2. About the Festival The Cannes Lions International Advertising Festival is the world's only truly global meeting place for professionals in the communications industry who want to keep ahead of the curve. 3. About the Festival During7days in June , thousands of delegates from90 countriesgatherin Cannesto listen to speakers such as Sir Martin Sorrell, Bob Greenberg, Kofi Annan, Steve Ballmer, Biz Stone, Maurice Lvy, Bob Geldof, Mark Tutssel, Tham Khai Meng and hundreds of others, whilst around250 jury menbersjudgeover 22,000 pieces of the most creative advertisingfrom across the world. 4. About the Festival Thenetworking and learning opportunity of the year , Cannes Lions is the must-attend event for any creative professional wishing to stay ahead with the innovations in their field. 5. 1954 Inspired by theInternational Film Festival , which had been staged in Cannes since the late 1940s, a group of worldwide cinemascreen advertising contractors (SAWA ) felt that the makers of advertising films should receive similar recognition as their colleagues in the feature film industry. 6. 1954 In order to promote the cinema medium, SAWAestablished the International Advertising Film Festival . The first Festival took place in Venice in September 1954 with187 film entries from 14 countriescompeting. The lion of Piazza San Marcos in Venice was the inspiration for the Lion trophy. The second Festival was held in Monte Carlo and thenin Cannes in 1956. 7. 1954 After that, the Festival took place alternatively between Venice and Cannes. The films in the competition where split into two categories:TV and Cinema .They were judged according to technical crafts. categories forcommercials ofdifferent lengths,live actionand animation. 8. 1967 The TV and cinema ads were splitintoproduct or servicecategories.This structure has been constantly updated to accommodate new products, services and marketing trends . 9. 1983 The split betweencinema ads and TV adswas abandoned to become film only Film Lions. 10. 1984 The French city ofCannesin the South of France became its permanent home. 11. 1987 The FrenchmanRoger Hatchuel , a former member of SAWA, started managing the Festival. 12. 1990 Up until the first Gulf War in 1990, the worldwide advertising industry was prosperous. This is probably why the Festival maintained its original format of afilm-only competition . In response to the advertising crisis at the time of the first Gulf War, the Festival added value to the event by complementing the showcase of all Film entries with a developing programme of high-profileseminarsorganised by some of the biggest names in the industry making Cannes Lions a uniquelearning experience . 13. 1992 The International Advertising Film Festival became known as theInternational Advertising Festival . This change came about as the organisers broadened the event to reflect themulti-media approachof advertising campaigns, which incorporated both audio-visual and printed media. ThePress & Outdoor Lionscompetition was therefore added. In the same year, the Young Creative Registration Package was introduced. 14. 1995 TheYoung Creatives PrintCompetition was included in the Festival programme. Teams from different countries worldwide have 24 hours to produce an adfor a charity or non-profitable organisation. 15. 1998 Online communications(websites, interactive campaigns and online advertising) were added to the event and the Cyber Lions were born. 16. 1999 TheMedia Lionswere launched, allowing media planners to join the Festival with their own competition celebrating creative use of media. TheYoung Creatives CyberCompetition was launched. 17. 2002 TheDirect Lionscompetition was added to honour creative direct marketing solutions. 18. 2003 The Roger Hatchuel Lions Academy was introduced, aimed at providing one-weektraining and educationto the best students who already study advertising, marketing, communications and design - an investment by Cannes Lions in the future of the industry. 19. 2003 Emap Communications, the international B2B publisher and events organiser,acquired the Festival in the summer of 2004 20. 2005 Two new competitions were added:Radio Lions,Titanium Lions , honouring campaigns achieved creative excellence across a range of communications and media channels, celebrating communication with risk and innovation.Two new awards: Direct AgencyInteractive Agency 21. 2006 Promo Lions competition was added as well as the introduction of a separateOutdoor Lions Jury. Media Agencyof the Year was added and the Media Lion trophy made way for Gold, Silver and Bronze Lions. Young Creatives Film Competition , complementing the existing Print and Cyber competitions, with the ads being filmed on mobile devices.seminar programme for a more interactive learning experience in smaller groups. 22. 2007 The Content Showcase a dedicated exhibition area where content creators and providers acrossall media platformscan display their products and capabilities. A series of content-relatedContent Showcase Workshopscomplement the stands providing further information and education.Titanium Lions has further evolved intoTitanium and Integrated Lions , allowing the jury to award Integrated Lions tothe best integrated campaigns . Network of the Year . 23. 200 8 24. 200 9 ThePR Lionscategory was launched to honour the creative use of reputation management by the building and preservation of trust between individuals, business or organisations and their publics.Gold, silver and bronze lions were awarded in the Integrated categoryinstead of a single Integrated Lion. 25. 200 9 Changes were introduced to the Media Lions section, including a category revision and a restructuring of judging andcredits . Amendments were made to the entry submissions andvoting criteriaof the Direct and Promo categories to place more emphasis on the results of the entry. Newdigitallyfocused categories were introduced into the Outdoor, Design, Direct, Media and Promo Lions. 26. 200 9 Seminars and workshops saw top international keynote speakers including Biz Stone, Co-founder of Twitter;Steve Ballmer , CEO of Microsoft;Kofi Annan , former Secretary General of the UN; writer, director, actor and producerSpike Lee ; andEric Schmidt , Chairman and CEO of Google. 27. 1998 Online communications (websites, interactive campaigns and online advertising) were added to the event and the Cyber Lions were born. 28. 29. 30. 31. 32. 33. A Night In The Dark For WWF Advertiser: WWF Product: Campaign Against Global WarmingEntrant Company: Leo Burnett, SydneyCountry: AUSTRALIA Year: 2007 Media: Titanium & Integrated Lions Award: Lion Other Credits: Chairman: Nigel MarshCEO: Tim CastreeManaging Partner - Creative: Mark Collis Managing Partner - Strategy: Todd SampsonCreative Group Head: Michael SpirkovskiSenior Copywriter: Grant McAloonGroup Business Director: Hazel LivingstoneSenior Account Manager: Jodi McLeodAccount Manager: Sam McGownTV/Radio Producer: Adrian ShapiroCreative Services Director: Paddy MorahanProduction Company: Cherub Pictures Director: Justin Kurzel Producer: Pip SmartPhotographer: Tim Georgeson (York Productions) Radio Production: Simon Lister (Nylon) 34. Direct Lions Grand Prix BEST JOB IN THE WORLD / TOURISM QUEENSLAND / ISLANDS OF THE GREAT BARRIER REEF / CUMMINSNITRO Brisbane, AUSTRALIA 35. Type of Entry: Integrated Campaigns Category: Best Integrated Campaign Led by Direct Marketing Title: BEST JOB IN THE WORLD Advertiser/Client: TOURISM QUEENSLAND Product/Service: ISLANDS OF THE GREAT BARRIER REEF Entrant Company: CUMMINSNITRO Brisbane, AUSTRALIA DM/Advertising Agency : CUMMINSNITRO Brisbane, AUSTRALIA Creative Credits Name Company Position Merrin Mccormick CumminsNitro Copywriter Ralph Barnett CumminsNitro Art Director Cristian Staal CumminsNitro Art Director Darren Mccoll CumminsNitro National Strategy/Planning Director Anne-Maree Wilson CumminsNitro Account Director Edwina Gilmour CumminsNitro Account Director Nancy Hartley CumminsNitro Creative Director James Burchill CumminsNitro Creative Director Jason Kibsgaard CumminsNitro Senior Digital Producer Adam Ford CumminsNitro Account Director Matt Farrugia CumminsNitro Senior Digital Producer Horia Traian CumminsNitro Head Of Technology Glen Peterson CumminsNitro Senior Developers Anton Ward CumminsNitro Senior Developers 36. Describe the brief from the client
- The target audience were new customers, with a vague awareness of the Great Barrier Reef (and Australia), but no awareness of the islands. Our goal was to raise international awareness of the Islands of the Great Barrier Reef (a new brand for Tourism Queensland) and transform a popular day-trip destination into an international tourists dream holiday. Classified press ads, a PR campaign, in-store posters, online recruitment listings and display ads worked together to drive traffic to the website. Visiting and engaging with the website would drive visitation to the islands in the long term.
37. Creative Execution
- The best aspect of The Best Job in the World is its location, and although the generous salary is appealing, the real reward is in spending six months living above the reef and exploring the region. The Best Job in the World idea was born out of the brands positioning Life Above and provokes Global Experience Seekers to engage with a unique brand asset the Great Barrier Reef. This would be one of the only integrated international recruitment campaigns, and the only recruitment campaign used to launch a tourism brand.
38. Describe the creative solution to the brief/objective
- We tapped into a universal desire and created a job that sounded too good to be true - anyone from anywhere in the world could apply. The Islands Caretaker role is a completely genuine employment opportunity within Tourism Queensland, living