Cannes has a rhythm all its own. You start the day with coffee and quiet nods, and by sundown you’re on a rooftop, trading campaign stories with people who felt like strangers that morning and now feel like collaborators.

Morning: Morgan Flatley (McDonald’s) and Kenneth Lim (Singapore Tourism Board) – 'Brands That Walk the Talk'

These are leaders who don’t just talk about purpose, they build it into the bones of their brands. Kenneth’s line about designing for culture, not just media, hit home. It’s a truth I’ve seen play out: the best work doesn’t start in boardrooms, it starts with a real need and a deep understanding of where people are.

Midday: TikTok global team – 'Culture Is in the Comments'

The TikTok global team dropped a line that will echo long after Cannes: 'Culture is created in the comments now'. It was dropped casually, but I swear the whole room paused. Brand-building isn’t a monologue anymore. It’s a living, breathing conversation, shaped by the communities we serve and the stories they tell back to us.

Afternoon: Matt Cooper, Andy Bird & Don Sklenka – 'AI, Storytelling, and Staying Human'

This was my kind of panel. No AI panic, no chest-thumping. Just a room full of creatives reminding each other to keep the heart in the work, even as the tech gets sharper. The future isn’t about man versus machine; it’s about making sure the story still feels human, no matter how smart the tools get.

Rooftop anecdote
Late afternoon, I found myself at a rooftop mixer. Beautiful Croisette view, breeze in the air, and next to me, a group of advertisers from Brazil. Brazil, this year’s 'Creative Country of the Year', brought energy and purpose, one team was working on a campaign teaching kids in favelas to code. We swapped stories about work, street food, and why we do what we do. It’s striking how connected you can feel to someone you've just met, defined by a purpose of doing good for brands across from any part of the world.

The awards 
India didn’t sweep the night, but when FCB’s 'Lucky Yatra' campaign for Indian Railways struck gold, it felt personal. The cheer from our desi group was loud, proud, and full of joy. That’s the thing about Cannes: when one of us wins, everyone back home feels it.

Reflection
Second Cannes, and this time I came for the ideas, not the dazzle. Going back with more clarity, a pocket full of new friends, and a reminder: creativity doesn’t need translation — it just needs truth.

(The author is co-founder and CEO, White Rivers Media.)