From brands helping out at difficult life stages to those looking to fight discrimination – the theme of social good was woven into many of the winning campaigns at this year’s Cannes Lions Festival of Creativity. We explore the insights behind some of the winning campaigns to reveal how the creative work connects with the attitudes of modern consumers.
This year’s Cannes Lions International Festival of Creativity was populated by campaigns looking to grab people’s attention with subtle shock tactics, hijack current infrastructures to cut costs or speak to people via the mediums they’re most familiar with – be that memes or TV personalities. But what about the behaviours and trends that underpin the messages?
An overarching theme of social good was woven throughout this year’s winning campaigns. Whether that’s helping people through difficult life stages, offering people support through familiar totems or encouraging people to stick two fingers up at the oppressors. Aside from social good, we also saw brands acting like BFFs, chatting to people via memes, their home tech or on Twitter.
For our consumer perspective of Cannes Lions 2017, we've identified the top ten behaviours that run through this year’s winning campaigns.
You can explore the full report here.
Ane find our visual summary here.
