L-Acoustics at Cannes Lions: Empowering Women and Driving Change Through Live Sound Innovation L-Acoustics at Cannes Lions: Empowering Women and Driving Change Through Live So...
The Cannes Lions International Festival of Creativity, an event celebrating innovation in advertising and communications, once again provided a platform for critical discussions on sustainability, social impact, and how live sound can bridge these two areas. This year, L-Acoustics was thrilled to participate, partnering for the second time with the World Woman Foundation (WWF) to amplify conversations around women’s leadership and their impact. Through these sessions, we demonstrated our deep dedication to corporate social responsibility, focusing specifically on how the transformative power of live sound can drive equality and innovation, particularly by empowering women in the professional landscape. Our commitment was further highlighted by our support of innovative initiatives, such as the ‘Sounds Right’ movement, which reimagines nature as an artist to generate royalties for conservation efforts through music.
How Innovations in Live Sound Can Drive Equality
The first session, ‘The Power of Sound to Drive Cultural and Environmental Change,’ was part of the World Woman Foundation’s Equality Moonshot Initiative. It explored how live sound can transcend mere entertainment to become a tool for environmental stewardship, cultural preservation, and global action.
This inspiring panel featured Natalia Vega-Berry, Executive Director, Earth Public Information Collaborative; Oskar Metsavaht, Founder & Creative Director, Osklen, President, Instituto-E, and UNESCO Goodwill Ambassador for Sustainability; Fabiana Schaeffer, CEO & Co-Founder of Netza&Co and Co-Chair of the Sustainability Council of IAA; and Iminza Mbwaya, Artist & Global Program Manager, Sounds Right – Museum for the United Nations, UN Live. The session was moderated by our very own Amber Mundinger, L-Acoustics Global Director of Creative Engagement, who led the discussion on how sound can address world challenges and lead to profound social change.
Through this question, “How does sound move beyond just being heard and become something that shapes culture and sparks real change?” panelists examined how sound can be integrated into brand narratives to enhance consumer engagement, particularly in culturally rich regions like Brazil. The panel also explored the balance between artistic, compelling sound experiences and messages that drive environmental action. How can sound inspire conscious innovation across various industries?
The Evolving Role of Sound
The conversation also touched upon how cross-sector collaborations, like those between marketing and cultural storytelling, can utilize sound for environmental messaging. A significant point was how sounds and songs have historically mobilized communities and amplified global conversations around sustainability. Challenges in using sound for systemic change were addressed, along with creative solutions. Panelists explored how to emotionally connect listeners through sound, particularly on urgent and complex topics such as climate change, thereby transforming them into active participants.
The evolving role of sound as a universal language for environmental responsibility and exciting sonic trends were also discussed. Artists can utilize their craft to impact sustainability narratives. MarTech [Marketing Technology] agencies can also leverage sonic branding and immersive soundscapes to advance the SDGs and shape sustainable consumer behavior. Ultimately, the session aimed to understand how live sound and music can not just tell stories, but shift mindsets, inspire innovation, and drive policy change globally. The conversation also explored how emerging sound technologies could transform advocacy for a sustainable future.
Driving Global Change Through Live Sound
Our Global Director of Corporate Social Responsibility, Françoise Cardoso, also participated in a fireside chat titled “Women Leading Global Change Through Sound, Strategy & Solidarity.” Moderated by Rupa Dash, CEO of the World Woman Foundation, this session also featured Angeline Martyn, Chief Brand & Partnerships Officer for Sounds Right, UN Live.
The discussion examined how female leadership contributes to creating systems that foster cultural and climate transformation. Françoise articulated that environmental and social goals are deeply interconnected, with women playing a pivotal role in bridging these challenges and leading transformative change. She emphasized the vital need to ensure that women’s leadership, particularly from the Global South and underrepresented communities, is not merely invited but actively centered in impact models. Françoise powerfully advocated for a shift from simply “inviting” women to “co-leading” initiatives from their nascent stages.
Addressing inherent challenges, Françoise asserted that equity offers a distinct strategic advantage. Diverse leadership has been shown to demonstrably enhance innovation and long-term sustainability. She also spoke about overcoming the polarization that often frames gender equity as a political issue. Instead, she advocates for a focus on universal values such as social justice, dignity, and sustainability. The panel also covered the importance of cross-sector collaborations and ongoing initiatives, rather than one-off campaigns, for achieving systemic change.
Finally, the conversation touched on supporting the next generation of women leaders through mentorship and creating safe spaces for mental health. The discussion also explored how technology, including AI and immersive media, can be leveraged to scale emotional connection and personalize impact journeys without compromising authenticity. Françoise also shared her perspective on reimagining leadership itself, emphasizing the role of a leader as a facilitator of collective intelligence, focused on shared purpose, trust, empathy, and transparency, rather than just a decision-maker.
Key Takeaways and Future Initiatives
Our participation at the Cannes Lions Festival demonstrated the profound impact of live sound in advancing global equality and well-being. It’s evident that sound connects us on a deep emotional level, eliciting empathy, providing a sense of belonging, and fostering a desire for action. Our collaborative efforts extended far beyond the festival grounds. We firmly believe that memorable live sound can fuel entire movements.
Discover more of our CSR initiatives.