Day 3

kmc293
Jul 13, 2022
4 min read

Updated: Jul 21, 2022

This day was my ideal Cannes Lions day. I listened to some of the best talks of the week and definitely calmed me down from the overwhelming day before.

woman holding a book, next to a coffee mug

MNTN/ Maximum Effort: Ryan Reynolds on Next Generation Storytelling

"Necessity is the mother of invention."

Ryan Reynolds like ARE YOU KIDDING ME?!?! I could listen to that man talk about dirt and find it the most fascinating speech in the world. But he actually was very good. I took the most notes from this talk than any of the others. Starting out he pointed out how ads should be fun and that they shouldn't contribute to the weight people are already carrying. Specifically he brought up COVID ads and how annoying they were for all people to watch them. Ryan also discussed his main three ways of marketing and advertising: humor, authorship and product first, Coming from the Hollywood, I think he added a very interesting perspective to his discussion of marketing and advertising. I was genuinely surprised by his knowledge on the topic. I give this talk a 12/10.

CMOs in the Spotlight- The Lego Group, L'Oreal and Marriot International

After listening to the Disney and Hyundai CMO's the day prior I was expecting to be disappointed to listen to more because I do feel like they tend to be disconnected to the work of the businesses. But I was honestly shocked by how engaged the CMO's were with their own brands. They talked about a variety of different things from the major changes of their industry, to the metaverse and to how they are marketing to underrepresented communities. One of the more noteworthy comment I wrote down was from the CMO of Lego Group when discussing the Metaverse. She talked about how being a children's brand they want to make sure they protect children's right to play specifically when it comes to safety on the internet. I think this was my favorite talks of the entire trip. I give this talk a 10/10.

Elite World Group Influence 3.0- A New Wave of Influencers Have Entered the Chat

Alexis Ren was one of the speakers during this talk which was of course one of my reasonings for attending. Although I knew her from her Instagram, I was interested to see her take on influencing 3.0 especially because she is coined to be the first influencer. The talk began with discussing what influencing 2,0 is which they described as how social media used to be viewed with the materialistic aspects of it. Moving into 3.0, many brands are contacting more genuine influencers and having people who like their products talk about it. Also one of the most noteworthy comment I wrote down was the the discussion of the trust lost between brands an influencers and how before it was about the transaction and not the partnership. With influencing 3.0, they hope to rebuild the trust between brans and influencers to became more beneficial for both parties. Overall, I give this talk a 8.8/10.

Mastercard: Mastercard's First Ever Music Album Premiere with Special Musical Guests

"Change the perception of marketing."

Mastercard's CMO discussed marketing in a multisensory world. They title of the talk was definitely misleading for this one. But the actual talk itself was very fascinating, I do wish that they would have changed the title because it was a little clickbait like. The talk focused on how technology is always changing so we should continue to change advertising with it. Mastercard decided to take it's marketing multisensory. Starting with sight, Mastercard changed their logo to just include their staple red and yellow colors. For taste, they created restaurants in places that everyone wishes to dine, like on the stage of Carnegie Hall, with a Michelin star chef. For scent, they released fragrances created by a world renowned scent expert. For touch, they added notches into their card for blind individuals to known which cards are which. Lastly, Mastercard is releasing their own music album. They have reinventing marketing and made their way into every avenue and they are a card brand. I give this talk a 9.6/10.

Meta: Breaking Barriers and Building Community with Lupita Nyong'o

Meta discussed how to tell stories in a digital world. They talked about how social media has given everyone a way to tell their stories and voices are now being made unignorable. The beginning of the talk started good but then it didn't really make much sense. Again, having Lupita Nyong'o there I felt was just to have her there. The talk was a little chaotic and was not very together. Especially at the end they just discussed Lupita's new book coming out which has nothing to do with the conversation before. Every question asked just felt very abrupt and nothing really flowed together. I had a little higher expectations for Meta especially coming into the Cannes Lion newly as Meta. I give this talk a 3.2/10.