And you thought there was nothing more to learn from Cannes Lions this year—Au contraire. This is an appreciation post for Indie Agency News members The Thought Partnership for their amazing villa in Cannes and a killer report from the week.
While we might be a little late to the party on this (accounting for more travel than necessary and a lovely bout of Covid), the insights gleaned are outstanding and evergreen.
What makes this likely different than some other trend reports out there is the unofficial definition of culture by The Thought Partnership:
- Work that creates or amplifies a culture or cultural scene for a particular demographic or a specific tribe of fans, followers and groups with a common interest.
- Work that adds to rather than exploits culture. It’s where the magic happens. The sweet spot when a brand treats a cultural group’s needs and interests with respect.
- Work that shows a good brand/culture fit. Does it make sense for the brand to be there? Weird and surprising can sometimes work, so long as you bring the audience with you.
- Work that solves a brand problem. And drives results.If you lean in to cultural insights, listen, do the long, hard yards and execute well, then this work can solve the gnarliest of problems.
This beefy (but not too overwhelming) report explores four trends—Sport for Everyone, Seize the Moment, Culture Activist and Brand as Storyteller—and provides dominant features for each and concrete examples of winning work. Plus, you get to meet some creators who make the magic happen.
Additionally, this report outlines Cannes Winners in four subcategories: Use of Humo(u)r, Brand Storytelling, Brand Partnership, Sponsorship & Collaboration and Behavio(u)ral & Cultural Insights.
Cannes may be in the rearview, but this Brands and Culture party keeps moving with a great event in London on November 7th. Check out the agenda and get yer early-bird pricing here.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
