If you’re a seasoned Cannes aficionado then you’ll have had a good time in meetings and panels yesterday. If this is your first year, you may be reading this with an aspirin and a large bottle of water after an evening of solid networking.
But today is a new day! The sun is shining, the yachts are swaying and we have all been firmly reminded of the importance of SPF 30. Let’s have a great day three, but first here are some highlights from the last 24 hours of Cannes.
Anheuser-Busch is playing a Game of Relevance at #Cannes
According to Marc Marcondes, CMO of Anheuser-Busch, looking at the consumer through binoculars isn’t going to make brands stand out among the noise. So, what will?
NEED-TO-KNOW SESSION BRIEFS
From Design Thinking to Design Feeling
Google’s VP of Design Ivy Ross explains why designers should know the difference between designing to solve problems and designing to create experiences. There has been too much of an emphasis on design thinking. Designers should be conscious of the neuroaesthetics of a product.
The Art of Asking Questions
Harvard professor, Steven Pinker, and CEO of Taboola, Adam Singolda, took the stage to discuss the looming question, “Can AI surpass human intelligence?” Pinker explains that what makes the human mind so powerful is our imaginations. We can create new worlds and we can ponder hypotheticals. It’s much harder for AI to do this in its current state.
THE DATA THAT INSPIRES CHANGE
Unilever is on a mission to remove stereotypical thinking from advertising, and beyond. After conducting an experiment with people of 19 nationalities who work across 12 brands in 3 cities, there was a 35% reduction in stereotypical thinking within the group in just one day. Learn more about the video published during Cannes
Can you predict what your partner would click on after reading a certain article? Results from a Taboola study proved that when AI has the right data, it has the potential to more accurately predict your next move. In fact, more than 50% of the time in the study, Taboola knew participants better than their partners. Adam Singolda, CEO of Taboola
If a person knows about 10,000 nouns, there are 10,000 ways to begin a sentence… then 4,000 verbs. So, you have 40,000 ways to begin a sentence with just two words into it. Humans do not just regurgitate formula, but we thoughtfully assemble it word by word. Steven Pinker, Harvard Professor
Burger King Global CMO Fernando Machado and Head of Global Marketing Marcelo Pascoa will go beyond Burger King’s advertising to talk about how the brand continues to reinvent itself through design, technology, and product innovation. All wrapped up on what really matters: Creativity.
Do You Have a Second? Oops, Too Late BBDO
Facebook now defines a video view as three seconds, and the Interactive Advertising Bureau defines a viewable impression when at least 50% of an ad appears on screen for more than one second. Perhaps we should be defining long-form content as anything over 15 seconds. Join Andrew Robertson as he argues that this attention deficit demands ever greater creativity, highlights some of the techniques, and showcases brilliant work that’s six seconds or less.
Did you check out yesterday’s Cannes Recap?
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