Sleeping Barber · 2026-06-24 · 40 min
This episode has been presented by System1. Everyone talks about the full funnel. Amazon has actually built it. Day 2 of the Sleeping Barber's Cannes Cut takes Marc and V from the Amazon port activation, a full marina-length brand experience housing a cafe, a speakeasy, 30 meeting rooms, and a stage headlined by Shaquille O'Neal and Oprah, to a sit-down interview with Lauren Anderson, US Head of the Brand Innovation Lab. Lauren explains what the 'canvas' framing actually means for advertisers: not a menu of placements to check, but a working-backwards discipline from brand objectives through to seamless customer handoffs. The Hellman's 'Mayo for a Melody' campaign, extending the Andy Sandberg Super Bowl spot into a Fire TV karaoke experience with QR-enabled purchase, is the clearest case study of how awareness converts to action without the usual clunky hand-off between platform teams.
SBP 215: What Marketers Still Get Wrong. With Prof. Byron Sharp.70 / 100
SBP 214: The Cannes Cut - The Gap Between Knowing and Doing: Day 5 Reflections. Featuring David Tiltman.
SBP 213: The Cannes Cut - Dull Ads Are A System, Not A Symptom. With Orlando Wood.
SBP 212: The Cannes Cut - Brand Fit Beats Follower Count: Day 3 Reflections
SBP 210: The Cannes Cut - Creativity That Works: Cannes Day 1 Reflections