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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)
Campaign ME
17-06-2025
- Entertainment
- Campaign ME
Cannes Lions 2025: Day 1 highlights
The Cannes Lions International Festival of Creativity 2025 is off to a flyer – and if Day 1 of the five-day festival is anything to go by, it has all the makings of another 'best ever' since it found its permanent home in Côte d'Azur, Cannes in 1984. Setting the pace for year ahead, the first day came to life with inspiring keynotes, informative panel discussions and the Middle East region's first Gold metal cat of 2025. True it's representation of the region on the global stage, Campaign Middle East was in the thick of it all. To answer the most pertinent question: Who won what? As it stands, at the end of Day 1, agencies from the Middle East have officially been conferred six coveted awards. These include AUDIO AND RADIO CATEGORY: 1 GOLD LION, 1 SILVER LION Campaign title: The Second Release Agency: SRMG Labs, Riyadh Client: Billboard Arabia, Riyadh HEALTH AND WELLNESS CATEGORY: 1 BRONZE LION Campaign title: The Shaded Route Agency: VML Riyadh Client: Hungerstation OUTDOOR CATEGORY: 1 BRONZE LION Campaign title: The Shaded Route Agency: VML Riyadh Client: Hungerstation1 BRONZE LION Campaign title: Not For First Dates Agency: FP7 McCann Dubai Client: McDonald's PRINT AND PUBLISHING CATEGORY: 1 BRONZE LION Campaign title: JORDAN 23 Agency: LEO Dubai Client: NBA India Keynotes and key takeaways from Day 1 at Cannes Lions Proceedings at Cannes Lions 2025 began with a heartfelt keynote by Tor Myhren, VP of Marketing Communications, Apple, who sounded a call for human-driven creativity in the age of artificial intelligence (AI). 'I've got good news and I've got bad news,' Myrhen said as he began the introductory keynote. 'The good news is that AI is not going to kill advertising. The bad news is AI is not going to save advertising either. We have got to save advertising ourselves; and I think it's by believing in what's always made it special – which is human creativity.' Myrhen went on to discuss the moral compass of a brand, highlighting how Apple has stood its ground on privacy. After playing the Flock ad on the big screen, Myrhen mentioned that although the ad comes across as 'pretty creepy' he still loved that an ad this subversive became that popular. He reiterated that the success of the ad lay in the fact that it was 'extremely human.' He also went on to celebrate a decade of 'Shot on iPhone' ads; he discussed the power of immersive videos; and he showcased the beauty of 'democratising hearing health' with the Airpods referring to the AirPods Pro 2, which now double up as a clinical-grade Hearing Aid. Commenting on the creativity that led to the success of each of these ideas, Myrhen added, 'It's the brain and the heart working together to create something special. No one would say that 40 seconds of muffled sound would become Apple's most watched holiday ad ever. But Google had the highest search volume for hearing aids in the history of Google search after this ad came out. This is making a difference, which is awesome.' Before concluding his keynote, Myrhen injected the brand, marketing and agency audience in Théâtre Claude Debussy at Cannes with a shot of positivity. 'I think the world needs more optimism,' he said, adding, 'We need to drive, with AI riding shotgun. The best marketing makes people feel and laugh and cry and wonder or fall in love with a person or an idea or a brand. We all want to feel. There's no technology, or algorithm, or artificial intelligence that works in our world that is more capable of making us truly 'feel' like the human mind does. I believe that this industry was built on creativity, and that's the game we can win. The human touch is our superpower, so use it. Use your sense of humour; use your incredible taste; use your subtle nuance; use your originality; use your brain and your heart to go out there and make something wonderful.' Responding to this stellar keynote, Ali Rez, Chief Creative Officer, Impact BBDO said, 'Great one to start the week. I think that set the tone for the rest of the week really well. The subject of the human touch, especially in an era where we're increasingly relying on machines was special. Also, the value of emotion and craft – and nobody does it better than Apple – will never be eroded.' View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) Through Day 1 at Cannes Lions, Campaign Middle East also interviewed: Aude Gandon, Global Chief Marketing Officer of Nestlé; Matt Manning, President, dentsu Sports International; Mike Khouri, CEO of Independent Agency of the Year-winning Tactical; and reported on a panel at the Stagwell Sports Beach with athlete Noah Lyles, currently the fastest man in the world and Olympic gold medalist; athlete Lauren Carlini, LOVB Madison Founding Athlete and Olympic medalist; Alexis Ohanian, Principal Owner, Los Angeles Golf Club & Angel City FC; and Glenn Cole, Founder and Chairman, 72andSunny. Day 1 Gallery CMOs in the spotlight: Mars, Amazon, Novartis Adapt or die: Why giants can't dance 1/5 Sir John Hegarty, Creative, The Business of Creativity Changing the Game: Building Brands in the Age of Experiences Tune into Campaign Middle East's live coverage across its social media channels to stay updated on the latest of what's happening at The Palais, the Rotonde, The Carlton Hotel and stay tuned for exciting events at the Campaign House Hilton Canopy.
Yahoo
12-03-2025
- Entertainment
- Yahoo
Metallica 2024 Mexico City Show Coming to Apple Vision Pro
Metallica will be seriously in your face come this Friday (March 14). The heavy metal legends announced on Tuesday (March 11) that their 2024 Mexico City show has been optimized as an immersive experience on the Apple Vision Pro headset. The concert featuring such beloved hits as 'Enter Sandman,' 'One' and 'Whiplash' will be beamed into the VR headsets beginning on Friday. The film was shot during the band's sold-out Sept. 29 finale of their two-year M72 World Tour at Mexico City's Estadio GNP Seguros. 'With Metallica on Apple Vision Pro, you feel like you're right there: front row, backstage, and even on stage with one of the biggest bands of all time,' said Apple vp of marketing communications Tor Myhren according to the Associated Press. More from Billboard Every Metallica Tour, Ranked — From 1983 to Now Maverick City Music's Chandler Moore Scores First Gospel Airplay No. 1 on His Own With 'Lead Me On' Sabrina Carpenter Says Toora Loora to London With Lively Cover of 'Come On Eileen' The footage of singer James Hetfield, guitarist Kirk Hammett, drummer Lars Ulrich and bassist Robert Trujillo was filmed in high-resolution, 180-degree video and immersive spatial audio, with Apple building a custom stage layout for the shoot featuring 14 immersive video cameras. If you don't already own one of the $3,500 Pro headsets, you can preview a demo of the footage from 'Whiplash' on a headset at your local Apple store; an accompanying M72 World Tour: Mexico City EP will be available in Spatial Audio on Friday as well. Ulrich discussed the VR experience during a chat with Apple Music's Zane Lowe at SXSW this week, saying that it was, 'Pretty overwhelming. Sort of surreal. You still get, to this day, self-conscious. 'Really, that's what I look like when I drum? What's with the tongue and all the silly faces?'… When we were having the conversation about doing it and understanding the technology and the possibilities, understanding the cameras and all of it… we were trying on the Vision Pros and looking at these sporting events and the nature things and so on. It's f–king insanity. And then seeing a Metallica concert like that.' The Metallica gig is the latest Vision Pro music exclusive, following on the heels of events featuring Alicia Keys, RAYE and The Weeknd, as well the recently announced Stories of Surrender from U2 singer Bono, which will premiere on the headset on May 30. Check out a preview below. Best of Billboard Chart Rewind: In 1989, New Kids on the Block Were 'Hangin' Tough' at No. 1 Janet Jackson's Biggest Billboard Hot 100 Hits H.E.R. & Chris Brown 'Come Through' to No. 1 on Adult R&B Airplay Chart
