This shift is a complete about-face from what is traditionally celebrated at Cannes: the episodic campaign, like outdoor, radio, print and television, which relies on bought media for its delivery. The cloud, however, allows us to create forms of engagement that are sustained over time, even when we aren’t creating anything new. That’s because users primarily fuel the cloud, populating it with fresh content as they go about the business of their lives. In fact, some of these cloud-based marketing services, like eco:Drive and Mint.com, have already been awarded at previous shows.