VivaTech and Cannes 2024 Retrospective: The Unchanging Core of Creativity  Amidst Technological Growth.

"In reality, it is not creativity that evolves: it stays the same. It is everything else that grows around it.” 
– Marcel Bleustein-Blanchet, Founder of Publicis Groupe.

This insightful quote set the stage for a compelling discussion between Arthur Sadoun, Global CEO of Publicis Groupe, and Marc Pritchard, Global CMO of P&G, at VivaTech 2024. Marc illustrated this timeless truth by showcasing the magic and power of everyday human moments that brands can capture to drive real growth. Among the many successful P&G campaigns he shared on-screen during his VivaTech discussion, it was the latest Gillette campaign—a reimagined twist on their iconic “The Best a Man Can Get”—that truly struck a chord, eliciting goosebumps and a rapturous round of applause. PG One is immensely proud to have contributed to its creation.

This moment served as a powerful reminder that while technology advances rapidly—transforming businesses, marketing, augmenting talent, opening a world of infinite possibilities, and fundamentally rewriting the marketing playbook—the core of creativity remains unchanged. It continues to guide and inspire innovation in an ever-evolving landscape.

There also wasn’t a conversation along the Croisette in Cannes that didn’t involve some reference to AI. Still, it was the emphasis on 'keeping it human' and celebrating the enduring power of creativity that resonated most. Marketing has always demanded empathy, deep consumer understanding, and meaningful creativity, but now these qualities are more critical than ever.

Because technology, particularly AI, is holding up a mirror to our own humanity, it’s beautifully ironic that as AI becomes more human-like, it magnifies what it means to be truly human. This unexpected consequence challenges us to appreciate and celebrate our humanity, urging and driving brands to become 'more human' too.
Contrary to fears that AI would flatten culture and stifle creativity, discussions centred on the positive use of AI to enhance ‘authenticity’ in brand building.

A standout example was the Grand Prix-winning Orange WoMen’s Football campaign, which used VFX and AI deepfake technology to digitally superimpose male football players’ heads onto the bodies of female players. This innovative approach tackled gender bias in the sport by again holding up a mirror to ourselves in a way that enabled us to challenge our perceptions, resulting in a 17-point increase in those planning to watch women's football, while raising awareness of sexist stereotypes.
Both Cannes and VivaTech collectively underscored that while technology accelerates and significantly amplifies creative possibilities, creativity anchors these advancements, ensuring they resonate with human values and needs.

And it is the essence of creativity that remains our true north, guiding us through transformation and growth. As Miguel Patricio, Chairman of Kraft Heinz - the winner of the Creative Effectiveness Grand Prix for Heinz Ketchup said so well: 'We have to build a culture of creativity [and] take risks, not small ones around the margins, but meaningful ones.’ 

Stay tuned as we look to illuminate further this new era of ‘more human’ creative innovation.

By John Kinder - Innovation Director PG One