Michelle Melky’s Cannes Diary #3: Digital prophets, AI epiphanies and beachside bonding
Michelle Melky, Global Creative Director at Amplify, is one of the Australian representatives at this year’s Cannes Lions Creative Academy. In her Day 3 diary, Michelle reflects on a surprising change of heart about AI, draws inspiration from Brazilian ingenuity, and ends the day dancing on the sand with a group of once-strangers who now feel like lifelong friends.
After three days in the chaos of Cannes, it is truly a miracle I’m still on my two feet. If the heat hasn’t taken me out, I’m surprised the walking, drinking and breakneck speed networking hasn’t finished the job. Still, we persevere. Allons-y!
Day 3 with the creative academy kicked off with one of the most eye opening talks I’ve ever seen with David Chingy. Chingy styles himself a digital prophet, and after his talk I’m inclined to agree. Chingy moved through his slides with speed and fluidity. He spent basically no time talking about himself, instead delivering a master class in social strategy and cultural insights. The big learning for me – lead with emotion, and always surprise.
I continue to learn more about Brazil today as we attended a session focused on Gambiarra, a Brazilian creative mindset developed in the favelas. The philosophy is all about innovation coming from scarcity. It reminded me of my humble early filmmaking days, when I’d pull costumes together with curtains and rope. Creativity can come from restrictions just as much as freedom.
We were then thrown into another AI session – and once again, I was totally blown away. I texted Tom Maynard, Amplify’s co-founder, to apologise for being so slow on the uptake. “AI is like, really important and we should use it.” I bet he’s glad he paid for that groundbreaking insight. In all seriousness, I’m walking away from Cannes feeling a lot less scared about AI. As a creative, I was ready to cling desperately to the old ways of “stare at wall until idea is good”, but I much prefer these new tools.
We rounded out the day with a peek into the jury room with Pete Little, CCO of Publicis Africa and this year, Cannes Lions Juror. Pete gave us insight into how Grand Prixs are handed out, and we got to have our turn at playing juror to this year’s entries.
The Creative Academy Cohort then hit the Amazon Port party (thank you Amazon), and partied till the sun went down then almost started coming up again. It’s an odd and surreal feeling, dancing on the beach in Cannes with a group of people who were strangers 3 days ago and now feel like true friends.
Stay tuned for day 4.
