After each Cannes Lions edition, several players market and press review the winners of that year. But what is timeless and fundamentally social in the award-winning pieces and in the categories and criteria that have been adopted over the years?What has been true for decades of Cannes and will remain valid and important in 2050? In addition to the coveted awards, which effectively results in a transformation of the advertiser's business?
The “Cannes Lions by ESPM” event proposes an unprecedented approach to the festival, addressing the human and anthropological side of advertising communication over the years. This deeper, long-term vision is critical to business in an age of such instability, identity crises, artificial intelligence and role confusion.
The analysis will be curated by BALT, a hub of trends and strategy born in ESPM, reference school in Marketing and Innovation focused on business. From its own methodologies, BALT studies human behavior with a perspective anchored in anthropology of consumption, sociology and social psychology.
The Cannes Lions analyses will be shared, in a face-to-face event, with advertisers, agencies and professionals in strategy, branding and growth marketing. There will be participation vacancies remotely dedicated to professionals from outside the metropolitan region of Sao Paulo, students enrolled in ESPM Master courses and alumni of the institution, for the community and other interested parties. report exclusive produced by BALT, with the great human narratives that have always been present in Cannes, over time.
Detailed programming
14h30 io Receptive and accreditation
14:50 Open with Emmanuel Publio, professor dean of ESPM, jury of Cannes Young Lions, Caio Bianchi, academic director of continuing education and ESPM companies
14h50 0 Another prism about trends: human narratives and behavior drivers, with Ana Holtz and Lucas Fraga, co-founders of BALT and professors of ESPM graduate studies
Presentation of an exclusive report by BALT on the great human narratives of advertising and its transformative power over the years. The report will also have an exclusive view of the Cannes Lions Festival 2024 and predictions for future events.
15h10 0 Panel 1: Real stories ^^Thais Hagge, Global VP of Marketing at Unilever and (Creative Marketer de Cannes Lions 2024) and Marianna Ferraz, Marketing Brand Manager at Dove
Decades of Cannes have taught us what stories sell. But what are the stories that transform? In this panel, the power of narratives and human creativity will be explored to generate real transformations in business and behavior. This from the presentation of cases such as Real Beleza, from Dove, which inspired (and continue to inspire) various agendas, discussions, behaviors and market innovation.
16h10 io Coquetel and network
16h30 0 Panel 2: Titanium creative business transformation ^sumara Osorio, Chief Content Officer of VML and Creative Strategy judge at Cannes Lions Festival 2024
What will be the role of human creativity and artificial intelligence in business? What changes and will remain constant in the future? In this panel, the hidden insights of Cannes will be addressed and what they point out as the subject is of the future of business and advertising.
17h30 2 Q&A session, distribution of reports and closure
Service
Cannes Lions by ESPM + BALT
Date: thursday, july 18th
Schedule: 14h30 to 18h
Location: Campus concept room Tech 8th floor (room 8B) Joaquim Tavora Street, 1240 Vila Mariana (room 8B)
Format: hybrid, free
Pre-registration required, subject to capacity: HERE
