A story of two Cannes
Concerning Cannes’ largest accolades, machine studying was distinctly lacking from the case research.
DoorDash’s Tremendous Bowl 58 advert picked up the Titanium Grand Prix. Elsewhere, the 2 Grand Prix winners within the Movie Lions have been “Play it Protected,” a musical advert from The Monkeys (a part of Accenture Tune Sydney) for Sydney Opera Home, and Orange’s “WoMen’s Soccer,” which went viral for highlighting gender bias in soccer.
The latter marketing campaign had already scooped the Grand Prix in Leisure for Sport earlier within the week.
Some took Orange’s recognition as a win for generative AI because the inventive leaned on the tech to assist with conception and to sew in a few of the VFX. Nonetheless, Youri Guerassimov, joint CEO and CCO at Marcel, informed ADWEEK the group in the end determined probably the most fascinating and correct strategy “wasn’t [to use] AI,” however to depend on actual footage.
Debbi Vandeven, world chief inventive officer at VML and Titanium Lions jury president, added to the refrain: “Lots of people suppose the ‘WoMen’s Soccer’ advert had one thing to do with AI, and it [didn’t], it simply [relied on] visible results.”
Jouke Vuurmans, chief inventive officer at Media.Monks and a juror on the Digital Craft observe, stated most AI entries lacked “clear function or creativity.” Finally, Spotify’s “Spreadbeats” by FCB New York took dwelling the Grand Prix in Digital Craft, with none enter from machine studying.
Nonetheless, Vuurmans stated AI mixed with “soul” did yield some fascinating entries, highlighting Deutsche Telekom’s “Ella – With out Consent” marketing campaign, which used a deepfake to set off debate on sharing images of kids on-line, as yet another “considerate utility of the expertise.”
“AI doesn’t change the judging script. We’re nonetheless in search of transformative concepts and craft,” he added.
May he see an AI Lion in Cannes’ future?
“No. AI can and is being utilized in so some ways. And whereas it is perhaps tempting to see it because the pattern that overshadows different inventive, this isn’t the case,” he defined, saying Spotify’s Grand Prix win underscored this.
