Post by Omnicom Advertising

77% of Gen Z say brands online can feel like older people trying to joke with them. And yet, 86% still want brands to be funny. So where’s the line between getting in on the joke… and becoming it? In this session at the Cannes Lions International Festival of Creativity, Snap Inc. and OA unveil new global research decoding how Gen Z define humor today from irony, absurdism, and inside jokes to the hidden social rules that determine whether something spreads, sticks, or dies. Our Director, Creative Intelligence Jess Francis Goodby Silverstein & Partners’ Chief Creative Officer Margaret Johnson will join Snap Inc’s Global Head of Insights Aarti Bhaskaran and Head of Creative Strategy, NA Erin Joyce as they unpack why jokes die the moment they feel overexposed, why brands are judged harder than creators, and why the most successful brands don’t just follow culture - they create behaviors people want to participate in. ️🗣 How to Laugh (and Win) with Gen Z Today  📅 Thursday June 25th  ⏰ 9:00am - 11:00am  📍 Snap Terrace @ JW Marriott Find out more: https://lnkd.in/eaevix8k