Creative Highlights in Sports and Gaming

I have never considered myself a gamer. I don't know the login for our family's Xbox Live account, and I've never watched a football game all the way through (aside from the Super Bowl, for obvious reasons). But this year at Cannes, it was not only impossible to avoid games; it was impossible not to fall in love with them.

Early in the week, I saw Tyler Bahl, head of global marketing at Activision, speak about expanding the Call of Duty community with a diverse group of tastemakers. From rugmakers to nail technicians, these creators generate crafty content with millions of views, challenging our preconceived notions about who a gamer is and demonstrating the joy these crossover interests bring people. It was exciting to see how gaming blended so seamlessly with all kinds of arts.

In "The Everyday Tactician," Xbox proved gaming can be a legitimate talent recruitment tool. We saw how gamers like Nathan Owolabi transformed their online skills into real-world careers, producing tangible results for Bromley Football Club. Watching Nathan's journey from his gaming chair to the football field was truly inspiring—it showed how the skills honed in virtual worlds are making an important impact IRL.

Orange’s "WoMen's Football" campaign took home an impressive collection of Cannes Lions for their Trojan horse video that challenges gender stereotypes. While targeting France's predominantly male football fan base, its beautifully simple creative strategy resonated far beyond. The work serves as a brilliant reminder that challenging stereotypes in any instance can lead to powerful and universal messages.

"Coors Light Out" is one of those ideas that makes you immediately jealous. What started as a small moment in baseball history—a black square on a scoreboard ad broken by a foul ball—was turned into a viral sensation thanks to the power of the fan community. You could feel the love of the crowd in that stadium; the creativity and quick thinking behind this campaign were simply genius.

So, I left Cannes Lions International Festival of Creativity this year feeling like a creative who’s been convinced. The game is the ultimate venue right now for human connection. It's a space where people can build skills, credit, and careers. It's where people gather organically and immerse themselves wholeheartedly. Where everyone can find their tribe and share moments of joy, challenge, and triumph. And that's hard not to love.

Jillian Baum, EVP, Executive Creative Director, is a creative leader with nearly two decades of experience who joined Klick in 2019. She was drawn to a completely different way of working and independent culture. Jill brings her love for clever stories, detail-driven design, and calm, positive energy to a wide range of therapeutic areas across patient and HCP audiences every day.