Cannes Lions 2022 Preview: Balancing Brand and Creativity

The Cannes Lions International Festival of Creativity recognizes many of the past year’s most creative ads and campaigns from around the world. Ahead of this year’s event, we wanted to analyze the most effective ads based on our Creative Assessment data to see the sort of video creative that might win if U.S. audiences were Cannes Lions jurors.

This report spotlights some of the top ads of the last year, through the lens of various emotions measured by iSpot Creative Assessment – and benchmarked against all-industry norms over the past 365 days. 

What’s inside:

• Analyses of top video ads across four emotional measures: Funny, Empowering, Corporate Responsibility and Inspiring
• A look at the creative strategies behind Cannes Lions Marketer of the Year, Anheuser-Busch InBev
• Ad performance relative to benchmarks including Likeability and Attention metrics, as well as Brand Recognition and Single Best Thing about the spots (according to survey respondents)

*Note: This report has no inside information on creative on the shortlist, nor does it make predictions on which brands will win this year’s Cannes Lions.