Another year, another credit card blow-out…
Cannes Lions 2024 has officially wrapped, and as we slowly detox from Aperol, yacht envy, and philosophical debates about whether AI counts as a creative partner (or just a very intense intern), it’s time to reflect on what we actually enjoyed.
Yes, enjoyed. Even the cynical among us found things to love — or at least tweet about with a clever eye-roll emoji.
1. Bravery Was Back — With a Budget
Big, bold, slightly reckless ideas made a glorious return. Brands remembered that creativity is supposed to feel something — surprise, laughter, awe, maybe even a tiny existential crisis. From grand prix-winning climate statements to gloriously niche cultural stunts, 2024 felt less safe and more oh wow, they actually did that.
Even the case study voiceovers were more self-aware this year. Someone, somewhere, whispered: “Let’s do one without piano music and a child’s voice narrating.” A true breakthrough.
2. AI: Absolutely Everywhere, Occasionally Useful
If 2023 was AI’s awkward debut, 2024 was its “main character” phase. There were panels about AI, ads made by AI, ads about AI making ads, and possibly a robot that now qualifies for a Bronze Lion in Direction.
To be fair, the best work used AI instead of worshipping it. Smart agencies made it part of the process, not the punchline. The worst? Let’s just say there’s a Cannes-themed chatbot out there that still thinks it’s winning an award for “emotional depth.”
3. The Work Actually Worked
A refreshing trend this year: campaigns that weren’t just clever but effective. Data-backed creativity took center stage, and not in the buzzword bingo sense. These weren’t just pretty ideas — they moved needles, sparked conversations and sometimes even made people buy things. Remember buying things?
Turns out, creativity plus commerce is not a dirty combo. It’s just good marketing. Who knew?
4. Purpose: Less Pious, More Punchy
Purpose-driven work still reigned, but the tone shifted. Fewer sob stories, more smart provocations. Brands showed up with actual action, not just atmospheric slow-mo and empty pledges.
And bless the juries: they seemed allergic to “purpose-washing.” If your campaign didn’t walk the walk, it limped home empty-handed. Justice served. Hashtag blessed.
5. The Real Networking Happened on a Boat
Official panels were insightful. Brand CMOs said brand-y things. Creatives said things they hoped sounded profound. But let’s be honest: the best career moves were made somewhere between the Croisette and an overpriced bottle of Miraval.
If you didn’t pitch someone an idea on the back of a cocktail napkin while standing next to a pool shaped like a hashtag, did you even Cannes?
Our Final Thoughts
Cannes 2024 reminded us why creativity still matters. Not as decoration, not as a PowerPoint flourish, but as a force for culture, commerce and sometimes even change.
Yes, it’s an over-the-top celebration of an overworked industry drinking under the Mediterranean sun. But it’s also a global stage for ideas that push us forward — or at least make us wish we’d thought of them first.
So here’s to the winners, the almosts, the beautifully bitter jurors and everyone who left with a tan, a hangover and a few lines of inspiration scribbled in their Notes app.
See you next year. We’ll be the ones pretending to be “just here for the work” while subtly angling for a wristband to the Spotify party.
