戛纳2026回顾：创新人类与品牌的结合方式

UNLOCKING HUMANCONNECTIONSTHROUGH CURIOSITY Reflecting on the juncture in which the industryfinds itself at this time in another Palais sessiontitled ‘A New Era of Innovating to Impact’,Takeshi Sano, President & Global CEO atdentsu pointed out that while AI is opening upamazing possibilities in scaling offerings andincreasing the output of creativity, curiositywill be the key that enables businesses toinnovate in ways that AI can’t achieve on itsown. This, along with mutual respect, customercentricity, collaboration, and trust, is a corepillar of the culture that exists at dentsu, a now125 years old growth partner to some of theworld’s leading brands. While AI is turbocharging shifts in media andcommerce and enabling marketers to haveaccess to tremendous creativity from everysource at their disposal, the fundamentals ofbrand building are staying the same. This was the thesis statement in MarcPritchard, Chief Brand Officer at Procter& Gamble’s Tuesday session at the Palaistitled ‘Robots Can’t Build Brands.’ Pritchardreflected on the ‘build-remind-buy’ journeyand leveraged examples from recent P&Gactivations to make the case that brandmemorability is rooted in deep-seededcultural insights that only human experiencescan capture. In a fragmented mediacontext in which consumers have access toexponentially more content than ever before,the combination of the brand’s voice, expertvoices (e.g., influencers) and consumer ‘svoices (e.g., user-generated content) arenecessary to build BOTH memory in people’sminds, as well as memory in the algorithm.All of these voices – he remarked – arefundamentally human voices. Some of the work celebrated by Lions leanedon the notion that curiosity is the invisible forcethat attracts audiences to brands and makehumans bond with businesses. NIKKA WHISKEY –DEAR DIFFERENCE KITKAT –THE KITKAT HEIST When 12 tonnes of KitKat bars were stolenjust before Easter, the brand decided not tohide the crisis but rather embrace it publicly,knowing that unusual real-world eventscan generate more attention than even thelargest advertising campaigns. When thebrand launched the Stolen KitKat Tracker,a digital tool allowing consumers to checkbatch codes to potentially identify stolenbars, audiences enjoyed buying KitKat andturning into ‘chocolate detectives.’ Thecampaign was awarded a Grand Prix in PR,as well as Gold Lions in the PR, Media, andSocial & Creator categories. Celebrating the human instinct to bedrawn to the unfamiliar, this campaign wasawarded Gold and Bronze Lions in IndustryCraft, as well as a Silver Lions in Design.When disparate elements unite, unforeseeninnovations emerge. To convey this, thecreative deconstructs the process of differentelements colliding and harmonizing into itssmallest unit, dots, and defined it as a visuallanguage unifying all touchpoints, building acohesive brand design. LEARN MORE LEARN MORE OREO – THE OREO COWS Oreo identified an opportunity to reconnectwith the tradition of milk-dunking in a waythat felt both unexpected and authenticallylocal, reinforcing the emotional bond betweenfamilies, milk, and the iconic cookie, throughan unexpected cultural symbol: the BeltedGalloway cow, a breed whose black-and-white markings naturally resemble the Oreocookie. In the age of AI-generated content,the campaign featuring the uncanny-looking‘Oreo Cows’ capitalized on audiences’ curiosityand conspiracy-theory mindset to generateover 960 million impressions and 17.1 millionin earned media. ‘Oreo Cows’ was awarded aTitanium, as well as Gold Lions in the BrandExperience & Activation and Direct categories. WISŁA KRAKÓW FOOTBALLCLUB - LUCKY FAN INDEX Relegated into the second division andstruggling with diminished earnings as aresult of it, Wisła Kraków Football Clubwas dependent on fan attendance at thestadium to continue surviving. Tapping intofans’ superstition that the outcome of gamesis determined by the luck they personallybring to the team, the club cross-referencedhistorical attendance records from individualfans with detailed post-match statscapturing ‘good’ and ‘bad’ events, to createan index that assigned to each fan a personal‘lucky fan index’. Luckier fans were giftedVIP upgrades, while the least lucky oneswere given discounts in the merch store as aconsolation prize. A celebration of the factthat passion drives unreasonable curiosity –even for ‘beliefs’ we know to be preposterous– the campaign was awarded a Grand Prix inCreative Commerce, as well as a Gold Lions inBrand Experience & Activation. Before we dive into our themes, we’d like tocongratulate all 2026 Cannes Lions winners andacknowledge all the amazing work celebratedby the juries this year that our dentsu colleaguesbrought to life in partnership with our clients: OUR WINS CARAT2026 Cannes Lions Media Network of the Year AJINOMOTO CO. INC. -VOICE OF FOOD MEDIA CREDIT LIONS ARLA FOOD - PUCK - RECIPEFOR CHANGE Dentsu Inc. TokyoBronze, Audio & Radio Carat UAE JR GROUP - MY JAPAN RAILWAYDen