A world first? The Cannes Lions PR Exhibition. We’ve finally launched it!

In our previous article, we discussed the “CR×PR” mindset and offered a forward-looking perspective on the future of CR (Creative) and PR. In this installment, Osamu Iguchi of Dentsu Inc. and Reiet Hashimoto, a creative at Dentsu, will introduce the Cannes Lions PR Exhibition—one of the initiatives of the newly launched dentsu CRAFT LABORATORY.

A 10-Year History of Cannes Lions PR: Transforming Communication from a Social Perspective

Hashimoto: To start, I’d like to announce that we’re presenting an exhibition—the first of its kind in the world, created in collaboration with the Cannes Lions—that traces the history of the collaboration and convergence between “CR×PR.” Since a new subcategory called “PR Craft” has been established in the Cannes Lions PR category starting next year, I thought it would be incredibly timely to do something like this right now.

On June 1, we launched the teaser site for this exhibition, “Cannes PR Lions 10 YEAR EXHIBITION IN JAPAN,” which looks back on the Cannes Lions PR category and highlights the essence of “CR×PR” that we discovered within it. The exhibition features 50 notable case studies across 10 social issue themes, presented through video with Japanese subtitles and detailed explanations.Man, launching a project in a remote environment is even harder than usual. Going forward, I’d like to use this site as a starting point to explore these themes in even greater depth.

Looking back, I realize that the campaigns that have won top prizes in this PR category have not only significantly shifted society’s perspective but have also gone far beyond the traditional frameworks of advertising and design.I thought this would be a good opportunity to help people deepen their understanding of various social issues both in Japan and abroad, while also thinking about how we’ll move forward in this situation. That said, we still have a long way to go, but it’s been quite a struggle just to get this far, hasn’t it? Especially with “LIONS GOOD NEWS,” which we launched on June 22 in conjunction with the main Cannes Lions event.

Iguchi: Yeah, seriously, we were really under the gun… Hashimoto-kun showed up in my dreams every night… I even started to feel like we were living together (laughs). But I think we created something great. Especially “LIONS GOOD NEWS.” That one really felt like a success. So, can I explain this part a bit?

LIONS GOOD NEWS: Pointing the Way for Future Communication Trends

Iguchi: People often say that PR is “creating news or phenomena,” right? What we focused on this time was content that aims to present approaches for the near future by identifying commonalities between global “GOOD NEWS” stories—which successfully fused creativity and PR techniques to change people’s awareness and behavior during the COVID-19 pandemic—and past award-winning works from the Cannes Lions. Coming up with the idea was one thing, but the preparation was brutal. Still, looking back, I realize there’s so much to learn from history.

Hashimoto: Yeah. Mr. Sugiyama, a creator I really respect (a senior figure at both Dentsu Inc. and Drill Inc.), has also said something along the lines of “new things are born from history.” Also, more than anything, I thought “This is dangerous!” as early as the beginning of January, so I’d been pretty much staying home to avoid the virus (laughs). And from that point on, there was nothing but bad news in the world.

But there were still stories that, through the power of creativity and PR, managed to resonate with people, inspire action, and give them courage. We discussed turning those stories into content in line with the words of these great pioneers, and that’s how we came up with the LIONS GOOD NEWS project. By deliberately framing it as “NEWS,” we figured that as long as we could secure the necessary permissions from various sources, the rest was just a matter of us putting in the hard work. From an execution standpoint, it was a great approach.

Iguchi: I really do think that sharing this has social significance. Watching this LIONS GOOD NEWS initiative has further strengthened my belief that PR’s specialty—and indeed its mission—is to challenge the established stereotypes that have run rampant in society by asking, “Is that really true?” and to guide us toward a better future.

The younger generations today—those known as Millennials and Generation Z—are taking this issue very seriously. Their values are naturally shifting in this direction, and it’s reflected in their purchasing behavior.We’re now in an era where companies must confront these values, clearly demonstrate their social purpose, and communicate effectively with these consumers. The 50 case studies we released in the teaser and LIONS GOOD NEWS were achieved through “a PR perspective” and “the quality of creative work grounded in that perspective.” This is exactly the kind of communication planning our lab aims for and puts into practice.

Hashimoto: That’s right. But I hope people will come up with their own answers as they look at the 50 case studies we selected and this LIONS GOOD NEWS. Some people often say that overseas case studies don’t work in Japan (well, I understand that point). Rather than simply copying the case studies, I think there are plenty of hints to be found by considering how they’ve evolved over the past, present, and future, and how to adapt them to meet the needs of current partners.After all, the 10 approaches we presented in this issue of LIONS GOOD NEWS are just our perspective. I hope that by exploring this site, you’ll be inspired to develop your own methodology.

Iguchi: There’s a lot to learn from the Banksy example we featured in this issue of GOOD NEWS. Actually, there’s way too much. He portrayed healthcare workers bravely facing the pandemic as “modern-day heroes” and donated his artwork to hospitals in the UK conducting clinical trials for COVID-19 treatments currently in development. And he did this the day before “World Red Cross Day,” when public attention is likely to be focused on healthcare workers.The message, the location, the timing—every aspect is packed with content that’s ripe for news coverage.

Banksy has a knack for crafting messages that resonate and an insight for choosing the perfect timing. Plus, precisely because this isn’t for profit or just a publicity stunt (since his identity is unknown), it doesn’t provoke any backlash and naturally garners support.I feel like with each new project, his noble spirit is becoming more clearly defined and tangible. Beyond that, there’s also Damien Hirst—whose work inspired Banksy—and his communication during the pandemic, as well as past award-winning pieces like *Fearless Girl* and *The Organic Effect*, which share similarities with Banksy’s approach…

Hashimoto: Once you start talking about this, it goes on and on, doesn’t it? (laughs) Well, there’s plenty more worth seeing in this discussion, so please check it out. Could you share the link?

Iguchi: That’s right. But if you break down each of these examples from a PR perspective, a creative perspective, and the areas where they overlap, you’ll discover a lot of new insights. Also, if anyone’s interested in our planning methods, please feel free to reach out. We might seem a bit intimidating at first glance, but we’re more dedicated to our work than anyone else. We’re looking forward to hearing from you!　

Contact: offer@craftprlaboratory.com

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dentsu CRAFTPR LABORATORY is a specialized team that, based on a high-level fusion of creativity and PR, offers integrated communication proposals that address clients’ true challenges while taking their social purpose into account. By staying abreast of daily market conditions and the social environment, and incorporating the latest data and societal perspectives, we present optimal solutions.