Diversity is the word on day 4 of CannesLions
Today we see industry giants promising rare insights to the world of technology clubbed with creativity. However, the giants have all claimed that it is the diversity in the industry that has made all that happen. Let us find out what really there is to look for on day 4.
One Argentinian, One Brazilian and One Colombian Walk into a Bar
We see diversity play a pivotal role in sessions today with a catchy title for the talk in “One Argentinian, One Brazilian and One Colombian Walk into a Bar.” Here we see a talk on the essence of diversity in Latin American culture and how it affects the creativity in the output. Talking about the spontaneity of Latin American approach towards their work, Fernanda Romano has interesting insights on the creative performances.
We also find Javier Campopiano quote Lacanian philosophy on the unconscious mind and the impact of language on the same. For Campopiano, he claims that for there to be creative element, there needs to be a “box” for us to think out of it. “If there is no box, how do we think outside. I need the box.” Ciro Sarmiento, finds his moment in talking about the Colombian skater example, suggesting that Colombians celebrate before winning. An exciting bunch of people.
What Creativity Can Do
Google Lab representatives Robert Wong and Steve Vranakis come on the pedestal to depict Google’s role in making the world a better place. How has internet helped people? Google Lab has the answer here. According to Vranakis, Tech < Life. In the session the two personalities explain the approach Google took to build the brand it is today. For Google, they wanted to build various utility for their platforms, to answer the questions, provide solutions, et cetera.
Explaining the interactive Google doodles that helped make millions of music composition in 2011, the personalities explain the variety of people engaged with the technology. Varnakis also explains the impact of internet during Greek economic crisis summing up his presentation on the note that the internet is built on the philosophy of servitude of the people, not people of one race or ethnicity. Robert Wong gets his listeners bewildered by his closing mostly due to the simplicity of it. He says that “everything we know is made up,” and it is our job as individuals to picture the contribution that will later become a reality. Rich words, definitely.
Marketing to Deeply Polarised Societies
The session takes off with one of the most gauging question in the marketing space. How to approach the polarised societies today, how to capture the values of the variety there is in the world today in the message a brand is trying to convey. While political scenario in the United States stays hindered with stringent mindsets, how has diversity come a long way into affective the creative minds. “Trying new things” is what is being preached about here to build a brand.
The highlight of the session was Chuck Porter’s racoon that captured the audience with its humour and uniqueness that got viral within moments. The statistics centred around the racoon questions what really makes something viral. The diverse cultures today require to move away from rigidity. Porter goes on to say that for the branding strategies to achieve success, we just need to find our racoon. So to conclude the session, what is diversity? It is the exact thing that made the MPR Racoon popular.
Digital Pass
With CannesLions Digital Pass, the exclusives surface with brilliant insights. We see Marc Pritchard talk about diversity, giving us the ways he has adopted to support diverse cultures and ideas to benefit the company. One of the strongholds is the “buddy-system” that has brought purely beneficial outcomes for the brand. Talking about talent, P&G looks for “smart people” who are looking to “make a difference,” and no other specific requirement, and that in itself can become a culture. The talk revolved around the industry and P&G and how it has evolved through gender equality, LGBTQ equality and other diverse qualities. Pritchard has become an icon of gender and cultural equality since a while, owing to his ideologies towards equal benefits and representation from traditional beauty index. One may never
The Power of Big Tech Platforms
The session kicks off with the perspective of understanding the effects of popular platforms such as Facebook on creativity, or opportunities the creative sphere has to provide. Carolyn Everson and Keith Weed become the personalities to look forward to today. It time is ripe to discuss the issue owing to the incident with Cambridge Analytica. The responses from Carolyn will make a huge difference in understanding the position Facebook is taking after the bombarding it received in the recent past about data privacy.
Engeny Morozov will be yet another convincing speaker due to his field of research on politics and technology. The event is the one to look forward to today and the conclusion has to potential of making a huge impact on the big tech platforms. In short, the session is literally the most important one this year in CannesLions.
To conclude, the day 4 of CannesLions takes a massive turn towards the corporate diversity. The day captures a series of such sessions that questions the attitude of corporates towards diversity and inclusion of culture in the industry. People are the centre of every service and to make it authentic, a philosophy of neutrality must be adopted. Here at Targeto, the damnation that cookie tracking culture has brought is strongly resisted. People-based marketing has been picking up, providing a customized ad experience for their needs. To understand people based marketing better, email us on sales@targeto.io.
The brilliance of the personalities in the creative industry is showcased at CannesLions, telling us exactly why the event has reached this magnitude. Among these giants floats the idea of servitude to humanity, and noble as it sounds, the best way of achieving it is by identifying the needs of your customer base. Join the revolution, join Targeto.
