What We Learned from Cannes

Cannes Film Festival 2024

The Cannes Advertising Festival is, without a doubt, one of the most enriching experiences for any creative‑industry professional. It’s a space where ideas are reinvented, client–agency relationships are solidified, and campaigns take on a new dimension.

From the best of the festival, here’s what we loved most. Here are some of those moments.

Finally, we laughed again!

Humor has returned in force—in every form, from the most extravagant to the most peculiar and dark. Four Grand Prix winners stood out for their supremely entertaining campaigns:

- “The Last Barf Bag” for Dramamine.

-“The Misheard Version” by Specsavers featuring Rick Astley.

-“Michael Cerave” by CeraVe.

Edible Mascot” by Weber Shandwick for Pop‑Tarts.

In addition, the charming “Marina Prieto” isn’t strictly comedic but blends the warmth of a small Spanish village with social media ambition.

These winners show that humor and a light tone can be revolutionary for a brand. Specsavers—known for top‑quality comedy—managed to connect with a new demographic: people with hearing loss. CeraVe, although not a typical Super Bowl advertiser, stole the advertising show. Kellanova’s Pop‑Tarts won over a new audience with dark humor, becoming truly viral.

“And that’s not all. Other major winners include campaigns for Mastercard with ‘Room for Everyone’.” 

y “Everyday Tactician” de Xbox,

Other standout winners—including Mastercard’s “Room for Everyone”, Xbox’s “Everyday Tactician”, and W+K’s DoorDash Super Bowl campaign (which won the Titanium Grand Prix)

They managed to shift viewers’ attention from the game to the ads, evoking a range of emotions: empathy, triumph—even greed!

In the end, these campaigns demonstrate something essential about the festival: when we laugh, when our defenses drop thanks to an unexpected twist or a human connection, we become more capable of feeling.

It is this emotion that sets us apart from machines—at least for now.

Let’s continue our daily efforts to connect with those emotions through what justifies the existence of Cannes—and any other festival: the work we love.