Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, orAnchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.

What were the underlying themes at Cannes Lions 2015? From encouraging people to improve themselves through the power of shame to enabling people to improve the world through digital channels, many of this year's winners set out to encourage positive behaviour change.

Public shaming is back on the agenda. From fears of being photographed eating on the tube, to apps that erase pics from the night before – the spectre of public criticism looms large. Has social media revived this age-old mechanism of control? Or can shame be a force for positive change?

As young Australians head for bright city lights, Melbourne has become the nation's fastest growing area. But how do their parents get them to visit home out in the sticks? A campaign by Victoria’s public transport operator V/Line let people guilt trip their kids into returning.