Woodbury.

A constellation of celebrity talent will be energising the programme. During the Day of Disruption, on Wednesday, actor, writer, producer and comedian Issa Rae; New York Times bestselling author, speaker and entrepreneur Luvvie Ajayi Jones; and comedian, bestselling author, producer and actress Phoebe Robinson, will be on stage. A Juneteenth celebration – Bridging the Gap of Information Dissemination – on Monday, culminates with the CC:DC AYA Inclusion Awards, sponsored by FleishmanHillard. The Aya is an adinkra symbol for endurance, independence, defiance against difficulties, hardiness, perseverance and resourcefulness. The

award illustrates why inclusion is good for the world and business, underscoring that you must include the world to have world-bending ideas. Alongside Inkwell Beach, CC:DC is also working with the Young Lions Academies; the Creative Academy; the Roger Hatchuel Student Academy; and the Media Academy, on programmes for professionals aged 30 and under at the Festival. For Smith, launching CC:DC five years ago was also about changing the narrative around DEI. “What happens when you bring this creative talent together from diverse backgrounds? When you’re more inclusive of people that you traditionally don’t work with? How can it make us all smarter and more creative human beings?”

In that time, CC:DC has grown to sponsor the Festival — and inclusion, according to Smith, has become a more significant part of the event: “You’ll see more people from underrepresented groups and programming focused on inclusion. We paved the way for every

AARP, Amazon, Babson, BECA, CultureBanx, Dentsu, Diageo, FleishmanHillard, Google, Greenhouse, Group Black, Havas, H&K, Hoorae, IPG/FCB, McCann Worldgroup, McKinney, Microsoft, Mission Impact Academy, Ogilvy, Omnicom, Paramount, Porter Novelli/Comic Relief, Procter & Gamble, Sparks, Spectrum Reach, Swayable, TikTok, TV One, Unilever, UTA, VMLY&R, World Woman Foundation, Wunderman Thompson and Yahoo.

Find out more about Inkwell Beach, sessions, panels and special guests at inkwellbeachcannes.com

person and organisation to feel they belong,” she said. Bringing CC:DC to fruition was not achieved in a silo for Smith. “There are so many people who helped to bring the vision to life,” from experience communications agency DFLASH to The Renaissance Group, as well as early sponsors such as FCB, TV One, Google and BBDO. Ongoing supporters continue to enrich the programme, from Procter & Gamble’s chief brand officer, Marc Pritchard, to WPP CEO Mark Read.

‘‘ To be beside the Mediterranean and connect with creative energy was palpable.’’ - Adrianne Smith

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Winning

the againstodds

On top of its ability to churn out brilliant ideas at volume, Argentina’s creative community is uniquely skilled in the art of survival. It’s had to be, to ride Argentina’s rollercoaster economy, according to Majo Acosta and Marta González Muguruza, directors of the communication, marketing and advertising magazine Reporte Publicidad

‘SHOPPABLE ARMPITS’, WUNDERMAN THOMPSON, DEGREE, UNILEVER

SIMON Kuznets, the Belarusborn US economist who won the 1971 Nobel Prize for Economics, used to say there are four kinds of countries: developed, developing, Japan and Argentina. Our country is hard to explain. It’s a huge generator of talent in diverse fields — talent that has had to coexist with an unstable economy that suffers a meltdown every 10 years. Argentina’s cyclic crises have endowed its society — and particularly its advertising industry — with very high levels of adaptability and resilience, along with a finely tuned survival instinct. Argentina is living with three-digit inflation, an average income that has been slashed down to one third in barely five years, a currency that plummets in value month after month, and more than 15 dollar-peso exchange rates, depending on economic activity: official dollar, blue dollar, soybean dollar, tourist dollar, Coldplay dollar, Qatar dollar, “solidary dollar”… Even so, we boast an advertising industry that has consistently ranked in the top 15 countries at the Cannes Lions International Festival of Creativity and even, for several years, made it into the top three in film. According to the latest survey of the principal players in the sector, half

are over 20 years old. In addition, around 2,500 companies exist within Argentina’s advertising ecosystem, employing some 25,800 people directly, along with an indirect labour force of more than 80,000. Advertising activity represents 0.93% of the country’s GDP. Seven of every 10 Argentine agencies exports creativity and services to a value of $200m a year. These agencies are small and independent. Most have fewer than 50 employees; seven out of every 10 don’t belong to a network. Over the last 12 months, Argentina has reached an inflation rate of 113%, according to data from the National Institute of Statistics and the Central Bank. Many segments of society have been forced to alter their consumption patterns. With budgets tight, some brands have come to the rescue, as is reflected in a number of the campaigns competing in Cannes this year. In Argentina, when things get difficult, we say: “We’re going through a hairy moment.” Building on this concept and our ability to find humour in everyday situations, the Cervecería y Maltería Quilmes brewery (AB InBev) launched ‘Segunda Quincena’ (‘Second Fortnight’), a digital platform that offers benefits and discounts on its various soft-drink, wine, beer

COVIAN

and bottled-water brands. The offer is activated on the 15th day of every month and lasts through to the 31st. The communication and development for ‘Segunda Quincena’ is handled by the company’s in-house agency, draftLine BUE, along with its marketing and sales teams. In a similar vein, Tuenti, the telecommunications brand for Gen Z, led by Wunderman Thompson, launched its ‘Tuenti Dollar’ campaign, an affordable new US dollar exchange rate for buying cellphone data and unlimited WhatsApp usage. The initiative has been so successful that the Tuenti Dollar is now being used as the main currency beyond the platform. In the same field, Mercado Libre, the

“The world’s creatives are fighting on a lot of fronts, from war, poverty, prejudice and social injustice to climate change and natural disasters”

CARLOS ROSADO

‘HAIRY’, DRAFTLINE BUE, CERVECERÍA Y MALTERÍA QUILMES

regional e-commerce giant, hooked into the success of the Big Brother TV show with an idea by GUT. The campaign aims to demonstrate the benefits of Mercado Libre’s digital wallet by investing Big Brother’s 15m peso prize, thus avoiding the risk of the cash devaluing during the reality competition’s four-month run. Meanwhile, ‘Christmas Always Finds its Way’, a series of Christmas shorts for Coca-Cola developed by Grey Argentina, Grey Global and OpenX, succeeded in getting Amazon Prime viewers into the holiday spirit while exploring new relationships between brands, content and entertainment. The Christmas anthology brought together the worlds of advertising and Hollywood by featuring films

by award-winning directors Ron Howard and Brian Grazer. The World Cup invaded local and international commercials breaks with major productions. BBDO Argentina won Pepsi’s global pitch and delivered a mega production in the shape of ‘Nutmeg Royale’. Starring Leo Messi, Paul Pogba and Ronaldinho, the film surged around the world, packed with Easter eggs for football fans. There wasn’t a brand that didn’t join in the celebration of Argentina’s third World Cup victory in Qatar last December, the joy of winning the championship providing a muchneeded morale boost. The euphoria caused five million Argentines to make a pilgrimage to Buenos Aires’

Obelisk monument in our country’s biggest-ever mass gathering. This inspired TyC Sports channel and its agency Mercado McCann to air a replay of the epic Argentina vs France final on December 24, programmed in such a way that the traditional Christmas toast would coincide with the moment that Argentina captain Messi raises the World Cup trophy. The talent drain to other countries and industries is a challenge that not only Argentina faces. Over the last year, close to two out of every 10 communication professionals have either begun to work for the outside world from home or emigrated to another market. At the same time, independent Argentine-born agencies have gained in strength as creative hubs and are exporting ideas for major global brands. Examples include Untold (AB InBev, Meta, Cabify, Unilever), Don (PepsiCo, TikTok, Warner Bros. Discovery), Niña (Under Armour, Bumeran, Disney), Anita y Vega (Netflix, PepsiCo), Slap (Doritos, Lays, Netflix), Isla (Gatorade), Vendaval (Pilsen, Coppel) and Togetherwith (KFC, DirecTV, LongHorn). And large networks also provide services worldwide — such is the case with VMLY&R (Colgate, Coca-Cola, Danone) and David Buenos Aires (Corona, Coca-Cola, Falabella). Among the examples in contention at this year’s Cannes Lions is ‘Shoppable Armpits’ by Wunderman Thompson for deodorant brand Degree. The social-commerce campaign on Instagram turned armpits into stars by inserting a direct link to Degree’s e-store into images of the armpits of athletes, celebrities and influencers. Also in competition this year is ‘Eternal Players’ by Niña for Under Armour and the Toluca FC team of Mexico. The campaign communicates the launch of Toluca FC’s Day of the Dead outfits by recreating in the FIFA 22 video

In Argentina, when things get difficult, we say: ‘We’re going through a hairy moment’

‘NUTMEG ROYALE’, BBDO ARGENTINA, PEPSI ‘MUMSHIRT’, DRAFTLINE BUE, RACING CLUB

‘MESSI CHRISTMAS’, MERCADO MCCANN, TYC SPORTS

game the club’s first players, who are wearing the new outfits. Gender parity within the industry continues to be a pressing issue. According to a report on Argentina’s creative population, carried out in August 2022 by Mujeres en Publicidad, Círculo de Creativas Argentinas and MedioMundo, only 17.3% of our agencies have gender parity in the creative disciplines. The report found there is one female chief creative officer for every 10 men and barely 2.7% of women ascend to top leadership positions. One of the most successful campaigns to have addressed this issue is ‘Mumshirts’ by draftLine BUE for Racing Club and Aeroset. The concept, which has won a string of awards at local level and is now competing at the Cannes Lions, consists of an open-source football jersey specially designed for mothers who are breast-feeding. In the world of gaming, women run into a major obstacle when participating in competitions: as soon as their voice is heard in open-mic games, they are subjected to bullying.

To raise awareness of this, BBDO Argentina, along with Women In Games Argentina, set up the ‘Switch Voices’ experiment, in which three professional gamers played with a feminine-voice modulator to experience firstperson what women are subjected to when playing. Not only did the male players’ win averages drop markedly, but they declared it was “impossible” to play under such conditions. The same creative team was responsible for devising a mod for FIFA that allows games to be played with a female referee — something that is not yet possible in the game’s official version. Advertising production companies are beginning to understand the importance of a diversity of perspectives — and, as a result, the importance of righting the gender balance. Although, on average in Argentina less than

20% of commercials are directed by women, there are several production companies that are promoting change. Landia, Argentinacine, Casta Diva, Agosto, Primo, Mamá Húngara, Ladoble and Oruga, among others, have added female directors to their roster, alongside new talent and offices in various countries. All this contributes to the positive image of Argentine creativity on the international stage. Putting Argentina on the world creative map is a conscious and constant project that was born 30 years ago and at this very Festival. At Reporte Publicidad, we are filled with pride that we have been part of that Cannes Committee since 1993 when, alongside a group of advertising people, we understood that the Cannes Lions is a store window for Argentine creativity and an opportunity for learning and growth.

‘CHRISTMAS ALWAYS FINDS ITS WAY’, GREY, COCA-COLA ‘SWITCH VOICES’, BBDO ARGENTINA, WOMEN IN GAMES ARGENTINA

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