The world's first? Cannes Lions PR Exhibition. We finally launched it!

Previously, we discussed the future of CR (Creative) and PR through the lens of "CR×PR" thinking. This time, Mr. Osamu Iguchi of Dentsu Inc. Public Relations and Mr. Reo Hashimoto, a Dentsu Inc. creator, introduce the PR Exhibition at Cannes Lions, one of the activities of the newly launched " dentsu CRAFT LABORATORY ".

A Decade of Cannes Lions PR: Transforming Communication Through a Social Lens

Hashimoto: First, an announcement: This exhibition is the world's first collaboration with Cannes Lions, tracing the history of "CR×PR" integration and synergy. With a new "PR Craft" subcategory now established in the Cannes Lions PR category starting next year, we felt this timing was incredibly opportune.

On June 1st, we launched the teaser site " Cannes PR Lions 10 YEAR EXHIBITION IN JAPAN." It looks back at the Cannes Lions PR category and introduces the essence of "CR×PR" found within it. It features 50 notable case studies across 10 social issue themes, presented with explanations and videos featuring Japanese subtitles. Man, launching this remotely was tougher than usual. Moving forward, we plan to build on this site and develop more in-depth content.

Looking back, the top-ranked entries in this PR category have not only significantly shifted societal perspectives but also transcended the traditional frameworks of advertising and design. I hoped this would deepen understanding of various social issues globally while prompting us to rethink future approaches in this climate. Still, even getting this far was tough, right? Especially " LIONS GOOD NEWS," which we launched on June 22 alongside the main Cannes Lions event.

Iguchi: Yeah, seriously, we were chased... I dreamt about Hashimoto-kun every single day... I started thinking we were living together (laughs). But I think we made something good. Especially LIONS GOOD NEWS. That one felt really promising. So, can I explain this part a bit?

LIONS GOOD NEWS: Signaling the Future of Communication

Iguchi: You know how they often say PR is about "creating news and phenomena"? What we tackled this time was content that, amidst this pandemic, skillfully fused creative and PR techniques to change people's awareness and behavior. It identified commonalities between GOOD NEWS from around the world and past Cannes Lions award-winning works, while presenting a slightly forward-looking approach for the coming era. Coming up with the idea was fine, but the preparation was brutal. Still, looking back, there's so much to learn from history.

Hashimoto: Yeah. Mr. Sugiyama (a senior figure at Dentsu Inc. and Drill Inc.), a creator I deeply respect, also speaks to the idea that new things emerge from history. Plus, I'd been thinking since early January that this was dangerous! and had been pretty strict about COVID precautions (laughs). And from that point on, there was nothing but bad news in the world.

But there were still stories that moved people, that gave them courage, using the power of creativity and PR to resonate with them. We decided to turn that into content, guided by the words of these great pioneers. That's how LIONS GOOD NEWS was born. By deliberately framing it as NEWS, once we got the necessary approvals, it was just about us putting in the work. Execution-wise, it was a solid approach.

Iguchi: Honestly, I believe conveying this has real social significance. Seeing this LIONS GOOD NEWS initiative reinforced my belief that PR's strength and mission lie in challenging entrenched societal perceptions – asking "Is this really true?" – and guiding us toward a better future.

The younger generations—millennials and Generation Z—are seriously engaging with these issues. Their values are naturally shifting in this direction, and it's reflected in their purchasing behavior. We're now in an era where companies must confront these values, clearly demonstrate their own social purpose, and communicate effectively with these consumers. The 50 case studies we teased and LIONS GOOD NEWS are achieved through "a PR perspective" and "creative quality grounded in that perspective." This is precisely the communication planning we aim for and practice in our lab.

Hashimoto: That's right. But while looking at the 50 selected cases and this LIONS GOOD NEWS, I hope people form their own answers. Some say overseas cases don't work in Japan (well, I get that). But rather than copying cases directly, I think there are many hints to be found by considering how they've evolved over past, present, and future contexts, and how to align them with current partners' needs. The 10 approaches we presented in this LIONS GOOD NEWS are just our perspective. We hope people engage with this site and develop their own methodology.

Iguchi: There's a lot to learn from the Banksy case we covered in GOOD NEWS this time. Seriously, too much. He framed healthcare workers bravely facing COVID-19 as "modern heroes" and gifted his artwork to hospitals conducting clinical trials for a COVID-19 treatment being developed in the UK. And he did it the day before World Red Cross Day, when public attention would be focused on healthcare workers. The message, the location, the timing—every aspect is packed with newsworthy content.

Banksy has a knack for crafting messages that resonate and for timing his actions with insight. Furthermore, precisely because this isn't for profit or mere self-promotion (he remains anonymous, after all), it avoids backlash and garners natural support. With each new action, his noble spirit seems to take on a clearer, more tangible form. Beyond that, there's Damien Hirst's pandemic communication, which inspired him, and past award-winning works like Fearless Girl and The Organic Effect that share similarities with Banksy's approach...

Hashimoto: This could go on forever (laughs). Well, there's plenty more compelling material, so definitely check it out. Please share the link.

Iguchi: That's right. But by unpacking each case like this—from PR perspectives, creative angles, and their fusion—you uncover so many new insights. And if you're interested in our planning methodology, feel free to reach out anytime. We might seem intimidating at first glance, but we're more dedicated to our work than anyone. We're waiting!

Contact: offer@craftprlaboratory.com

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dentsu CRAFTPR LABORATORY is a specialized team that integrates creative and PR at a high level. We address clients' true challenges by proposing integrated communications rooted in their social purpose. We stay attuned to daily market conditions and social environments, incorporating the latest data and societal perspectives to deliver optimal solutions.