I had been so excited about the Cannes Lions Festival for so long and added multiple events and speeches to my schedule. On the first day of the festival, we arrived at Cannes in the early morning to attend an opening event held by ABinBev and were shocked by their genius creativity. According to the speaker, ABinBev always dreams big to create a future with more cheers, which could be reflected in its impressive campaigns.
Their Brahma’s foamy haircut campaign is my favorite. The way they chose to communicate and deliver their message through players' hairstyles was so smart and convincing instead of simply printing brand's logo on jerseys like other brands did.
Their Corona extra lime campaign almost earned my tears because that happened in my home country, and I could see a brand helping the local economy grow sustainably and contribute to a better life for local people, which made me think more positively about the alcohol brand.
I think it was their strong creativity that helped build the brand's distinctiveness. After attending my first event in Cannes Lions, I already felt inspired and learned that creativity can drive growth and solve consumer and business problems. By building a sustainable system, brands can not only build a positive brand image, but also benefit society.
In the first Award Show, I was also deeply impressed that Marketing can have a huge impact on changing society and the world. Brands can show their carefulness to people, solve their problems, and make them feel more related and connected.
In my past learning, I was enchanted by Dove’s series of campaigns communicating “Real Beauty”. When I was in the theatre and witnessed Dove winning the award with a campaign called “the cost of Beauty”, I could not help sobbing. This time Dove focused on educating people about the harm of body appearance anxiety especially among teenage girls. They were so smart and good at finding consumer pain points and using moving storytelling to educate and persuade people. Personally speaking, I felt connected and could resonate with the brand well through this campaign, and I learned more about the meaning of “real beauty”. It was great to see huge brands deliver their messages very creatively and smartly to generate consumer resonance successfully.
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