Brands&Culture in Cannes

This report deep-dives into the Cannes Lions winners that listened to, responded to, made, shaped and created culture.
The work that met consumers where they wanted to be met, uninterruptedly entered their lives and left more than a crumb of value. Cultural relevance matters; for everyone: for business and for society. As The Marketing Arm’s Cultural Resonance Score shows, brands with the highest Cultural Resonance Score grew 25% more than their competitors.

There isn’t a “Culture” Lion (yet), so we’ve focused on the Entertainment, Social and Influencer, PR and Creative Strategy Lions, and kept an eye on the cultural pulse across all categories. By analysing beyond the Grands Prix, we have uncovered intelligent examples of culture based work through the Gold, Silver and Bronze winners, spotlighting examples from all over the world, from brands big and small. Like any decent tour guide, we’ll aim to show you some gems you might have missed, as well as reframe some of the more famous campaigns in a new light. Along the way you’ll be able to read contributions from the people behind the work, incisive (and occasionally witty) commentary from us, and some stats that combine essential information with excellent trivia.

Happy reading, and stay cultured.