Transcript of Cannes Lions 2013_discussion club
- 1. , 2013
- 2. THE AVERAGE PERSON HAS 140000 DREAMS IN A LIFETIME...
ADVERTISING CREATIVES HAVE ONLY ONE!
- 3. WHAT HAPPENS IN ANNES DOESNT STAY IN CANNES
- 4. , !
- 5. STORYTELLING The world is too complicated to understand
without storytelling. Stories are the way the brain organizes
itself.
- 6. STORYTELLING 7
- 7. FINDYOUR ENEMY If there isnt problem how brand can be
solution? Throughout the history, art, music and design, if there
is no enemy, theres no story
- 8. If you want to be engaged with the world, fight for
something
- 9. # work that matters WHAT UNITES US IS GREATERTHANTHAT
DIVIDES US http://www.youtube.com/watch?v=ts_4vOUDImE
- 10. RESPONSIBILITY we will be looking for highly innovative
ideas that have the human touch and the power to make people act
MarkTutsell, Direct Lions jury president
- 11. SOMETIMES FAILURES ARETHE PRACTICES SAY SORRYAND MOVE
ON!
- 12. FROM AWARENESSTO EXPERIENCE. ITS ALL ABOUT PARTICIPATION
What were trying to build is a world beyond advertising thats
immersive and interesting to consumers , as opposed to being
distracting. The age of online banners and buttons is over! Think
less as advertisers, more as content providers From storytelling to
story-whispering. Let people to turn their imagination on
- 13. DRIVE ENGAGEMENT, SCALEWITH MEDIA
http://www.youtube.com/watch?v=j5Ftu3NbivE We live in the era of
participation people want to see their contribution
- 14. ALWAYS ON = NEVER-ENDING STORY Cannes Lions Grand-Prix 2012
http://www.youtube.com/watch?v=W8xMurdO4Tk
- 15. SOCIAL MEDIA PLATFORMS Entirely different and spontaneous
dialogue CULTIVATE COMMUNITY DON'T LEAVE THE CONVERSATION
- 16. TRANSPARENCY THE MOST SUCCESSFUL BRANDS ARETHE MOST
RESPONSIVE ONE http://yourquestions.mcdonalds.ca/#/
- 17. HOWTO BE SUCCESSFUL IN SOCIAL MEDIA Be creative in a most
transparent way Respect your consumers they are intelligent and
smart Honesty is the best currency To be social it should be
socially-designed
- 18. REALTIME DATA PROCESSING With social media we can quantify
and demonstrate impact as never before Big data is not only big
opportunities its increasingly big expectations from consumers.
Users will tell you whats sucks and they will do it really
fast
- 19. Sorry, picture is unavailable for today SCHOOL KIDS CORRECT
CELEBRITY GRAMMAR MISTAKES ONTWITTER
- 20. 30 seconds spot are not dead as it talks to all senses Why
be the 30 second spot when you can be the whole show? SCREENS
- 21. UNDERSTAND PEOPLE BEHAVIOR WITH SCREENS JWT second screen
study, May 2012
http://www.slideshare.net/jwtintelligence/tv-5-8?from_search=1
- 22. MULTI-SENSORY PLANNING Affective interfaces Flue 2.0.
Seamless journey Projected visualization Human body is interface
LEO BURNETT SEMINAR It will take around two years to get to the
market More here: http://wildfirecannes.tumblr.com/page/2
- 23. TECHNOLOGIES it has given us so many opportunities to
communicate straight to the customer and the ability to ignite and
influence peoples behavior
- 24. GOOGLE PROJECT LOON BACK TO VINYL - THE OFFICE TURNTABLE
KONTOR RECORDS
- 25. GOOGLE PROJECT LOON http://www.google.com/loon/
- 26. EMOTIONS ARE FUNDAMENTAL PART OF STORYTELLING
- 27. EMOTIONS DELIVER RESULT
http://www.youtube.com/watch?v=08ODNMuyhYQ
- 28. up to 5340000 entries per section 30
- 29. INTHE ERA OF SNACKING CONTENT, STORIES HAVETO CUTTHROUGH
THE JUNGLE
- 30. STORYTELLING IS CRUCIAL BUT NOTTHE WHOLE STORY. IT IS
IMPORTANTTO BUILD SYSTEM ASWELL AS BUILD STORIES
- 31. http://www.youtube.com/watch?v=XpaOjMXyJGk we didnt put a
copy on YouTube and just waited for a magic As of begging we had a
strategic PR plan and smart planned paid media DONT RELY ONLY ON
BUZZ EVEN IF GREAT IDEA
- 32. 11 COMPONENTS OF SUCCESS by Cannes Lions Media jury
- 33. http://www.youtube.com/watch?v=YTwCDj3Ui24 MelVarley: it
took UGC to new level. Its the first time Ive seen it used do well
as mainstream medium WHY WAIT UNTILTOO LATE
- 34. http://www.youtube.com/watch?v=DNjfw_waYyQ compelling plot
unforgettable characters social commentary responsibility
entertaining DUMB WAYSTO DIE 5 Grand-Prix
- 35. http://www.youtube.com/watch?v=A9UqFGKcNWg People demand a
direct reward from the time they spend with a brand.They want
instant gratification, emotional engagement and new experience OREO
100TH BIRTHDAY
- 36. http://www.youtube.com/watch?v=4tYMMXiH_hs MY BLOOD IS RED
AND BLACK/ DONATION
- 37. http://www.youtube.com/watch?v=35yeVwigQcc POTABLE WATER
GENERATOR
- 38. CLEAR INSIGHT CLEVER STRATEGY IMPRESSIVE RESULTS
- 39. David Droga, CEO Droga 5 Id argue theres no other business
better-suited to this challenge. After all, we are not just
storytellers and communicators.We are an industry of
problem-solvers and inventors.
- 40. NEW-COMER: INNOVATION AWARD The ideas we have awarded are
not about something done in the last year that will now sit on a
shelf and gather dust. You are all going to see these ideas out in
society, serving on a purpose.They are only now gaining
momentum.
- 41. MASTERCARD DISPLAY CARD GETIN NOBLE BANK TWO SCREENSARE
BETTERTHAN ONE NEWTYPE OF PHONE
- 42. WE FORGOT ONE VERY-VERY IMPORTANTTHING.
- 43. healthy intellectual stimulating dialogue. And positive
confrontation with respect
- 44. MINDS ARE LIKE PARACHUTES: THEY ONLY FUNCTION WHEN
OPEN
- 45. IMPOSSIBLE IS NOTHING
- 46. http://www.youtube.com/watch?v=zHIPuiIweb4 5 Golden
Lions
- 47. http://www.youtube.com/watch?v=UOMj6i6OC94 ANTI DOPING
FORYOUNG SPORTSMEN
- 48.
- 49. THE ONLYWAYTO MEASURE MARKETING EFFECTIVENESS IS IF PEOPLE
CARE ENOUGH TO SHARE INFORMATION
- 50. I have never answered questions I tell stories