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Matt Bell – Head of Digital Strategy, MEC : @_Mbell_
Inspiration from Cannes 2015
15 out of 3,700 – and what we can learn
The value of Cannes had more debate than ever…
DOES IT’S
“I’ve never met anyone who has seen a vending machine reward them for laughing, I’ve never walked through a door marked ugly, got a Coke from a drone, or been offered a crisp packet with my face on.”
ARTICLE LINK
“According to a recent IPA reportcreatively awarded work sells 12 times more than non-awarded creative work. It’s the phenomenal rise of social media. You either involve and engage with creativity, big storytelling and provide an immersive user experience, or you go the way of the dodo.”
ARTICLE LINK Tham Khai Meng, Worldwide CCO, Ogilvy & Mather
Tom Goodwin: Senior VP of strategy and innovation ; Havas Media
REFLECTREAL
PEOPLE?
CANNES NOLONGER
ABOUTSHOWBOATING
What is niche today will be normal ‘tomorrow’.
Cannes allows us a chance to reflect on this as an industry whilst
encouraging bravery to build and sell new stories – without which advertising
will struggle…
The tech companies are taking over Cannes
It is an opportunity to get the most like minded people together to discuss,
debate and progress key tech challenges and client opportunities
My opinion? Cannes helps push the industry forward
ACCESSIBLE AD TECH RAISING THE CREATIVE BAR
Some big winners this year
Grand prix: creative effectivenessVolvo: live test series
Grand prix: glass lionsP&G: touche the pickle
Grand prix: mobileGoogle cardboard
Grand prix: for goodAls ice bucket
Grand prix: outdoorIphone world gallery
TitaniumSamsung safety truck
VOLVO TRUCKSFORSMAN & BODENFORDS
ALS ASSOCIATIONALS ASSOCIATION
P&G INDIABBDO INDIA
GOOGLEGOOGLE
APPLETBWA/ MEDIA ARTS LAB
SAMSUNGLEO BURNETT ARGENTINA
A few surprises?» There were no Grand Prix gongs awarded in either the Branded Content & Entertainment or Creative Data
categories
» Where were the messenger app ideas?
» Augmented Reality makes an entrance
» Where were the World Cup winners? » Adidas #allin – Shortlist» McDonalds FryFutbol – Shortlist (LINK)
» A quieter (than usual) showing from Coca Cola, Unilever and McDonalds
» General sentiment that there were less focus on the awards themselves (Creative Review)
» Maybe because no sure fire winners this year» Maybe because there is category overkill…
There were broad trends in the longtail of winners
1. Technology as an ‘interceptor’
2. The power of building for short form moments
3. Brands being useful
4. Finding the good in social
5. The data value exchange
6. More than ever, communications doesn’t need to
be an ‘advertisement’
Click the image on each page to link to the video
case study
There were broad trends in the longtail of winners
1. Technology as an ‘interceptor’
2. The power of building for short form moments
3. Brands being useful
4. Finding the good in social
5. The data value exchange
6. More than ever, communications doesn’t need to
be an ‘advertisement’
Technology as an interceptor
Key questions for brands:
How can you use technology to neutralise or even hijack your competitors spend? i.e. Syncing your digital display against their tv
How can you use location to intercept a behaviour (or store visit/action)?
There were broad trends in the longtail of winners
1. Technology as an ‘interceptor’
2. The power of building for short form moments
3. Brands being useful
4. Finding the good in social
5. The data value exchange
6. More than ever, communications doesn’t need to be
an ‘advertisement’
The power of building for short form moments
What’s your ‘thumb stopping, sound off’ message in a social world?
What moments are important for your audience?
Key questions for brands:
There were broad trends in the longtail of winners
1. Technology as an ‘interceptor’
2. The power of building for short form moments
3. Brands being useful
4. Finding the good in social
5. The data value exchange
6. More than ever, communications doesn’t need to
be an ‘advertisement’
GRAND PRIX:
TITANIUM AND
INTEGRATED
DOMINOSCP+B
Brands being useful
Key questions for brands:
Whats your approach for integrating into existing ‘useful’ platforms?
How do you make peoples lives easier?
How are you always on?
There were broad trends in the longtail of winners
1. Technology as an ‘interceptor’
2. The power of building for short form moments
3. Brands being useful
4. Finding the good in social
5. The data value exchange
6. More than ever, communications doesn’t need to
be an ‘advertisement’
GRAND PRIX: CYBER
UNDER ARMOURDROGA5
SILVER: CYBER
AMERICAN RED CROSSBBDO NY
Finding the good in social
Key questions for brands:
How can social conversations fuel your content approach?
People share because they want to be seen as a thought leader – how do you tap into those behaviours?
There were broad trends in the longtail of winners
1. Technology as an ‘interceptor’
2. The power of building for short form moments
3. Brands being useful
4. Finding the good in social
5. The data value exchange
6. More than ever, communications doesn’t need to
be an ‘advertisement’
SHORTLISTED
IKEA CANADAJUNGLE MEDIA
SHORTLISTED
UKTVPHD
ROCKET
The data value exchange
Key questions for brands:
How will you reference the data you are using to tailor your messaging?
Personalised shouldn’t mean creepy – what will be your take on personalisation?
There were broad trends in the longtail of winners
1. Technology as an ‘interceptor’
2. The power of building for short form moments
3. Brands being useful
4. Finding the good in social
5. The data value exchange
6. More than ever, communications doesn’t need
to be an ‘advertisement’
GRAND PRIX:
DESIGN
VOLVO UKGREY LONDON
GOLD: PROMO
AND ACTIVATION
BDF NIVEA BRAZIL
FCB BRAZIL
GRAND PRIX: MEDIA
VODAFONEY&R TEAM RED
ISTANBUL
More than ever, communications doesn’t need to be an ‘advertisement
Key questions for brands:
Although built around ‘stunts’ with typically small reach, they add high earned impressions and create perception of innovation – how brave will you be in defining what your ‘advertising’ looks like?
Inspiration from Cannes 2014
Click image to link
