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The Cannes Loop: Bringing you Thursday's vibes from La Croisette

Greenpeace protests continue; Ryan Reynolds gets creative to bolster diversity in advertising; GroupM wants to set carbon counting standard
Becca Muir
Guest Editor
23 June 2022

Greenpeace campaigners scale the Palais in latest Cannes Lions protest


Greenpeace campaigners' latest protest involved scaling the Palais, the main venue at Cannes Lions.

This is the third consecutive day Greenpeace campaigners have rallied against the advertising industry's work with fossil fuel clients.


As reported by The Drum, activists on the scene said fossil fuel advertising ought to be banned, "like tobacco", and criticised advertisers for spending millions on campaigns for fossil fuel companies and high-carbon industries such as automotive and air travel instead of greener alternatives.

TripAdvisor's George Hammer on tackling the climate crisis


Malala on empowering women


Ryan Reynolds launches Creative Ladder

During a Cannes Lions panel hosted by Bloomberg, Hollywood star Ryan Reynolds announced the launch of Creative Ladder, a non-profit set up to support accessibility to creative careers for people from underrepresented communities.

Reynolds explains the reasons behind the formation of the company in his usual, humble yet humorous style in this video:



The organisation boasts support from Deloitte, Hilton, VaynerMedia, Martin Agency and more and will be led by Reynolds himself, alongside co-founders Dionna Dorsey Calloway and Adweek's David Griner.

"In our communities, there isn't a talent deficit, there's an opportunity deficit," Calloway said. "That's why our mission of connecting, inspiring and elevating an inclusive new generation of creatives matters. Creative Ladder will help us cast a broader net and connect amazing young creatives to opportunities otherwise less accessible and known."

Amy Williams, Founder and CEO, Good-Loop said: "Ads that are conceptualised and produced by diverse teams really stand out and resonate better with audiences as they bring true authenticity to the message that's being delivered. Thinking specifically about purpose-marketing, it's only when people are truly passionate about something and have lived relevant life experiences that stories really come to life and inspire others to change."

GroupM shares plans to create industry standard for for calculating the impact media has on carbon emissions

Using findings from a year-long analysis of various methods currently used by the ad industry for calculating the impact media has on carbon emissions, GroupM plans to propose a global framework to standardise carbon measurement across the industry by the end of 2022.

The goal is to create a definitive set of standards and benchmarks to accurately and consistently measure carbon produced by media placement.

Speaking on a panel sponsored by OpenX, Ollie Joyce, Global Chief Transformation Officer at Mindshare and executive director of GroupM's Media Decarbonization Program", said: "Let's get a version that we can have working by the end of the year and then continually improve that."


Research carried out at Good-Loop suggests a typical online ad campaign emits 5.4 tonnes of carbon dioxide - half what an average UK consumer produces in a year. And that's just the ads that are actually served.

Good-Loop COO Ryan Cochrane said: "The more normalised the behaviour of measuring and reducing the carbon impact of advertising activity becomes, the faster we can solve the problem and drive our industry towards a clear Net Zero outcome. However, for us to get there, it's time to agree on the rules of engagement and define a shared standard for measuring carbon in our industry. Otherwise, we very quickly run the risk of doing more harm than good."

Coming up tomorrow…

We'll be bidding a fond farewell to the Cannes Lions Festival and the Cannes Loop will be taking a retrospective look at the key trends that have emerged over the past four days.

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