Cannes sure love it when brands do good and one of the best things that a brand can give is its own space or its advertising space (in the case that the brand doesn't have its own space). Not only is it being generous in a way that keeps the brand cleverly in focus without needing to plaster the logo all over a CSR project, it also demonstrate the power of advertising and media by showing how much advertising could do for someone who doesn't normally have the budget for the exposure.

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Aside from choosing which space to give, being wise about the relevancy of the recipients is also important. The right recipients will make your execution much more meaningful, and in some cases even make it a win-win situation for both the brand and the recipient as the brand is actually helping someone would lead to a sale down the line.

You can give the spotlight to small business owners who can’t afford their own advertisement!

Fashion brand gave store space to sell items from bottega workshops.

Bottega for Bottegas

Renault featured small businesses on the cars in their advertisement.
The Unaffordable Campaign

Google helped spotlighting black-owned businesses.
Black-Owned Friday