{"id":14973,"date":"2024-07-05T13:21:25","date_gmt":"2024-07-05T16:21:25","guid":{"rendered":"https:\/\/anacouto.com.br\/?p=14973"},"modified":"2024-07-05T13:56:19","modified_gmt":"2024-07-05T16:56:19","slug":"cannes-lions-2024-os-leoes-da-criatividade-em-contexto","status":"publish","type":"post","link":"https:\/\/anacouto.com.br\/en\/artigos\/2024\/07\/05\/cannes-lions-2024-os-leoes-da-criatividade-em-contexto\/","title":{"rendered":"Cannes Lions 2024: The Lions of Creativity in Context\u00a0"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><em>This year, themes such as artificial intelligence, sustainability, diversity, inclusion, and experience took center stage at the festival and around the world.<\/em>&nbsp;<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The awards of <strong>Cannes Lions<\/strong>, the largest international advertising festival, proved that creativity with <strong>strategy<\/strong> e <strong>impact<\/strong> It makes all the difference in organizations and in the world.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To the <strong>iconic brands of the 21st century<\/strong> It&#039;s not just about those who stand out, but those who are relevant, remarkable, and who promote a transformation in society based on the current context.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The most striking current campaigns reflect the evolution of the market, consumer behavior, and technologies, showing that we have definitively entered an era of ecosystems centered around... <strong>purpose<\/strong>.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let&#039;s understand more about the cases through the lens of <strong>Branding<\/strong> from the <strong>anacoute<\/strong>?&nbsp;<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Domination by AI<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>KitKat \u2013 Have an AI break<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201c&quot;Have a break, and then&quot;... You&#039;re probably already associating this phrase with the KitKat brand, right? Through research by DeepMind, KitKat proved that even AI can benefit from a pause, arriving at more accurate answers when stimulated to take a deep breath before responding. Whether for great achievements or simply proving a point of view connected to the brand&#039;s purpose, the <strong>artificial intelligence<\/strong> It stood out among the award-winning campaigns.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Have AI Break, Have a KitKat\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/U33RTQsa7Bo?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/anacouto.com.br\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\"><strong>Silver in Social &amp; Influencer<\/strong><\/figcaption><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Google AI Planes<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google partnered with American Airlines and Breakthrough Energy to gather data that, combined with AI, resulted in predictive maps of routes that use less fuel.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"The future of flight: Can AI make flying sustainable? | Google AI\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/xBkK7olwjx0?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/anacouto.com.br\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\"><strong>Bronze in Innovation<\/strong>\u200b<br><strong>Silver in Sustainable Development Goals<\/strong><\/figcaption><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Customization at scale<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pedigree Adoptable<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What if the <strong>ad customization<\/strong> Could shelter dogs be connected to new homes more quickly? This became a reality with Pedigree&#039;s &quot;Adoptable&quot; campaign, which used AI to match dogs with potential homes. 3D avatars were created and displayed on geolocated digital panels, and the initial results were promising: 501,300 dogs were adopted in the first two weeks of exposure. This is one example showing that technology allows for highly specific experiences in a scalable way!&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Pedigree - Adoptable\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/J16qgFAzUTA?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/anacouto.com.br\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\"><strong>Outdoor Grand Prix<\/strong><\/figcaption><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Mastercard Room For Everyone\u200b<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The project used data to show that Ukrainian businesses could contribute positively to the local Polish economy, breaking down the negative and xenophobic image.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Mastercard - Room for Everyone\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/kLK0uMPuFzY?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/anacouto.com.br\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\"><strong>Creative Data Grand Prix<\/strong><\/figcaption><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Manipulate to raise awareness.<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Orange Women&#039;s Football<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A real goal of <strong>awareness<\/strong>In the age of fake news and AI, the &quot;prank&quot; becomes a powerful tool for education. Orange used AI to manipulate images of women&#039;s soccer plays as if they were men&#039;s, communicating: &quot;Only Les Bleus can give us these emotions,&quot; referring to the nickname of the French men&#039;s national team, &quot;But they&#039;re not the ones you just saw.&quot; By challenging stereotypes, the ad provokes deep reflection on the representation of women in sports. Released before the 2023 FIFA Women&#039;s World Cup, the video generated significant discussions about bias and equality in sports.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Orange - WoMen&#039;s Football (case study)\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/DeijPwBIyK0?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/anacouto.com.br\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\"><strong>Grand Prix of Film<\/strong><\/figcaption><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Reporters Without Borders | The First Speech (Russia)<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The documentary focuses on the importance of press freedom by showing inaugural speeches from authoritarian leaders promising democracy, followed by the message &quot;the loss of freedom is never evident at the beginning.&quot;\u201c<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"The First Speech \u2013 Russia\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/ey4Duu_I3TM?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/anacouto.com.br\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\"><strong>Grand Prix for Good<\/strong><\/figcaption><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Humor is serious business.<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Relax, it&#039;s an iPhone.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Humor is now an official subcategory at the festival, reflecting a more relaxed post-pandemic climate. In the &quot;Battery for Miles&quot; commercial, Apple features a man driving a tractor along a seemingly endless trail. The campaign highlights features such as long battery life, memory, and Find My iPhone, in situations that are both true and funny. This reinforces how... <strong>entertainment<\/strong> It&#039;s a powerful tool for connecting emotionally with the audience.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"T-mobile and Iphone 14 Plus Tractor Commercial- USA 2023\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/suh2V4lAvRs?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/anacouto.com.br\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\"><strong>Gold, Silver and Bronze Film and Film Craft<\/strong><\/figcaption><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Last Barf Bag<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pushing creativity to the limit, a healthcare company produced a documentary (and many other actions) about the last vomit bag to promote anti-nausea medication.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Dramamine - The Last Barf Bag (case study)\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/v9zuanOf8u0?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/anacouto.com.br\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\"><strong>Health &amp; Wellness Grand Prix&nbsp;<\/strong><\/figcaption><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>ESG as a business experience<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Axa Three Words<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Women in focus! AXA&#039;s award-winning campaign at Cannes Lions highlighted its innovation by adding the clause &quot;and domestic violence&quot; to home insurance contracts. This initiative not only communicates its social commitment but also integrates vital support services for women in situations of domestic violence. In addition to receiving recognition at the festival, AXA demonstrated how ESG can be a strategic differentiator in transforming... <strong>social responsibility<\/strong> in a tangible and impactful business experience.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Three Words - Axa\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/3GwGdhuyEDQ?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/anacouto.com.br\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\"><strong>Gold in Innovation<\/strong><\/figcaption><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Renault Car To Work<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The project introduces a car leasing offer to address social exclusion in France&#039;s so-called &quot;mobility deserts,&quot; where access to public transport is nonexistent. The innovative program offers free cars during the work trial period, allowing beneficiaries to start paying for the vehicle only after securing employment.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Renault - Cars to Work (case study)\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/BqNMNEWqlvc?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/anacouto.com.br\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\"><strong>Creative Commerce Grand Prix<\/strong><\/figcaption><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Self-criticism<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Coca-Cola \u201cRecycle Me\u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sustainable logo design? Coca-Cola&#039;s award-winning campaign at the Cannes festival showcases a series of images showing its logo after a can has been crushed during the recycling process. By viewing imperfections and everyday experiences as authentic expressions of the brand, the campaign demonstrated how creativity can foster an innovative perspective. <strong>sustainable practices<\/strong> and to encourage consumer behavior with actions that can benefit the planet in the long term.&nbsp;&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"COCA-COLA RECYCLE ME\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/C75QTlXRuus?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/anacouto.com.br\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\"><strong>Grand Prix in Print &amp; Publishing<\/strong>\u200b<\/figcaption><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Mayo Haters<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By showing that even mayonnaise &quot;haters&quot; dislike NotMayo, the campaign highlights how similar its vegan product is to the traditional, animal-based version.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"MayoHaters\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/aGcOxY0nBDk?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/anacouto.com.br\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">These case studies invite us to reflect on the future of branding and advertising. In a world where technology is rapidly advancing and consumer expectations are evolving, brands generate value when they connect with their purpose and social responsibility. Innovation should not only entertain, but also inspire and promote positive change in society. <br><br><strong>So how can we apply these lessons to our own branding strategies?<\/strong><\/p>\n\n\n\n<p class=\"has-cyan-bluish-gray-background-color has-background wp-block-paragraph\">Don&#039;t stop here: <a href=\"https:\/\/anacouto.com.br\/artigos\/2024\/07\/05\/de-commodity-a-marca-desejada-a-revolucao-de-happy-eggs\/\" data-type=\"link\" data-id=\"https:\/\/anacouto.com.br\/artigos\/2024\/07\/05\/de-commodity-a-marca-desejada-a-revolucao-de-happy-eggs\/\">Discover how Mantiqueira Brasil transformed a commodity into a desirable brand.<\/a><\/p>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\"><br>Content by: Igor Cardoso, Jorge Rosas, Luisa Moura, Vitor Duarte, Bianca Barboni and Paula Cardoso<\/p>","protected":false},"excerpt":{"rendered":"<p>Neste ano, temas como a intelig\u00eancia artificial, sustentabilidade, diversidade, inclus\u00e3o e experi\u00eancia ganharam o palco do festival e do mundo&nbsp; As premia\u00e7\u00f5es do Cannes Lions, o maior festival de publicidade internacional, provaram que a criatividade com estrat\u00e9gia e impacto faz toda diferen\u00e7a nas organiza\u00e7\u00f5es e no mundo.&nbsp; As marcas ic\u00f4nicas do s\u00e9culo XXI n\u00e3o s\u00e3o [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-14973","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/14973","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/comments?post=14973"}],"version-history":[{"count":13,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/14973\/revisions"}],"predecessor-version":[{"id":15194,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/14973\/revisions\/15194"}],"wp:attachment":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media?parent=14973"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/categories?post=14973"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/tags?post=14973"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}