Some of our key take-outs from Cannes Lions: The omni-presence of brand purpose and brand activism across all award categories: Key topics of diversity and inclusivity (e.g. Starbucks, Mastercard). Real action often leading to policy change or supporting people to overcome challenges of law (e.g. Telenor Pakistan, Enfant Bleu) The rise of augmented connectivity, and how gaming delivers new experiences to enable meaningful connections: Gaming stronger than ever: used beyond children, at the service of a bigger idea (e.g. Tinder Night, Enfant Bleu) At the heart of all winners, a strong and powerful insight: Getting under the skin of what people experience and their emotional journey (e.g. Sick Beats) A simple, pragmatic and human approach to creativity (e.g. Shutter Ads).