Live from Cannes Lions, the Sleeping Barber Podcast welcomes back Matthew Herbert and Connor Archbold from Tracksuit. Together, we unpack the standout talks, themes, and campaigns that caught our attention—from Instacart’s performance-to-brand pivot to Elf Beauty’s billion-dollar playbook. We explore the evolving role of creators, lessons from compound creativity, the power of consistency in B2B marketing, and why media accountability needs to move beyond “viewability.”
Also: creative shoutouts from Telstra’s puppet-driven Olympics campaign to a perfectly toasted slice of New Zealand.
Whether you're on the Croisette or catching up from home, this episode brings you the sights, sounds, and smarts of Cannes.
Timestamps
00:00 – Introduction
01:30 – Instacart’s brand transformation journey
03:00 – Scott Galloway, Rory Sutherland & Elf Beauty: Ditch the semantics
04:30 – Walking the Palais basement: Craft, awards & standout work
07:50 – Telstra’s puppet-led Olympics campaign
08:55 – Toasting the perfect slice: A NZ bread brand goes big
10:30 – The power of creative consistency & long-running platforms
13:40 – LinkedIn B2B Forum with Marcus Collins & Mimi Turner
14:45 – Compound creativity with Andrew Tyndall, Les Binet & Sarah Carter
16:00 – Why ads wear out for marketers, not for people
17:30 – Repetition, memory, and mental availability
18:00 – B2B buying cycles, hidden buyers & trust signals
18:45 – Media measurement: Why "seeability" is better than "viewability"
19:50 – Finding balance: bravery and humility, brand and performance
20:30 – Instacart & the brand-performance multiplier effect
21:10 – Highlights from Zappi's Creativity Effectiveness Report
23:15 – Kantar’s Jane Osler on creator-led marketing & brand equity
25:15 – Wrapping up: Cannes takeaways & what’s next
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