CANNES LION, the Supreme Court, and a Contagious idea
Was Cannes LION inclusive? Here's our POV in Campaign...
‘Inside Palais itself, it's a yes. As our team were chosen as part of the official line up, from end-to-end of the speaker experience, a requirement for DEI was baked into the curation of the content into the onsite delivery. Over the years, the jury line-up has improved to become the most diverse ever (* this impacts the work), from 20% women in 2010.
'For the first time, we noted, there was a creche (MILESTONE), a quiet area and onsite festival contacts for delegates who may have found the festival experience overwhelming. Our delegates were a diverse, global group and we had a lively debate about the integrity of DEI as a part of award-winning work.
On the agency side, it’s a "no". On the main stage, Friday, the agencies collecting the Grand Prix awards showed a clear "say-do" gap in their commitment to diversity. Gender diversity seems to have improved somewhat (there were instances of #toomanyguysonegirl and an all-male team from Apple); however, racial diversity "behind the work" was at an all-time low.
While the Young Lions gave us hope, in 2024, agencies need to start walking their DEI talk, right up to the Cannes LION stage.
A contagious idea in the beautiful new Contagious
Yes, we were one of the 'chosen' leaders to feature in the groundbreaking, freshly re-designed Contagious magazine, hot off the press for Cannes. We talked our 'contagious' idea: the 'Return on Inclusion', a new philosophy driving social impact, economic equity ...and Cannes Lion Awards.
As Ali Hanan, our CEO writes:
'Culture-shifting creativity that addresses issues of inequality, prejudice and discrimination is no longer the reserve of the Glass Lion. In fact, in 2022, 50% of Titanium winners had a DEI focus and covered a range of issues, from women’s health to neurodiversity.
'When campaigns go beyond diverse representation into a space that creates impact, the results can be life changing for individuals and the communities they live in.
Efrain Ayala, global creativity and diversity and inclusion director at Reckitt and a 2023 Glass Jury member, explains that simply representing diversity in communications and services is not enough to make a real impact: ‘Consumers are looking for more, demanding that the brands they support are actively involved in creating a better world.'
'This can only be achieved by brands understanding how their products and services can make a positive contribution to society. Establishing a meaningful connection between a brand’s offerings and the greater good will result in a truly measurable impact on society, while also driving bottom-line growth.’
Now for your long read. Dig in…
What won at Cannes? What takeaways can you build into your upcoming campaigns?
What DEI movements were covered at Cannes LION? We saw some powerful work with a DEI heartland, particularly in the innovation category (AGAIN). It is beyond doubt DEI is a key driver for creative excellence. In this webinar, you'll learn how DEI shapes award-winning work that leaves a legacy. The key question is: which of these pieces of work will have long-lasting impact?
Webinar: Did DEI Smash it at Cannes Lions 2023?
When: Wednesday 19 July, 4pm - 5pm BST
Cost: Free
Rolling back decades of civil rights: the US Supreme Court rules
Watching the US Supreme Court reverse Affirmative Action in college and university admissions, ruling in favour of a Christian website designer who doesn't want to make wedding websites for same-sex couples, striking down President Biden’s student debt forgiveness plan, and all within the year of overturning Roe vs Wade... The increasingly prevalent view of a polarised Supreme Court is targeting underrepresented and vulnerable demographics: women, LGBTQIA+, ethnic minorities, and those from lower socio economic groups.
These rulings open the door for potentially life-threatening discrimination, inspire more hate crimes, and make US society less inclusive.
What can brands do, in the face of such mitigated hate? Double down. That's what we've seen from the likes of Nike, North Face, Wickes and more. Will your brand take a stand? What we are hearing is an increasing 'fear' about dealing with 'backlash'. 94% of Gen Z expect brand to stand up for social issues. So, how to you weather 'backlash'? We have the frameworks, the DEI comms teams and more...
Art Credit: @anna_victoriart
Disability Pride Month? *crickets*
July is Disability Pride Month, but unlike June - during which Pride is celebrated across the rooftops, Disability Pride Month is overlooked. It's rarely mentioned in the mainstream, there are no nationwide campaigns or collections in retail stores. Why?
Here's the thing: one in five people are disabled. That's 20% of the population, or, in the UK, 14.1 million people. As it turns out, disabled people make up the world's biggest marginalised group. The purchasing power of disabled households is estimated to be £249 billion a year.
We know that people are more likely to engage with brands and make purchasing decisions when campaigns represent them authentically and in line with their values... so why the crickets?
The outdated view society should, still, be uncomfortable with the idea that anyone could or should be proud to be disabled is wildly ableist. We don't have to hold with that view any longer. Many brands have championed disability well, at all levels, from IKEA's thisables, to SKY TV partnering with Influencer Nina Tame, or Apple's 'The Greatest' Campaign (a brilliant campaign showcasing the accessible features of the iPhone, championing disabled users in all their authentic, nuanced glory). Where are the LGBTQ+ disabled people?
Not celebrating Disability Pride Month is a missed opportunity brands should take note of. Let's talk.
Celebrating Disabled Creatives
Last month we wrapped up Disabled Creatives with our sponsor Diageo (we couldn't do it without you). This is our programme championing disabled art directors, creatives, copy writers and researchers in creative fields. Fifteen creatives enrolled onto the 2023 programme, which equips disabled creatives with the tools, knowledge and confidence to help them secure full-time or freelance employment.
"Just want to share a massive thank you to the disabled creatives cohort. You've inspired us to continue to push the boundaries on truly representative work, to shape a more inclusive world"
- Anna Mcdonald, Category Marketing Director (Beer and Ready to Drink) at Diageo.
"I am immensely grateful for the enriching experience that Creative Equals gave me. It has not only expanded my horizons but connected me with a vibrant community of fellow disabled creatives. I’ve always been surrounded by people with disabilities & neurodiverse groups but I learnt more in the three weeks than I ever have about disabled people. I’ve often thought that my disability is a bit of a curse, but coming out of the program I had a profound change of mindset and that is that I am proud to be part of the disabled community."
- Yama Noorzad - Mid-Weight Creative, Disabled Creatives Cohort 2023
If you'd like to hire diverse creatives full of with ideas and innovation, ready to work, and able to share diverse perspectives - please get in touch. We'd love to introduce you.