Less Yabba-Dabba, More Do.

The Vibe Coming Out of This Year's Cannes Lions.

Just in case you weren’t on LinkedIn last week, Cannes Lions happened. Not film Cannes, ad Cannes. Or what used to be Advertising Cannes. Now it’s more like Media and Tech Cannes with a little bit of ad awards thrown in for good measure.

Still, it is dubbed the “Festival of Creativity” and the best work of the ad industry is still shared and celebrated there.

I spent a lot of years traipsing the Croisette and nosing around the basement of the Palais in search of excellence and inspiration. But my on-the-ground Cannes years are over. I now watch from the sidelines and engage only insofar as it helps my coaching clients.

Over the last few years, I have been paying attention to the “vibe” that permeates and then wafts out of the Festival. Last year, for example, the vibes were all doom and gloom thanks to the A.I. boom.

But this year, I’m sensing something different. Not optimism, per se. Rather a simple resolve to get back to work on the work. Back to ideas. Back to creativity. Back to making things people will notice and actually talk about – and maybe even generate some brand preference.

This is good.

I salute the creatives who will face the blank page and the blinking pixel and do what they can to channel some magic.

Speaking of the work, here are a few pieces that caught my eye and stuck with me.

Claude

Great TV. I loved this when it launched for Super Bowl. I can see it playing well in the Jury Room and on the big screen at the Palais. It’s old-school persuasion for new-school tech. Watch the film right here.

Ikea

This is one of the most innovative testimonial campaigns ever: “Sleep Talk Reviews.” It’s a product demo, too. Watch, learn and smile. The case study is right here.

KitKat

The power of a simple message. That you stick with. Over time. Which allows you to be innovative when you want. (So, brands without taglines — get one. Brands that have good ones, keep them and do smart and fun things with them.) Here is how it’s done.

Heineken

This idea is called “The Pub That Refused To Die.” Need I say more? Watch the case study right here.

Moncler

Pacino x DeNiro x Platon. I saw this in real life and loved it. Simple and warm. Like the brand. (Oh, yes, and expensive). But still. Case study is here.

Et voila…

What will you make this year that we’ll celebrate in oh, say, 358 days?