The Official Cannes Lions Wrap-Up 2024: Talent and Culture

Xbox invited Football Manager gamers to apply for a real performance tactician job at Bromley FC. The new recruit led the club to its best season ever, while Xbox gamers increased by 190%. It won two Grands Prix – in the Direct Lions and the Entertainment Lions for Gaming – as well as a Gold Titanium Lion. "It perfectly demonstrates that gaming can build transferable real-world skills," said Lydia Winters, Chief Storyteller, Mojang Studios and Jury President of the Entertainment Lions for Gaming.

Heineken addressed the staff shortages of its on-trade partners by reframing hospitality work as a priceless formative experience. The beer brand made ‘bar experience’ a requirement for its corporate roles, inspiring 25 other companies to update their hiring process. Winning a Gold PR Lion, it shows how challenging outdated perceptions can help revolutionise recruitment.

Cannes Lions 2024 speakers stressed the importance of empathy, and Renault’s social mobility initiative showed how empathy can connect brands with new audiences. To tackle the lack of public transport in France, Renault provided free cars to job seekers in ‘mobility deserts’ during their trial period of new employment. This solution won the Grand Prix in both the Creative Commerce Lions and Sustainable Development Goals Lions.

McDonald's Japan hit the right note with a catchy song telling Gen Z they could be themselves at work. It used music to go viral among Gen Z and resulted in the recruitment of more than 100,000 new employees – the highest in McDonald’s history. It took a Gold in the Social & Influencer Lions, showing brands how to ditch outdated approaches that no longer resonate.