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Over the years, the Cannes Lions International Festival of Creativity has morphed from a production company free-for-all to an agency shindig to a place where serious people insist that “serious business is actually getting done.”

There is also, thankfully, a lot that remains unserious in Cannes. This is the cradle of cutting edge trends and what-were-they-thinking lapses in judgment. To make sense of what we’ve seen this week, here’s what’s in and out at Cannes 2016. (For easy reference, here’s last year’s list. Remember Periscope?)