Dentsu Group and Azuki Talk Culture Power at Cannes Lions 2025
During the highly-anticipated Cannes Lions International Festival of Creativity 2025, held in Cannes, France, Dentsu Group presented a compelling talk session themed 'The Power of Culture: Building Brands through Anime with Azuki'. This groundbreaking session, featuring industry experts, was aimed at showcasing how anime can serve as a crucial element in developing culture-driven brands.
The talk session was moderated by Pascal Lottefehr of Dentsu Lab in the Netherlands and featured notable speakers such as Jessica Turner, Head of Franchise Development at Azuki Labs, and Sayako Baba, an anime producer at Dentsu Inc. The discussion emphasized the exceptional partnership between Dentsu and Azuki, a creator of globally popular content, and how this collaboration has the potential to resonate deeply within both fan communities and clients alike.
Dentsu has strategically aligned itself with Azuki Labs, based in Los Angeles and led by founder and CEO Alex 'Zagabond' Xu, with plans to elevate their cultural outreach starting in 2024. This partnership not only solidifies Dentsu's stance in the entertainment sector but also highlights its diverse portfolio that caters to modern marketing needs.
Key Takeaways from the Talk Session
1.
The Rise of Anime: The discussion kicked off with a critical inquiry: Why is it essential for businesses to push the boundaries of anime currently? The answer revealed that anime is no longer a niche interest globally; it has emerged as a significant force in today's pop culture. The medium has transformed into a lifeline for fostering deeper connections with fan communities and a broader cultural understanding.
2.
Authenticity and Quality in Anime Projects: Another pivotal point was the importance of authenticity in anime content. The participants agreed that ensuring high-quality representations and listening to community feedback are vital processes for any anime-driven project.
3.
Significance for Clients: Emphasizing the importance of anime, the speakers discussed how it serves not merely as a medium for advertisements but as a narrative that resonates with culture itself. This aspect allows clients to secure visibility and relevance among their targeted audience, effectively bridging the gap between commercial interests and cultural engagement.
Why Now? The Cultural Shift
The discussion highlighted an significant cultural shift where anime is increasingly seen as a powerful storytelling vehicle. Involveing anime allows brands to step beyond conventional marketing and engage with consumers on a deeper level, thus solidifying their place within contemporary culture.
“Anime isn't just entertainment; it’s a cultural movement,” said Jessica Turner. She also pointed out how Azuki's roots lie in developing stronger bonds with its community through artistry that not only entertains but also unites people over shared interests.
As Dentsu and Azuki forge ahead, their innovative approach towards utilizing anime as a medium for brand storytelling sets a trend that could redefine traditional marketing methods. It underscores the importance of adapting to cultural developments and understanding the values of a diverse audience in today's rapidly changing landscape.
With Cannes Lions 2025 encapsulating the essence of creativity and collaboration, Dentsu and Azuki's talk session stood out as a beacon of how cultural narratives can thrive through innovative partnerships. The festival continues to be a global hub for creativity, providing a platform for such enlightening discussions that inspire a new wave of brand engagement strategies.
Get Involved
For those interested in following up on the initiatives discussed at the session or learning more about Dentsu's ongoing projects with Azuki, you can keep an eye on their corporate channels and the links to their press releases:
Whether you are a brand strategist, a fan of anime, or just someone curious about the evolving landscape of cultural marketing, Dentsu and Azuki certainly provide insightful perspectives to consider.