Next week will be the start of the five day global benchmark for effective and creative marketing communications with over 600 speakers and five award shows expected to take places in Cannes. And the key themes for this year will be bravery, boldness and simplicity.

That comes as no surprise as Apple Inc. was named 2019 Creative Marketer of the Year last month by the Cannes Lions International Festival of Creativity. Tor Myhren, Apple’s VP of marketing and communications, said, “I think the core principles that drive our marketing have never changed. At the center of everything is simplicity, really stripping things down to what matters, and creativity. [It’s about] creative expression and making tools—and marketing—for creative people.” 

And just take a look at YouTube’s Cannes special edition leaderboard that looks at the most popular ads on their platform. Unsurprisingly Apple is on the list as well as the likes of Nike, Coca-Cola and Amazon. One of the lesser known brand campaigns is Turkish Airlines with their 'The Lego Movie Safety Video'. At just shy of four minutes long, the ad is a great example of creative winning over the need for snack-size video formats that all too often litter our online experience.  

Cannes is yet to announce the shortlists. But the industry will be on full alert next week to see who gets the biggest honours.