Cannes Lions unpacked: the universal threads of brand storytelling

Cannes Lions, the vibrant melting pot of global creativity, once again drew the industry's sharpest minds to its sun-drenched shores. This year, RWS Small World Studio was at the heart of the action, not just attending, but actively shaping the conversation at the legendary LBB & Friends Beach.

 

We came ready to explore how globally ambitious brands and agencies can craft strategies with sharp cultural insight, shape content that lands worldwide and amplify campaigns across new markets and channels. This wasn't just a presence; it was a commitment to being part of the conversations that define what comes next in international marketing and advertising.

 

One such conversation, which formed part of the excellent program at LBB & Friends Beach, was the panel, "From Culture to Community: Finding the Universal Threads in Brand Storytelling." Alongside RWS's own James Alexander , the panel featured a powerhouse lineup: Stephanie Jacoby (Global Brand Director, Diageo), Meji Alabi (Director, RSA Films), and Jay Ganaden (Director, Global Agency Partnerships, Adobe Firefly).

 

These marketing and advertising pioneers ignited a conversation that journeyed beyond demographics to the very heartbeat of authentic brand engagement. For Small World Studio, these insights are not just theoretical; they are the living blueprint for crafting content that truly connects, human to human, everywhere.

Culture, the panel revealed, is far more than a demographic checkbox. It's the unspoken understanding that forges belonging and identity, particularly among the hyper-connected Gen Z. Stephanie Jacoby of Diageo articulated their mission as being about "inclusive joy," meeting customers where they are rather than expecting them to come to the brand. She stressed the importance of consumers being part of content creation, inviting them to engage with brands as partners.

 

For Diageo, especially in these times of "#joyrecession," it’s about enabling people to "just let loose and have a good time," celebrating joy without judgment. Stephanie highlighted that local markets are uniquely connected by culture, which binds at a local level through common interests, yet is also incredibly diverse.

 

Jay Ganaden defined culture as "not just what people do but what they understand without explanation." He boldly introduced the "authenticity paradox": while brands can now generate vast amounts of content tied to metrics, the crucial question remains whether this content truly resonates and contributes to culture or merely extracts value from it. James Alexander echoed this, asserting that culture is inherently human and a powerful yardstick for how content builds community through connection and shared discovery.

 

The strongest brands, they argued, don't just reflect culture – they help create and sustain it through meaningful storytelling.

The traditional map of global marketing, defined by simple geography and language, is rapidly evolving. The panel underscored a pivotal shift: brands must now think in terms of identity, not just location.

 

James Alexander highlighted how digitization has democratized access and participation in different cultures and channels. He asserted that creativity and culture thrive in a dialogue between different narratives, with the "interplay of narratives serv[ing] as fabric of communities." This interplay, always present across borders, is now heightened by digitization and GenAI, forcing brands to adjust their pace while sticking to the fundamentals of being human.

 

Stephanie Jacoby reinforced that a single, monolithic global campaign rarely hits home; it's the local insight that imbues content with real power. Gen Z, she noted, is more connected than ever, transcending geographical boundaries with shared expressions and nuances. This demands flexibility not in "the what," but decisively "the how" of content creation. Meji Alabi articulated this beautifully, describing his creative journey as moving both globally outwards (absorbing external influences of global culture) and inwards (connecting to his Nigerian roots). This fluid dance between external and internal influences, constantly riffing off one another, truly fuels creativity. It's not about choosing "brand-first" or "culture-first," but recognizing them as intertwined – relating both to the audience and to oneself.

The conversation at Cannes wouldn't be complete without confronting the seismic shifts brought by AI.

 

The panel collectively positioned AI not as a replacement, but as a powerful collaborator. Jay Ganaden firmly stated that AI is "a tool first. It is a starting point and not the end point." While creative directors face pressure to meet deadlines and cut costs through automation, the true craft lies beyond instantaneous gratification. The focus, Jay argued, must remain on strategy, experimentation, messaging and narrative – using AI to enhance, not diminish, the human element.

 

The prompt itself is an act of creativity; the interpretation of results is human ingenuity.

 

Stephanie Jacoby shared Diageo's experience, confirming their embrace of AI for efficiency and effectiveness, particularly for quick idea testing and replicating consumer groups.

 

Crucially, she noted, "it does not replace the human work. [It empowers] our human truth, [and] our purpose." James Alexander elevated this, viewing AI as "a collaborator, a bit more than a tool." He pointed out the surge in marketing and advertising professionals, suggesting AI isn't the industry's death knell, but rather increases the perceived value of human input. AI handles the transactional tasks, freeing humans for higher-level strategy and creativity – a "new paradigm shift" that agencies and brands will be fighting for.

 

The panel's ultimate consensus resonated deeply: the most impactful brands don't just reflect culture – they help create and sustain community through meaningful storytelling. Jay Ganaden emphasized the need to start with the universal truth that human stories truly connect – and then find how they adapt to a brand.

 

It’s about how rooted a brand is to those true human stories, and how campaigns build connections through story execution and cultural fluency.

 

Stephanie Jacoby eloquently wrapped this thought up, stressing the imperative to celebrate individuality while fostering a sense of belonging. This sense of belonging, she noted, is "more important now than ever as the world becomes more fragmented and geo-politically divided."

 

Jay Ganaden's final takeaway for the session solidified this: focus on universal truth, universal stories, authenticity, contributing to culture and truly understanding Gen Z. Culture, he concluded, "is seen and lived and observed and not just surveyed!"

 

The strongest brands don't simply exist in a market; they become part of its narrative, weaving themselves into the fabric of daily life by mastering this blend of global truth and local nuance.

 

For Small World Studio, this is the very essence of our craft. We believe in harnessing creativity to find those universal threads, adapting them with cultural precision and ensuring every brand story not only reaches an audience, but genuinely connects, inspires and builds lasting community.