Six Lessons Alfonso Cuarón Wants Marketers to Learn About Supporting Causes

With Roma, the filmmaker showed the power of forging long-term alliances for advocacy

Alfonso Cuarón spoke at this year's Cannes Lions in support of building nonprofit partnerships that can pick up where inspiring content leaves off. Getty Images

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.

@griner David Griner is Adweek's international editor and host of the Adweek podcast, "Yeah, That's Probably an Ad."