Both carry a societal message – the former addresses the drop in confidence that many girls experience when they reach puberty, while the latter challenges the physiological obstacles that many women feel stop them from exercising.
Neither are just ‘purpose’ campaigns – big ideas that win prizes but have little quantifiable effect. They have had an impact on sales and participation respectively.
Other issues that loomed large at Cannes were what are often seen as the anti-creative. Data, programmatic trading and the other tools available to the 21st century marketer were discussed, promoted and showcased as much as anything else.
In addition to Read full story ›
Source: Marketing Week
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