What Can We Learn from Cannes Now?

The Cannes Lions International Festival of Creativity took place in Cannes, France, from June 20 to 24. How did this world's largest celebration of creativity, held in person for the first time in three years, appear to creators? Creators involved in Cannes from various perspectives—award winners, presenters, jurors—unravel the "now" of Cannes through their own lenses.

In Part 4, we spoke with Yasuharu Sasaki, Chief Creative Officer (CCO) at Dentsu Inc., who served as Jury President for the Brand Experience & Activation category at Cannes Lions 2022, about global creative trends and shifts.

Seeking new ways for "people," "brands," and "society" to connect in the post-COVID era

──What were your impressions of this year's Cannes, the first in-person event in three years?

Sasaki: Being back on-site after three years felt "almost unchanged from pre-pandemic 2019." At first glance, it seemed as if COVID-19 had never happened—the streets were packed, the ceremony venue was filled to the very top seats on the second floor, and no one was wearing masks. On the other hand, the exhibition space for award-winning work in the basement of the Cannes venue felt a bit quieter. Perhaps fewer young creatives seeking to learn attended, while more senior professionals gathered.

Incidentally, during judging lunches, jurors from all categories mingled and ate at outdoor tables behind the venue. There, I had nostalgic reunions with former jury colleagues and ECDs/CCOs from various countries and agencies I used to work with. It felt like a reunion venue, with everyone enjoying long-overdue conversations everywhere. Though perhaps it was just my impression, fewer people seemed to hug upon reunion than usual...

──This was your second time serving as jury president, and the pandemic occurred during that period. Did your judging perspective change at all?

Sasaki: The Head Judge's role, broadly speaking, involves "presenting judging criteria," "moderating the judging process," "announcing results and presenting awards," and "identifying and communicating trends." Incidentally, the jury composition prioritizes diversity, bringing together judges with varied expertise from different regions around the world. Gender balance is also adjusted to be as close to 50-50 as possible. The "Brand Experience & Activation Lions" category I oversaw is one of the second-largest at Cannes, receiving nearly 2,000 entries. Therefore, the process involves 30 judges conducting the first round of judging online, dividing the entries among themselves. The second round involves 10 judges gathering on-site to discuss and decide the winners.

This year, Mr. Sasaki served as Jury President for the Brand Experience & Activation category.

When asked if COVID-19 influenced the judging criteria, the answer is yes, of course. The Brand Experience & Activation category can be described as one where "brands grow and society is moved by people taking action through experiences and activations." The mindset of these "people" taking action has changed significantly before and after COVID-19, so we inevitably had to consider this shift when setting the judging criteria presented to everyone.

Incidentally, the two judging criteria I presented were "seeking the right kind of connection" and "prioritizing the quality of the experience." Now that COVID-19 has irreversibly altered the way people, brands, and society connect, we must seek new, right ways to connect that consider people and society, not just unilateral brand benefit. Furthermore, we must seek high-quality experiences that go beyond fleeting fun or mere social contribution – experiences that enable brand growth while positively impacting people and society over the medium to long term.

Drive fundamental change

──What are your observations on the global trends and shifts in creativity?

Sasaki: Cannes has become quite distinct from other international awards. Over a decade ago, it shifted from being an advertising award to a creativity award. In recent years, I feel it has truly become an award for "brand growth and social transformation." We're seeing fewer examples of creators indulging in self-satisfaction or superficial social good initiatives that leave people behind. Instead, there's a growing number of ideas that drive fundamental change, grow brands, and simultaneously benefit people and society.

The pandemic may have accelerated this trend. People are becoming more serious, seeking products and services essential for their lives, and searching for brands they can empathize with and trust. Companies, too, can't afford to be flashy if they want to survive; they need strategies that ensure their continued existence and growth. What's needed, I believe, is extraordinary creativity that achieves both.

In this sense, even though infection rates remain high, the world is rapidly advancing to the next stage, generating numerous ideas for brand growth and social transformation. In contrast, Japan seems to be lagging behind by one or two years when it comes to "putting ideas into action."

Mr. Sasaki delivering a speech at the award ceremony for his judging division

──Do you sense a difference between Japanese and global creativity? What path should Japanese creativity take?

Sasaki: I particularly felt that Japan had fewer awards this year. I think the number of entries itself was low because the economy hasn't fully recovered yet. However, it's also true that entries from Japan weren't highly evaluated. Why is that? First, it might be because Japanese corporate work often featured gimmicky ideas rather than the kind of "fundamental transformation" seen in Western examples. Also, as I mentioned earlier, I feel there are fewer ideas that satisfy both corporate growth and positive impact on people and society.

While it might be a broad topic to discuss the path Japanese advertising should take, I believe we should first refocus on the point beyond "delivering corporate information to targeted individuals" – that is, "moving hearts and inspiring action." This "moving hearts and inspiring action" isn't about gimmicks that make you click or buy impulsively. It's born from powerful creativity – whether it's a brand slowly seeping into your consciousness or an instant, love-at-first-sight kind of connection – that leads to genuine empathy and collaboration with the brand.

Furthermore, to "fulfill both corporate growth and positive impact on people and society," we creatives must, like agencies worldwide, delve deeper into our clients' worlds and grapple with their challenges together. Sometimes, this means sitting down face-to-face with executives.

At the award ceremony for the judging division, with the winning team (Mr. Sasaki is the second person from the right)

──How can insights gained from Cannes be applied to solving challenges for domestic clients?

Sasaki: As mentioned earlier, recent Cannes shows many ideas that drive brand business growth. It's not just major global brand campaigns winning awards. Furthermore, the fact that these ideas became global campaigns means they resonated deeply with people worldwide—not merely because they were aired globally with big budgets. And Cannes has proven that even seemingly niche solutions, like those from South America or India, can become mega-campaigns that deeply resonate with people in other regions, depending on the idea. Let's focus on capturing global trends, finding insights, and solving problems in unexpected ways, without being swayed by a brand's size. I believe Cannes holds infinite hints applicable to clients in Japan.

Even if a challenge seems small at first glance, if the problem definition is fundamental, we should confidently solve it with ideas. Japan possesses world-class craftsmanship, technology, and meticulously attentive creativity. The only thing left is to present it in a way that resonates with clients and is understood globally.

Creativity is the world's cleanest and most powerful energy.

──Do you feel the meaning or role of creativity is changing?

Sasaki: I don't think the essence of creativity has changed. It's about brilliantly solving corporate challenges, creating discontinuous positive change in the world, and bringing happiness to people. Creativity truly shines when we take responsibility not just for strategy development, but for execution as well. As I often say, creativity is the world's cleanest and most powerful energy that moves people. Its applicability extends far beyond advertising on media; I believe the past few years have increasingly proven it's needed everywhere in society. This also means, as I've stated many times, that the scope for us creatives to make an impact is expanding.

Mr. Sasaki answering media questions on location

──How would you summarize this year's Cannes?

Sasaki: I'd say Cannes has truly become a great place. It's no longer a festival where excuses like "it's just for creators chasing awards" or "Cannes isn't relevant to our daily work, so we don't need to watch it" hold water. It's become a festival that questions creativity that moves companies, people, and society. I feel like this "great place" that elevates the value of creativity has returned, more powerful than ever.

──What do you want young creators to learn from Cannes?

Sasaki: First and foremost, immerse yourself in as many submitted entries as possible. Then, dissect them thoroughly through your own lens. After that, try to formulate your own take on "this year's trends." If you can, also study the entries that didn't win – the "bad" ones. Focusing on why they failed, rather than why they succeeded, yields far greater learning.

And if you submit even one entry that year, that's your chance. Definitely go to the festival. If you don't win, wallow in your disappointment right there. That frustration will become fuel that burns fiercely for 20 years (it did for me). If you do win, eat and drink whatever you like, as much as you like. Also, while there, don't just stick with other Japanese people. Sneak into parties and talk to non-Japanese folks. You'll gain different insights. You're all people who love unleashing creativity – that's your common passion. So, even if your English is rusty, it's perfectly fine. No shame in trying. I'm terrible at parties myself, but I used to go to the gutter bars where creators gathered night after night.

Let's all create amazing solutions together and take the stage at Cannes next year!