Cannes Lions 2016: Make Ads Good Again
Given the possibilities opened up by new platforms and technology we should be in the golden age of advertising. Instead we have as an industry got stuck in the weeds, and used technology more to obfuscate than to enlighten. Understandably, consumers have had enough, and have in many cases completely blocked us out.
The best work at Cannes Lions was a rebellion against this miserable state of affairs. It was a celebration of honest advertising that is explicit about its purpose. At the same time, we saw the very notion of brand purpose elevated to new heights, as brands have to make themselves matter more to an ever more cynical and demanding consumer.