My Cannes Download download
I took my little notebook to Cannes Download to watch an hour of the most celebrated creative work from the 2026 festival, and hear from Cannes Lions Jurors about how brands can achieve award-winning status. Here's what I took away:
Don’t overcook the goose
The best campaigns are easy to explain and easy to understand. With roughly three seconds to capture someone's attention, keep your message simple.
Find new audiences in unexpected places
When Columbia challenged flat-earthers to photograph the edge of the Earth in exchange for the company, they spoke directly to people who might otherwise never have heard of them. The campaign generated huge reach for Columbia, and they ended the quarter 2% above forecast (roughly $12m, so says the internet). See the case study here: https://shorturl.at/jUcrA
Every brand touchpoint matters
A great idea is wasted if it isn’t executed properly. Amy Weston, ECD, Clemenger BBDO spoke about a campaign that included a scratch card. It was close to Cannes success, until a jury member tried it and it…didn’t scratch off. When it takes around 10-20 touchpoints* for someone to trust your brand, every. touchpoint. matters.
*this week, depending on what you read
It’s all in the (sales) data
As Rose Herceg CEO, WPP ANZ explained, the best creative work transforms businesses. It can drive sales, capture new audiences and create new revenue streams. Savvy brands recognise that creativity is an investment, which is why tracking sales data and reporting its economic benefits are essential. Creativity shouldn’t be decorative; it should deliver.
Work made by humans is being celebrated
Praise that stood out to me included phrases like ‘human-crafted’, ‘human-made’, and (I shit you not) ‘it’s good to see a company involving humans in making art’. AI can be cool and impressive, especially when it enhances, not replaces (ahem, Coke). But work created entirely by humans is now becoming seen as charming, emotionally resonant and unique. See: https://shorturl.at/GNBcv
The best work combines creativity and purpose
Ideas that are clever AND helpful make waves. Heineken’s ‘For the Love of Pubs’ platform and ‘The Pub That Refused to Die’ campaign are the perfect example (see here: https://shorturl.at/jISdw and here: https://shorturl.at/Uvrj8). Heineken set out (and continues) to save some of the world’s oldest pubs from closing and protect what is often an essential social landmark in local communities. A class example of how, when brands lean into their mission statement, creative work can mean so much more than a trip to France and a trophy.
The most exciting point, I think, is that these principles apply whether you’re running a global brand or a mum-and-dad business in regional Australia. A huge budget isn’t imperative to engaging audiences, just a willingness to think creatively and see how far it can take you.
Agency credits:
Expedition Impossible
Client: Columbia Sportswear
Agency: adam&eve\TBWA London
A Critter Carol
Client: Apple
Agency: TBWA\Media Arts Lab
For the Love of Pubs//The Pub that Refused to Die
Client: Heineken
Agencies: Publicis Dublin/Le Pub/THINKHOUSE/We Are Romans