After each edition of Cannes Lions, severalplayersmarket and press analyze the winners of that year. But, what is timeless and fundamentally social in the awarded pieces and in the categories and criteria that have been adopted over the years? What has been true for decades at Cannes and will remain valid and important in 2050? In addition to the coveted prizes, what effectively results in a transformation of the advertiser's business
The event "Cannes Lions by ESPM" proposes a unique approach to the festival, addressing the human and anthropological side of advertising communication over the years. This deeper and long-term vision is essential for businesses in a time of such instability, identity crises, artificial intelligence and role confusion.
The analysis will be curated by BALT, onehubof trends and strategy born at ESPM, reference school in Marketing and Innovation focused on business. Based on proprietary methodologies, BALT studies human behavior from a perspective anchored in the anthropology of consumption, sociology and social psychology.
The analyses on the Cannes Lions will be shared, in-person event, with advertisers, agencies and strategy professionals, branding and growth marketing. There will be spots for remote participation dedicated to professionals from outside the metropolitan area of São Paulo, students enrolled in the Master's programs at ESPM and former students of the institution, for the community and other interested parties. Participants will have access to areportexclusive produced by BALT, with the great human narratives that have always been present in Cannes, over time.
Detailed programming
2:30 PM – Reception and registration
2:50 PM – Opening with Emmanuel Publio, dean professor of ESPM, Cannes Young Lions jury, Caio Bianchi, academic director of continuing education and ESPM companies
2:50 PM Another perspective on trends: human narratives and behavior drivers, with Ana Holtz and Lucas Fraga, co-founders of BALT and graduate professors at ESPM
Presentation of an exclusive report from BALT on the great human narratives of advertising and its transformative power over the years. The report will include, also, with an exclusive insight into the Cannes Lions Festival 2024 and predictions for future events.
3:10 PM – Panel 1: Real stories– with Thaís Hagge, Global VP of Marketing at Unilever and (Creative Marketer of Cannes Lions 2024) and Marianna Ferraz, Dove Brand Marketing Manager
Decades of Cannes have already taught us that stories sell. But what are the stories that transform? In this panel, the power of narratives and human creativity will be explored to generate real transformations in businesses and behaviors. This is based on the presentation of cases such as Real Beauty, from Where, that inspired (and continue to inspire) various agendas, discussions, behaviors and market innovation
4:10 PM – Cocktail and networking
4:30 PM – Painel 2: Titanium creative business transformation – with Sumara Osório, Chief Content Officer of VML and judge of Creative Strategy at the Cannes Lions Festival 2024
What will be the role of human creativity and artificial intelligence in business? What will change and what will remain constant in the future? In this panel, the hidden insights from Cannes will be addressed and what they indicate regarding the future of business and advertising
5:30 PM – Q&A session, distribution of reports and closure
Service
Cannes Lions by ESPM + BALT
Data:Thursday, July 18
Time:2:30pm to 6pm
Local:Concept room of the Tech Campus – Joaquim Távora Street, 1240 – Mariana Village – SP, 80. walk (room 8B)
Format:hybrid, free
Pre-registration required, subject to occupancyHERE
