Is it a coincidence that at a time when agencies are being forced to examine what could be an existential threat to their business model, there has been a return to some traditional craft techniques such as animation, guerrilla advertising and stop-motion?
As part of its annual reinvigoration of the Cannes Lions, organisers have introduced a new humour category into this year’s festival to celebrate the art of humour in branded communications. It may also be a reaction to the accusation of being too earnest and that some Lions winners were using brand purpose for very shallow reasons.