Who knew Kendall Jenner, a can of soda and a staged protest would be such a recipe for disaster? Certainly not Pepsi’s creative team, who are responsible for that spot. While the ad clearly missed the mark, it’s also a cautionary tale of the power of the crowd, and the tendency to revel in outrage.

Brands have long used famous faces in adverts to reliably boost the awareness and sales of their products. But what is it about star endorsements that make people stop and pay attention? And how is a desire for authenticity changing the expectations for celebrity partnerships?

Cannes Lions 2017 was populated by campaigns looking to fight discrimination, offer a helping hand and connect to customers in real-time. Canvas8 has identified 10 of the key behaviours that underpinned the winning messages.

After listing a jumper with the writing "Coolest Monkey in the Jungle," H&M faced a torrent of criticism. But even after two lengthy apologies, the controversy refuses to die down, showing that there are some mistakes people will struggle to forgive brands for.