If Day One of Cannes Lions 2026 celebrated bold ideas, Day Two belonged to the people who make those ideas unforgettable. Across categories ranging from Entertainment and Design to Film Craft and Industry Craft, one message became impossible to ignore: in an era increasingly powered by artificial intelligence, exceptional craftsmanship
A five-minute brand film intended to challenge toxic masculinity has instead become the latest cautionary tale of how good intentions can unravel when storytelling loses its audience. For a company whose very identity is built around hygiene, protection and trust, the biggest mess Dettol has had to clean up this
If Day One of Cannes Lions 2026 is any indication, this year’s festival belongs to brands that dare to challenge conventions rather than simply chase attention. From Puerto Rico’s singing frogs to Brazil’s football pitch transformed into a giant barcode, and from Thailand’s agricultural innovation to Singapore’s purpose-led creativity, the
There was a time when conversations about artificial intelligence at Cannes Lions centred on whether AI would replace copywriters, designers or media planners. That debate now feels dated. Making its Cannes Lions debut this year, OpenAI arrived with a far more significant proposition. AI, it argued, is no longer another
Artificial intelligence has spent the past two years helping marketers create more content, faster. Now it is learning something arguably more valuable: why creative works in the first place. In a move that signals the next phase of AI-powered advertising, WPP has become the first agency network selected to pilot
Malaysia’s creator economy has reached an awkward coming-of-age moment. Brands are investing more heavily than ever in influencers, user-generated content and creator partnerships. Nano creators have become valuable marketing assets. Micro influencers are increasingly replacing celebrity endorsements. Content creators are now integral to product launches, tourism campaigns, retail promotions and
Forget capes, superpowers and blockbuster explosions. BOSS Coffee believes the real heroes are already among us. They fix electrical faults before dawn, weave through chaotic city traffic, ferry passengers across rivers and quietly keep Vietnam running while most people barely notice. That simple but powerful insight sits at the heart
For the past three years, marketers have enthusiastically embraced artificial intelligence. They have tested chatbots, generated content, experimented with image creation and marvelled at AI-powered customer journeys. But many of those initiatives have remained exactly that—experiments. Now, WPP believes the industry is entering a very different chapter. The advertising giant’s
The smartest brands are discovering that consumers don’t come to social media looking for advertising. They come for stories. Colgate’s latest campaign suggests the future of marketing may belong to those willing to become part of the entertainment rather than interrupt it. It’s nearly midnight. Somewhere in Petaling Jaya, Johor
That simple LinkedIn post from Eugene Lee, Global Brand Builder and CMO of CHAGEE APAC, may have looked like a nostalgic nod to former colleagues. But beneath the warmth of familiar faces sits a far more consequential story — one about regional scale, brand discipline and the evolving economics of
