Cannes Lions A Marketoonist’s Perspective

The year is , and I’m finally crossing off a major bucket list item: attending the Cannes Lions International Festival of Creativity! Ever since I diped my toes into the marketing world, this legendary event has held a certain allure. This year, thanks to the incredible folks at System1 (who I’ve known since their Brainjuicer days), I’m here as their Marketoonist-in-Residence.

My mission? To capture the energy, the insights, and yes, even the absurdities of Cannes through the lens of a cartoonist. Think of it as gonzo journalism…but with less Hunter S. Thompson and more, well, cartoons.

Sun, Sand, and…Sales Pitches? My First Time at Cannes Lions

So, what’s it actually like to be here? Honestly? It’s a whirlwind. Imagine the sensory overload of Times Square, but instead of flashing billboards, it’s rosé-fueled conversations about “brand purpose” and “disruptive innovation.” Everyone’s got a pitch, a dream, and a LinkedIn profile they’re desperate for you to check out.

Don’t get me wrong, the energy here is electric. There’s a palpable buzz in the air, a sense that everyone’s here to soak up inspiration, network like crazy, and maybe, just maybe, snag a coveted Lion for their mantelpiece (or, more likely, their agency’s lobby).

Humor Takes Center Stage (Finally!)

This year feels particularly special because, for the first time ever, humor has its own dedicated award category. As someone who enjoys poking a little fun at the marketing and advertising world (with love, of course), I’m in my element!

It’s about time, right? In a world saturated with content and bombarded by ads, humor is a breath of fresh air. It’s a way to cut through the noise, connect with your audience on a human level, and make your message memorable. Plus, who doesn’t love a good chuckle?

The Meta-Marketing Maze

One of the most fascinating (and, let’s be honest, hilarious) aspects of Cannes is the sheer volume of marketing directed at marketers. We’re talking brands pulling out all the stops to stand out from the crowd, from lavish yacht parties (I’m still waiting for my invite!) to exclusive beach gatherings that require a secret handshake and a password to enter.

It’s a meta-marketing maze out there, folks. I even overheard a friend from the Bay Area remark on the irony of flying all the way to Cannes, only to try and schedule meetings with other Bay Area folks! You can’t make this stuff up.