Day 5 @ Cannes Lions

After swinging by the MediaLink tent, I headed in the direction of my first talk of the day called “AI vs. Emotion- Role in the Future of Content.” Since I was very early, I happened to attend another talk as well called “Applying Innovative Tech to Advertising’s Most Awarded Ads” which makemepulse explained the importance of technology in the future in terms of applying them to advertisements that have won a Cannes Lion in the past. As the next talk began, we listened to three successful people in the entertainment business discuss the integration of AI and how it will affect the industry. Data us already being used to piece storytelling together and to determine what will be popular and what won’t be. For example, one man was explained how his company uses AI to determine thumbnails which will be successful which is very attractive to companies because they can try to maximize their profit. AI will never fully replace original thought though, because at the end of the day it's mechanized. With Facebook beach being closed, I left in pursuit of lunch before returning to another talk. In “In a World of Disruption, Storytelling Wins” Lorne Micheals and the head of advertising at NBC talked through the success of storytelling and how to create content that you hope would draw an audience in. Working as a team, everyone's work should have a shot but the best story will come out on top. Sometimes things don’t go as expected on the show, but that is just the world of show business. I remained in the Lumiere Theatre for the much anticipated talk by Apple’s VP of Marketing. Apple’s impressive marketing strategy relies on quality over quantity, and we used many fascinating examples to prove just that. The new video commercial for the Home Pod was played and then broken down how they actually built a set for it, and used no special effects. I left shortly after this to shower and work on this very blog post back in JLP before returning for the final Cannes event of the year- the official closing party.