Live from Cannes Lions, the Sleeping Barber Podcast welcomes back Matthew Herbert and Connor Archbold from Tracksuit. Together, we unpack the standout talks, themes, and campaigns that caught our attention—from Instacart’s performance-to-brand pivot to Elf Beauty’s billion-dollar playbook. We explore the evolving role of creators, lessons from compound creativity, the power of consistency in B2B marketing, and why media accountability needs to move beyond “viewability.”

Also: creative shoutouts from Telstra’s puppet-driven Olympics campaign to a perfectly toasted slice of New Zealand.

Whether you're on the Croisette or catching up from home, this episode brings you the sights, sounds, and smarts of Cannes.

Timestamps

00:00 – Introduction

01:30 – Instacart’s brand transformation journey

03:00 – Scott Galloway, Rory Sutherland & Elf Beauty: Ditch the semantics

04:30 – Walking the Palais basement: Craft, awards & standout work

07:50 – Telstra’s puppet-led Olympics campaign

08:55 – Toasting the perfect slice: A NZ bread brand goes big

10:30 – The power of creative consistency & long-running platforms

13:40 – LinkedIn B2B Forum with Marcus Collins & Mimi Turner

14:45 – Compound creativity with Andrew Tyndall, Les Binet & Sarah Carter

16:00 – Why ads wear out for marketers, not for people

17:30 – Repetition, memory, and mental availability

18:00 – B2B buying cycles, hidden buyers & trust signals

18:45 – Media measurement: Why "seeability" is better than "viewability"

19:50 – Finding balance: bravery and humility, brand and performance

20:30 – Instacart & the brand-performance multiplier effect

21:10 – Highlights from Zappi's Creativity Effectiveness Report

23:15 – Kantar’s Jane Osler on creator-led marketing & brand equity

25:15 – Wrapping up: Cannes takeaways & what’s next