Sleeping Barber · 2026-06-26 · 53 min
Day 4 on the Croisette, and the Cannes Festival of Creativity is in full swing. The Cannes Cut series is proudly presented by System1. Vanessa Chin, VP Marketing at System1, opens with a live field dispatch: which campaigns are actually scoring at Cannes, what the new Creator Effectiveness Playbook says about briefing for emotional impact, and why Dunkin' took gold while Kit Kat posted one of the highest out-of-home scores System1 has ever recorded. She also tackles the question the industry keeps circling - is AI the creative revolution everyone promised, or just a better production tool? Then the feature interview. Orlando Wood, Chief Creative Officer at System1, argues that dull advertising is structural, not incidental. Media fragmentation, measurement frameworks calibrated for the wrong school of advertising, and rules-based creative thinking all work against artistry before a single brief is written. Drawing on advertising history from Toulouse-Lautrec to Bernbach, and neuroscience from Ian McGilchrist, Orlando maps the war between showmanship and salesmanship - and explains why applying one school's measurement philosophy to the other destroys the work.
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 212: The Cannes Cut - Brand Fit Beats Follower Count: Day 3 Reflections
SBP 211: The Cannes Cut - Creators, Commerce, and Amazon's Canvas: Day 2 Reflections
SBP 210: The Cannes Cut - Creativity That Works: Cannes Day 1 Reflections