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CANNES, France—No topic was more prevalent at this year’s Cannes Lions than cause marketing, but somewhat ironically, the most successful campaign on that front was not one that came away with any Lions. That’s because it had already received its own honors, specifically in the form of two Golden Globes and three Oscars.
Roma, the 2018 film from visionary director Alfonso Cuarón, was both a heart-wrenchingly powerful narrative and a tremendously effective feat of advocacy, helping propel support for domestic workers who often fall outside the social safety net in almost all countries.