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Cannes Lions: The Convergence of Community, Creativity and Commerce

Christine Russo
7 min readJul 25, 2022

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By Christine Russo republished from Rethink Retail

Cannes Lions, while rooted in the celebrations of creativity and awarding the work, is also a place for future thinkers and doers. Revenue, commerce, income, and ROI are, well, not really at the fore; leading one to believe creativity and commerce are odd bedfellows, adjacent and symbiotic rather than intertwined and co-dependent.

While commerce was not glaringly at the forefront of Cannes Lions, I found it hiding in the shadows — a fascinating twist providing insights into large retailers’ survival and creativity. Before we get into it, here are my four observations as a star-struck outsider and a first-timer on assignment at Cannes Lions.

Four Cannes Lions Observations:

  1. Sky-High Profile Presenters: Ryan Reynolds, Megan Thee Stallion, Cam Jordan, Elizabeth Olsen, Garry, Kasparov, just to name a few.
  2. Metaverse and Web 3.0: The DOMINANT event topic included presenters Paris (as in Hilton), Gary (as in Vee), Marc Mathieu (Co-Founder, Web3 Studio at Salesforce), Coinbase CMO, Reddit CMO, WGSN, and many more.
  3. Booming Big Tech: Google, Meta, Amazon, Twitter, and Pinterest had gargantuan glamorous beachfront “cabanas” to host huge presentations, drink rosé, network, and more. What Nasdaq melt-down?
  4. Mega-sized Missions for Good:
  • A video presentation from…

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Christine Russo
Christine Russo

Written by Christine Russo

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Top 100 Retail Influencer 2022 in US and UK- Forbes Business Council member Covering the rapid changes taking place in the retail industry.

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