Inspiration from Cannes 2015 презентация

Cannes 2015

15 out of 3,700 – and what we can learn

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

REFLECT

REAL

PEOPLE?

CANNES

NO

LONGER

ABOUT

SHOWBOATING

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

Grand prix: glass lions
P&G: touche the pickle

Grand prix: mobile
Google cardboard

Grand prix: for good
Als ice bucket

Grand prix: outdoor
Iphone world gallery

Titanium
Samsung safety truck

VOLVO TRUCKS
FORSMAN & BODENFORDS

ALS ASSOCIATION
ALS ASSOCIATION

P&G INDIA
BBDO INDIA

GOOGLE
GOOGLE

APPLE
TBWA/ MEDIA ARTS LAB

SAMSUNG
LEO BURNETT ARGENTINA

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…

‘interceptor’
The power of building for short form moments
Brands being useful
Finding the good in social
The data value exchange
More than ever, communications doesn’t need to be an ‘advertisement’

case study

‘interceptor’
The power of building for short form moments
Brands being useful
Finding the good in social
The data value exchange
More than ever, communications doesn’t need to be an ‘advertisement’

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)?

‘interceptor’
The power of building for short form moments
Brands being useful
Finding the good in social
The data value exchange
More than ever, communications doesn’t need to be an ‘advertisement’

sound off’ message in a social world?


What moments are important for your audience?

Key questions for brands:

‘interceptor’
The power of building for short form moments
Brands being useful
Finding the good in social
The data value exchange
More than ever, communications doesn’t need to be an ‘advertisement’

existing ‘useful’ platforms?

How do you make peoples lives easier?

How are you always on?

‘interceptor’
The power of building for short form moments
Brands being useful
Finding the good in social
The data value exchange
More than ever, communications doesn’t need to be an ‘advertisement’

fuel your content approach?


People share because they want to be seen as a thought leader – how do you tap into those behaviours?

‘interceptor’
The power of building for short form moments
Brands being useful
Finding the good in social
The data value exchange
More than ever, communications doesn’t need to be an ‘advertisement’

data you are using to tailor your messaging?


Personalised shouldn’t mean creepy – what will be your take on personalisation?

‘interceptor’
The power of building for short form moments
Brands being useful
Finding the good in social
The data value exchange
More than ever, communications doesn’t need to be an ‘advertisement’

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?