#cannes-lions

#cannes-lions

Reviving an impossible vibe: Slice & BarkleyOKRP To relaunch the iconic 80s and 90s soda Slice, BarkleyOKRP didn't just create an ad; they resurrected a cultural moment. They used Gemini to identify surprising cultural trends and build a world around them, manifesting as a fictional (but very real) analog radio station, 106.3 The Fizz in LA.

At a round table held by the UK Advertising Export Group and Marketreach in Cannes, panellists discussed and analyzed why direct mail may have been overlooked in the media mix historically, but why it's increasingly becoming the go-to channel by brands.

Instead of ranking high on search results pages, brands will need to develop strategies for AI platforms that directly converse with consumers, fundamentally changing marketing's approach.

Despite the backlash against DEI efforts, there are leaders who advocate for real progress, emphasizing the need for brands to prioritize Return on Inclusion.

"Our audience is always looking for an opportunity to drive savings and get affordable things, but also get messages that are personalized and relevant for them."

"The first Cannes Lion party I did was for Paris Hilton, and Nike paid for that party... I rented out a castle in St Tropez and hired Steve Angello."

XLabs' demo will showcase innovative digital OOH executions tailored for brands, incorporating gamification and dynamic data-driven content to create engaging experiences for audiences.

“Creators aren't just amplifiers, they're the originators. That's where the ideas are coming from. ... they're driving commercial results and they're redefining what creative collaboration looks like,” said Marian Brannelly.