2017 has been a tough year for Cannes. Both Publicis' declaration to pull out of next year's festival and Sir Martin Sorrell's claim that attendees feel 'ripped off' by the Cannes experience have made bigger headlines than the winners themselves – so much so that Cannes-owner Ascential's shares fell 3% during the awards.

What's more, there have also been questions about the industry's commitment to minority groups at this year's festival. Airbnb CMO Jonathan Mildenhall called Cannes out over a lack of ethnic diversity on the juries, and Sir Ian McKellen and The Brooklyn Brothers' Jackie Stevenson asked some serious questions about Adland's portrayal of LGBTQ consumers, with the latter suggesting "it is so important that we get new LGBTQ heroes in our great stories".