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To some marketing mavens, humor has always been in vogue. But they say the slapstick, snide, whimsical, dark or irreverent campaigns that creatives love to produce—and consumers often turn into viral hits—have yet to get their props from the granddaddy of advertising awards shows.
So the decision to introduce a humor category for the first time into 2024’s Cannes Lions International Festival of Creativity comes as welcome news. Technically, it’s a subcategory across 13 existing Lions, but its addition could have a profound impact on the business going forward, creatives say.
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