INSIDE TRACK

D O O G E INSID TRACK

“POWERFUL IDEAS CAN CHANGE THE WORLD FOR THE BETTER AND AS AN INDUSTRY WE SHOULD USE OUR COLLECTIVE TALENT TO DO VALUABLE AND MEANINGFUL THINGS FOR THE WORLD. WHEN WORLD LEADERS ALIGN AROUND AN AGENDA THAT CHARTS A BOLD COURSE TOWARD ERADICATING GLOBAL POVERTY AND SAVING OUR PLANET, WELL, THERE’S NO BETTER WAY FOR US TO CHANNEL OUR CREATIVE TALENT.” MARK TUTSSEL GLOBAL CHIEF CREATIVE OFFICER, LEO BURNETT WORLDWIDE AND CREATIVE CHAIRMAN, PUBLICIS COMMUNICATIONS 2018 JURY PRESIDENT, SDG LIONS

2

INSIDE TRACK GOOD The Good Track celebrates culture-shifting creativity that addresses the biggest global challenges facing people and the planet. The Good Track explores creative thinking, insights and ideas, from the power of purpose-led branding to conscious consumerism. Diversity is at the heart of the Track, aiming to shatter stereotypes, break down misconceptions and build a more inclusive industry. The Good Track honours world-leading brands who are creating revolutionary corporate social responsibility projects and moving to long-term engagement with causes, beyond one-off campaigns. The Good Track explores innovations in marketing and communications and takes a deep-dive look at creative work from companies, nonprofits and agencies. Work that positively impacts society, creates deeper empathy and empowers people to take action, drawing on techniques from 360-video to multisensory experiences. Cannes Lions believes that creativity is a positive force for business, for change and for good in the world. The two Lions encompassing the Good Track reinforce this message: Glass: The Lion for Change aims to shatter gender stereotypes, celebrating work that aims to positively impact ingrained gender inequality, imbalance or injustice. The new Sustainable Development Goals Lions, in collaboration with the UN, supported by Common Ground, champions creative work that supports the achievement of the 17 UN Global Goals.

The issues at the heart of the UN Global Goals, from environment to poverty, were high on the agenda at the 2018 World Economic Forum. Speaking at the event, Richard Curtis, Sustainable Development Goals (SDG) Advocate, said: “You can’t make the world a better place without business being involved, because business make 70% of jobs, but if the world is full of climate disasters, extreme poverty and therefore no purchasing power, and conflict, business won’t be able to thrive either. So, the relationship between a better world and better business is a perfect one and it is great to see here in Davos that this thought is catching on.” 97% of scientists now agree that climate change is real, dangerous and man-made (reported in the Guardian). Scientists from 184 countries issued a letter in 2017 that provided a second “warning to humanity”. The first letter in 1992 warned that humans had already pushed Earth’s ecosystems to breaking point.

RICHARD CURTIS ON STAGE AT CANNES LIONS 2015, LAUNCHING THE CINEMA AD FOR THE SUSTAINABLE DEVELOPMENT GOALS

3

THE POWER OF PURPOSE AND CONSCIOUS CONSUMERISM A recent study by Unilever found that a third of consumers (33%) are now choosing to buy from brands they believe are doing social or environmental good. Globally, consumers are increasingly buying with their beliefs and rejecting brands that do not chime with their ideology. Being a responsible consumer is connected to being a responsible citizen and people want brands to support their mission. The ethical product industry is now worth over £81 bn (from Ethical Consumer). The 2017 Edelman earned brand study reported that 65% of consumers buy on the basis of their beliefs and that 57% are buying or boycotting brands based on the brand position on a social or political issue.

In parallel, companies are reshaping how they work to become more purpose-led, supporting causes and creating solutions to worldwide challenges, from developing large-scale CSR programmes to eco-friendly product innovations. The largest firms in America and Britain, together, spend over $15 billion a year on CSR, according to an estimate last year by EPG consulting firm.

‘THE CHILD REPLACEMENT PROGRAMME’ FOR MARS NZ, BY COLENSO BBDO (2017) WON GOLD LIONS IN MEDIA, DIRECT AND INTEGRATED, AND TWO SILVER LIONS

4

INNOVATION DRIVES CREATIVITY FOR GOOD The marketing and communications industry is responding to global challenges by joining forces with the business and the nonprofit sectors and driving innovation and into creative work driven by purpose. In a Cannes Lions interview, Rob Holzer, founder and CEO of purpose-led agency Matter Unlimited, said, “amazing creative is not enough – you need a deep understanding of the causes you’re working with. Traditional creative teams can’t do this work on their own. It requires diverse teams with different skillsets and knowledge to really understand the issues deeply”. XR driven communications are enabling people to develop a deeper understanding and empathy towards causes, so they become more active in donating, joining or sharing. Innovative content is crossing the boundaries of virtual reality and 360 filmmaking, and immersive and multisensory experiences, driven by data and AI insight. “Those experimenting with the technology say it is more accessible than ever before, and offers the best medium to date for evoking genuine empathy for their mission, whether it be medical research, global education or humanitarian relief,” says innovation blog editor Steven Overly in the Washington Post.

‘ALAND INDEX / BALTIC SEA PROJECT’ FOR THE BANK OF ÅLAND, BY RBK COMMUNICATION (2017) WON THE CYBER GRAND PRIX

Marisol Grandon, founder & CEO of Unfold Stories, an agency creating VR solutions for NGOs and charities said, “NGOs are in a stage of digital transformation. 360 degree filmmaking is supporting donor fundraising and. Immersive XR experiences are putting people inside causes and making them real.” Rob Holzer, adds: “VR and new technologies enable a visceral emotional connection to a cause. The tools in the toolbox keeps expanding, offering more opportunities to share messages and ideas in innovative new ways.”

BRAND STRATEGY WITH GOOD AT ITS HEART Procter & Gamble plans to introduce 25% recycled plastic across 500 million bottles sold yearly on its haircare brands, while L’Oréal unveiled its first vegan hair colour and Unilever recently bought Sir Kensington, a maker of vegan mayonnaise, and Pukka organic teas. “Kraft Foods forecasts that customers will soon look across the shelves and see that most products have an ethical mark. Those that do not will stand out,” reports journalist Alice Hancock in the Financial Times. “Openness and honesty are becoming the currency of trust for consumers who care about sustainability. They want to see corporate responsibility efforts that indicate an authentic commitment to ethical action,” said Laurie Demeritt, CEO of The Hartman Group, in SmartBrief.

5

BRANDS BRING GOOD IDEAS TO THE FESTIVAL STAGES TOMS shoes founder Blake Mycoskie picked-up the Cannes Lions LionHeart award in 2016 and spoke on the stage about purpose-led branding. For every pair of shoes sold by TOMS, a pair is donated to someone who needs them. TOMS has shipped 75m pairs, contributing to protecting more than 2 million children from hookworm. Blake Mycoskie said: “TOMS is not a brand, it’s a movement and it’s really powered by the millennial generation, because they deeply care about purchasing from brands who represent their ideals.” At the 2017 Festival, Reverend Jesse Jackson, an instrumental voice in America’s civil rights movement, shared his experiences and the parallels drawn with brands with Richard Edelman, President & Chief Executive Officer of Edelman. “Use the power of your imaginations. Think and act globally. Work to attract and empower a more diverse workforce. Shine a much needed light on stories that are not being told and give a voice to those without a voice. When branding is locked into a situation or reality it gives it moral authority,” said Jesse Jackson on stage.

BLAKE MYCOSKIE WINNER OF THE 2016 LION HEART AWARD, DISCUSSES THE TOMS BRAND ON STAGE AT CANNES LIONS 2016

Sheryl Sandberg, Facebook’s Chief Operating Officer, has used her position and passion to empower women around the world. Speaking on the stage at Cannes Lions 2017, Sandberg discussed unconscious bias: “We have these huge cultural differences in different parts of the world, but there is one thing that is absolutely the same everywhere, which is that we hold people to their stereotypes and we believe that men should lead and women should follow – we have to acknowledge that the stereotype exists and change it.”

BRANDS PUT GOOD AT THE HEART OF LIONSWINNING WORK Aland Index/Baltic Sea Project, created a biodegradable credit card entitled the Baltic Sea Card, for the Bank of Aland, by RBK Communication, Stockholm, which won the 2017 Grand Prix in Cyber. Highly applauded, the Baltic Sea Card can track the carbon footprint of its users’ purchases through the Aland Index, which the bank developed with MasterCard and KPMG. Bank statements show card users the environmental impact of their spending and receive options on how they can compensate through behavioural changes. 2017 Cyber Jury President, Colleen Decourcy, Wieden & Kennedy, global chief creative officer, commenting in AdAge, said the campaign “is a place where businesses can be more closely connected to the world.” Dubbed by AdWeek as “one of the simplest and most compelling designs of the past year”, The Refugee Nation, for Amnesty International, by Ogilvy New York, won the Grand Prix for Good at the 2017 Festival. The lifejacket-inspired flag for the 10-athlete Refugee Nation at last summer’s Olympics also included a national anthem and a programme to recycle old lifejackets into flags.

6

“YOU HAVE TREMENDOUS POWER TO SHAPE OPINIONS. YOU ARE MASTER STORYTELLERS. AND I WANT YOU TO HELP US CREATE THE BIGGEST CAMPAIGN EVER FOR HUMANITY.” BAN KI-MOON EIGHTH SECRETARY-GENERAL OF THE UNITED NATIONS, SPEAKING AT THE CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY 2016

7

INDUSTRY ACTION SUPPORTS THE UN SDGS In 2015, the United Nations made a global call to action across the environment, climate, poverty and peace. And the UN Member States adopted the 2030 Agenda for Sustainable Development with the 17 Sustainable Development Goals (SDGs) at its core. An incredible historical moment for the industry took place at the 2016 Cannes Lions Festival. The Eighth Secretary-General of the United Nations, Ban Ki-moon, came together with the six largest global marketing communications groups: Dentsu, Havas, IPG, Omnicom, Publicis and WPP to launch Common Ground: an unprecedented commitment, by the industry, to support the United Nations SDGs. In 2017, the Sustainable Development Goals Lions launched in collaboration with the UN and Ascential Plc, supported by Common Ground, to champion creative work that supports the achievement of the global goals. All entry fees will be donated to projects that advance the SDGs.

Also this year, Common Ground has joined forces with Google to launch the “Little x Little” campaign, aiming to encourage young people of Generation Z to carry out two billion acts of good by 2030. According to the United Nations, an estimated 70% of Gen Z, or those aged 15 to 24, believe they can make a difference through the choices they make and the actions they take. “It’s an opportunity to align ourselves to this global agenda and it has given us a clear focus,” explained Frank Krikhaar, global CSR director at Dentsu Aegis Network, quoted in the Telegraph. Ben Kay, Planning Director, WPP and Common Ground coordinator, said, “The SDGs are the most complete blueprint for a sustainable future that exists in the world today, but if people don’t know about them and how they can contribute. As an industry we have a unique opportunity to not only inform people about the goals but to inspire them to act in support.” Within WPP alone, 26 initiatives have launched since 2016, through more than 33 of their companies. The second year has focused on developing a far-reaching partnership with UN Women across four continents to develop a real impact on advancing the Gender Equality debate.

BAN-KI MOON SECRETARY GENERAL OF THE UNITED NATIONS, ADDRESSES THE CANNES LIONS FESTIVAL (2016)

8

SHATTERING GENDER STEREOTYPES, EMPOWERING FEMALE LEADERSHIP Challenging gender stereotypes and championing equality have become central topics in the branded communications industry. And today, the international news agenda has been dominated by female-led activism from the #MeToo campaign to end sexual violence to the gender pay gap, which the World Economic Forum predict will take 170 years to close globally. 2015 saw the rise of ‘femvertising’ as global brands put female empowerment at the heart of campaigns. The same year, Cannes Lions launched Glass: The Lion for Change, aiming to shatter gender stereotypes. It celebrates worldclass creative work that sets out to positively impact ingrained gender inequality, imbalance or injustice, through the conscious representation of gender in advertising. In 2014, Cannes Lions launched See It Be It - a programme that supports and empowers female creative leaders in the industry. In 2017, 43% of Cannes Lions jurors were female and new judging criteria were introduced, cautioning jurors for not recognising work that reflects gender bias.

In 2017, UN Women, in partnership with Unilever and industry leaders including WPP, IPG, Facebook, Google, Mars, Microsoft and J&J, launched the Unstereotype Alliance at Cannes Lions – it aims to banish stereotypical portrayals of gender in advertising. This year, the Advertising Standards Association (ASA) will launch new rules around gender stereotyping after it found advertising affects people’s expectations of how others should “look or behave” according to their gender. In 2018, feminism is firmly embedded in mainstream culture. The Merriam Webster dictionary named ‘feminism’ its word of the year, after a 70% rise in searches for the term in 2017 compared to 2016, from Mintel report: navigating feminism in 2018.

‘THE REFUGEE NATION’ FOR AMNESTY INTERNATIONAL, BY OGILVY NEW YORK (2017). WON A TITANIUM LION, THE GRAND PRIX FOR GOOD, SEVEN GOLD, FOUR SILVER AND FIVE BRONZE LIONS

9

“WOMEN DRIVE 70-80% OF ALL CONSUMER PURCHASING, THROUGH A COMBINATION OF THEIR BUYING POWER AND INFLUENCE. INFLUENCE MEANS THAT EVEN WHEN A WOMAN ISN’T PAYING FOR SOMETHING HERSELF, SHE IS OFTEN THE INFLUENCE OR VETO VOTE BEHIND SOMEONE ELSE’S PURCHASE” BRIDGET BRENNAN CONTRIBUTOR, FORBES

10

FEMALE PURCHASING POWER AND INFLUENCE Women’s equality is a powerful business force, as the female population holds great purchasing power. A McKinsey Global Institute report found that $12 trillion could be added to global GDP by 2025 by advancing women’s equality. The marketing and communications industry has made great strides to tackle gender stereotyping, yet recent research suggests that women still feel inaccurately represented in advertising. The Women in Ads report, by UM London, found that threequarters (77%) of women claimed they found the way women are generally portrayed in advertising to be stereotypical. A 2018 Max Factor survey of female customers aged between 2555 found a generation of women who does not feel represented in beauty advertising: 81% look to other women they know for beauty inspiration instead of models or actresses. 80% say beauty advertising doesn’t represent women’s character - only 10% of women globally think beauty advertising represents relatable women.

‘DUMB WAYS TO DIE’ BY MCCANN MELBOURNE (2013) WON FOUR GRANDS PRIX, INCLUDING ONE IN PR FOR CORPORATE RESPONSIBILITY. IT ALSO TOOK HOME 17 GOLD LIONS, THREE SILVER AND ONE BRONZE LION

11

EXPLORE THE GOOD TRACK AT THE FESTIVAL WITH TALKS FROM WORLD-LEADERS IN LIFE-CHANGING CREATIVITY SEARCHING FOR SYRIA HOSTED BY UNHCR THE UN REFUGEE AGENCY The Syrian refugee crisis is the largest humanitarian crisis of our generation. Now in its seventh year it has caused untold devastation and chaos to the lives of more than five million people. This talk will examine the partnership between R/GA, UNCHR and Google, who together created ‘Searching for Syria’ in response to the crisis – a fresh, interactive approach that lets people quickly and easily explore the five top search queries people around the world are asking. They’ll explore how the ambition was to help people go beyond simply reading about the crisis into a deeper understanding whereby they would be more apt to take action by donating, joining or sharing. Speakers James Temple EVP, Chief Creative Officer, EMEA, R/GA Andre Le Masurier Group Creative Director, Google Brand Studio

WALK IN ANOTHER’S SHOES TO TACKLE SUBCONSCIOUS BIAS HOSTED BY REWIND As we shape the next ‘Information Age’, never before have we been in more need of putting ourselves in other’s shoes. But we are far from a world of equality; subconscious bias is a major barrier. The assumptions and frames of reference that we all share are the root of the issue and there are many institutions - from the media to the family - that reinforce these stereotypes. Attendees will be put to the test to learn just how bias we all are, explore important influences on bias, and learn how the power of VR can be used to overcome bias by developing empathy and creating meaningful connections. Speakers Luciana Carvalho Se Head of Partnerships, REWIND Greg Furber VR Director, REWIND

RETHINKING DEMOCRACY: WHEN DESIGN MEETS POLITICS HOSTED BY FJORD MADRID Democracies based on the current electoral systems around the world seem to have reached a tipping point last year. Tensions, polarisation, failures of democratic representativity and accountability seem to be tightly entangled with the rise of a new digital era where real-time information empowers as much as enslaves us. Fjord Madrid’s goal during this workshop is to take a service design approach to map the gaps that lie behind the current voting systems, and design potential solutions to generate a healthier and more converging decision-making process for common good. During this workshop, participants will: Co-create a new decision-making process for common good Reflect on their learning and share feedback Speakers Héctor Ibarra Group Director Madrid, Fjord Madrid Cristina Prada Gomez Senior Interactive Designer, Fjord Madrid

CAN WE REDEFINE FEMININITY WITH CREATIVITY? HOSTED BY COVERGIRL & DROGA5 Women’s roles in society are rapidly evolving, and for the first time in history, women are beginning to define what femininity means (or doesn’t mean) to the creation of their identities. In a conversation hosted by COVERGIRL and creative agency Droga5, we’ll discuss ways creators can challenge conventional assumptions about the expression of femininity and push the boundaries of creativity by giving women the power to define it. Speakers Ukonwa Ojo Senior Vice President, CoverGirl Katy Alonzo Group Strategy Director, Droga5 Issa Rae Cover Girl Ambassador, Writer, Actress Michelle Lee Editor in Chief, Allure

12

INTERVIEW MADONNA BADGER FOUNDER AND CHIEF CREATIVE OFFICER AT BADGER & WINTERS JURY PRESIDENT FOR GLASS: THE LION FOR CHANGE How does it feel to be appointed President of the Cannes Lions Glass: Lion for Change jury 2018? Naturally, it’s an honor and it feels like a huge responsibility. To work with a team to select and reward work that has the power to shift gender bias in culture sets a standard for future work in our industry. What are you most looking forward to about Cannes Lions this year? I’m looking forward to speaking with the rising talent in the Young Creative Academy. They have so many ideas and questions and it’s fulfilling if I can help and encourage them with any thoughts and advice. I’m also looking forward to continuing my role with See It, Be It. Working with my different mentees over this past year has been a great experience for me. Hearing what they are going through has been eye opening and very rewarding to have earned their trust and friendship.

MADONNA BADGER FOUNDER & CHIEF CREATIVE OFFICER, BADGER & WINTERS, GLASS JURY PRESIDENT, CHAIR,SEE IT BE IT

What will you be looking for in the Glass Lion category? What do you hope to see in the work? Personally, I want to hear from the other members of the Glass jury, and I want to have my mind blown with creativity, excellence and innovation. What challenges / impact do you hope the Glass winning work will have on the industry as a whole? I am personally hoping to experience work from TRUE and CREATIVE agents of change. Creative that makes us see the world differently. Either how it really is, or how it could be. The Glass Lion launched in 2015 to shatter gender stereotypes. Has the industry evolved since then? Yes, the industry and the world has changed dramatically since 2015. There is still work that needs to be done. Last year’s award-winning work across the Lions – work like Kenzo World – actively challenged gender stereotypes. Do you think that this is proof that the industry is thinking more widely about diversity? Or is this natural societal evolution- as in – society is thinking more about diversity, so the industry follows its lead? Does it really matter? The important part is change. Why is it important to address issues of gender inequality in advertising? How can it affect society? It has only been recently that issues of gender inequality have been changed in advertising. And the amount of change is minimal. The ad world needs to stop slapping themselves on the back for car ads where women are driving, and get real. Can the work that wins in the Glass Lions shift culture? It had better. Your agency Badger & Winters markets specifically to women. What is different about your approach compared to other agencies? At our agency, empathy drives our strategic and creative process. We have an insights methodology we call Listening Lab that gets us into her world and contributes to our creative thinking. Also, being female-led helps to make consumers, and especially women, co-creators in our work.

13

INTERVIEW MARK TUTSSEL EXECUTIVE CHAIRMAN GLOBAL CHIEF CREATIVE OFFICER, LEO BURNETT WORLDWIDE PRESIDENT, SUSTAINABLE DEVELOPMENT GOALS JURY How does it feel to be appointed President of the Sustainable Development Goals Lion jury 2018? I consider it an incredible honour and privilege to be charged with leading the jury for this inaugural category. I’m grateful to have had the opportunity to preside over a jury at Cannes four times, but nothing compares to the responsibility of helping set the standard for a new category, particularly one designed to create such consequential impact for good. This is a new Lion launching in 2018 - how does it feel to be leading this new category? At Leo Burnett, we use a ten-point “HumanKind” scale to evaluate the entirety of our creative output against a unified global standard. At the top, a 10, is reserved for work truly capable of Changing the World, an aspiration that fuels each and every person in our network. The idea that creativity can solve humanity’s greatest challenges is baked into our DNA, and I’m delighted to help articulate and celebrate that on such a massive platform like Cannes Lions.

MARK TUTSSEL EXECUTIVE CHAIRMAN & GLOBAL CHIEF CREATIVE OFFICER, LEO BURNETT WORLDWIDE PRESIDENT OF THE SUSTAINABLE DEVELOPMENT GOALS JURY

What will you be looking for in the Sustainable Development Goals Lions category? What do you hope to see in the work? Like many in our industry, I’m fatigued by charitable work that’s engineered to win awards for its own sake. I can tell you we’ll be looking for powerful ideas that can change human behavior at scale. By that I mean we need to find those ideas that are people-focused and inherently participatory, but that also weave their way into mass culture, are truly sustainable and can create demonstrable impact on a scale we’ve never seen before. How will you work with your jury to judge creative excellence in the category? I hope to steward the jury toward honoring brave, transformational ideas that, again, can scale and spread. I always turn to the words of the legendary Saul Bass, who once said, “Creativity is an act that transforms the ordinary into the extraordinary.” A great example would be WWF’s “Earth Hour” effort, a worldwide movement to invite people to switch off electric lights for one hour to bring attention to the global warming crisis. It was a blindingly simple solution that more than a billion people participate in. It created a breathtaking visual mandate for action and has served as a catalyst for change. Why is it important for the industry to support the Sustainable Development Goals? Like most of us in this business, I strongly believe that powerful ideas can change the world for the better, and that we, as an industry, should use our collective talent to do valuable and meaningful things for the world. And when 193 world leaders align around an agenda that charts a such bold course toward eradicating global poverty and saving our planet, well, there’s no better way for us to channel our talent. As the former U.N. Secretary-General Ban Ki-moon said himself, it’s the “biggest campaign ever for humanity.” Could you imagine a more meaningful brief than that?

14

CLICK TO EXPLORE THE OTHER FESTIVAL TRACKS

CRAFT

Where creative ideas come to life and the execution is just as important as the idea.

EXPERIENCE

Making sense of today’s most powerful brand currency - delivering transformative experiences.

HEALTH

COMMUNICATION

Put creativity to work in your business and see big ideas in action.

ENTERTAINMENT

Creativity beyond branded communications that creates content, culture and convergence.

GOOD

How purpose, change and r esponsibility shift culture.

IMPACT

Unlock the potential in life-changing creativity.

Let’s talk performance, effectiveness and ROI.

REACH

INNOVATION

It’s all about the attention economy and work that resonates.

The new data-driven, tech-enabled creativity re-shaping communications.

15

ENTER YOUR WORK NOW If you are interested in entering, have a question, or would like someone from the team to walk you through the entry process, contact us at [email protected]. The entry kit is now available along with information about the rules, dates and costs of entering.

CLICK HERE TO START YOUR SUBMISSIONS VISIT CANNESLIONS.COM FOR MORE EDITIONS OF INSIDE TRACK

16