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Campaign ME
01-07-2025
- Entertainment
- Campaign ME
Cannes Lions 2025: On creativity, heaviness and the power of joy
As a half-Palestinian, attending Cannes Lions International Festival of Creativity last year was heavy. Putting on a happy face to talk to customers, partners, and prospects while keeping my family in Palestine in my heart was hard. Not much has improved this year, but as many in my community remind me, finding joy and appreciating the everyday is something we must keep doing. As a shortlisting juror for the Creative Strategy category at Cannes this year, that perspective stayed with me as I reviewed nearly 290 entries. I've been coming to Cannes for over a decade, and since Dove launched the Real Beauty Movement, we've seen a wave of purpose-led campaigns tackling the world's biggest problems. When done right, this work is transformative. AXA's Three Words, which went on to win this year's Grand Prix Titanium, is a brilliant example. It came from a sector not typically known for creative risk-taking and showed how strategy, insight, and bravery can come together to drive real cultural and business impact. But what stood out this year was how refreshing it felt when brands didn't try to carry the weight of the world. Because let's face it, the world is heavy. Escapism isn't just welcome, it's meaningful. Some of the most resonant work embraced wit, lightness, and joy. It reminded me why I love this industry: creativity has the power to emotionally captivate, to move people, and yes, to move product. The brands that sparked delight were the ones that stood out. Heinz continues to surprise and entertain (ketchup in hagelslag , anyone?) a brilliant piece of work by GUT. It's a masterclass in cultural specificity that's still globally accessible. , anyone?) a brilliant piece of work by GUT. It's a masterclass in cultural specificity that's still globally accessible. 7-Eleven's Loser Pizza made people laugh while connecting with a niche sports audience. A fresh, clever take on feeling down. It proved that small insights, when deeply human, can scale. made people laugh while connecting with a niche sports audience. A fresh, clever take on feeling down. It proved that small insights, when deeply human, can scale. Grey Thailand's Sad Khamachan used melancholy to spark national conversation, becoming the most awarded campaign in Thai history. used melancholy to spark national conversation, becoming the most awarded campaign in Thai history. Nutter Butter's You Good? embraced absurdity with purpose, winning two Golds and proving nonsense can be strategic. embraced absurdity with purpose, winning two Golds and proving nonsense can be strategic. FP7 McCann's Read Better for Waterstones delivered a deeply insightful message. With a wink, not a lecture. It hit that rare balance of meaning and memorability. For many, humour isn't a cop-out, it's a connector. These campaigns were emotional and commercial wins. Our vision is to help every brand feel personal to their customers. Yet despite advances in digital tools, Braze's 2025 Global Customer Engagement Review found that 85 per cent of marketing execs are concerned their messages aren't hitting home and over half feel very or extremely concerned. The takeaway? Brands must balance technology and content to create work that resonates. It starts with treating customers less like users, and more like people. Unsurprisingly, artificial intelligence was a major theme at Cannes this year, appearing in everything from mainstage talks to whispered hallway debates. But the most compelling conversations weren't just about automation. They were about amplification. The most forward-thinking marketers are using agentic AI not just to increase efficiency, but to fuel more expressive, adaptive creativity. AI has the potential to give creative teams more space to experiment, tailor campaigns with precision, and unlock emotional relevance at scale. Done right, it's not a replacement for creative strategy, it's a multiplier. Ultimately, our goal is simple: help brands tap into creativity that doesn't just reach people, but moves them. That's why the work that stayed with me this year wasn't always the boldest or the loudest. It was the work that made people feel something, sometimes deeply, sometimes lightly, but always meaningfully. By Mariam Asmar, VP, Brand and Strategic Consulting at Braze
India.com
27-06-2025
- Politics
- India.com
Big Tension for Vladimir Putin as Ukraine destroys Russian S-400 Air Defence System,… should India be worried?
Big Tension for Vladimir Putin as Ukraine destroys Russian S-400 Air Defence System,… should India be worried? Russia, which has been fighting a war with Ukraine for 40 months, has recently suffered a major setback that could affect its defence exports. Ukraine has succeeded in penetrating Russia's mighty S-400 air defence system. The S-400 was destroyed in a Ukrainian drone attack in Crimea. The S-400 is considered one of the best air defence systems and plays a crucial role in protecting Russia from airstrikes. The air defence system is so effective that Moscow has sold it to several other countries, including India. During Operation Sindoor, the world witnessed the power of the S-400 when it intercepted several missiles and drones fired by Pakistan. Penetrating S-400 has not only put Russia's security at risk but also affected its arms export. For India also, because the S-400 air defence system is under questions. Giving information about the development, Ukraine's military intelligence agency GUR stated they have carried out a drone attack on the 91N6E Big Bird radar, which is an important component of the S-400 air defence system. The ghost unit of GUT carried out the attack, which damaged the component of the S-400, including the multifunction radar and missile launcher. Attack On S-400 The attack was carried out by a suicide drone. Notably, the suicide drones have become an importance part of Ukrain-Russia War. The GUR commandoes succeeded in destroying two 91N6E Big Bird radars which connects with the S-400 as a warning system. The Russian S-400 Triumph air defense system relies heavily on the 91N6E Big Bird radar. This S-band radar system detects and tracks airborne threats, including ballistic missiles and stealth aircraft, at ranges up to 600 kilometers. S-400 is useless without Big Bird radar! The 91N6E Big Bird radar's ability to detect and track targets makes it important for Russia's air defence network. Unlike older radars, the 91N6E uses an electronically scanned array [PESA]. Mobility has been emphasized in its design. Without the Big Bird radar, the S-400's ability to detect and intercept distant targets is limited. Russia's S-400 is considered one of the best air defenses in the world, but recently many questions have been raised about this system. Especially the repeated damage to this system by Ukraine has hurt the reputation of this system. This also increases India's concern because the Indian Army largely depends on Russia's S-400 system for air defence.
Time of India
17-06-2025
- Business
- Time of India
The Power of Creativity: Insights from Cannes Lions 2025 and India's big wins
By Kushal Bhuva At Cannes Lions 2025 , one thing became clear: creativity remains our greatest competitive edge, even in an increasingly automated world. Walking through the Croisette, it's evident that businesses today are using human ingenuity as their key differentiator. Morning Insight: Technology as a Tool, Not a Replacement Tor Myhren's keynote resonated with me when he said, "AI won't kill advertising – but it won't save it either. We need to save it ourselves through creativity." His words on 'Shot on iPhone' and 'AirPods' campaigns showcased how technology enhances human stories. The future of advertising lies in merging technology with authentic creativity, not replacing it. When creativity drives the narrative, business growth naturally follows. Midday Thought: Purpose-Driven Marketing As the day went on, it became clear that today's successful brands are creating desire rather than instructing. Modern marketing isn't about telling consumers what to do; it's about showing them the benefits of their choices and creating an emotional connection. Brands that inspire, rather than push, are seeing stronger market responses. Afternoon Reflection: Authenticity as the Global Currency Brazil's creative showcase demonstrated how authenticity at the local level can drive global success. Agencies like GUT and Ogilvy showed that understanding and embracing cultural context isn't just important but also it's a strategic asset. For brands with global ambitions, staying authentic is the key to lasting relevance. Key Takeaways for Business Leaders In a world driven by automation, the brands that thrive will be the ones that place human creativity at the center of everything they purpose-driven marketing doesn't just inform; it inspires and creates an emotional connection with true to local culture is no longer a limitation – it's a strength that can open up global that make creativity a priority are setting themselves up for long-term success. The numbers prove it. Looking Ahead The energy at Cannes Lions 2025 signals a shift in how we view creativity. Those who treat it as a strategic pillar, rather than a secondary function, will be the ones to lead in the future. Embracing creativity as the core driver of differentiation opens up endless possibilities for brands looking to thrive in the ever-evolving market. (The writer, AVP – founder's office, Influencer Marketing & Video Production, White River Media, is an attendee at Cannes Lions International Festival of Creativity 2025. Views expressed are personal)
