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Where creativity, technology, & the human element meet 2014 REVIEW
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Cannes 2014: Where Creativity, Technology, & The Human Element Meet

Nov 15, 2014

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Marketing

Austin Anderson

In collaboration with Kyle Duckitt, we created this presentation while interning at Energy BBDO. Our goal was to inform the agency on what our biggest takeaway was from Cannes 2014: The combination of creativity and technology to tell a story rich in the human element.

Video Links:

Melbourne: https://www.youtube.com/watch?v=rg74NzJlGp0

Chipotle: https://www.youtube.com/watch?v=reDRAHn3XkY

Happy: https://www.youtube.com/watch?v=BRYiBL6zpdo

Milka: https://www.youtube.com/watch?v=dWRD3Kz5wYc

G-Star: https://www.youtube.com/watch?v=U6z8YfKR3to
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Transcript
  • 1. Where creativity, technology, & the human element meet 2014 REVIEW

2. Cannes 2014 Overview - 37,427 entries, 1589 winners across 18 categories - Decrease in traditional entries - Press -12%, Film -9%, Radio -7% - Digital/Non traditional entries are up - Digital Cyber +39%, Branded content & Entertainment +22%, Mobile +12% - At least 50% of Big Winners adopted storytelling approach 3. Why Cannes? I have the same hope I have for us every year: that we win real iron for real clients. The reason I respect Cannes and the other important shows is I believe its one of the important elements in assessing whether your work is as successful as it can be for your client. -David Lubars, Worldwide CCO & N. America Chairman, BBDO 4. The Theme This year at Cannes, we will see a lot of outstanding work from all over the world. My prediction is that the winners will be those campaigns that excel in combining creativity with technology and the human element. Those will be the ones that take our breath away. -John Wren, President & Chief Executive, Omnicom 5. Human Element Creativity Technology 6. Technology is allowing a new type of creative and emotional engagement. The tech is no longer the star of the spots and is becoming more invisible. It is a facilitator for us to put the emotion and the story into the spotlight 7. The human element is becoming ever more important in a world driven by organic media. Finding creative ways to show this through stories is key. 8. "The new role of agencies is designers of narrative spaces for brands." @Sid_Aarki - CEO of Aarki 9. Our Campaigns We selected 5 campaigns that were not only big winners at Cannes, but also clearly combined all 3 elements of what John Wren was referring to. The human element (the human truth told through a story) behind the work is also the defining feature of these campaigns, and can hopefully help inspire our teams this upcoming year. 10. Tourism Victoria - Remote Control Tourist 4xBronze 11. https://www.youtube.com/watch?v=rg74NzJlGp0 12. "The key is not in using technology for efficiency, but to create emotion to move people." Yasu Sasaki - Executive Creative Director at Dentsu 13. The Results - People from 158 countries, 4000 cities participated and spent an average of over 6min on the site - Over 150million people reached - 49million in earned social media impressions - PR value of $3.7million - 1 successful marriage proposal 14. Why it worked? Human Element: When it comes to travel the fear of the unknown and the fear of being disappointed once you get there are big hurdles that need to be crossed. Creativity: Put people in control of the exploration of Melbourne. Also created evergreen content. Technology: Use of live streaming, connecting to Twitter and Facebook, and the fluidity of the interactions was key in facilitating the story and the experience. 15. Chipotle - The Scarecrow 2xGrand Prix 8xGold 4xBronze 16. https://www.youtube.com/watch?v=reDRAHn3XkY 17. "Building great brands is a mix of magic and logic, a blend of art and science." @keithweed - Chief Marketing and Communications Officer at Unilever 18. The Results - 614million+ media impression - 18.4million conversations across 17 social platforms in 1st month - 92.7 social sentiment score - 126,782,322 impressions on twitter in 2 months - 13million+ views on youtube - 650,000+ iOS downloads - Chipotle tops Taco Bell on Restaurant Social Media Index - Stock at all time high after campaign 19. Why it worked? Human Element: People want to feel like they are being more humane. Creativity: Used a fictional quest narrative to tell a truth that people dont usually want to face. Technology: Used a mobile game, and YouTube to make an interactive experience with the message, allowing it to spread organically. 20. Pharrell Williams -24Hrs of Happy Grand Prix 5xGold 1xSilver 21. https://www.youtube.com/watch?v=BRYiBL6zpdo 22. Music video has become a currency and the seed of a lot of pop culture discussion Jonathan Carson- Chief Revenue Officer @Vevo 23. The Results - no paid media - over 9million people visited site for average of 6min - music video seen over 200million times - sales increased 14,000% from 50k to 7million in a few weeks - 1,500 homemade versions - United Nations declares March 20th Global Day of Happiness 24. Why it worked? Human Element: Happiness and music are both infectious, sharable, and empowering forms of human expression. Creativity: Delivering an experience that both engages the consumer and reflects the message of the music. Technology: An unparalleled adaptation of YouTube to create a 24hr video of Happy with an endless loop. 25. Milka - The Last Square 1xGold 1xSilver 2xBronze 26. https://www.youtube.com/watch?v=dWRD3Kz5wYc 27. "Creativity is not a verb but a noun. Let's stop activities and processes and focus on actually making creative things." RP Kumar - EVP International Strategic Planning at Ketchum 28. The Results - 5million bars created and launched in France and Germany - 800,000 visits on the website in 2 months - 500,000 squares sent - 95,000 shares on social networks - PR earned over $1.7million - Campaign will launch in 6 more countries in Europe next year 29. Why it worked? Human Element: People like making other people happy. Creativity: Took the idea of candy grams and applied it to a national campaign through a simple idea. Technology: Changing the production process to remove the last piece, which facilitated the story of being able to show someone you cared. 30. G-Star Raw for the Ocean Grand Prix Product Design 31. https://www.youtube.com/watch?v=U6z8YfKR3to 32. "We have to do work that matters. It's not more, it's more GOOD." Wendy Clark @wnd - Coca- Cola Marketing Chief 33. The Results - Launched at NY Fashion week - New category at Cannes - $6million in earned PR in one month 34. Why it worked? Human Element: People have an innate desire to do good, but struggle with the inability to act. Creativity: Becoming a model of change by providing style, status, and sustainability in a way that also satisfies our desire to do good. Technology: Transforming plastic waste into denim yarn to create a sustainable product that is desirable for aspirational consumers, allowing the human element to be facilitated. 35. No more campaigns. Think in terms of cultural movements centered around the consumer, and not the other way around. 36. Recap and Additional Points - Most successful campaigns were focussed on emotional engagement with consumers. - In line with David Lubars presentation, we can see the trend that Nice is the new Black 37. Recap and Additional Points - Judges mentioned that clarity in case study was a key to success. - Cases had to establish links of causality between the creative effort and business results. - Judges criticized entries for over- claiming on success. 38. "Tell me the truth! Make my life more interesting or leave me the f**k alone." - Jared Leto