Beyond the Screen: Cannes Lions Lessons on Channel, Creativity, and Critical Thinking

This year at Cannes Lions, I had the incredible opportunity to learn not only from some of the brightest minds in the industry but also through the inspiring panels that challenged how I think about marketing.

In a panel hosted by DoorDash, their marketing team shared valuable insights on distribution strategy. While digital platforms and user-generated content have undoubtedly opened new doors—especially for niche brands—the key takeaway was that digital is not inherently superior. Instead, effective distribution depends on alignment: What is your idea, and what environment best brings it to life? This reminded me of Outfront’s OOH campaigns, where traditional formats were revitalized through technologies like AR. By integrating interactive features, they transformed static media into dynamic, engaging experiences, successfully bridging online and offline engagement.

Another thought-provoking panel featured executives from Amazon and McCann, who emphasized the enduring power of authenticity and creativity. In a world increasingly shaped by AI, original ideas grounded in genuine emotion are becoming rare and thus more impactful. They encouraged us to find emotional entry points from our own stories—because it’s the emotional truth that drives audience connection and engagement.

As someone at the beginning of my marketing journey, these insights felt particularly resonant. It’s clear that succeeding in today’s landscape means more than mastering tools. It requires critical thinking, a willingness to question, and the ability to see beyond what’s trending—to understand the “why” behind successful campaigns and imagine the next step forward.