Some of our key take-outs from Cannes Lions: The omni-presence of brand purpose and brand activism across all award categories: Key topics of diversity and inclusivity (e.g. Starbucks, Mastercard). Real action often leading to policy change or supporting people to overcome challenges of law (e.g. Telenor Pakistan, Enfant Bleu) The rise of augmented connectivity, and how gaming delivers new experiences to enable meaningful connections: Gaming stronger than ever: used beyond children, at the service of a bigger idea (e.g. Tinder Night, Enfant Bleu) At the heart of all winners, a strong and powerful insight: Getting under the skin of what people experience and their emotional journey (e.g. Sick Beats) A simple, pragmatic and human approach to creativity (e.g. Shutter Ads).

1. Cannes Festival of Creativity
Oxford’s favourites
2020-2021

2. 2
they find a way of
smashing them.”
“When constraints are
put around great creative people,
Richard Brim
Film Jury President, Chief Creative Officer | ADAM&EVEDDB

3. 9
Tracks
30
Lions
982
Awards
Communication
Craft
Entertainment
Experience
For Good
Health
Impact
Reach
Innovation

4. 4
Some of our key take-outs
from Cannes Lions
The omni-presence of brand purpose and
brand activism across all award categories
Key topics of diversity and inclusivity (e.g. Starbucks, Mastercard)
Real action often leading to policy change or supporting people to overcome
challenges of law (e.g. Telenor Pakistan, Enfant Bleu)
The rise of augmented connectivity, and how gaming delivers new
experiences to enable meaningful connections
Gaming stronger than ever: used beyond children, at the service of a bigger idea (e.g. Tinder Night, Enfant Bleu)
At the heart of all winners, a strong and powerful insight
Getting under the skin of what people experience and their emotional journey (e.g. Sick Beats)
A simple, pragmatic and human approach to creativity (e.g. Shutter Ads)

5. 5
We’ve included the films: they play automatically in
Slide Show mode, or you can play in Normal mode

6. 6
Purpose
Insight, customer
experience
Experiential
marketing
Planning
and strategy
We used 4 lenses, key to our own
work, to pick our favourites

7. 7
The big winner this year…
What we particularly loved about it: The resonance and power of their insight, the
authenticity of their campaign, the artistic way of bringing it to life and the impact of their purpose
Purpose
Insight, customer
experience
Experiential
marketing
Planning
and strategy
Wombstories by Libresse - winning 4 Grand Prix Awards

8. 8
Purpose
I
am
by
Starbucks
What we particularly loved about it:
Their deep understanding of the challenges that transgender people face when
changing their name and their active role in helping them, as well as the consistency of
their purpose mission
Purpose
Insight,
customer
experience
Experiential
marketing
Planning
and strategy

9. 9
What we particularly loved about it:
The clever way of leveraging gaming to reach their target in a safe environment
and their impact of governmental action, despite being the gold winner of the
Entertainment category!
Purpose
Insight,
customer
experience
Experiential
marketing
Planning
and strategy
Purpose
Enfant
Bleu

10. 10
What we particularly loved about it: The winner of the Pharma Lions
demonstrated their deep understanding of people emotional needs despite operating in a
very functional category, and the power that insights have on transforming products. We
love the way they leveraged technology to surprise and delight the customer experience
Purpose
Insight,
customer
experience
Experiential
marketing
Planning
and strategy
Customer
experience
Sick
Beats
by
Woojer

11. 11
What we particularly loved about it:
How gaming can amplify the experience at the service of a bigger idea, to build meaningful
connections in a virtual world
Purpose
Insight,
customer
experience
Experiential
marketing
Planning
and strategy
Experiential
marketing
Swipe
Night
by
Tinder

12. 12
What we particularly loved about it:
The engagement on the long term to serve the interests of farmers, the planet and the
brand. The end to end understanding of the whole producer and manufacturer chain
Purpose
Insight,
customer
experience
Experiential
marketing
Planning
and strategy
Planning
and
strategy
Shutter
Ads
by
Heineken

13. 13
What we particularly loved about it:
How simplicity and pragmatism can unlock creativity and challenge existing ways of
advertising. How advertising found a renewed relevance and purpose to support local
communities and protect future business
Purpose
Insight,
customer
experience
Experiential
marketing
Planning
and strategy
Planning
and
strategy
Shutter
Ads

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Andrew Telford
Andrew.Telford@oxfordsm.com
+44 (0) 7711 613140
Marie Quillaud
Marie.Quillaud@oxfordsm.com
+44 (0)779 545 2478