Lions Daily News - June 20 2022 by Boutique Editions

LIONS DAILY NEWS

MONDAY JUNE 20 / 2022

IN PRINT AND ONLINE - LIONSDAILYNEWS.COM - PUBLISHED BY BOUTIQUE EDITIONS T:240 mm

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How virtual identities enable people and brands to thrive in a more human-friendly Metaverse.

WHO DO YOU WANT TO BE IN THE METAVERSE?

06.21 / 12:30 Debussy Theatre - Palais I Presented by Tiffany Rolfe, R/GA CCO Tom Morton, R/GA CSO

Avatars by readyplayer.me

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Featuring Don Allen III & Jeff Staple

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TrueX and Gimbal are now Infillion and we‘re taking over Le Majestic Hotel to celebrate with a week of innovation, connection, media experiences and outstanding thought leadership. The future of media and commerce for brands and agencies can be found here.

CMJ

ADVANCED MEDIA | CTV | COMMERCE | CREATIVE | MEASUREMENT

Scan this QR code and register for a meeting or session.

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The future of media, marketing and commerce is open. So is our oasis. Opt in to our daily CTV, gaming and metaverse experiences. Join us for outstanding panel discussions, networking and cocktail events. CALENDAR OF EVENTS DAILY AT THE INFILLION GARDEN MONDAY, JUNE 20

TUESDAY, JUNE 21

THURSDAY, JUNE 23 (CONTINUED)

9AM – 3PM Meetings and Web3 Interactive Experiences

Want to learn more about Infillion? Stop by the Garden and meet with a member of the Infillion team. Learn more about CTV, gaming and jump into our multi-verse experience.

Meet the team that created opt-in CTV, experience gaming and dabble in the metaverse. Infillion live experiences will be live each morning in the Infillion Garden.

4:30PM – 5:30PM Infillion and Digiday present “Media and Marketing‘s Connected Future and Optimizing Consumer Time, Attention and Privacy. ”

4PM – 5PM Creativity in Streaming and Why Interactivity is the Future

4PM – 5PM Future State: Navigating the Consumer Experience in a 3.0 Future

With ad budgets shifting to new mediums to align with the modern ways of reaching targeted consumers, many advertisers are struggling to embrace these new ad practices and formats effectively. Hear how some of the top streming leaders are helping to drive innovation and creativity, embracing today’s unique mediums like CTV.

Join Campaign US, US Editor, Alison Weissbrot and Infillion to a panel of innovators discuss the future of creativity and consumer experiences in the metaverse. This panel of gaming experts will change the way you think about the consumer journey, consumer attention and your brand‘s journey in a web3 world.

5PM – 8PM Kickoff Cocktails in partnership with Campaign Toast to an in-person Cannes Lions — at long last — with us and our partners at Campaign at our “Opt In to the Future of Media and Creativity” celebration at the Infillion Garden at the Majestic. We’ll be joined by friends and partners who inspire us every day now that we live in a user-defined future. Network, reunite and enjoy chill beats by Hesta Prynn.

5PM – 6PM Cocktails and Networking @Infillion Garden with Beats by Hesta Prynn 6:30PM – 9:30PM A Celebration of Culture and Creativity with PTTOW We’ll be toasting to the essence of Cannes Lions – creativity – with our partners from PTTOW! Next, an invite-only community for today’s most innovative CEOs, CMOs and cultural icons. Private event. By Invitation only.

YOUR OPPORTUNITY TO GIVE BACK Infillion is bringing the community together to support Ukrainian refugees by donating to UNHCR. Download the We Cannes app, developed by Infillion, and every time you visit a Cannes Lions partner site, we will donate to Ukraine Refugee Relief.

WEDNESDAY, JUNE 22 9AM – 3PM Meetings and Web3 Interactive Experiences Want to learn more about Infillion? Stop by the Garden and meet with a member of the Infillion team. Learn more about CTV, gaming and jump into our multi-verse experience.

THURSDAY, JUNE 23 9AM – 3PM Meetings and Web3 Interactive Experiences Want to learn more about Infillion? Stop by the Garden and meet with a member of the Infillion team. Learn more about CTV, gaming and jump into our multi-verse experience.

What is the future of media in the consumerdriven future? What does a deeper connection between media and commerce look like? What is the ideal vision of streaming? What are the determinants of success? Hear from those shaping the future of media, marketing and commerce in this fast-paced session. 6PM – 9PM Dinner & JR Richards Concert Dine seaside with a special live performance from platinum-selling rock artist JR Richards. Through his music, JR is dedicated to raising awareness for charities that are close to his heart and is a mental health advocate. Space is limited so please reserve early. 9PM – 12PM The Creative Spirit Yacht Dance for Inclusion Party Join us on the Vayner Yacht in the marina to celebrate our week at the Cannes Lions Festival with the most inclusive party on the Croisette! DJs, dancing, live streaming and celebration for the creative spirit in ALL of us! This event will support Creative Spirit, a certified 501c3 organization devoted to creating integrated employment opportunities for individuals with intellectual disabilities – a talented but marginalized population with an 85% unemployment rate. Together we can change that.

FRIDAY, JUNE 24 11AM – 12PM Diversity Champions Powering the Future of Media, Marketing and Tech The full experience of the metaverse may be years from now but what the initial experience and rules to shaping the next virtually immersive, social world is happening now. With mostly male leadership designing the first technologies and experiences for gaming and crypto currency, is it too late? Meet the pioneers who are defining the Metaverse to ensure inclusivity in the next web.

Drop-ins are welcome on a first-comefirst-served basis for everyone‘s safety.

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LIONS DAILY NEWS

MONDAY JUNE 20 / 2022

IN PRINT AND ONLINE - LIONSDAILYNEWS.COM - PUBLISHED BY BOUTIQUE EDITIONS

TODAYS SEMMINARS

‘I HOPE YOU ENJOY EVERY SECOND’

BETH ANN KAMINKOW

10.00 A CALL TO ACTION

GARRY KASPAROV ON THE IMPERATIVE FOR BRANDS TO ACT NOW EDELMAN DATA & INTELLIGENCE (DXI)/LUMIERE

10.30 TALENT/CREATIVE EFFECTIVENESS

YIELDING UNAPOLOGETIC CREATIVITY THROUGH “COLLABORATIVITY”

DARYL LEE

ALMA AND PEPSI/DEBUSSY

12.00 A CALL TO ACTION

CREATIVITY UNDER BOMBS UKRANIAN CREATIVES/LUMIERE

12.30 TALENT

THE RENEGADES – WELCOME TO THE FEARLESS, POST-COVID WORLD OF CREATIVITY TOGETHERR – WITH GUESTS/DEBUSSY

13.30 A CALL TO ACTION

5 YEARS LATER – ‘ME TOO.’ IN 2022 FCB/DEBUSSY

14.30 SUSTAINABILITY/ DATA/TECH & INNOVATION

IT’S NOT CLIMATE CHANGE, IT’S THE “EVERYTHING CHANGE” THE NEW ZERO WORLD/ DEBUSSY

15.00 CREATIVE EFFECTIVENESS/BUSINESS TRANSFORMATION

THERE IS NO FINISH LINE NIKE/LUMIERE

15.30 CREATIVE EFFECTIVENESS

HEINEKEN – 150 YEARS YOUNG HEINEKEN/DEBUSSY

16.30 DE&I/BUSINESS TRANSFORMATION

RIPPING APART THE OLD BEER PLAYBOOK DDB AND MOLSON COORS/DEBUSSY

RAJA RAJAMANNAR

COLLEEN DECOURCY

‘Creativity can change this industry, and our world’ WITH 25,464 entries from 87 countries, the Cannes Lions International Festival of Creativity’s 2022 awards programme has reaffirmed the event’s preeminent status as the global benchmark for creativity and effectiveness. Lions CEO Simon Cook said the final entry count is always a pivotal moment, because it “provides a compelling insight into the global creative marketing landscape”. He added: “Over the coming days, our juries will curate a body of work that will propel us into the year ahead.” Early analysis of the awards data shows that more and more brands are embracing the value of creativity as a lever for

growth. In its first year, for example, the Creative B2B Lions category has received 415 entries, and there are 269 entries into the Services category and 146 into Products. Companies from 37 countries include Siemens Munich, Meta São Paulo, Intuit QuickBooks London, National Australia Bank and Salesforce San Francisco. Lions chairman Philip Thomas said the strong industry response to the new B2B category demonstrated the breadth of creativity that exists in work for products and services that are purchased by professionals on behalf of businesses. He added: “We started discussing a Lion that recognised B2B work way back in 2013 and,

having seen a recent rise in B2B work winning Lions, we felt that now was the right time to put it on the global stage. It’s now the job of our juries to set the creative bar in this sector.” The Creative B2B Lions have been developed with input from industry experts and is supported by The B2B Institute, a LinkedIn think tank and strategic thought partner. Jann Martin Schwarz, co-founder and global head of The B2B Institute, said: “There is a new generation of high-growth B2B players who are rewriting the rules on B2B brand-building because they understand that effectiveness is all about the work. The launch of the Creative B2B Lions TURN TO PAGE 9

WELCOME to the Cannes Lions Festival of Creativity. I can’t believe it is three years since anyone has said those words, which of course makes them all the sweeter. After pandemic-induced zoom-fests and far too long without hugs and hellos, we are finally back together again — to learn, celebrate, inspire and be inspired by each other. The first juries have already finished their deliberations and we’re excited to present the first awards show tonight in the Palais. As we clutch at straws to see any benefits of COVID-19, it is true that the hiatus away from the hustle of organising the Festival has allowed Lions to think hard about how to democratise what happens in Cannes and make it available to the many, many people who can’t make it to the Croisette. Last year we launched Lions Membership, our digital offering, which among other things allows anyone, anywhere, to log in to the Festival to watch the seminars, view the work and see the awards shows. TURN TO PAGE 9

SIMON COOK

present

THE CHANGEMAKERS

An interview series hosted by Euronews at the Terrace stage, with the most inspiring women.

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VICKY FREE, Adidas 20 June @15:30

ANGIE GIFFORD, Meta 21 June @15:30

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4 NEWS

MONDAY / JUNE 20 / 2022

Frankie says don’t relax as he

urges more climate action

FRANKIE SAYS “WHAT’S YOUR EXCUSE?”

THE UN Development Programme (UNDP) and SAWA, the Global Cinema Advertising Association, are bringing a talking dinosaur to the Cannes Lions International Festival of Creativity to urge more climate action from global leaders. The dinosaur, affectionately known as Frankie, is the centerpiece of UNDP’s ‘Don’t Choose Extinction’ campaign. He was first seen in a CGI-based film made inside the UN General Assembly building, which went viral back in late 2021. A global cinema ad version of the film is currently screening in 16 languages in cinemas across 30 countries for an eight-week period, with the support of SAWA and

the global cinema industry. To date, the film has reached a combined 1.8 billion views on all media. In the campaign ad, Frankie, a computer-generated dinosaur is seen storming into the United Nations General Assembly, seizing its iconic podium and urging stunned dignitaries to avoid the dinosaurs’ fate — extinction — by making urgent changes to tackle the climate crisis. “At least we had an asteroid,” the dinosaur warns. “What’s your excuse?” The short film was voiced in 39 languages and features famous actors from around the world, including Jack Black (English), Eiza González (Spanish), Nikolaj Coster-Waldau (Danish)

and Aïssa Maïga (French). It has been translated into more than 60 languages so far. “When the idea of a dinosaur at the UN assembly came up, we knew right away this was the perfect use of creativity for a global cause,” UNDP’s chief creative officer, Boaz Paldi, said. “The campaign and film shine a spotlight on harmful fossil-fuel subsidies, on solutions to transition to a greener economy and on the urgent need for everyone to take climate action.” The campaign is nominated in four categories at the Festival. UNDP and SAWA will also showcase the campaign on the Debussy stage on Wednesday at 15.30, together with French actor

and activist Aissa Maiga, Game of Thrones star, Danish actor Nikolaj CosterWaldau, and SAWA President Florian Weischer. Cheryl Wannell, CEO of SAWA, said of the UNDP/ SAWA partnership: “Since 2015, the global cinema medium has partnered with the UN to advance its Sustainable Development Goals. In 2022, global cinema advertising companies have committed to supporting this campaign on climate change. Gen Z, millennials and Gen X put climate action high on the list for both themselves and the brands they use. They are among the hardest demographics to reach and comprise the core cinema audience.” “Fossil-fuel subsidies contribute to climate change and growing inequalities around the world,” said Coster-Waldau, who is also a UNDP Goodwill Ambassador. “But there isn’t enough global awareness or understanding around this issue. Putting the campaign on the Cannes stage in front of the world’s top creative forces brings hope that we can change all that by using creativity to inform and inspire millions around the world to take action.”

CHANGEMAKERS ARE BACK, LIVE IN CANNES EURONEWS’ popular online series The Changemakers, part of the 2021 Lions Online offer, featured some of the world’s most brilliant and accomplished women, including advertising industry legend Madonna Badger, Maxine Williams of Facebook and Bettina Fetzer of Mercedes-Benz. This year’s in-person version will be taking place on The Terrace Stage on the fourth floor of the Palais des Festivals, and features Vicky Free, head of global marketing at adidas, Meta’s Angie Gifford, Jane Wakely of PepsiCo, Chaka Sobhani of Leo Burnett, and Publicis’ Agathe Bousquet. The series gives a platform to women at the forefront of change who have climbed the career ladder and are leading a cultural revolution of the workplace. Interviewing the guests is Sasha Vakulina, business editor at Euronews.

SASHA VAKULINA, BUSINESS EDITOR AT EURONEWS

CIRCUS CO-FOUNDERS IGNACIO LIAUDAT (LEFT) AND BRUNO LAMBERTINI

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6 NEWS

MONDAY / JUNE 20 / 2022

AB InBev brews up a week of events to celebrate top award THIS is a huge week for brewing giant AnheuserBusch (AB) InBev, which is celebrating the news that it has been named Creative Marketer Of The Year. Ryan Verschoor, AB InBev head of marketing culture and capabilities, said the company is “humbled and honoured” to accept the award and has curated a series of events across the week to mark the achievement. The programme kicks off this morning with a Lions Intelligence session entitled AB InBev And Microsoft: Two Titans Of Creative Effectiveness, featuring Marcel Marcondes, AB InBev’s global chief marketing officer, and Kathleen Hall, Microsoft’s

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corporate vice-president of brand, advertising and research. “They’ll be talking about the 4Ps — purpose, people, passion and partnership — which is timely given that AB InBev and Microsoft were partners on last year’s Grand Prix-winning Lions campaign, ‘Michelob ULTRA Courtside’, with FCB and the NBA,” Verschoor said. Throughout the week, marketers from across the company will talk about what creative effectiveness means to AB InBev’s brands. “Then, on Friday, Marcel will talk in detail about the transformational journey we have been on for the last five years,” Verschoor said. He added that it is important

RYAN VERSCHOOR, AB INBEV HEAD OF MARKETING CULTURE AND CAPABILITIES

that AB InBev has so many voices at the Lions: “We have 500 brands and 2,000 marketers, so we can’t really turn up in Cannes with one or two brand teams. We have had to build a system of creative effectiveness that works in many different scenarios. One of the things that really excites us is that the 83 Lions we have won in the last three years are related to 17 different brands. It’s that breadth of impact we are celebrating this week.” Celebration aside, Verschoor said AB InBev has two other priorities in Cannes this week: “Firstly, it’s a great opportunity to learn. Cannes Lions remains one of the industry’s great learning experiences. Secondly, it’s a chance to engage with our industry peers. There’s a lot of people we haven’t had a chance to catch up with for three years.”

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JUNE 20TH TO 24TH, 2022 45 BD DE LA CROISETTE, CANNES The Havas Café has been a fixture on the Croisette during the Cannes Lions International Festival of Creativity since 2006. Each year, the Café hosts over 3,000 clients, prospects, partners, press, and celebrities, offering them a place to meet, take in thought-provoking discussions during the day, and socialise and enjoy music in the evenings. We are delighted to be back!

Check out our programme here:

Access by invitation only, please contact: havascafeinfo@havas.com LIONS_1906_ADS.indd 8

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NEWS 9

LIONS DAILY NEWS

is an incredible initiative that will act as a catalyst for creativity and effectiveness. LinkedIn and The B2B Institute are proud to champion these efforts.” The Creative Effectiveness Lions, the only global benchmark of the measurable impact of creativity, also saw a dramatic increase in entries, with 258 hopefuls from 30 countries — an 83% increase year-on-year. Jury president Raja Rajamannar, Mastercard’s chief marketing and communications officer, said: “The strong uptick in the number of compelling entries is a great testament about how marketers increasingly understand the investment of the Creative Effectiveness Lions and their value in driving long-term brand-building. Honouring our community’s most effecFROM PAGE 1

space.” Beth Ann Kaminkow, global CEO of VMLY&R Commerce and CEO NY VMLY&R, is jury president of this year’s Creative Commerce Lions. “Cannes Lions’ reimagination of the ecommerce category recognises the disruptive power in commerce channels,” she said. “What used to be considered below-the-line or thought of as lower-funnel is quickly becoming the next great canvas for creativity and careers. As all channels collide around shopping and buying, and online merges with offline, creativity in commerce is now essential to delivering consumer experience, brand promise and memorable engagement.” The awards data also reveals that the Titanium Lions have seen a fourth year of consecutive growth, indicating

“The Creative B2B Lions is an incredible initiative that will act as a catalyst for creativity and effectiveness” tive campaigns is critical in achieving brand purpose, creating cultural change and moving our overall marketing imperative forward.” It has been a similar story with the Creative Commerce Lions — a reimagination of the Creative eCommerce Lions — which celebrate innovative and creative approaches to online and offline commerce, payment solutions and transactional journeys. In this category, entries have increased 11% year-on-year to reach 374 entries from 37 countries. “Creativity now plays a role at every stage of the customer journey, offering more opportunities for brands to connect with consumers in ways we’ve never seen before,” Cook said. “We’re looking forward to seeing the work that emerges this year in this new and exciting

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the industry’s commitment to game-changing work. In addition, there has been a rise in entries into the New Realities category, with the work in contention making use of the metaverse, NFTs and AI, as well as in the Design Lions, which have seen a second year of growth. Analysed by region, entries from Latin America are up 12% year-on-year, led by a strong increase of 31% from Brazil. This is indicative of the increased momentum generated by the country’s three Grands Prix wins last year and its position as the third-ranked most creative country in the world. Entries from India, meanwhile, are up 32%, with most entries submitted in the Health & Wellness, Direct and Film categories. There have also been 402 entries from Ukraine, demonstrating the

country’s commitment to creativity. These have been accepted free of charge. In terms of other key changes to the awards composition, the Media Lions have had a refresh to reflect the evolving nature of the industry and to ensure that the jury is in the best position to award creative media ideas rather than pure creative ideas. Susie Walker, the Lions’ vice-president of awards and insights, explained: “We’ve added an explicit reference to media in the description of the overall Lion to make it clear that we are rewarding creative media ideas.” The weighting structure given to the jury has also been changed, to ensure that the majority of the weighting sits across the media craft areas. Walker added that “updates throughout the categories reinforce the really clear focus of celebrating media ideas and creativity”. Daryl Lee, global CEO of IPG Mediabrands and this year’s Media Lions jury president, said there has never been more opportunity for innovation in media: “Media today presents a vast creative canvas with which to grab the attention of fleeting audiences. By updating the category to emphasise the role media plays in creativity, the Media Lions recognise how the scope and impact of media has broadened. As this year’s president, I’m eager to showcase the powerful alchemy that media-led insight and ingenuity can unleash for brands and society.” While most creativity-led categories are yet to be judged, one important award has already been decided: the Lion of St. Mark, which recognises individuals who have made an outstanding contribution to creativity. This year’s recipient is Colleen DeCourcy, former chief creative officer and president of Wieden+Kennedy. A creative trailblazer, DeCourcy first joined W+K as global executive creative director in 2013. She

announced her retirement from both the agency and the advertising industry in 2021, after a career that saw her named one of Fast Company magazine’s Most Creative People in Business, honoured with the Fearless Voices award by She Runs It and selected as the creative leader of the decade by AdWeek. DeCourcy has spent her career leading innovative companies and advocating for a more equitable industry. Alongside receiving the Lion of St. Mark, she is this year’s jury president for Glass: The Lion for Change, which celebrates cultureshifting creativity. Commenting on receiving the Lion of St. Mark, DeCourcy, said: “I’m drawn to the fact that creativity, regardless of who or where it comes from, can change this industry and our world. If I’m proud of anything, it’s that I’ve been able to create space for people to unlock their own creative potential, showing there is room for all of us here.” Also revealed in the run-up to this year’s event were the Sustainable Development Goals Lions. All told, six charities — Propuesta Cívica + Reporters Sans Frontieres, CCWD, VIVIR Association + Ambato’s Cantonal Human Rights Protection Council, Perkumpulan Keluarga Berencana Indonesia, Central Office of Public Interest and WWF — will receive donations totalling €271,488 to help them continue work on advancing the UN’s Global Goals. Propuesta Cívica + Reporters Sans Frontieres won a Gold Lion for ‘#StillSpeakingUp Deeptruth’, which it devised with Publicis. Diego Wallach, chief creative officer of Publicis Worldwide, Mexico, said: “Mexico is the most dangerous country in the world for being a journalist. We wanted to shake Mexican society’s complacency related to violence and make them aware of the

need to urge the government to commit to effectively protect journalists’ lives.” The Sustainable Development Goals Lions were launched in 2018 to advance awareness of the UN’s 17 Global Goals and encourage the global community to harness the power of creativity to positively impact upon the world. Cannes Lion’s Thomas said: “The Sustainable Development Goals Lions were launched in partnership with the UN with a clear goal of highlighting how creativity can address the significant challenges of communicating the importance of the Global Goals and engaging the world with their mission. We thank every entrant, whether you won a Lion or not, for contributing your entry fee to this important cause.” FROM PAGE 1

We’re delighted that we have almost 10,000 members joining us this week from all over the world who, in the new hybrid world, will join those of us who are here. The other significant new development this year is the launch of The Global Growth Councils for Progress, launched by Cannes Lions and the ANA to help our industry achieve its full potential and make progress as a global force for growth and a force for good. The Councils will examine five global challenges, which they will address together at this year’s Festival in separate teams, as well as afterwards via virtual meetings: Sustainability; Diversity, Equity and Inclusion; Data and Technology; Brand Creativity and Effectiveness; and Talent. On Friday, all five Global Growth Councils will make a pledge to show how they will create real change in their own key challenge areas. I hope you can join us in the Lumiere Theatre to see it. But before then, we have a week of celebration, creativity and — whisper it — fun to come. I hope you enjoy every second.

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WEDNESDAY, JUNE 22ND — 12:30PM THE DEBUSSY THEATER

FINDING THE HEART IN TECH HOW TECHNOLOGY AND CREATIVITY CAN MOVE HUMANITY FORWARD A DISCUSSION WITH

LIZ MATTHEWS

NICK GOLDUP

SVP OF GLOBAL BRAND AND CREATIVE DELL TECHNOLOGIES

DIRECTOR OF CARE IMPROVEMENT MND ASSOCIATION

KAREN WALKER

WAYNE BEST

SVP AND CHIEF MARKETING OFFICER INTEL

CHIEF CREATIVE OFFICER, NEW YORK VMLY&R

PRESENTED BY

IN PARTNERSHIP WITH

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13LIONSNEWS DAILY NEWS

NEWS 13

MONDAY / JUNE 19 / 2022

WARC x Cannes Lions aims to multiply creative effectiveness WARC (World Advertising Research Centre), a subsidiary of festival-events giant Ascential, is making its biggest Lions splash yet this week. The global marketing intelligence business — a sister company of the Cannes Lions International Festival of Creativity — is hosting a series of specialist sessions under the WARC x Cannes Lions umbrella. WARC’s mission is to help marketers and ad-agency strategists to make more effective marketing decisions across brands’ businesses, including those related to creativity, media planning and digital commerce. Although it has had a presence at the Festival since 2014, WARC’s participation has grown every year since, according to

David Tiltman, senior vice-president of content. And it has now returned to Cannes after the COVIDenforced hiatus to play a pivotal role in the Festival’s creativity focus. “This year is our biggest presence to date,” Tiltman said. “We’ve been planning this week for a long time because we were confident that, when the Lions came back to Cannes, it would come back really big. And we wanted to make sure we were acting as strong allies of the Lions.” Delegates attending the WARC x Cannes Lions sessions will discover a variety of talks on the most relevant approaches for boosting the effectiveness of marketing campaigns. Among the themes covered will be the rise and

We’ve been planning this week for a long time DAVID TILTMAN

DAVID TILTMAN, WARC SENIOR VICE-PRESIDENT, CONTENT

rise of retail media and digital commerce. “This is the first time Cannes Lions is addressing these issues

at such a scale,” Tiltman added. “And on Tuesday, our website launches the WARC Digital Commerce

Food for the brain that isn’t broccoli IMAGINE if you could package up the insights and lessons of the Cannes Lions International Festival of Creativity and enjoy them all year round — from the freedom of your own

home or from your office or from anywhere in the world. Nearly five years ago, Chris Rawlinson, former head of innovation at WPP, had just that thought after leaving the Lions

once again bursting with inspiration. “Every time I visited Cannes, I was so enamoured with the speakers and the experience that I always came away with my brain humming,” he said.

Each course plays like a game — you get points and badges

CHRIS RAWLINSON

CHRIS RAWLINSON, FOUNDER, 42COURSES

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section, a platform that aims to bridge the gap between marketing and digital commerce.” Also on the WARC x Cannes Lions agenda will be debates on brand building in partnership with LinkedIn’s The B2B Institute, and on advertising effectiveness with the IPA. A strand of talks, meanwhile, will centre on

“But only a select few get to come to the Lions and witness the incredible work that goes on. I thought it would be wonderful to make this more accessible by creating an on-demand series of courses whereby people can learn the skills you need to be a great mar-

keter — everything from storytelling to copywriting, strategy to creative leadership.” Thus 42courses, a digital learning provider that partners each year with Cannes Lions to extend the educational experience, was born. Each year, Rawlinson interviews leading voices to create bespoke, interactive courses. Topics currently include storytelling, creative leadership, copywriting and behavioural economics, with more being added every year. “Normally, e-learning is anything but creative itself,” he said. “So, we built everything from the ground up to make sure the learning style was also creative. Each course plays like a game — you get

the latest edition of the Anatomy Of Effectiveness white paper. And Thursday will see the second year of the WARC Awards for Effectiveness, delivered in association with the Cannes Lions, which will take place exclusively online.

points and badges. You also get real feedback from creatives and interact with other people doing the courses round the world. If you pass the course, you get a Cannes Lions certificate.” According to Rawlinson, course participants have been able to supercharge their careers through the e-learning portal — and even break into the industry. “The courses also give you a global perspective,” he added. “Cannes Lions is the only international festival of creativity, so we include thought leaders from all corners of the world. The courses are also intensely practical: you learn by doing. Not everyone is academic. I’m dyslexic and never went to university, but I believe I’ve found a way to build people’s experience and confidence.”

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LIONS DAILY NEWS

‘AN EXCITING NEW CHAPTER FOR B2B’ This year sees the launch of the Creative B2B Lions to celebrate game-changing work for products and services that are purchased by professionals on behalf of businesses. But why has this watershed moment taken so long? By Cos Mingides, founding partner of BBN’s London-based B2B agency True

2B BRANDS are the engine of the global economy and business brands like GE, IBM, Cisco, SAP and Goldman Sachs are some of the most highly valued in the world. Yet B2B marketing has remained firmly in the shadow of B2C. With this year’s launch of the Creative B2B Lions, B2B is finally taking centre stage. It’s not as though B2B campaigns haven’t been making an impact at the Cannes Lions International Festival of Creativity. Last year, Doconomy’s ‘2030 Calculator’ won the Grand Prix in Creative eCommerce. ‘Fearless Girl’ from State Street Global Advisors became one of the most awarded campaigns in the history of the Cannes Lions in 2017, winning four Grands Prix. Other past big winners include Mailchimp, winner of the Cyber Grand Prix for ‘Did You Mean Mailchimp?’, and Volvo Trucks, which picked up two Grands Prix for ‘Epic Split’ starring Jean-Claude Van Damme. These campaigns showed that B2B brands can drive culture and set the creative benchmark every bit as high as their B2C counterparts. Now, with the Creative B2B Lion, we finally have a dedicated platform to advance the evolution of the sector. The B2B marketing sector is still in its nascency compared with B2C. Research released last year from Sys-

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tem1 and the B2B Institute shows a creative crisis in B2B, with B2B ads significantly under-performing against their B2C counterparts. A total of 75% of ads tested only achieved a one-star on their five-star ‘emotion-to-action’ measurement system — meaning the ad is contributing zero in terms of long-term market-share growth. It’s a complex issue that has developed over time and is primarily driven by the rise of digital, which resulted in a painful period for B2B. As everything moved online and away from the traditional trade press, the ATL B2B agencies lost their canvas for creativity and the direct-marketing agencies grew, creating a proliferation of agencies focused on sales activation. Email marketing became the primary communication channel, which is hardly conducive to creativity or big ideas. And as the sector became more and more sales-focused, marketing departments were slowly devalued. The game has now changed. The rise of programmatic ad buying and addressable TV has been revolutionary in B2B. Suddenly, above-theline channels that were previously prohibitive could be bought in a more targeted way, lowering the barrier to entry and raising the creative possibilities. The other obstacle was the

“The B2B brands that bet big on creativity now will be the ones shaping the future and leading the way in their industries” lack of empirical evidence on B2B effectiveness. The launch of LinkedIn think tank The B2B Institute resulted in the creation of research that marketers and agencies could use to make the case for brand building and creativity. In 2019, The B2B Institute commissioned pioneering research with Les Binet and Peter Field, in conjunction with the IPA, called The 5 Principles Of Growth In B2B Marketing, and this laid the groundwork for B2B effectiveness. Among several other great research papers, they also worked

with Byron Sharp and The Ehrenberg-Bass Institute to launch How B2B Brands Grow, which has changed the way brands look at the role of marketing. Marketers now have the evidence to build a strong business case for investing in big ideas that get talked about, drive culture and build fame for B2B brands in the wider world. But B2B leaders are not accustomed to investing in big, fame-driving campaigns. To do anything meaningful, B2B production and media budgets need to be a lot higher than they are now. Creativity should be

considered a valuable asset that will be a driver of business growth. That shift in mindset is critical as we enter the next stage in the evolution of B2B. Anita Elberse, a Harvard Business School professor and author of Blockbusters, a book analysing routes to success in the entertainment industry, said: “In investing, we intuitively think we should make a number of small bets. A blockbuster strategy is the opposite. It means making fewer huge investments. But it turns out to be safer.” The B2B brands that understand this quickly and bet big on creativity now will be the ones shaping the future and leading the way in their industries. It is a key moment in time where brands can gain a major competitive advantage. From a creative-industry perspective, a challenge that will be harder to overcome quickly for B2B is that the work simply isn’t as visible as it is in B2C. This is because audiences tend to be smaller, media is more targeted and brands are lower profile. This acts as a barrier to attracting industry talent to B2B agencies as there isn’t the same pull factor for the industry’s leading creatives and strategists. But arguably, marketers, creatives and strategists have much more scope to make their mark in B2B. As so many brands lack maturity, agencies are often working with almost a blank sheet of paper — an inspiring prospect and a rarity in the consumer world. This level of creative freedom should entice anyone in the industry with ambitions to shine. And as the level of creative work elevates over time, B2B will attract a wider pool of talent. The launch of The Creative B2B Lions will certainly go a long way to helping this. This is the beginning of an exciting new chapter for B2B.

19/06/2022 19:30

ME TOO IN 2022

TARANA BURKE

5 Years Later

Author & Founder, ‘me too.’ Movement

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SUSAN CREDLE

FCB Global Chair & Global Chief Creative Officer

Monday, 20 June | 13:30-14:00 Debussy Theatre, Palais I

19/06/2022 15:45

17LIONSNEWS DAILY NEWS

NEWS 17

MONDAY / JUNE 19 / 2022

TBWA explores the effects of remote working and how to galvanise Gen Z THE TBWA session titled The Future Of Creative Work - 3 Conventions To Break, Now, at The Forum at 15.00 today, will take a critical look at where we are after more than two years of remote working. It will examine how that time has disrupted how we live, work, consume and create culture, presenting a unique set of challenges to creative companies as they rebuild. If left unaddressed, those companies risk getting left behind in the battle for creative talent.

TBWA’S GLOBAL, CHIEF CREATIVE EXPERIENCE OFFICER AND CHIEF STRATEGY OFFICER BEN WILLIAMS

TBWA’s creative experience, culture and data intelligence teams will explore the seismic shifts impacting the culture of work — and specifically, creative work, revealing the findings of a study across five global markets — Australia, Singapore, South Africa, UK, US — and the implications for creative businesses. The panel will also explore what Gen Z creative talent wants out of the workplace; what creates flow for people in creative careers and how

to stop killing it; what are the real drivers of burnout, and much more. TBWA’s global chief creative experience officer and chief strategy officer, Ben Williams, spelled out the challenges that TBWA and the wider industry are currently facing: “There is no easy fix and no simple answer, but we know we have to be much more flexible about how and where people do their work. We are already engaged in a process of constant adaptation and we’re adopting

a future-ready approach that balances the need for a rigorous approach to creativity, with an understanding of how to harness the creative energy that Gen Z so obviously has. Plus, if we don’t work out the best way to do that, how are we going to be able to talk to them at all?” TBWA’s research shows that Gen Z understands the need for a rigorous approach, despite seeming to be disinterested in traditional structures: “They want and need structure, they understand the point of rigour in the creative process, so now we have to find the best way to engage with them and unlock that.”

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FOCUS ON ARGENTINA 19

Estrella ‘Star’ (Mercado McCann/ Conmebol): at the coordinates RA: 12h 08m 21.5s DEC: -50° 50’ 16.8” there is a star, packed with goal-making and dribbling ability, named Maradona. It was recorded at the Star Registration under the number 1307-872682718878

ARGENTINA: REACHING FOR THE STARS

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19/06/2022 19:32

The entertainment and media landscape is changing fast. Are you keeping up?

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The pauses in business caused by the pandemic have led to a re-think across the creative sector in Argentina, one that has grown and developed in front of the global industry during successive Lions Festivals. Majo Acosta and Marta González Muguruza of Reporte Publicidad explain

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HE WORLD was put to the test over the last two years and a half — and for Argentina that test was a double one. Not only did it have to face the longest quarantine in its history, but, in addition, it had to live with a year-on-year inflation rate of 50% and a drastic devaluation of its currency. Starting in March 2020 and every three weeks thereafter for almost six months, President Alberto Fernández would announce that, as a sanitary precaution, we all had to stay home. The tension between freedom and safety engendered an overall state of mind marked by uncertainty, anguish and anxiety while awaiting a vaccine — something which would only reach the country in 2021. How did advertising experience this? As in the rest of the world, many advertisers opted to cut back on costs as sales dropped — and went into communication silence while working out ways to reorganise their objectives and their role in this unprecedented situation. Some brands understood that this was a time for showing solidarity and served as a platform for amplifying voices and initiatives and presenting concrete solutions. From a bank that organised the distribution of retirement payments with a delivery service, to avoid having old-timers bunch up at their branch offices — and thus cut down on infection rates among the most vulnerable population; to a beer brand that led the way to converting the output that was already in barrels into a limited-edition gin. Argentina’s cyclical crises had forged a culture that endows society, and its advertising industry in particular, with a very high level of adaptability and resilience, showing a characteristic survival instinct. At this moment, local advertising employs more than 60,000 professional people, directly and indirectly; but unlike in other decades, 80% of the revenue generated by our industry is driven by independent agencies and with domestic capital. They are the stars of today and it is they who, in many cases, are leaving the stamp of Argentine creativity across the Americas. More than 60% of the ecosystem of agencies

export services, at a value of $235m, estimated to rise to $315m next year, according to Agencias Argentinas, an institution that groups the country’s agencies. The rate of exchange (one US dollar: 200 Argentine pesos), and the possibility of working from any place on earth, created the perfect environment for exporting creativity and establishing a foothold in other markets. Such has been the experience of The Juju, which is part of Untold, the ecosystem of professionals of creativity and communication directed by Darío Straschnoy; and DON, an agency founded more than a decade ago by Papón Ricciarelli, Niña; and the recent proposals of Slap Global, Isla, Togetherwith, GUT or Merci, which, in the face of this new situation, bet directly on opening offices in cities like Miami, Los Angeles, Mexico City, Lima, Bogotá, São Paulo, Panama City, Barcelona or Madrid. Argentine creativity has demonstrated that it can devise solutions that go beyond advertising communication. Most highly appreciated at a global level — since it won at all the festivals which it entered — is Degree Inclusive (crowned with the last Grand Prix for Innovation at this Festival), the first deodorant designed for people with disabilities. The project was born at Wunderman Thompson Argentina and grew fast globally. Ford’s Directional Gloves, are specially designed gloves that allow cyclists to follow directions and concentrate on the road without the need to look at the GPS. A co-creation between the carmaker and the BBDO Argentina agency, it’s targeted directly at a means of transportation that grew 150% during the pandemic. In hard times every cent counts and finding the crack in the wall makes the impossible possible. Simu Liu, the Hollywood superstar, known for the stellar role in one of the most recent Marvel movies, became the face of the new commercial for deliveries app Rappi. The Juju agency discovered that the actor had been an image-bank model when he was starting out and made use of this to create an amusing commercial for Rappi, which cost much less than Simu’s customary fee.

19/06/2022 19:32

Magnite is anywhere in the world & on any screen.

Meet us at Cannes. magnite.com

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OUR DIEGO, WHO ART IN HEAVEN

National pagan god, soccer genius, global idol, Diego Maradona will live forever in all our memories. The soccer player’s death in November 2020 sent the country into mourning and gave rise to many homages and campaigns that inspired local creativity — from giving his name to a star, to the recreation of our hero using artificial intelligence. The South American soccer association, Conmebol, sprang the surprise on the first anniversary of his death by giving the name Maradonna to the star located at the co-ordinates RA: 12h 08m 21.5s DEC: -50° 50’ 16.8, only visible from the southern hemisphere. It was the idea of the Mercado McCann agency, which also competes in this Festival with a short for the TyC Sports channel, that celebrates the 35th anniversary of the mythical goal against England in the 1986 World Cup. In this World Cup year, the Genosha agency, together with the Give and Get fintech company, breathed life into the star on Tango D10S, a plane equipped with artificial intelligence so that passengers on their way to Qatar 2022 can hold a conversation with Maradona. A team of experts digitalised his famous phrases, synthesised his voice and recreated his image to bring the Maradonian avatar to life.

CRAFT MAVERICKS

One of the activities that experienced significant challenges during the pandemic was that of audiovisual production. Technology helped enormously and made it possible to work from different parts of the world; directors, agencies and clients learned to present material via Zoom. And just as Argentine brand agencies planted their flag in IberoAmerica, so did the advertising film production companies. With more than 20 years in the Argentine market, Landia, founded by director Andy Fogwill, garnered several international prizes thanks to the work of its offices in Barcelona, Madrid, Los Angeles, São Paulo, Mexico City and Lisbon, and saw the growth of The Movement, its new platform for

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Tango D10S (Genosha/Give and Get): a plane equipped with artificial intelligence so that passengers on their way to Qatar 2022 can hold a conversation with a Maradonian avatar Gloves (BBDO Argentina/Ford): these gloves, which connect to the cell phone via Bluetooth, take turns to emit vibrating signals that intensify as the turn in the road approaches and thus avoid the cyclist’s need to look at the GPS

attracting and training new talent. For its part, another historical production company, Huinca Cine, opened its offices in Mexico in the midst of the pandemic, led by its partners Diego Turdera and Fabio Cimmarusti, under the concept of the “boutique production company”, offering diverse cinematographic styles. And the lockdown created a space for new audiovisual ventures. During the first month of confinement, the directors of Oruga Cine used their networks to share different works under the hashtag #cuarentiempo (“cuarent” alluding to “cuarentena,” i.e. quarantine, and “tiempo” meaning time); Diego Medvedocky (CEO Grey Latam) and Luis Aguer,

director of Rebolucion, giving life to In Common Content, surprised people with the Pandemos Project: nine intimate narratives of human experiences under lockdown, produced in collaboration with a network of talents from different parts of the world. In this flirtation between advertising and movies, the ‘Super Promo’ campaign for Noblex, winner of two Gold Lions, not only gave rise to a book that tells the story of @gerentedenoblex (Noblex CMO) — and also a production starring Leonardo Sbaraglia and directed by Ariel Winograd — seen through the medium of Paramount+. The DEI agenda: changing the view Recent surveys have found that

19/06/2022 19:32

LET’S PLAY AT SPOTIFY BEACH Hear from leading voices about audiences, content and innovation

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the composition of the agency ecosystem is 47% male and 53% female. But this apparent parity drops drastically when examining leadership posts. The best strategy for changing this old paradigm is one of education and training. It is for this reason that the Micaela Law (Ley Micaela) was introduced into advertising agencies last year — with the aim of introducing cultural change through a nonpunitive strategy. The law, named after Micaela Garcia, a femicide victim who was murdered in 2017, calls for mandatory gender training for all state officials and workers. The goal is to transform not only advertising messages but also the internal agency culture. Another of the initiatives that gathered momentum over the last two years, with director Camila Zapiola (Argentinacine) as local ambassador, was the Free the Work (FTW) platform (previously known as Free the Bid), a non-profit global organisation aimed at increasing equality of

Gin Comunal (R/GA Buenos Aires/ Cerveza Patagonia): With bars closed and tourism halted, the output of beer in barrels and ready for consumption ran the risk of spoiling. In the face of this situation, Patagonia beer summoned three craft beer companies and led the way to converting their product into a limited-edition gin

opportunities in the advertising industry, movies and the media. FTW offers a search directory of established and emerging artists to promote diversity in contracting processes. In Argentina, for example, only 17% of advertising projects are led by a female director and to help to change this, FTW proposes, among other things, that at least one female director be included among the three options presented in each pitch. It would seem that, even today, it is necessary to explain the

benefits of diversity in achieving better creative and business results. A similarly important message is that given by the Creative Circle. The institution that brings together the local creative community has in recent years carried out a series of actions and initiatives in pursuit of generating a space in which everyone involved is properly represented. Among those measures, at the moment of the Circle’s 40th anniversary, its members debated and adopted the motion that the name of the Circle of Argentine Creatives (which in Spanish has male word ending: Círculo de Creativos Argentinos) be changed to Circle of Argentine Creativity, an inclusive appellation that doesn’t imply a gender. Cannes Lions is a space in which Argentina, with its work and its people, has grown and become an important player in international advertising. Despite its changing fortunes, its creative talent endures, adapts and contributes strongly to a new, changing and global world.

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19/06/2022 19:33

Cheil Connec+ in partnership with Contagious invites you to meet…

The Outperformers / Why is it some brands don’t just outperform their competitors, they outperform their entire category? This week we unveil our exclusive research on this new breed of company, and the new marketing playbook required to not just succeed, but to outperform.

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FOCUS ON THE METAVERSE 27

TO BOLDLY GO WHERE NO BRAND HAS GONE BEFORE… The advertising and marketing world has seen a flurry of enthusiasm around web3 and the metaverse. By Laura Swinton, editor in chief, LBB

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HEN it comes to finding the real creative and business potential of these technologies, it’s small steps not giant leaps that are the key to making the most of the metaverse and web3. Over the past year we’ve seen all manner of brands’ marketing teams race to build elaborate virtual experiences in order to stake a claim as a metaverse pioneer. In terms of effective advertising and marketing activities, they have been mixed. Among the most successful, Heineken’s launch of Heineken Silver used the concept of the metaverse as the basis of a bigger real-world campaign. For Silver, they held a hoax press launch in Decentraland for the first beer brewed from pixels — tongue firmly in virtual cheek. Sure the metaverse provided a timely and novel PR hook, but the campaign at heart was rooted in those traditional marketing tools — an insight and an idea: and that after years of enforced virtual socialising, people are embracing a bit of IRL connection. The metaverse activation was just

one in a number of elements — the campaign also poked fun at the worlds of gaming and social media in its digital and ATL advertising. On the other hand, we’ve also seen a sprinkling of brands that have taken the Field of Dreams approach to the metaverse. If we build it, they will come. They’ve created large immersive virtual environments with little thought as to why people would actually care or want to attend — or how accessible the experience is. In those cases, there seems to be no deeper idea than ‘let’s do a metaverse’, and it shows. Of course, with all the hype it’s understandable that marketers want to dabble and learn in this emerging space, and there’s no better way to learn by doing. But that doesn’t always make for effective marketing. Perhaps the root of the metaverse marketing conundrum is a misunderstanding of what web3 and the metaverse can really do for brands. What if we considered metaverse and web3 technologies not as platforms but tools to transform our processes? A few weeks ago, a conversation with Hogarth’s global ECD Mehta Mehta, Laura Swinton who heads up WPP’s Metaverse Foundry, really unlocked this for me. When I asked him what advice he had for brands that were unsure of what first steps to take in the metaverse, his response was to say, quite simply, “Digitise your assets.” At heart what he means is that brands should create digital 3D model versions of their products, packaging, logos or mascots. By using a games engine or virtual studio programme, you can then create all manner of content without the need to set up shoots or build imagery from scratch. You can also create responsive, real-time content that can change according to information like time of day, or location. What’s really exciting is that new tools and software are putting these CG assets into the hands of creatives, designers and even marketers themselves. Optician brand Specsavers is well-known for being a pioneer of in-house creative. And now it’s using such technology to bring CG assets in-house. They’ve been working with company Artificial Artists and their virtual production studio 3Dctrl to create digital versions of their products. The easy-to-use virtual studio means designers can tweak a product’s positioning, lighting and background and more, making creating imagery

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for responsive social media or in-store signage a straightforward affair. As Specsavers expands into markets like Canada, Australia and the Nordics, it also means that the in-house team can respond quickly to the different needs of these markets. And, going back to the metaverse as a consumer experience, the digitised spectacles are also used in Specsavers virtual try-on tool. Indeed, while some parties view the metaverse as a shared virtual space, akin to an online video game or the very retro Second Life, there are others, like MullenLowe’s Veronica Millan who have a more expansive definition. Millan writes a regular column for LBB and in one conversation we had she explained that she saw the metaverse not as a bubble reality or a ‘place’ (for example the VR sci-fi Ready Player One) but as an enriching layer on top of our reality, with varying levels of immersion. Going by that definition, then there’s another relatively straightforward way that the metaverse and web3 can transform marketing processes: virtual

production. This is the production technique popularised by Disney+ on its flagship show The Mandalorian. Instead of shooting against green screen, actors are filmed against giant LED screens called ‘volumes’. These screens project backgrounds which are often fully CG, rendered in games engines like Unreal, giving filmmakers complete control over lighting. This technique up-ends the traditional process as it requires stuff we usually consider as post production to come right at the beginning. But what it also allows for is a great deal of control and efficiency. It’s become popular with the automotive sector, as it solves one major challenge around transporting unlaunched car models and keeping them away from prying eyes. Other sectors have been slower to jump on board, but those that do are finding enormous savings as well as greater creative freedom. Even before anything vaguely virtual or augmented reality was bundled up and rebranded as metaverse, I was speaking to companies, from animation and VFX studios to

major consultancies, who were investigating ways this tech could improve the way teams collaborate. It could be holding workshops in fully virtual spaces or demonstrating a secret new product to buyers via HoloLens, it could be unleashing your creative vision by ‘sculpting’ a 3D model using a VR paintbrush. The fantasy of Ready Player One and these all-enveloping virtual worlds certainly captures the imagination. Is that how we will live in the future? I dunno. Maybe? I defer to the wisdom of your data-driven futurology crystal balls on that one — though I note on the Croisette people giddy with glee at the freedom to meet dear friends in the flesh for the first time in years. But what is more certain, in the here and now, is that marketers might get more out of the metaverse and web3 if they think granular. Delve into the details of the tech and your own processes and you might just find some seemingly small but transformative ways to unlock creativity or get your teams ready for future.

INTERESTED IN ADVERTISING? LIONS DAILY NEWS Contact Jerry Odlin at the sales office on level 4 of the Palais des Festivals Office: 04 92 99 80 01 Mobile: 00 44 7768 860417

CIRCUS CO-FOUNDERS IGNACIO LIAUDAT (LEFT) AND BRUNO LAMBERTINI

Your news

Contact Julian Newby, Editor, Lions Daily News on level 4 of the Palais des Festivals to make an appointment 04 92 99 80 04

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SCREENING SCHEDULE The Work & Awards Hub Screening Room 1

The Work & Awards Hub Screening Room 2

Screening Schedule Classic Track - Film Lions

Screening Schedule Craft Track - Film Craft Lions

Monday 20 June

11:00-12:00

A01. Food & Drink

12:00-13:15

A02. Consumer Goods

Film Craft Lions Shortlist

11:00-19:00

A03. Healthcare A04. Automotive 13:15-15:00

A05. Retail A06. Travel/ Leisure

15:00-19:00

Film Craft Lions Shortlist

09:00-19:00

A07. Media/ Entertainment

A08. Consumer Services/ Business to Business A09. Not-for-profit/ Charity/ Government

Tuesday 21 June 09:00-12:15

Tuesday 21 June

D01. Screens & Event

Wednesday 22 June Film Craft Lions Shortlist

09:00-19:00

Thursday 23 June Film Craft Lions Shortlist

09:00-19:00

D02. Micro-film 12:15-14:45

D03. New Realities E01. TV/Cinema Film

14:45-19:00

E02. Online & viral Film

Friday 24 June 09:00-19:00

Film Craft Lions Shortlist

Wednesday 22 June 09:00-12:15

F01. Local Brand F02. Challenger Brand

12:15-15:00

F03. Single-market Campai

15:00-19:00

F04. Social Behavior

Thursday 23 June 09:00-19:00

Film Lions Shortlist

Friday 24 June 10:00-16:00 Film Lions Shortlist at the Debussy Theatre

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To find out when your work is screening come and talk to us at the Awards Hub desk.

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CANNES LIONS 2022

The Work & Awards Hub: Screening Room 3 Screening Schedule Entertainment Track Monday 20 June 11:00-13:30

Entertainment Lions Shortlist

13:30-16:00

Entertainment Lions for Music Shortlist

16:00-19:00