Industries clamoring for attention have put their brands up to create conversations and make connections. They have been exposed to relevant content from diverse communities and creators. Brands are also co-creating.
The new Lion-winning work, as per a report, demonstrates brands that put people, creators, and communities at the heart of every step of their creative process and deliver more insightful, authentic, and successful work. It will definitely influence culture and society for the better. Every year, Cannes champions creativity explores its multifaceted evolution, and sets a new benchmark of excellence.
The report states that brands with an appetite for risk, unconventional thinking, and creative problem-solving are reinventing their business operations to drive transformative change. Lions-winning work and content from major brands and agencies showed that a sustainable business transformation needs to be more than just a good idea. There has to be a strong social impact to deliver profitable growth and permanent change.
Marc Pritchard, the chief brand officer at Procter & Gamble, highlighted that the challenge for brands is to be discerning. He advised companies to choose where they can make the most impact, and make a genuine difference but also keep economic growth front of mind to be a force for growth – a force for good. “As we face disruption, it will be more important than ever to double down on our core job, our collective responsibility. We have a super-power that no other industry in the world has: creativity for growth.”
Pinatex, multi-award winning, by L&C New York for Dole scooped up six Lions, including the Grand Prix in Creative Business Transformation. It took three years, as per the report, to develop the idea and involved food giant Dole, which is one of the world’s largest producers of pineapples, partnering with Ananas Anam to produce Pinatex. It acknowledged that brands are stepping outside of their categories, such as Dole – not only a food provider, it’s now a vegan leather manufacturer – combining creative ideas with authentic problem-solving to inspire cultural and social change.
Rupen Desai, Global Chief Marketing Officer for Dole, said the transformation of this scale and complexity came about through collaboration between teams, from supply chain procurement and finance through to innovation, product development, marketers, and creatives. Ronald Ng, Global Chief Creative Officer, MRM Creative Business Transformation Lions Jury President, believes there is unlimited potential to transform any business. “But we need to transform the way we approach creativity. Stop asking where an idea came from, it can come from anywhere. It’s about collaboration.”
J Walker Smith, Chief Knowledge Officer, Kantar, said breakout ideas must be smarter than ever. “Consumers expect this. They want us to be more human. Leading brands that are growing and pulling away from the rest of the marketplace are doing this. It requires new, imaginative ways of doing business.”
The report outlined that creativity can be applied beyond brand communication to deliver transformational business change.
