Cannes Lions analysis provides an insight into creating successful “lo-fi” content

Research by Cannes Lions has found that “lo-fi” content, which does not rely on traditional high-end production values, can have various benefits for marketers.

As marketers navigate the COVID-19 pandemic, they have been forced to deliver content at greater speed, lower cost, and without the usual luxurious production values.

Susie Walker, head of awards at Cannes Lions (a sister company of WARC), argued this scrappy material can frequently be described with the term “lo-fi” – shorthand for “low-fidelity” – as it embraces an “under-designed aesthetic that purposely rejects the stylized and consciously high-spec content that we're used to seeing on big screens.”

This approach has grown in popularity thanks to social distancing and work-from-home provisions. But, Walker explained, it was already “tipped to gain...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands