Cannes Lions 2022 — Day #2
Today’s notes include:
1- Brand Activism — Your Power as Marketers to Make Big Change — Diageo
2- Future is Fluid with Harris Reed — Edelman
3- R/GA — Who do you want to be in Metaverse?
4- Mark Pritchard — P&G
5- Why Every Ad will be Green at 2030?
6- It’s Not Time to Pat Ourselves on the Back — Munrue Bergdorf
1- Brand Activism — Your Power as Marketers to Make Big Change
- Marketeers are uniquely positioned to be activists and drive change.
- Sustainability can be sustainable only by creating value for the company and for the brands.
Sustainable Farming Academy for Baileys
What are 4 pillars of sustainability for Diageo brands?
1- How central is sustainability to your brand?
2- Creating a baseline — understanding your footprint — carbon, water, bio diversity
3- Where should we play and what should narrative be? We need to think beyond a reduction of negative. Three stages 1-reduce 2- restore 3-reinvent
4- What are the activities that create real impact. To decide, you need to ask Three questions :
- Does it have a material impact?
- Is it motivating for consumers?
- Does it fit with my brand?
2- Harris Reed & Edelman — Future is fluid
- There is a trend of transparency, nothing is hidden. We share so much. And wonder so much. How is it produced, is it ethical, is it sustainable etc?
- People want to do something on the right side. But most of them just want influencer moment.
- Making a disruption but with a hopeful tone.
3- R/GA — Who do you want to be in Metaverse?
Note: I am a bit skeptical about digital worlds, however this session was mind opening to understand why people love Metaverse.
Don’t follow tech or money, follow people to find meaning in metaverse
- 68% say my avatar “Reflects my real self better”
- 55% say “I feel attached to my avatar”
Web 2.0 to Web 3.0 — From fixed to fluid digital identity.
Web 3 is about having different identities and choose in different platforms
Note to self — You can express yourself better with limitless options — flying, having extra arms etc. but will it alienate humans from true flesh?
Think of yourself getting a lecture about nutrition from a banana? It can add up to learning experience.
Web 2.0 to 3.0 — From sharing to shareholder
You don’t only share you also become a shareholder by investing and producing.
In NFTs, we don’t have physical limits such as production, materials and resources. We code it and it happens.
User generated content on web 3.0
Web 3.0 — The balance between speed of process and perfection
Launch now — break fast — fix faster
1 month in Web 3.0 is equivalent to 1 year physical world
How can we show up uniquely for people? What can we offer them?
Red Bull monster / not an energy drink but a healer drink in mateverse
4- Mark Pritchard — P&G
Beliefs of P&G:
1- Creativity must feel personal — as if you are speaking directly to me. Give them personal value and touch emotions
2- Creativity must communicate performance — is it useful and interesting? How does it create difference?
3- Creativity must build trusted partnerships — Empathy, trust, performance, value
Widen the screen project — see the otherside of the story.
5- Why every ad will be green as @2030:
Net zero ad operations by 2030 advertising associations ambition.
Green ad definition;
made by sustainable businesses,
Using sustainable production processes,
Distributed through sustainable media supply chains
And promoting more sustainable products
*Measure what you treasure- put solid ambitions on thing you care
- Re examine everything to drive systematic change
ie: This festival will never award a work that has stereotypes make change in the culture
6- Munroe Bergdorf- positive representation
- 21% of people who experience discrimination believe it’s due to their body shaper, size or type
- Dove project #showus campaign
7 out of 10 people in colour feel discriminated against because the colour of their skin
Dove men + champions off court campaign to reflect black men are not only successful in sports but also other areas.
Diversity is showing the world as it is and giving the people validation they need
Normalizing experiences is a future plan for brand. Trans people are only included in the campaign that tells about inclusivity or transness. Seeing trans people during everyday work is more inspiring and inclusive. Humanizing them is important.