AUGMENTED CREATIVITY: The next chapter in storytelling effectiveness

From the Misfits Mindset to Cannes Lions 2026 – how to tell the best stories today

In June, we shared a troubling truth from our analysis of 15,000 ads: half of all advertising has abandoned humanity's greatest superpower, storytelling. We showed that "Misfits Stories" can be three times more effective than safe, direct sells.

Weeks later, the world's biggest creative stage proved us right.

At Cannes Lions this year, many of the conversations started with Augmented Intelligence through AI, yet ended up shifting right back to the core of what we discussed: the absolute necessity of Augmented Creativity through empathy, trust, meaning, and bold storytelling.

In an increasingly AI-pervasive world, it is the age-old tradition of storytelling that delivers the most effective outcomes. The global campaigns that dominated Cannes, from the Grand Prix-winning Claude to iconic work for AXA, Vaseline, Dove, and Oreo Cows, announced an age of augmented humanity in creativity. They proved that driving real impact requires relatable stories.

The data behind this is undeniable. Exclusive Ipsos data shows that big ideas and early creative get a massive 32% brand choice uplift when they relate to people, connect with a brand answer, and do so in a credible way, all at the same time.

On 19 August, join us for the next chapter of this conversation. This isn't just a review of who won trophies; it is a session dedicated to inspiration. We will span key learnings, fresh insights, and bold Cannes winners to show you how to apply these storytelling secrets to your brand.