Predictions and expectations for Cannes Lions 2024 – we ask creatives the important themes that should be top of the agenda at this year’s biggest celebration of marketing.

Freeman EMEA executive creative director Trin Basra

“We are experiencing an ongoing digital transformation that is creating waves within our industry and beyond. So inevitably much of the chatter on the Croisette will be related to AI. And rightly so – we are only at the tip of the iceberg in discovering its ability to transform how we do, well, almost everything.

This is especially evident within experiential, from its personalisation and targeting capabilities; to audience tracking and behaviour. From predicting trends and streamlining workplace roles to supporting sustainability and efficiency goals. AI really does dominate. But I am resolute that creativity is born out of boundless human talent.

So, human at the centre of everything, is another topic I foresee being a huge point of debate at Cannes this year – especially considering consumers now more than ever are demanding authenticity, purpose and kindness from brands at every touch point.

In today’s climate, when transparency is crucial and authentic connections are non-negotiable, kindness and generosity are the unifying forces for brands to tap into to break down barriers and foster genuine interactions. They are more than communication tactics; they are the foundations of an effective brand strategy, the creative currency of lasting loyalty and deep engagement.

Small acts of kindness can forge deep customer relationships. Those who choose not to get on board, do so at their own risk.

23red creative director Tristan Cavanagh

“Newton wasn’t talking about the Cannes debate on purpose versus commerciality when writing ‘for every action there is an equal and opposite reaction’, but he could’ve been. After the ever-accelerating focus over the last ten years on socially relevant work, we’re squarely into backlash, with a revived focus on sales over society.

But can’t great purpose work also sell? And can’t commerciality also be driven by a sustainable approach? This is a theme I’d expect to be at the forefront of debates and discussions at Cannes this year and is certainly the work I will be most excited to see.

Ebay’s Pre-loved Island brilliantly tapped into culture to challenge notions of second-hand garb as grotty castoffs and boosted clothing sales by 24%. Makro’s ‘Life Extending Stickers’ combat food waste by reminding people of the wide variety of uses for fruit at all stages of ripeness, but increased purchases too. Our own work with the NHS and Morrison’s placed cancer awareness messaging into the care labels of 400k pants and bras sold.

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And there’s always Dove, again showing the power of long-term focus with ‘The Cost of Beauty’, whilst driving brand value at the same time.

Before abandoning all hope-driven marketing, let’s consider that, done well, doing good can also be good for business.”

Word on the Curb CEO and co-founder, Ndubuisi Uchea

“Diversity is a reality, inclusion is a choice.

This is our mantra at Word on the Curb. And it’s a mantra that always seems to serve as a harsh reminder to those who sit in the boardrooms of most of the big marcomms organisations up and down the country.

So as that very industry descends on the South of France imminently, it’s therefore no surprise that The Cannes Lions International Festival of Creativity has historically struggled to include the diverse reality of the world of advertising.

This isn’t to say the industry isn’t making strides. And thanks to the help of a number of organisations we have seen a surge of initiatives to widen the scope of people who have the opportunity to attend and frequent the Croisette.

The optic change will be clear for all to see, and it’s welcome. But optics aren’t enough. Top of the agenda for brands and agencies this year needs to be looking at how to convert optics to longstanding equity – occasional visibility is not enough.

Conversations surrounding the economic impact of under and misrepresentation must be a real focus to resurge and evolve the dying conversation of everyone’s three favourite letters – DEI.”