the basement vs beach distinction is so good!! watching from afar, it felt like "human" and "made without AI" were quietly becoming marketing claims themselves this year. But the work that actually broke through (the kitkat) wasn't about saying human, it was about earning distribution for free. It kinda made me think the real through line isn't human vs AI, it's earned vs paid attention... did it feel that way in the room?
i think that's right. the same people who on a panel would say "ai isn't everything" and "human made" would then turn around and be hawking their ai product. makes your head spin a bit. the most exciting conversations were about big brave creative work that had earned momentum. you can't boost your way to relevance.
Oh my gosh the m&m memorabilia campaign was so good I loved it too!! The basement obviously holds all the goodies - can’t wait to get out there one day to experience
Yessss!! and I think Cannes Lions should try to make this happen. All brands and platforms should both give creators passes and maybe even invite local students to the show.
thank you for sharing this! I had applied to attend this festival as part of LIONS (this year and the last one) but didnt get accepted :( excited you got to go and looking forward to reading the case study! Also love Erin and her contenttt <3
🌱🔓🫥 down in the basement, it’s a bit more quiet. Big ideas displayed like a museum exhibition. Clever insights explained with clarity. Hushed conversations with strangers about why something resonated. It made me excited to get back to work.
At previous Cannes years, I remember sitting through the luncheon case studies and realizing how different the incentives are on the Croisette versus inside an actual QBR. Loved this reflection - Also Hi, fellow creator marketer based in LA!
Love the focus on organic social. It’s one of the most powerful marketing strategies and a topic I obsess over! How to get people to care enough to share for free.
We’ve been running tests with music, comparing the use of real music with fans vs stock music sans fans in social posts.
It’s amazing how much cost-effective, organic engagement lift brands generate by picking emerging music their target audience cares about. Music’s power to connect on social and cut through the noise is grossly undervalued by brands: it’s a clear path to endearing yourself organically with very engaged music fan communities. A whole lotta organic brand equity for the price of a social media music license (with no paid media!).
Very excited about organic social as a means for new music discovery, as brands realize how cheap real music is right now and start to leverage it more to connect deeper and drive more impactful campaigns🔥
the basement vs beach distinction is so good!! watching from afar, it felt like "human" and "made without AI" were quietly becoming marketing claims themselves this year. But the work that actually broke through (the kitkat) wasn't about saying human, it was about earning distribution for free. It kinda made me think the real through line isn't human vs AI, it's earned vs paid attention... did it feel that way in the room?
i think that's right. the same people who on a panel would say "ai isn't everything" and "human made" would then turn around and be hawking their ai product. makes your head spin a bit. the most exciting conversations were about big brave creative work that had earned momentum. you can't boost your way to relevance.
The best part is always in the basement!
yes!
absolutely loved this part! And then paired with all the jury talks gave so much inspiration!
yes!!!
Oh my gosh the m&m memorabilia campaign was so good I loved it too!! The basement obviously holds all the goodies - can’t wait to get out there one day to experience
soooooo good
Big fan of Erin on Demand! Also, loveee this recap. Thanks!
loved getting to chat with her! thanks alicia!
so fun to say hi to you and Greg, Rachel !
you fulfilled the prophecy! thanks hanna!
My whole IG rant was about creators not talking about the creative work, specifically not visiting the basement. Really glad to see this take from you… https://www.instagram.com/p/DaC9PZ0CHwu/?igsh=MXFhajZ0MHlrYnRjcA==
my take is that if a brand is paying for a creator to come out they should be obligated to also get them a pass so they can go see the work!!
Yessss!! and I think Cannes Lions should try to make this happen. All brands and platforms should both give creators passes and maybe even invite local students to the show.
thank you for sharing this! I had applied to attend this festival as part of LIONS (this year and the last one) but didnt get accepted :( excited you got to go and looking forward to reading the case study! Also love Erin and her contenttt <3
fingers crossed for next year and please dm if i can help in any way!
Yes plss! Thank you. I might slide in your dms when the application opens for next year 🫶🏽🫶🏽🤭
🌱🔓🫥 down in the basement, it’s a bit more quiet. Big ideas displayed like a museum exhibition. Clever insights explained with clarity. Hushed conversations with strangers about why something resonated. It made me excited to get back to work.
At previous Cannes years, I remember sitting through the luncheon case studies and realizing how different the incentives are on the Croisette versus inside an actual QBR. Loved this reflection - Also Hi, fellow creator marketer based in LA!
Love the focus on organic social. It’s one of the most powerful marketing strategies and a topic I obsess over! How to get people to care enough to share for free.
We’ve been running tests with music, comparing the use of real music with fans vs stock music sans fans in social posts.
It’s amazing how much cost-effective, organic engagement lift brands generate by picking emerging music their target audience cares about. Music’s power to connect on social and cut through the noise is grossly undervalued by brands: it’s a clear path to endearing yourself organically with very engaged music fan communities. A whole lotta organic brand equity for the price of a social media music license (with no paid media!).
Very excited about organic social as a means for new music discovery, as brands realize how cheap real music is right now and start to leverage it more to connect deeper and drive more impactful campaigns🔥
not the point but i love your skirt!!!