Two weeks of Cannes are over – an extremely great, exciting but also exhausting time. Strenuous for the brain and the creative muscle. 25 judges from 25 countries. 25 completely different minds with different views, with statements, inflammatory speeches and discussions; simply fantastic.

My conclusion from the area “Direct”: there weren’t any radical, major trends, but there certainly was a “hidden trend”, namely Gender Equality. This issue is becoming more and more important. No matter whether female, male, transgender or homosexual – every person has the same rights.

This is recognised not only by the NGOs but also more and more Super-Brands are showing a clear stance and taking a stand.
A great example is Doritos:

My other highlights

Snapchat, WhatsApp, mail and Facebook … That all trends in communications bring a work that Grand Prix shows that our voice is our most original communications organ, proving “The Swedish Number”:

And yes, breast cancer prevention can be fun. A lot of fun even:

My personal favourite is Case OPT-Outside of REI: it’s incomprehensible when an outdoor retailer abolishes its strongest sales day of the year and thus triggers a whole movement. And with a clear message: do not go shopping – go outside on Black Friday. Enjoy your life, your loved ones and nature. Great great great!

Until next year!!

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