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Purpose-driven campaigns have dominated the Cannes International Festival of Creativity over the past few years, but this year creatives told Adweek they’re looking for more than purpose. They want business results and humor to have their moments in the spotlight again.
In a survey done in the lead-up to Cannes, Adweek asked creatives what piece of work embodies the spirit of what Cannes should award. The creatives nominated a mix of pieces, from the hilariously absurd (Voiz’s “The Innocent Eyes”) to the straight absurd (Squarespace’s “Singularity”) to the absurdly impossible (Vow’s “Mammoth Meatball”) and the absurdly perfectly executed (Apple’s “The Greatest”).
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