The Cannes Lions International Festival of Creativity has gone through many iterations in its more than 70-year history, transforming from a celebration of the slow, strange, creative advertising films that won in the early years, to an event that rewards not just creativity on the big screen but sales in the grocery aisle and drive-thru lane.
The annual gathering has also become much more than an awards show, with major shifts in the last 20 years as tech platforms, adtech companies, and publishers elbowed their way onto the Croissette and docked yachts in the harbor.
Bringing a brand to life in Cannes requires more than deep pockets.
