A look at this year's champions - and some thoughts on what they indicate about the direction of branding, advertising and creativity moving forward.

Inspired by last week's winners at the Cannes Lions Advertising Festival, we figured we'd do a roundup for our readers – and consider how these selections offer actionable ideas and considerations for advertising and branded interactions in general, moving forward.

The breadth of winners and work gives us an indication that traditional advertising (TV) is not yet pronounced dead – the reality is that it is still the highest-reach medium that is now more often part of an integrated campaign with digital and experiential media alongside it. That said, traditional media is not always necessary, as evidenced by Chalkbot and Twelpforce – the appropriate media platforms used depend entirely on a brand's individual objectives against their target audience. Original, engaging and innovative work can take any form – including that of a robot controlled by Twitter's API – or a televised man on a horse.

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