What really happened at Cannes 2025? We break down the brand experiences that mattered—and the ones that fell flat. From Pinterest’s immersive takeover to Google’s elusive events, here’s our full recap with real talk, real insights, and everything we wish brands knew.

THIS WEEK’S EPISODE:

* 02:01 — Pinterest brought their brand to life 88 ways when most didn’t do 1—and won.

* 08:37 — Female Quotient wins for most actionable takeaways.

* 14:03 — COLLINS House managed the one thing lacking everywhere else: atmosphere.

* 20:19 — TikTok’s team wins for best understanding of guest experience.

* 24:38 — Canva did 3 things very right: visual identity, swag & gatherings.

* 28:09 — LinkedIn was dialed in. And packed it with a brand’s best friend: good staff.

* 32:35 — Brands & Culture became our de facto hub—something desperately needed.

* 35:49 — Yahoo’s team built something very cute. But it lacked one crucial thing.

* 38:25 — Sports Beach was a popular destination. But they had a plan for it.

* 39:56 — Marriott had the right talent. But they misunderstood the assignment.

* 42:29 — Brand Innovators continues to crush it. But dear lord, that logo.

* 45:15 — BCG wins for the lowest ceilings in the history of all events.

* 47:09 — Goals House: the coolest crowd and chillest vibe came together over impact.

* 49:09 — Sunday Dinner gathered and bonded people—no small feat.

* 50:50 — Google, the impossible hard ticket. But why?

* 52:10 — Thrads: Young guns with a Rolls-Royce and a robot dog.

* 54:09 — Inkwell winning with an important message.

* 55:42 — A few quick thoughts on Substack. Invisible yet there.

* 57:05 — The hottest ticket: the closed-door sessions.

* 58:10 — Kirsten tells us about judging Young Lions

* 59:08 — Little notes on Amazon, Tubi, Snap Meta, DoorDash, and more.

* 01:02:20 — 10 hot takes on what needs to happen next year.

ABOUT

Chris and Kirsten are the founders of IN GOOD CO, a consultancy that ignites challenger brands with fearless and proactive positioning.

Chris writes a weekly newsletter for +15K subscribers that shares the best-of-the-best on culture, trends, marketing, etc. What she's dropping to friends on Slack or finding useful in meetings with brands | Follow her on Substack

PS. If you prefer Apple, Spotify, or YouTube you can listen there too.

Get full access to GOOD THINKING at ingoodco.substack.com/subscribe