In Case You Missed It

Insights from Cannes Lions, Gender Euphoria in VR and UPF40 football shirts

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Welcome to ICYMI*, In case you missed it, our weekly debrief of the trends we spotted first making it to the mainstream and the thought-provoking insights you need to know, curated by our in-house experts. 

Cannes Lions International Festival of Creativity , the premier advertising and marketing festival, has returned to Le Palais des Festivals et des Congrès for its 71st edition. Our foresight analyst Simar Deol was reporting on the field on the best insights heard on stage, from Reddit’s CEO Steve Huffman explaining that his company’s product is ‘people, conversations and communities’ to Chrissy Teigen building trust with her followers by featuring small businesses on her Instagram.

One of the festival’s highlights was Marc S. Pritchard, chief brand officer at Procter & Gamble, who emphasised the importance of incorporating emotions into everyday routines. ‘Toothpaste, diapers and shampoo aren’t products typically associated with creativity, but that’s our opportunity to problem-solve and delight our audiences,’ he stated. Incorporating standout campaigns into his presentation, he urged advertisers to get out from behind the screen and meet key audiences in their homes or offices, or on their way to school.

Become an LS:N Global member now to access our library of reports analysing the best innovators, opinions and brand strategies presented at various Global Events – including Cannes Lions, SXSW, Milan Design Week and more.

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28 June 2024

Author: The Future Laboratory

Image: Cannes Lions, France


Body of Mine, US

#WeSawItComing : Gender Euphoria in VR

Immersive studio Kost announced that the BAFTA-winning virtual reality experience Body of Mine would launch on the Meta Horizon Store on 13 June during Pride Month. This is the first LGBTQI+ experience to debut with Meta Quest on the storefront.

Back in May 2023, LS:N Global spotted award-winning director and self-taught game developer Cameron Kostopoulos , and sat down with him for an interview to unpack why he believes virtual reality can and will be a place for empathy and safety, where marginalised communities can find solace.

Kostopoulos defines Body of Mine as ‘a full-body VR experience that allows you to inhabit the body of another gender and where you can interact with your skin to discover stories and interviews with trans people’.

Access the full viewpoint report on LS:N Global.

‘Cameron’s VR experience achieves what this medium does best: it lets you walk in another’s shoes. Literally, you are able to inhabit another’s body, and all the conflict and doubt that comes with it’
Charlie Fink, SXSW jury member

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