While previous marketing efforts for Cannes have tended to centre around winning awards and the value of attending the Festival itself, this year’s campaign takes creativity as a whole as its theme. A series of posters feature creative professionals expressing why they are thankful to creativity.
The campaign will also feature three films and a dedicated website, thankyoucreativity.com The site will feature seminars and case studies from the Cannes archives as well as a podcast series revisiting classic campaigns, with commentary provided by the people behind them, and a series of “creative exercises” put together by creatives from around the world.
The site will act as a standalone resource that exists independently of the Festival itself and which can be accessed by anyone.
The campaign may be seen as reinforcing Cannes’s ongoing repositioning away from pure advertising as it attempts to lay claim to creativity as a whole. Those featured in the posters come from a wide variety of roles, including sound design, start-ups, design management and social media – there’s not one copywriter or art director. And the content website is a clever way of making use of Cannes’s archive of material from past festivals as well as positioning itself as a resource for creative professionals.
“We make the case for creativity because we know that it is a force for business, for change and for good. But we can do more,” said Lions Festivals CEO, Philip Thomas in a press statement. “It’s our mission not just to champion creativity, but to remind people of its magic and join us in being grateful for the difference it makes.”
The 63rd Cannes Lions International Festival of Creativity runs from 18-25 June, 2016