Pedigree’s “Adoptable,” by New Zealand agency Colenso BBDO and production company Nexus Studios, created with AI, won one of the biggest prizes on the first day of the festival, taking home the Outdoor Grand Prix (one of two Grand Prix awarded in Outdoor Lions this year).
The campaign used machine learning models to bring real dogs from local shelters into Pedigree out-of-home media placements.
The win came early in the week, marking a promising start for campaigns rooted in gen AI. However, as the festival progressed, other such entries were left on the judging room floor.
5. Publicis used Cannes Lions to bust AI myths for clients
To cut through the noise around AI on the Croisette, Publicis Groupe launched BSBot, a fun app that lets its clients record audio or upload images and text from keynote speeches, meetings, presentations, articles and press releases about AI.
Once submitted, people received an immediate analysis that translates the AI hype and jargon into real talk.
Throughout the festival, Publicis also hosted more than 30 closed-door sessions for clients, delving into how they could apply the tech in more meaningful ways.
6. Adobe ramps up its gen AI push
