A key dimension of any Cannes Lions Festival line up is learning at first hand from brands that are hitting new creative heights. In AB InBev and Microsoft - Two Titans of Creative Effectiveness (11.00, Monday June 20), delegates will get a rare opportunity to learn from a pair of the most creative and effective companies in the world. AB InBev has just been awarded Cannes Lions Creative Marketer Of The Year 2022, and Microsoft secured the same accolade in 2021. During this session, LIONS Intelligence will share exclusive data into both Microsoft and AB InBev's creative performance and offer actionable insights to help delegate make the brands they work on even more impactful.
Similar insights will be available in Yielding Unapologetic Creativity Through ‘Collaborativity’, a session hosted by alma DDB and Pepsi (10.30, Monday, June 20). With Pepsi CMO Todd Kaplan involved, the session will unveil how Pepsi and alma DDB co-created a powerful idea with breakthrough execution, yielding ‘the best work in Pepsi history’. More valuable brand insights will be forthcoming in How Did a Beauty Bar Become a Multi-Billion Dollar Superbrand? (13.00, Tuesday, June 21). This session, from Dove and Ogilvy, explores how the brand has used the power of creativity to make a positive experience of beauty universally accessible. Being grounded in social purpose, Dove has kept the brand at the forefront of culture and helped millions of young girls through The Dove Self-Esteem Project, the world’s largest provider of self-esteem education. It has also grown Dove’s brand value, transforming it into a beauty & personal care superbrand.
In another brand marketing session, delegates will gain invaluable insights into the elusive Chinese market. Hosted by DDB China and Mars Wrigley China, Your Global Campaign Will Never Work in China (16.45, Wednesday, June 22) unpacks the successful launch of Skittles into China’s saturated confectionery market. The brand’s biggest challenge wasn’t accessibility; instead, it was capturing the attention of China’s Gen Z consumers while retaining its world-famous brand essence. In this session, agency and client will tell delegates how to decode China’s digital ecosystem and connect with the elusive Gen Z audience. They will share tools and practical solutions that can be used to turn a global brand into a cultural icon for Chinese consumers.