Hasta La Creative!

‘Air B&B for plugs’ promotes eco-friendly tourism in small villages.

Welcome to Day Four of Ad Age’s Cannes Today newsletter. Reading online and want it delivered straight to your inbox? Sign up here.  For real-time updates, follow our live blog. And see all our coverage here. Click here for a recap of Day Three.

AI overload

As everyone knows, unless you are living under a rock, the ad industry is obsessed with AI. And that obsession has spilled into Cannes, so much so that it has become a bit of an annoyance for some people, who are complaining it has overshadowed other topics such as creativity and sustainability, as reported today by Ad Age’s Asa Hiken and Brian Bonilla. 

Read more here on how AI is showing up in Cannes panels, deal-making, out-of-home ads, Grand Prix awards and more. 

But will the hype last? “No one is talking about the Metaverse and NFTs anymore. If you came here last year, everyone was talking about that, now everyone’s talking about AI. God knows what they’ll be talking next year,” said Fernando Machado, the former Burger King and Activision Blizzard marketer who is currently CMO at plant-based food maker NotCo.

Climate action

It can be tough to spot someone in Cannes throngs, but not Richard Edelman, who was trailed along the Croisette yesterday by the environmental activist group Clean Creatives. The group held signs pointing to Edelman that read, “This person works with fossil fuel clients” and “This agency is happy to greenwash fossil fuels.” The group also hijacked the agency’s Gen Z Lab presentation, with an audience member asking Allison Cirullo, the agency’s global chief operating officer, how the shop’s work with clients such as ExxonMobile and Shell squares with Gen Z.

In a statement to Ad Age, Richard Edelman said, “We work with clients committed to change. We have educated every employee on sustainability communications best practice. We have a very thorough process for evaluating new clients. We have introduced an important study at Cannes to show best practices in sustainability communications to the festival.”

Retail media network standards

“It’s not a stone tablet. It’s a call to conversation,” said Kristi Argyilan, senior VP of retail media at Albertsons, before a presentation at Cannes urging retail media networks to adopt a standardization framework to improve transparency in retail media. Omnicom, Unilever, Pinterest and R3 are already on board with the push, which is to establish common definitions and standards among all retail media networks, a business expected to reach $106 billion by 2027, according to an eMarketer projection. 

Albertsons also wants retail media networks to adopt IAB standards on elements such as ad units, non-disruptive ad experiences and new media experiences such as virtual reality, digital video and connected TV.

Ad Age’s Jack Neff has more on the Albertsons proposal here.

No comparison

During a press conference today, director Spike Lee was asked about the difference between the Cannes International Festival of Creativity and the Cannes Film Festival. He cited “a big difference” between the two. “No belittling Cannes Lions, but when you get a film in Cannes [Film Festival],” he said, “it is the big time.” Lee was there to receive the inaugural honorary award as Creative Maker of the Year.

The Cannes winners circle

Today’s award haul:

• Cadbury’s ‘Shah Rukh Khan My Ad’ small business ad tool wins Creative Effectiveness Grand Prix
• Renault’s ‘Plug Inn’ wins creative strategy Grand Prix
• Mouthpad,’ a touchpad for your tongue, wins Innovation Grand Prix at Cannes
• ‘Ted Lasso’ FIFA 23 integration from EA Sports and Apple TV wins Grand Prix for Brand Experience & Activation
• Delivery app Pedidos Ya wins Mobile Grand Prix for World Cup play
• HungerStation’s ‘The Subconscious Order’ wins Creative Commerce Grand Prix
• McCann New York’s ‘ADLaM’ for Microsoft wins Grand Prix in Creative Business Transformation

Number of the day

12.7%: How much weight transparency will have in new scoring criteria to certify measurement companies as transactable currencies in media deals, according to an announcement from OpenAP at a Cannes Lions event today. 

Read more: How the Joint Industry Committee will certify Nielsen alternatives

Quotable

“AI is overshadowing the fact that I think the work [across the industry] is still pretty bloody average. …Creativity is probably not in its boldest place right now. And it’s been three years and we’re out of COVID so at what point are we really going to acknowledge that?”—Troy Ruhanen, TBWAWorldwide, president-CEO. Read more from his interview with Ad Age’s Brian Bonilla here.

“We just need to tune the product into better shape.”—Ray Cao, TikTok’s managing director, global head of product strategy and operations, on making TikTok shopping work in the U.S. See his full interview with Ad Age’s Garett Sloane here. 

“I know they’re not here anymore, but I’m still here for them.”—Susan Hoffman, employee No. 8 at Wieden+Kennedy, on founders Dan Wieden and David Kennedy. Hoffman, who will accept the Lion of St. Mark award this week, reflected on her career with Ad Age’s Tim Nudd.

—Judann Pollack contributed to this newsletter

Um insight verdadeiro a respeito do estigma que mulheres que querem deixar de tingir seus cabelos ainda enfrentam levou Dove a criar essa campanha baseada no caso de uma âncora de TV. A marca ainda convidou outras mulheres a agirem como criadoras e gerar influência social por meio de suas vozes nas redes sociais e …

Leia #KeepTheGrey: um insight verdadeiro a respeito do estigma que mulheres vivem na íntegra no B9.

Uma ideia poderosa para trazer public awareness a uma questão cultural normalizada que significa um evento traumático para muitas meninas e mulheres, essa campanha usou um vídeo forte e criadoras nas redes sociais, além de PR para mobilizar um país contra o exame de virgindade. Muito potente! ? CASE: #UnExaminable? CLIENTE: VIF Network? AGÊNCIA: DDB Romênia? PRÊMIO: Prata em Social & Influence

Leia #UnExaminable: ideia poderosa para combater uma questão cultural normalizada na íntegra no B9.

Cannes é como um MBA pocket de uma semana ou como um congresso de médicos, só que para publicitários. São muitas palestras de alto nível, trocas que causam sinapses também em alto nível e, claro, happy hours e festas e até shows. Ontem “apenas” o Foo Fighters se apresentou no lounge do Spotify – o …

Leia Cannes Lions 2023: Crème de La Crème na íntegra no B9.

Advertising powerhouse Criteo has found itself in GDPR hot waters with a massive fine of $44 million for breaching GDPR rules. The French privacy watchdog, Commission nationale de l’informatique et des libert?s (CNIL), found Criteo had failed to obtain people’s consent before collecting their data for ad targeting purposes, and had also neglected to provide…

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One-time media darling filed for bankruptcy in May.

Beleaguered Bud Light falls back on “Good Times,” music and football in its new campaign.

The Funambulist, a magazine and platform that engages with the politics of space and bodies, is one of my favourite publications. It is consistently interesting, pertinent and committed to giving a voice to viewpoints that tend to be ignored elsewhere. Yet, I haven’t written about the publication since 2017. It was time to bring up its brilliance again with a review of its current issue: Forest Struggles.

The 47th issue of The Funambulist is dedicated to both political struggles taking place in forests and political struggles in defence of the forests. The massive efforts of deforestation around the world, in particular along the equator (Peru, Brazil, Cameroon, Gabon, the Democratic Republic of the Congo, Indonesia, Malaysia, West Papua…), although specific to each context’s political climate, are the symptoms of a colonial and capitalist extractivism often connected with a suppression of Indigenous political struggle, or mere existence in their sylvan environment.

It’s 2023 and Luiz Inácio Lula da Silva is wrestling with resistances to keep his campaign promise to reverse the damage done to the Amazon rainforest by Bolsonaro. It is absurd that the forest still needs to be championed and protected. I doubt anyone ignores the crucial role that they play in producing oxygen and cleaning the air, preserving biodiversity, storing carbon, helping fight soil erosion, providing medicine, etc. And in general acting as a decisive buffer against climate change. As this issue of The Funambulist demonstrates, the Amazon is not the only forest at risk. These ecosystems are at the centre of socio-political tensions in many parts of the world. What most of these forests have in common is that they are inhabited by indigenous communities who have accumulated a wealth of knowledge and experiences about the forests. Yet, their expertise and wisdom are hardly ever taken into consideration. Again, it is 2023 and, in spite of the decisive role they have played in finding the children lost in the Colombian Amazon (¡Guardia, Fuerza!) or in preserving biodiversity in the DRC or in Central Africa’s rainforest, we still haven’t learnt to trust their ancestral understanding of the land.

Romain Rampillon and Feda Wardak, Jusqu’où la forêt (still from the film), 2019

Adam Broomberg and Oliver Chanarin, The Saints Forest, 2005

Forests and their human and non-human inhabitants all over the world are the victims of human greed but they can also be casualties of what looks like noble ecological concerns but are in fact brazen operations of greenwashing (as in carbon offsetting programs favoured by the fossil fuel industry to avoid the implementation of purposeful actions) and green colonialism. In his introduction to the magazine, Léopold Lambert gives two examples of green colonialism. First, Prospérité, an Indigenous village in colonized Guiana that is resisting the deforestation of their land to give space to a privately-owned solar panel power plant commissioned by the French authorities. The editor also reminds us about the forests planted on the ruins of Palestinian villages that had been forcedly evacuated and then demolished by Israel. The forest programme not only erases the traces of Palestinian history but it also provides the image of a modern country able to make the desert bloom. The forests often feature pine trees that are totally unsuitable for the local arid and hot environment.

The essays collected in the forest issue of The Funambulist document and comment on a series of political movements “occurring under the sylvan canopies.” If I have to highlight 3 of them, I would go for:

The fascinating essay written by Sophie Chao, an environmental anthropologist & environmental humanities scholar. Her text describes the struggle of the Marind People, who live in South Papua and who are confronted with the adverse environmental and social impacts of oil palm monocultures on their customary lands.

She describes how the Marind’s relationships of reciprocal care with non-human beings involve an acceptance that other forms of life, through their activities, may cause harm to other beings or come into friction with human interests. Their ethos also entails recognising that plants and animals are no less than humans victims of the violence of plantations. And that includes oil palm as the species suffers from being disciplined, oppressed and reduced to an industrialised commodity.

Even more interestingly, the Marind see in plants and animals allies in their struggles for justice. Native insects, reptiles, rodents and fungi, for example, act as parasites of the oil palm tree by repurposing the cash crop into a host and source of food.

Estado Novo propaganda poster: “The true meaning of Brazilianness is the march to the West”

Another highlight of the magazine is Léopold Lambert ‘sinterview with architect, researcher and writer Paulo Tavares. During the conversation, Tavares quotes Getúlio Vargas, president of Brazil, from 1930 to 1945 and from 1951 to 1954: “The Amazon will cease to be a simple chapter in the history of the earth, to become a chapter in the history of civilisation.” It is easy to see how this mindset still haunts the Brazilian rhetoric, and how much it is associated with ideas of progress, development and economic wealth. And not just in Brazil, alas!

While Tavares analyses how the Brazilian colonisation and extractive deforestation of the Amazon are carried out in the name of growth, he also examines the alliances between Indigenous, ecological and other grassroots political movements to defend the forest against colonial violence, using on-the-ground non-Western knowledge and remote sensing technologies as well as cartographic and architectural analyses. The result of Tavares’s collaboration with indigenous leaders and communities is a mapping of one of the largest Indigenous archaeological complexes. The research constitutes an unambiguous refutation of the colonialist claim that the Amazon is a territory without history or heritage

Air-spraying of glyphosate to destroy coca plantations has caused miscarriages, fetal abnormalities, and maternal deaths. Photo STR New (Reuters), via Quartz

Another essay I found particularly eye-opening is the one by artist, filmmaker and writer Hannah Meszaros Martin. Her text looks at the military use of glyphosate against various forests across the world. She turns in particular to the spraying of coca fields in the context of the “War on drugs” financed by the U.S. government and enacted by the Colombian army.

Decades earlier, during the war in Vietnam, the U.S. utilised aerial photographs of the forest before and after they had showered them with Agent Orange. The images were used as a demonstration that herbicides were a powerful weapon again counterinsurgency warfare. Very little thought was given to local ecosystems and communities. In fact, Meszaros Martin explains, the forests were not simply targeted because they allowed the enemies to hide, they were also conceptualised as the life source of rural resistance, which meant that the “rural” as a categorical entirety had to be eliminated. All human and nonhuman life considered to be subversive had to be eradicated.

Which, sadly, brings us full circle to what is happening in the Amazon rainforest and elsewhere today.

You can already pre-order The Funambulist 48 (July-August 2023) Fifty Shades of White(ness): Thinking Against the U.S.-centric Conception of Racialization.

Previously: The Funambulist Nº10: Architecture & Colonialism, Magazines to make you forget that we’ve just entered the Dark Age: The Funambulist, Neural and Gambiologos, The Funambulist magazine. Politics of Space and Bodies and Weaponized architecture.

Image on the homepage: A MATA SE-TE COME, by Uýra Sodoma. Photo: Lisa Hemes.

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