‘From pure-play to data-driven storytelling is the shift over the years’
Anushree Ghosh, Head of Digital and D2C, ITC Limited - Foods Division, India, who was part of the Creative Data Jury at the Cannes Lions 2024 International Festival of Creativity, says that while there were moments of dissent during the jury process, the jury unified their thinking around great creative work. Judging the category of Creative data – a category at the intersection of creative and data – and how data can propel storytelling. Ghosh says, “The focus point of the jury was to spot the idea in reams of data.”
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Speaking about the campaigns that stood above others Ghosh highlights the Mastercard campaign, ‘Room for everyone.’ She says, “One thing it (this campaign) does beautifully is that it taps into the socio-cultural economic stories of the geography it comes from. It beautifully surrounds itself with the brand sitting in the center.” The second campaign that won the jury’s approval was from India – Gatorade’s campaign, ‘Turf Finder’. She says, “This was one of the hero campaigns that was loved throughout the judging process.” The third campaign that found favour was ‘Gamer Loan Alone’ for the Ecuadorian bank, Banco del Pacífico.
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Commenting on her experience at Cannes over the years she says that she has noticed a shift in the role of data and finding stories within data. She explains, “It is not necessarily just hard-working left-brain data, it is essentially finding storytelling opportunities within reams of data. That’s happening because the media landscape is shifting with brands becoming more consumer-centric, which enables them to spot those opportunities with consumer journeys and tell stories that are relevant, keeping the consumer and brand at the centre. From pure-play to data-driven storytelling and storytelling that goes forward in demonstrating it to consumers is the shift I have seen over the years.”
Tags : Anushree Ghosh Cannes Lions Itc