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Thursday saw awards become a major talking point for the first time – being mentioned over 1,000 times online. Chipotle took advantage of this as it won the Cannes PR Award for its anti-Big-Food ad, promoting sustainable food. The restaurant exploited this success effectively on social media, generating over 500 online conversations around the brand which helped to promote it’s the positive news further. The other major talking point in terms of awards was that of the Future Lions. The #brightfuture hashtag rose to become the fifth most popular as buzz increased around the creativity and advertising stars of the future.
On stage, Unilever’s CMO Keith Weed delivered a presentation exploring the changing nature of marketing that resonated with the online audience, enabling the brand to create significant noise via social channels. Weed spoke about the importance of finding creative talent, as well as the increasing threat of the fragmented customer experience. The insight shared clearly struck a chord with the creative audience, as Unilever became the first brand to generate this level of conversation without a celebrity presenting alongside them.
While celebrities didn’t quite have the same on stage presence as Wednesday, Kim Kardashian’s attendance at the MailOnline’s boat party not only saw her rise to second place on the social charts, but also prove great value to the UK news outlet as it closed in on 1,000 mentions. Jared Leto also continued to top the charts in the celebrity stakes after tweeting a photo of himself with a monk. Despite the lack of a celebrity keynote on Thursday, the influence A-listers hold on conversation was proven through their continued, significant contribution. Celebrities were featured in 25% of all Cannes Lions related chatter on Thursday.