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At Cannes Lions this year, one theme was impossible to ignore: creativity has a responsibility to care.
Wellness isn’t a trend. It’s the culture. And anyone who’s worked with Annika Bizon knows she’s been driving this agenda long before it took the stage at Cannes. Annika pushes the industry to go deeper — not just using tech for good, but questioning how it lands emotionally.
In one of the standout sessions on the Terrace Stage, she joined Tom Morton, Anne-Margot Rodde and retail psychology expert Kate Hardcastle MBE to talk about “Wellness by Design”. This wasn’t about surface-level self-care. It was about how we design for resilience, shift behaviours, and create work that actually connects.
Designing for Feeling, Not Just Function
Kate Hardcastle framed it through a behavioural lens: the best brand experiences are instinctively human. They meet people where they are, appeal to the senses and reflect lived experience. This isn’t about what people buy, it’s about why they connect in the first place.
That message aligns with Annika’s stance — that tech can and should enable wellness. Not just through products, but through the way brand interactions are built. Intuitive. Emotionally intelligent. Culturally aware.
It’s how we already work at TCC. From campaigns informed by behavioural insight to activations that encourage participation, not persuasion, wellness isn’t an add-on. It’s built in.
What We’re Taking Forward
- Insight drives relevance. Understanding emotional triggers and sensory behaviours is essential if we want to stay culturally sharp.
- Wellness is a design principle. The way we brief, create and execute should leave people feeling better than when they arrived.
- Partnership matters. Working with clients who drive internal change pushes our work to go further — and land harder.
What’s Next
Cannes made it clear: creativity now means emotional intelligence, cultural fluency and work that actually gives something back. That’s not a campaign trend. That’s the standard.
Ready to create work that matters? Get in touch. We’re already on it.
