Cannes 2024
The best cases to inspire you
These are the best cases from Cannes Lions 2024. It's been 5 years since I got so happy about the creativity at the Lions and gives me hope for next year.
Here are the winners and some great ones that I found on the shortlists. The list is in random order, more or less. My favorites are in the beginning; however, please don't skip the last ones; they are equally inspiring.
The 3 main trends that excite me for 2025 and what every CMO must know.
- Human and humanity with humor
- Dare. Stand up, speak out on ethics. Or be bold in playing with your brand and logo and break the unwritten brand design rules
- Data and AI for real-time data aggregation, analysis, and giving that back to the customer
Watch, learn, and be inspired.
→ These are the trends for 2025, based on Cannes 2024
AI for good
[Adoptable, Pedigree]
Using AI for good. Turning a scruffy picture of a shelter dog with the help of AI into advertisement-worthy images, including videos.
Playing with logos
[Coca-Cola]
Coca-Cola does exactly what's forbidden by the logo-police. Playing with the logo.
First, to promote recycling.
Second, to honor all the small entrepreneurs and shop owners, Coca-Cola is putting their handmade Coca-Cola logos on cans and turning them into advertisements. Unfortunately the video case is not available anymore.
More logo play
[Celebrating 150yrs, Heineken]
Heineken celebrates the many different ways the name is pronounced and turns it into labels and ads.
Cheap innovation for good
[Sightwalks, Sol Cement]
How a relatively cheap innovation can make a world of difference. Adjusting the guidelines in tiles to tell the blinds when they arrive at relevant buildings or stores. If I'm not mistaken, this has cost € 100,000, and that's it.
Data for good
[PinkChip, DeGiro, UN Women]
Usually, when women enter a company's board, the stock price drops (…). However, data, facts, and figures show that revenue grows when women enter the board, and the value rises in the long term.
More data for good
[Room for everyone, MasterCard]
Based on purchase data, MasterCard proves that stores next to each other strengthen the business for both. Debunking the myth and aversion by Polish entrepreneurs for having a Ukrainian shop next door.
And even more data for good
[Absurd Promises, Argentinian Down Association]
With real-time data and analysis, tackling and showcasing the absolutely absurd promises made by politicians. Instead of an absurd promise, a very easy, low (no) cost alternative promise to change the law, the people with Down syndrome have to renew their disability certificate yearly. 100% success.
Standing up and boycott AI filters on TikTok
[Turn your back, Dove]
There's nothing wrong with using and playing with filters for fun. Until it impacts self-image, creating an unrealistic, unhuman world with absurd beauty expectations. Filters are created on and by social. Now, social turns its back on it.
Awareness for unsolicited sharing of personal videos and pictures
[Piece of me, KPN]
KPN creates awareness of the huge impact of the unsolicited sharing of personal videos and pictures, especially for young adults. Sexting is a very normal and healthy behavior. Yet, be aware of the damage you can cause when you forward this very personal content to others.
How 3 words can change lives for women who live with domestic violence
[AXA]
AXA changes 3 little words in their terms and conditions in 3.5 million contracts in France with retroactive effect to enable women to escape domestic violence at home by giving them time and a safe place to stay to find a long-term solution. They provide emergency relocation when a home becomes inhabitable in the event of fire or flood, and domestic violence.
Giving stage to the last holocaust survivor and creating awareness of the current political situation
[Frankfurter Allgemeine Zeitung, 100th edition]
Not only honoring one of the last holocaust survivors and giving her the stage but also a painful memory and warning of the current changes in the political and societal landscape. Frankfurter Allgemeine Zeitung used to have celebrations in this campaign; for this special 100th edition, they chose the most special of all.
Honoring the forgotten female founder of Bossa Nova
[Errata 88, Johnny Walker]
Using modern technology to finally give a stage to the Alaída Cosa who's left out of all historical footage. And not only that, also buying a 2-page spread to do what others didn't. Johnny Walker for all walks of life.
‘Even when it isn’t Heinz, it has to be Heinz' is about honoring the fraud
[Heinz]
Instead of hiding the fraud, celebrate the fraud.
Showing the effectiveness of OOH, Marina Prietro
[JCDecaux]
Using out-of-home advertising to showcase its effectiveness. How posters in the Madrilian metro made a local abuela with no followers, an Instagram celebrity with 10K followers.
IKEA dares to show their broken products
[IKEA]
Another big no-no in an advertisement is showing your broken product. IKEA dares. Tapping into the recognizability and likeability of naughty pets while claiming it's no such big deal due to IKEA's low prices.
Heineken acknowledges bar experience as work experience
[Heineken]
How Heineken helps local entrepreneurs find staff by honoring bar experience as relevant work experience to apply for Heineken office jobs. This ‘bar experience’ was not only accepted by Heineken, but other companies also embraced it as well. Smart move in this war for talent to help local bars and big brands.
How to turn something bad, into something excellent
[Budweiser]
What happens if the beer gets canceled just before the biggest football event? Then, you offer your supply to the winner. How Budweiser shifted its perspective and gained huge reach and likeability.
IKEA celebrates life in its ugliest state
[IKEA]
We all know advertisements are polished. You must have balls to show the most ugly side of life. IKEA is realistic and embraces the good, the bad, and the ugly; it is not afraid to do so.
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