Since the virus hit, brands have been forced to pivot at breakneck speed in order to meet changing consumer demand. Communications, supply chains, and core product lines have been rethought.
The industry has weathered tough times before. Creativity bounces back. But is this recovery different? What can history tell us?
Susie Walker, Head of Awards at Cannes Lions, has trawled thousands of Cannes Lions winners in The Work. to identify how creative communications responded to periods of economic turmoil, from the 80s to the 2000s. What trends and tactics worked then, and which will work now? Which creative trends are set to accelerate? Will the aftermath of this recovery see the creation of new, iconic work?