The Cannes Lions advertising festival kicks off on 18 June as the industry descend on the French Riviera to recognise the best advertising in the world and set the stage for what’s next.

As technology advances and data proliferates, ad professionals are more equipped than ever to offer customised and meaningful campaigns. To fuel this, brands are taking social good beyond their corporate social responsibility (CSR) department and making it central to the work. What we will see at this year’s festival is the success of companies that are using insights gleaned from new data sources to deploy creativity that will change our world.

Do-good advertising

Procter & Gamble’s Always #LikeAGirl has become the gold standard for do-good advertising through its ability to access deeply held consumer beliefs and excite new ways of thinking. The campaign disassembled culturally ingrained stereotypes in a step toward rebuilding female identity. The initial ad sparked a massive campaign that took the newly rebuilt identity and celebrated it, driving awareness and engagement across the globe. When a company’s actions align with consumer values, loyalty and passion are bred in an audience hungry for social change.

https://youtu.be/L3BjUvjOUMc

Image: Huffington Post.