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Jane Austin: Greenpeace for high prize and a four-day-week: my hopes for Cannes 2023

As Cannes week attracts to an in depth, ideas are already turning to subsequent yr’s competition. Assuming the world hasn’t was a flaming sack of garbage by then, the worldwide trade will probably be again in France for its customary navel-gazing conference. So let me get my predictions in further early for Cannes 2023.

Cannes Lions Marketer of the 12 months 2023 has bought to be Greenpeace. Arguably, the perfect work on show this week at Cannes was the Greenpeace protestors storming WPP’s seashore wearing canine costumes. The canine campaigners swooped in on kayaks holding indicators saying “That is Nice”- a reference to the meme of a cartoon canine with flames burning spherical him.

For some purpose, Greenpeace has a problem with the trade’s complete reliance on fossil fuels. This train in holding a mirror as much as the hypocrisy of the promoting enterprise is a masterclass in artistic excellence and certainly deserves a Grand Prix.

Can we additionally give an award subsequent yr to any company that manages to efficiently introduce a four-day week? TBWA Worldwide launched a report on the competition that confirmed widespread dissatisfaction and burnout amongst artistic expertise. One apparent solution to mitigate this is able to be a discount in work time. Within the UK this month, over 70 firms signed up for a trial of a four-day workweek and there are hardly any companies amongst them. What’s holding companies again? Many leaders level to the issue of managing company charges round a shorter week. That is additional proof (if any had been wanted) that the trade’s decades-old fee-based mannequin wants an pressing rethink.

Together with a shorter week, one other factor that might make any future Cannes Lions infinitely higher is fewer individuals. Firms had been falling over one another to flog their wares within the metaverse this week, together with after all, Meta, who let their creativeness run riot and made a digital Cannes the place avatars can play volley ball on the seashore. To paraphrase Miranda Priestly: “Volleyball? On the seashore? Floor breaking.”

If the metaverse is so superb, my problem for the Web3 evangelists is to remain residence subsequent yr and spend the week in their very own digital Cannes as a substitute. Not solely is it the extra sustainable selection, however with fewer company giants pitching up, there is perhaps some room on the precise seashore for us IRL-loving plebs.

Jane Austin is Founding father of Persuasion Communications.
{Photograph}: Bronac McNeill

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