Cannes Lions is a circus, a meeting of minds, a place to hear the same buzzwords again and again and a chance to listen to celebrities try to explain how to do advertising to rooms full of people who do advertising for a living. But it’s also a chance to take the temperature of creativity once a year. Seeing all the work that’s winning and being surrounded by people talking about creativity gives people a unique bird’s eye perspective for just one week. So, while talking to the cross section of creative leaders LBB met with along the Croisette and the LBB & Friends Beach, we decided to take a soil sample of this moment in creativity and ask a very broad, but pertinent question: “what is the state of creativity in 2022?”
Here’s what some of them told us.
There's much more optimism and real celebration. We were seeing lots more joyful work. There was one piece that won Gold [in Social & Influencer], for BMW China for the Lunar New Year. The team worked out that the word for BMW in China includes the word horse, and it was the year of the Tiger. It’s properly bonkers but it’s also so joyful. I think it's a really great example of a couple of things, this celebration and joyfulness, but also as a social campaign. They created all of these assets that then they gave over to the community that allowed them to socialise the idea. I think it's quite complex but it looks simple and fun.
Yes, there of course is social purpose work – and there was amazing work, especially the charity work The Lost Class, which was just beautiful. That definitely triggers a reaction and wanting to sign up to a social purpose activation. But also we can sell products through joyfully co-creating with the community. And I think that's a really important next step out of the pandemic. It's incredibly important that we get the economy up and running again, and we use creativity to do that.
Global Creative Director, Publicis WW and CEO, Le Pub
On one level, there’s a little bit of dated work. Still purpose-led, still a little bit from the past. But on the other hand, there is a trend which is interesting, which is that today brands cannot tell people [things] or inspire people, it’s much more about supporting people doing things. Even if it’s for a small issue, it’s much more about supporting people in what they want to achieve. Story-doing has become much more societally relevant and less strategic - what’s your purpose, what’s your message? Some of these activations don’t even need a message because it’s clear that ‘here’s an issue and I’m just here to help’. It’s a very gen-z attitude. The other thing is not all brands are understanding the importance of being topical today. It’s so important after covid. If you’re not topical, you’re not going anywhere.
Senior Partner and Chairman of the Board, Forsman & Bodenfors
Last year I was judging brand experience and activation. And I think that my big takeaway from last year was that there are so many really 'nice' ideas, but you can feel how quite a few of them are just... very reasonable. You look at it and it's well done… but there's no tension in it. There's no element of surprise. It's just basically very, very clever. And I think in the jury, when you look at it, you know that it's going to do well, but then you see something where there's an actual idea that is expected and no one saw coming, and that sort of changes you a little bit. Those are the ones that win the big awards, I think, and there are not many of them. I mean, again, lots of great work, but those really unexpected ones felt quite rare.
But I think there's a renaissance for really creative ideas, that we're sort of starting to see a little bit in the requests from clients.
Global CCO, Oliver
I am a paranoid optimistic. I know it's a cliche, but I use it all the time. I think every leader should be a bit of a paranoid optimistic. You have to believe that things are going to change, that it's going to evolve in order for you to be in the right state of mind, and to take some risks.
My view on that is absolutely, still the most important thing in the marketplace – and I don't think this will ever change – is the idea. And an idea that connects with you on an emotional or a rational level, sometimes both.
I think we do have this superpower in our industry to change people's lives. It can be an ad that'll put a smile on your face or remind you to call your mom or it can be an app that will help you to deal with your asthma or to run better. So I know that this is possible. And I think we should be doing that.
I believe, when it comes to the state of creativity, we are in a very exciting place, frankly, because I feel that there's a lot of energy to try things. Let's be honest, with digital, with commerce, we have so many platforms, we produce so much. Any creative can relate to the many times you create something and you end up with one asset that people see for a fraction of a second. There is a lot of vision from people saying, 'I don't want to be part of the clutter, I want to be part of the signal'. The more clutter there is, the more anxious people get to change, to try to do something to break the mould.
Global Creative Lead, Forsman & Bodenfors
There was so much fear in the last few years and everybody was thinking about just controlling things, not wanting things to get out of hand. And of course, then you lean on data, and you're like, 'OK, Facebook, Google, what can you give me? This is my budget and let's just use programmatic. Let's just steer this thing to not have a catastrophe, we're going to control the situation'. Through creativity and unexpectedness, you have to be bold. You have to risk something – and I don't think people have been in a risky kind of mood… [We were talking earlier] about the pendulum and maybe this is when people are waking up and coming out and saying, ‘OK, wait a minute, let's build brands that people care about.’