fbpixel Cannes Lions 2023: MG Empower’s Festival of Co-Creativity. - MG Empower
Written by - Daniel Shale

Cannes Lions 2023: MG Empower’s Festival of Co-Creativity.


Every year, the world’s most innovative brands and agencies – the ones with a finger on the pulse and a vision for the future – gather in Cannes to attend the International Festival of Creativity. This year, we’re counting ourselves among them. But first, some thoughts on innovation and a teaser for the beach-side Cabana experience we’ve got in store. 

Business don’t own their brands anymore. Consumers do. Online, offline and through other peoples’ creations and iterations. Brands are agile and they’re built by community – particularly in an age where Gen Z is growing up fast, and their favourite brands have been cited over and over again as those that embrace co-creation.

But co-creation can take so many forms. 

And whether it’s Dua Lipa x Versace (brands collaborating with celebrities), Clarks x Roblox (brands collaborating with brands), or LEGO Ideas (brands collaborating with their own customers), or anything in between, the learning is the same – by pooling resources and allowing new voices into the identity of your brand, embracing co-creation creates new communities of fans. 

That’s why we’ve taken the Cannes Lions theme a step further by adding ‘co’ to ‘creativity’. 

At MG Empower, we’ve been challenging brands to co-create for years now. We’ve launched multiple award-winning D2C brands, including Naomi Watts’ menopause brand Stripes and Tia Mowry’s natural haircare brand Tia4U, with our proprietary methodology, MG Sprint.

And now, we’re delighted to share our ideas with the crème de la crème of the creative marketing community at Cannes Lions 2023. 

There will be a cabana. There will be daily happy hours. And above all, there will be a celebration of everything that co-creation has to offer – which we will explore through interactive moments, an invite-only panel in partnership with AdAge, and a bunch of other talks and experiences that we’ll be releasing information about soon. 

So if you’re going to be there, then come along and play. And if not, we’ll be sharing all the insights and behind-the-scenes content you need on social media so it’ll FEEL like you’re right there with us – lapping up the sun, the insights and the unparalleled atmosphere. 

Head to this page to find out more about what MG Empower will be doing at Cannes Lions 2023: International Festival of Creativity.

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