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How Spike Lee Helped Make Air Jordan One of the Coolest Sneaker Brands on Earth

The one and only Spike Lee talked about his relationship with Nike and Michael Jordan, what Denzel Washington taught him about creativity, and his biggest regret as an investor. (Hint: It involves Crocs.) Watch the clip.

Maria Sharapova on Her ‘Crazy Journey’ to Tennis and Business Success

Tennis legend Maria Sharapova spoke about what she’s learned from investing in Moncler, her relationship with fans, and her advice to athletes: “equity is ownership.” Watch the clip. 

Carmelo Anthony Will Never Play Pickleball (But He Would Invest)

Future Hall of Famer Carmelo Anthony broke down how he chooses business opportunities, the importance of travel, and how went from a wine novice to launching his own wine brand. Watch the clip. 

Alan Shearer on How Lionel Messi Could Transform Major League Soccer

Soccer star Alan Shearer talked about how money has changed the Premier League, his experience at the World Cup in Qatar, and how social media has changed being an athlete. Watch the clip. 

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1. THE AI REVOLUTION IS REAL OpenAI COO Brad Lightcap said AI tools like ChatGPT and DALL·E would lead to an “explosion of creativity” in the marketing industry. His key points: Creatives will use it to generate and enhance ideas more quickly, e.g. easy-to-create storyboards that let agencies explore lots of possibilities. Meanwhile, on the rooftop of the Carlton, Code and Theory’s co-founder and executive chairman Dan Gardner stressed that companies need to embed AI across their entire ecosystems – not just in one-off use cases. DIVE DEEPER: Mark Penn sees AR and AI as the industry’s biggest disruptors
2. YOU HAVE THE POW(AR) What’s holding back brands on AR? The perception that it’s difficult to create and activate at meaningful scale, said CPB president, North America, Maggie Malek at Hôtel Martinez. But Snap’s AR tools and companies like Stagwell’s ARound are making it easier to target passionate new customers in unique ways.
   Speaking of Snap, it teamed up with Disney to build an immersive AR exhibit at Cannes LIONS. And AR developer Niantic announced Rewarded AR, an ad platform that will allow for branded content in mixed-reality games like Pokémon GO. THE APPLE EFFECT: What Apple’s new $3,499 Vision Pro headset means for brands
3. DON’T SLEEP ON THE METAVERSE With all the attention on AI, brands may have neglected opportunities in the metaverse. At the Palais, Roblox’s Christina Wootton said that’s a huge mistake: brands (especially fashion labels) have a great opportunity to connect with Gen Z in the metaverse. Plus, she doesn’t see AI and the metaverse as in conflict, noting that brands could use generative AI to populate the metaverse with a ton of enticing content. NEW RESEARCH: NRG’s Fandex says innovation creates fans, and fans are 3.5x more likely to advocate for brands.

Beyond the Stage

Stagwell talked to C-suite marketers, sports luminaries, and other innovators at SPORT BEACH and the Palais. You’ll find fresh, insightful videos on our YouTube page from every day of Cannes LIONS. 

At SPORT BEACH, Olympian Allyson Felix talked to Evin Shutt, Global Chief Executive Officer and Partner, 72andSunny, about founding her footwear company Saysh and women’s sports.

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1. WHAT MATTERS TO JURIES NOW Hot topic on day one: How would purpose be rewarded? This year, award juries could weigh the emotional impact of ads with their financial impact, thanks to new submission rules. Some creatives told Adweek they were hoping for “more scrutiny” on whether “purpose-based work actually drove real results for brands.” Creativity + results could be the new formula for success. DIVE DEEPER: Political Season Is in Full Swing. Brands Beware. 
2. BARBIE HAS A STORY TO TELL Like Margot Robbie and Ryan Gosling in spandex, creative branded entertainment is hot. Richard Dickson, president and COO of Mattel, spoke at the Palais about reinvigorating the Barbie brand ahead of the buzzy movie release in July. In an interview with WWD, he stressed “we are storytellers” who “create narratives out of our brands” and want to be “where our consumer is.” DON’T BE BORING: What an ‘MBA in Entertainment’ Can Teach Us About Brand Content
3. EVERYONE IS OBSESSED WITH AI. SERIOUSLY. If ChatGPT was a real person, they’d be shmoozing at the Hotel Du-Cap, Sport Beach, and every other Cannes hot spot. What we’re obsessed with? The ocean-inspired work artists created with the help of generative AI at Microsoft Beach, done in partnership with Instrument. THE POWER OF AI: How A.I. Could Help You Craft the Perfect Media Pitch

On the Main Stage

Stagwell talked to C-suite marketers, sports luminaries, and other innovators at SPORT BEACH and the Palais. You’ll find fresh, insightful videos on our YouTube page from every day of Cannes LIONS. 

Carmelo Anthony spoke at SPORT BEACH about how he approaches business opportunities, his love of wine, and the current state of the NBA.

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Talent in the Metaverse 

What’s next in connection, community, and commerce for avatars, athletes and artists? Hear from Tracy Benson, CEO and Founder of Obsesh, Nova Han of Nova Han Productions, and Helix Wolfson, President of Metaverse Operations at Infinite Reality. Stream the episode.

Creator Economy and the Metaverse

How are creators and platforms envisioning the future of fandom and engagement in the metaverse and other immersive realities? Maggie Malek, CEO, MMI and John Rough, SVP, Enterprise for Untied Masters, discuss. Stream the episode.

Fandom, Music, and Metaverse 

VentureBeat’s Dean Takahashi, Jonathan Vlassopulos, CEO of Napster, and Animal Concerts Executive Producer, Music, Anthony Mazzo discuss how brands can connect with artists, music, platforms and communities in the metaverse. Stream the episode.

Inclusivity in the Metaverse 

AFROPUNK founder Jocelyn Cooper and Shelby Larkin, Director, Global Partnership development at SoFi Stadium and Hollywood Park discuss diverse communities can benefit from the Metaverse. Stream the episode. 

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72andSunny

• Call of Duty Modern Warfare “Squad Up” – Nominee – Video > General Video > Trailer – VOTE HERE 
• NFL “We See You” – Honoree – Advertising, Marketing & PR > Advertising Campaign > Corporate Social Responsibility Campaign – VIEW THE WORK 
• HubSpot “Success Stories” – Honoree – Advertising, Marketing & PR > Craft > Best Copywriting – VIEW THE WORK 
• Bumble “Fall in Love with Dating” –  Honoree – Advertising, Marketing & PR > Individual > Video Ad Shortform > VIEW THE WORK  
• Google “Helping You Help Them” – Honoree – Advertising, Media & PR – Advertising Campaigns – Best Partnership or Collaboration – VIEW THE WORK  

Anomaly

• Make Time for the Life Artois – Nominee – Advertising, Media & PR > Craft > Best Video Editing – VOTE HERE

ARound

• ARound Stadium – Honoree – Apps, dApps and Software > App Features > Best Use of Augmented Reality – VIEW THE WORK

Code and Theory

• Skidmore, Owings & Merrill – Nominee – Websites and Mobile Sites > General Websites and Mobile Sites > Architecture, Art & Design – VOTE HERE
• Code and Theory Inclusive Design & Marketing – Honoree  – Video > Branded Entertainment > Diversity, Equity & Inclusion – VIEW THE WORK
• Windows (Consumer) – Honoree –  Websites and Mobile Sites > General Websites and Mobile Sites > Web Services & Applications – VIEW THE WORK
• Fatherly – Honoree – Websites and Mobiles Sites > General Websites and Mobile Sites > Travel & Lifestyle – VIEW THE WORK
• Amazon Ads – Honoree – Advertising, Media & PR > Branded Content > Products & Services – VIEW THE WORK

GALE

• 26.2 You’re Gonna Need Milk For That with MilkPEP – Nominee – Advertising, Media & PR > PR Campaigns > Best Event Activation > VOTE HERE  

HUNTER

• Johnnie Walker and Lilly Singh Join Forces for Gender Parity in Leadership – Nominee –  Video > Branded Entertainment > Corporate Social Responsibility – VOTE HERE

Instrument

• Eames Institute – Nominee – Website and Mobile Sites > General Websites and Mobile Sites > Architecture, Art & Design > VOTE HERE
• Blackspace – Nominee – Websites and Mobile Sites > General Websites and Mobile Sites > Activism – VOTE HERE

Observatory

• “Live From The Upside Down” Netflix Stranger’s Things and Doritos from Observatory & Slap Global – Nominee – Advertising,  Media & PR > Branded Content > Media & Entertainment – VOTE HERE 
• “Live From The Upside Down” Netflix Stranger’s Things and Doritos from Observatory & Slap Global – Nominee – Video > Branded Entertainment > Media & Entertaniment – VOTE HERE
• “Live From The Upside Down” Netflix Stranger’s Things and Doritos from Observatory & Slap Global – Nominee – Metaverse, Immersive & Virtual > General Virtual Experiences > Entertainment, Sports & Music – VOTE HERE 

YML

• YETI Year in Preview: Plan your wildest year yet – Nominee – Websites and Mobile Sites > General Websites and Mobile Sites > Events – VOTE HERE 
• Albertsons: Simplifying Grovery Shopping for Millions – Nominee – Apps, dApps and Software > General Apps > Shopping & Retail – VOTE HERE 
• Chopt: Building an End-to-End Experience for a Challenger Brand – Nominee – Apps, dApps and Software > General Apps > Food & Drink –  VOTE HERE 
• FIREWATCH: Using NFTs to Fight California Wildfires – Honoree -Websites and Mobile Sites – Responsible Innovation – VIEW THE WORK  
• Albertsons: Simplifying Grocery Shopping for Millions in the Websites and Mobile Sites – Honoree – Best Mobile Visual Design – Function – VIEW THE WORK 
• Champion: Evolving an Iconic Brand For a New Generation – Honoree – Websites and Mobile Sites > Shopping & Retail –  VIEW THE WORK 
• Chopt: Building an End-to-End Experience for a Challenger Brand – Honoree – Apps, dApps and Software > Technical Achievement – VIEW THE WORK 
• FIREWATCH: Using NFTs to Fight California Wildfires – Honoree – Websites and Mobile Sites > Sustainable Technology: VIEW THE WORK 

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LEGO: Branded Entertainment and Brand Fandom Go Hand in Hand  

LEGO Creative Director James Gregson shared his team’s playbook for using brand entertainment content like “The LEGO Movie” to drive long-term brand fandom with Rescout’s Ivan Kayser. Watch the clip.

Lenovo and Infinite Reality: What Is the Most Important Driver of Fandom?  

National Research Group’s Jay Kaufman interviews Infinite Reality CMO Hope Frank, Lenovo CMO Gerald Youngblood, NRG CMO Grady Miller and Brand Performance Network’s Shannon Pruitt after their SXSW Session “The Anatomy of a Fan.” Watch the clip

Minnesota Twins: Fan Insights Fuel Better Experiences

Technology is giving sports teams and sports marketers insights into fan behavior that they’ve never had before. Chris Iles, Sr. Director, Innovation and Growth at the Minnesota Twins, caught up with Stagwell at SXSW to chat about how teams like Twins are integrating tech innovation to reach a new generation of fans. Watch the Clip.

By

By: Brandon Dixon, Director, Communications 

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The success of “Black Panther: Wakanda Forever” at the end-of-2022 box office sparked a question at Stagwell: “When is Black Futures Month?” Brands flocked to the marketing table for the Black Panther sequel, and for good reason: in a 2020 study from National Research Group 52% of Black Americans selected the original film as the “best example of representation and inclusion” in American entertainment. But, marketers still rely too much on Black History Month as the main chance to elevate Black stories.

The success of “Wakanda Forever” shows we should focus on Black futures, not just history, in our marketing efforts. As brands and entertainment converge, how can we drive complex representation for Black consumers and tap into growth opportunities? 

Multi-Dimensional Blackness 

Despite an increase in Black characters and stories in mainstream media, authentic and complex representation is still lacking. 91% of Black Americans still see negative stereotypes as a top pain point. Brands can challenge these narratives through speculative storytelling and Afrofuturism, offering new contexts for Black characters. 

Investing in sci-fi, fantasy, or superhero genres can be a potential goldmine for brands. The 2020 National Research Group study shows Black Americans praised “Black Panther” and “Black Lightning” as the best examples of authentic Black representation in American media. These two shows showcase the potential growth in futuristic, fantastical genres that bring Blackness to the masses. The study also found that 77% of American consumers and 85% of Black Americans find Black content in a futuristic setting appealing. 

Future-Forward Creativity  

Brand creativity that only mines the past for visions of Blackness may dwell on traumatic storylines. Joy exists in the past, but clumsy brand storytelling often leads to the platforming of the same recurring stories about Black oppression. If brands can build Future narratives in concert with Black creatives and think expansively about the potential forms Blackness might take in the future, we’ll see more stories of Black joy and transcendence enter the mainstream.

Potential for Transformation

Ninety-one percent of consumers are confident in the ability of media to influence society, per the 2020 National Research Group study cited above. As brands blur the line between Hollywood and Madison Avenue with branded entertainment, future-leaning visions are the way forward to connect meaningfully with Black consumers.

Let’s use Black Futures Month to challenge our brands to think about what’s next.  

What kind of Black Future can your brand imagine, and help create?