Action 5: Harness Advertising’s Power to Support Consumer Behaviour Change

Speakers: Annie Smith, Head of Content – Insight & Advisory, LIONS

Suitable For: All; Creatives; Leadership and Inspiration

Summary:

Enjoy a creative feast showcasing the most award-winning, creative work that champions sustainable developments and solutions to positively impact the world. Get to know the key themes that appeared in the winning work at Cannes Lions 2022 with regards to sustainability as well as successful campaigns – both for business and the planet.

Key Take-Aways:

1. People are harnessing all sorts of kinds of creativity to deploy sustainable solutions.

2. In Cannes Lions, there was a 93% growth of entries into the ‘Climate Action’
category between 2019-2022.

3. 1 in 4 sustainability-focused entries into the Creative Effectiveness Lions went on to receive an award.

4. Think about multi-fix solutions: the multiple ways to address a sustainability issue:
– Purposeful Packaging – brands are using creativity to re-think packaging.
– The Future is Circular – how brands are making products more affordable,
accessible and recyclable by developing circular solutions for consumers.

5. There is a business case for producing creative work with sustainability as a main focus. We need to keep the momentum up.

6. Look into those behaviours that already exist and lean into them.

7. How is sustainability woven into the business strategy?

8. How can you harness creativity to deliver on this with commitment and consistency?

Session Length: 25 Minutes

You can watch the full session here.