LIONS AND TRENDS
A recap of The Cannes Lions trends.
The Cannes Lions 2019 festival was held from the 17th to the 21st of June in Cannes, France. As a third-year copywriter, I can only dream of my work being entered into such a prestigious event, let alone the thought of winning an award. For those of you who have never heard of the festival, the Cannes Lions brings “the world's biggest brands and most creative people together at a unique event to learn, network and celebrate the power and effectiveness of creativity.” (Cannes Lions, 2019) I felt that the festival this year was a culmination of the conversations being spoken around the world throughout 2019. Looking back on the Grand Prix winners, each one targets a key facet of 2019. From Fortnite to Disabilities and Immigrants, to Nike's Dream Crazy and a blank newspaper it's clear that we need to be having these difficult conversations and that brands are taking a stand as being the first ones to speak up.
Post Cannes Lions 2019, it's intriguing to take a look back at the works produced as well as the trends predicted for 2020, just in case I decide this is my year to take home an award. According to (Mediacom, 2019) there are 5 prominent trends to takeaway, the first being the focus on audio and multi-sensory experiences. As the world is continually getting more digital and screen-based, brands are focusing on cutting through the clutter by creating something new that targets the 5 senses as a whole and brings people back down to earth. However staying in the digital sphere, the combination of data and creativity is allowing brands to design next-level creative campaigns. Brands have moved away from the sole focus of data and are rediscovering their creativity allowing their campaigns to step it up a notch. There was a deep focus on human connections this year as brands are coming back to the notion that these connections are the most powerful. There was a focus on using real people allowing the consumer to be taken on a journey as “the smartest brands know they are not just talking to faceless ‘consumers’.” (Mediacom, 2019) Finally what I thought was the most prominent trend this year is that brands are starting to become activists and take action in response to real-world problems. In a world that constantly seems to be crying for help, it seems brands are acting in response by choosing to put their money or voice where it really matters, much to their favour. According to “Unilever CEO Alan Jope, 91% of millennials would switch brands for one which champions a cause. What’s more, 64% of global consumers say they choose brands because of their stand on social issues.” (Mediacom, 2019)
On a global scale, it seems that brands are following these trends whether they intend to or not. In a world where there seems to be more bad news daily than there is good, people are looking for brands and corporations to take a stand. We seem to be told to try our best in the bid to save the planet by not using straws, buying sustainable fashion and buying from brands that give back, but it's hard to keep at it when corporations are actively doing the opposite. Consumers are looking for brands that care for people and the planet, but not in their 20-year plan, now. I believe that due to this outcry and desperate need, brands will follow suit and push to create ads that actually mean something. This will allow brands to create authentic human connections with their customers.
Now that we’ve looked at these trends on a global scale, it's important to bring it back home. If we take a look at some of the most popular South African adverts towards the end of 2019 its clear that these trends have taken prominence. An ideal brand to mention is Nando’s who created 2 iconic campaigns focusing on controversial topics that created conversations across South Africa. While Nando’s is known for their political commentary and quick response to the media, these two adverts focused on undercurrents within the country that have been controversial for years. Their #YOUPEOPLE advert comments on the phrase commonly used by most South Africans to describe people who are different to them. It carries an undercurrent of confrontation as well as an unconscious bias which Nando’s communicated through their campaign. Along with this campaign, their Mzanzipoli advert created talk around the country in response to the intricacies and almost laughable aspects of South African life. While commenting on certain political issues, e-tolls and black tax Nando’s started commentary about issues such as race and white privilege which are often controversial and avoided in conversation.
It's safe to say that the adverts being created by brands on a global scale are inventive, authentic, creative and most importantly stand for something. The festival this year created a surplus of inspiration inside of me and I can guarantee this same excitement can be found in the hearts of consumers and future Grand Prix winners.
REFERENCES
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Mediacom. 2019. Our 5 trends from Cannes Lions 2019, 26 June 2019. [Online]. Available at: https://www.mediacom.com/en/think/reports/our-5-trends-from-cannes-lions-2019 [Accessed 12 February 2019]
Cannes Lions. 2019. About, 2019. [Online]. Available at: https://www.canneslions.com/ [Accessed 12 February 2019]