Sunday afternoon’s sessions at the Cannes Lions International Festival of Creativity included a talk called “You Need an Enemy” between contemporary artist Shepard Fairey, who is famously known for the ‘Hope’ poster he created for President Barack Obama’s 2008 campaign and Pete Favat, CCO at Arnold Worldwide.

We caught up with Favat to dig deeper into his talk, which focused on the need to create tension (or “an enemy”) to get attention. He uses the “Truth” campaign as an example, launched by Arnold Worldwide in association with the American Legacy Foundation, the campaign aims to get teens to think twice before smoking, turning their natural rebellion against the tobacco industry.

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