Cannes Lions 2024 Highlights

All week long, EAS was at Cannes Lions. So we brought some news and gossip…

Day 1 Of Cannes Lions 2024 Highlights

On this first day of the festival, We had reported Amazon’s “A-Maison”, announcements from Snapchat and Havas, TF1 Pub and Freewheel, OpenAI, and David Droga…

OPEN AI

This is the highlight of the first day of the festival. The joint presentation by David Droga (Accenture Song) and Mira Murati (OpenAI). The subject: the impact of AI on creativity. The representative of ChatGPT’s creator mentionned that advertising was not part of the company’s business model: “For the moment, (advertising) is not our business model. Our products don’t contain advertising.

Amazon “A-Maison”

Amazon’s “A-Maison”. In step with the retail media boom (a market set to grow by 24% in France by 2023), Amazon invests a little more each year in its presence in Cannes. In its imposing “A’Maison” (enjoy the pun) set up in the harbor, the e-commerce and cloud giant organizes conferences, cocktails and concerts, and showcases its various brands (Prime, Twitch, IMDB, Wondery, etc.)

Winners of Day 1 at Canne Lions 2024

Bronze and Silver Lions were announced earlier. Another new feature: the winners of the Silver and Bronze Lions are now announced at 2.30 pm. Gold and Grand Prix winners are announced each evening during the ceremony.

TF1 Pub and Freewheel

TF1 Pub and Freewheel strengthen their partnership. On the first day of the festival, TF1 PUB and FreeWheel announced a strengthening of their partnership: while TF1+ already relies on FreeWheel’s ad management platform, this subsidiary of the Comcast group will “deploy for TF1 PUB a new technological suite of integrated tools enabling it to optimize the management of its monetization in the new complex and fragmented streaming environments.”

Havas and Snapchat Partnership

Havas and Snapchat announced strategic partnership. For its part, Havas has announced the signing of a strategic partnership with Snapchat, dubbed “Snapchat by Havas”. “This collaboration aims to take full advantage of all the media and non-media solutions offered by the platform to meet brands’ marketing challenges across the entire consumer journey,” explains the press release.

Day 2 Of Cannes Lions 2024 Highlights

Meta

Few announcements from Meta this year: while everyone were expecting news in generative AI, They announced “only” the launch of the API for its new Threads social network (“to enable businesses and creators to share new content at scale”), new messaging tools “to create, organize and send paid marketing messages on Messenger” and “in certain markets only”(in Asia-Pacific) a test of an AI chat function on Messenger for businesses.

Pinterest

A new “Manifestival” for Pinterest: like last year, Pinterest is holding its “Manifestival” on the beach of the Carlton Hotel – one of the few festival beaches open to the general public. On site: a tattoo parlour, a DIY creation station, an animation in partnership with Lego and the opportunity to benefit from a colorimetry consultation.

NEW Publicis Chairman

Maurice Levy – now Honorary Chairman of Publicis Groupe

Maurice Levy took the opportunity to talk about his new project: YourArt, “the first art + tech platform dedicated to all artists, galleries, collectors and art lovers”. Earlier in the day, the Conseil de l’Ethique Publicitaire, part of ARPP, presented its first “Alert”: a fifteen-page document designed to question “an advertising expression that is increasingly self-righteous and excessively empathetic, contrasting with the violence of the media and information context.”

Tiktok and Adobe

Agreement between TikTok and Adobe: on the occasion of the festival, Adobe and TikTok announced the integration of TikTok’s commercial music library into Adobe Express. Direct access to TikTok’s commercial music library from within Adobe Express enables marketing and advertising teams to create trending content for TikTok, measure its performance, and publish it quickly.

[Ai]magination (Fred&Farid)

[Ai]magination (Fred&Farid) wishes festival participants good luck with a 25-second film made using Lumalabs’ new Dream Machine generative AI model for animation, as well as Midjourney for image creation and Udio AI Music Generator.

here is the link to watch it: https://youtu.be/_xkmNxu3FMg

Day 3 Of Cannes Lions 2024 Highlights:

Sport is in the spotlight, Meta makes a movie, Elon Musk tries to patch things up with advertisers in Cannes Lions 2024

FIFA Beach In Cannes

Sport in the spotlight. the Olympic flame was on the Croisette on Tuesday – or a more lasting trend? Sport occupies an unprecedented place at Cannes Lions this year. For the first time, FIFA has a beach, while the Stagwell agency has reinstalled its “Sport Beach” on the Plage du Festival – this year with a climbing wall.

You can read our article about the Olympic flame in Cannes.

The European Programmatic TV Initiative (EPTVI)

An alliance for programmatic television in Europe. On the occasion of Cannes Lions, The Trade Desk, PubMatic, Equativ, Magnite, Cadent and Adform, in collaboration with The Project X Initiative and 14 major European media, streaming players and agencies, announced the creation of the European Programmatic TV Initiative (EPTVI). Its aim? To enable a better understanding of programmatic TV, present its advantages and limitations, highlight successful campaigns and draw up a roadmap for the future development of programmatic TV in Europe.”

Elon Musk

Elon Musk on stage. A much-awaited guest, Elon Musk spent 45 minutes in conversation with WPP boss Mark Read, with the aim of setting the record straight on the advertising market (he had invited advertisers to “Go f**k yourself” at an event last November). You can learn more about Elon Musk attempted to make amends with the advertising industry.

Meta Movie

Meta makes its cinema. Meta commissioned British artist and set designer Es Devlin to make a short film in vertical format for its beach, which is shown in the “Reels Cinema”, whose screenings can be booked via a chatbot on Whatsapp.

Day 4 Of Cannes Lions 2024 Highlights

a rooftop (and bakery) for Netflix and a “prompts battle” for Getty.

The AACC New Identity

The AACC has unveiled its new name and identity: “L’Association des Agences Conseil et Création”. This semantic change underlines “the singularity of our agencies, which is based on the fact that they produce what they design. For the occasion, the ex-Association des Agences-Conseils en Communication is adopting its own typography, BLAACCK , designed by Black Foundry.

Accenture Song AI

AI Gen in the spotlight at Accenture Song: on its yacht, Accenture Song presented several generative AI use cases deployed at customer sites or still at the R&D stage. These included a neuroscience-based tool for optimizing AI-generated images, and a solution for mobilizing several specialized AI assistants to work together on a project. Some of these innovations are “made in France”, as the agency headed by David Droga has a research center in Sophia Antipolis.

Birth of Globant GUT

Globant announced at Cannes the launch of Globant GUT, a creative network “reinvented by technology”. It brings together the agencies Habitant, Ad_bid, KTBO and Vertic, as well as GUT, a creative agency acquired by Globant in November 2023. According to the latest Brand Finance report, Globant is the fifth strongest IT brand in the world, while GUT is the most creative independent advertising network in the world according to the Cannes 2023 report.

A Prompt battle at Getty

At the Majestic, Getty Images organized a “prompt” competition with TikTok and NVIDIA. Contestants competed to generate images in real time using the Generative AI developed by Getty, before having their results put to the public vote.

Emily in Cannes

Netflix set up shop on the roof of the JW Mariott, facing the Croisette, to promote its content and advertising. At the entrance, guests are greeted by the Emily In Paris bakery, before discovering other universes inspired by Netflix’s flagship brands: Squid Game, Bridgerton or Stranger Things, among others.

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