FESTIVAL DAY 4

SCHEDULE: Thursday, June 22nd

• TikTok

• Meta and Coperni

• P&G

The first talk that I went to on Thursday was at the TikTok Pop-up event and not at the actual festival. This talk was with Krystle Walter, the head of creative agency partnerships at TikTok and it was about the six pillars to ensure creative and successful TikToks. The six pillars that they called creative codes are: TikTok First, Structure, Stimulation, Sound, Trends, and Production.

1. TikTok First: Building a variety of content that creates value and connection with and the TikTok community. (Being authentic, shooting on and iPhone, engaging with audience)

2. Structure: Following formats that are prover to deliver engagement and action. (Tells a story)

3. Stimulation: grabbing attention and creating engaging viewing experiences through dynamic editing and assets (keep people entertained )

4. Sound: leveraging trending content to create relevance for your brand (use trends, templates, and sounds to ur advantage)

5. Trends: Lean into trends that are already happening.

6. Production: expanding your creative skills using Minimal resources (sometimes simple is better, just setting down ur phone instead of all these cameras)

Meta and Coperni Presents Coperni and Creativity

A Marriage of Art and Technology

The next talk that I went to was Coperni and Meta. I was so excited to go to this talk because I am a huge admirer of Coperni and I was captivated by the Bella Hadid spray-on dress and really wanted to hear them speak about it. This talk was hosted by Eva Chen the VP of Fashion Partnerships at Meta and both a couple and the co-founders of Coperni, Sébastein Meyer and Arnaud Vaillant. Chen explained that the Reel of Bella Hadid almost broke Instagram at around 8 million impressions. At Instagram, they were getting an extreme spike in traffic which they found out was due to the Bella Hadid dress. Chen said that ¾ people follow a brand after seeing their Reels which I found interesting and an extremely high amount. The Coperni founders spoke about the large questions of is fashion entertainment? Is it art? Where does it exist? They explained that their work is inspired by the future and technology. They constantly think outside of the box with their clothes which is why it was so cool to hear a little bit about their core brand beliefs and just hear form some of the most creative and influential people in the fashion industry. You can see their values directly translate to their work in the example of the spray dress on Bella Hadid which was a fabric spray that was new and they weren’t even sure how it would work and play out at the fashion show. This shows how they actually implement their core values of entertainment and technology in their fashion. Additionally, they talked about how they have made clothes based on phone icons, specifically the airplane mode icon, and also had a drive-in fashion show during COVID.

Proctor & Gamble

Created by Cannes Lions, Sponsored by The Female Quotient Present The Changemakers - Alex Keith, P&G Beauty & Monica Turner, P&G North America

The last talk I went to before we got done for the day to go to the Google Beach Party was with P&G. This talk was sponsored by The Female Quotient, so a lot of the content discussed related to females in the workforce. Alex Keith is the only female CEO of a top 5 beauty company and Monica Turner is the head of North America, their most profitable region. When Monica entered the industry, there weren’t many females or people of color, but took it as an opportunity to make it more of a norm and make change, but in order to do that she knew she had to reach some level of success. Started as an intern at P&G and worked her way up year by year gaining more responsibility. A quote she said that stood out to me was, “Mindset is the first thing that has to change and it starts with my own. If I believed it wasn’t possible it wouldn’t have happened.”

Keith described P&G as being an inclusive workplace, she said she never faced any type of discrimination for being a woman and she was able to look up to other women at P&G. However, it was more of when she was representing P&G at other events, gaining credibility as a woman in a room full of men was hard. A piece of advice that she gave was “figure out what it is that sets you apart from others” She graduated with a university degree in chemical engineering and would find a way to work that into conversations that would alter people’s initial biased options of her.