In this lively episode of the Sleeping Barber Podcast, hosts Marc, Vassilis, and special guest Conor Byrne (That's What I Call Marketing) recap their first two days at the 2025 Cannes Lions International Festival of Creativity. Broadcasting from Cannes (though not from a yacht), they reflect on standout sessions, evolving industry trends, and a few jetlag-fueled laughs.

Key takeaways include:

• Karen Nelson-Field & Adam Morgan delivered a memorable session with a multisensory activation that literally smelled like burning money—an impactful metaphor for wasted media spend.
• In the CMO Series, leaders from Amex, Nestlé, and Infosys emphasized creativity as a business asset, curiosity as a leadership trait, and the importance of having strong (but flexible) opinions.
• AI’s evolving role in creative production was a major theme. From email polish to strategic structure, the hosts discuss how they and others are using AI in real life.
• Tom Roach’s 5 creative principles emphasized platform-native content, imaginative repetition, and AI-driven consistency.

• The crew raved about focused, single-presenter talks (like the one from YouTube CEO Neal Mohan) over large panels.

• A new segment, “From the Basement,” highlights standout creative campaigns like Heinz’s global storytelling and TELUS’ Gamer RX mental health initiative.

• The hosts also share fun Cannes moments—from bumping into industry legends like Marcus Collins and David Tiltman to butchering French while ordering croissants.

This episode is a sharp, entertaining look at Cannes culture, creativity, and community—with a balance of insight and good-natured chaos.

Don’t miss our behind-the-scenes video from the early days in Cannes — now live on YouTube.

Watch here: https://youtu.be/ePbGlArqTd4

Also, have a listen to Conor's "That's What I Call Marketing Podcast" - https://open.spotify.com/show/7MXhujDpTzbSRRbyQFgdWp?si=fc21f7da63c74f5a