Cannes vs The World Cup: A Creative Storm

...........................................................................................................CANNES LIONS VS. THE WORLD CUP 2014

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010“Pumped” by McCann LondonPhotographer: Max OppenheimSource: http://www.canneslions.com/about_us/pumped

Photograph courtesy of Getty ImagesSource: http://www.fifa.com/worldcup/photos/all-photos.html#2397522

Every four years these two events coincide…

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010

AND BRING WITH THEM A CREATIVE STORM…

“Cloud” light by Richard ClarksonSource: http://www.richardclarkson.com/

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WHICH IS WHY IT MAKES SENSE TO DISCUSS THEM BOTH

1. Highlights from Cannes• A combination of my favourites and what we can learn from them

2. What this year’s World Cup inspired• The World Cup activity that stood out and why

3. Some predictions for 2015• How brands will pursue creativity

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BUT FIRST…WHAT IS CANNES LIONS?

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IT WAS INSPIRED BY THE CANNES FILM FESTIVAL

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…AND BEGUN BY A GROUP CALLED THE SCREEN ADVERTISING WORLD ASSOCIATION

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WHO WANTED TO CELEBRATE AD FILMS

Grand Prix Winner (1954)Film: Il CircoBrand: Chlorodont

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NOWADAYS THE WINNERS AREN’T JUST AD FILMS…

Design Gold LionBell-Net Obstetrics: Mother Book

Product Design Grand PrixG-Star Raw: Raw for the Oceans

Press Grand PrixSelfridges: Christmas

In fact the average number of channels used by brands who won a Creative Effectiveness Lion is seven (up from four since 2011).

Outdoor Grand PrixANZ Bank: GayTM

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HIGHLIGHTS FROM CANNES

• Brands that inspire change

• Brand extensions that serve a purpose

• Data and emotion make a powerful combination

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Chipotle Mexican Grill The Scarecrow

BRANDS THAT INSPIRE CHANGE

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IntermarchéInglorious Fruits and Vegetables

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010Nivea

The Sun Band

BRAND EXTENSIONS SERVE A PURPOSE

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OPSMPenny the Pirate

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British AirwaysMagic of Flying

DATA AND EMOTION MAKE A POWERFUL COMBINATION

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Guy Cotton A Trip Out To Sea

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WHAT THE WORLD CUP INSPIRED

• Leverage consumer passion and turn it into conversation

• Technology makes every moment count

• Engagement at any level

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Old SpiceBrazil

BRANDS LOVE THE WORLD CUP

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BUT DON’T THEY ALWAYS LOVE SPORTS?

$4 million for a 30-sec spot

Coca-Cola paid £64 million to be the global sponsor of the IOC

Standard Life is sponsoring Murray for £4.5 million over next three years

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AT THE SUPER BOWL 2013 OREO PROVED JUST HOW POWERFUL SOCIAL MEDIA IS

Super Bowl blackout on 3rd Feb 2013 at 8.38pm

Oreo tweet only minutes after the blackout happens

15,781 retweets

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WHICH IS WHY THE WORLD CUP MATTERS THIS YEAR

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“Nike understands that the story of the world cup is not soccer. the world cup story is about finding courage…

…Attaching a brand to a basic, and intense, human feeling is seen in nearly every memorable World Cup campaign. Nike sells personal achievement. Coke sells

happiness. McDonald’s sells fun.”

- Joe King, mono advertising

“What Marketers can Learn from Nike’s World Cup Ads” (Fast Company)

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TURNING CONSUMER PASSION INTO CONVERSATION

Buffalo Wings: #Fannerism

Buffalo Wings posted football caricatures on their Instagram feed and asked followers to share their own photos using #Fannerism. Winners were contacted using the Instagram direct messaging service with rewards.

The brand gained 1600 followers in between June 6-9 and are continuing to rack up more during the World Cup.

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Hyundai#BecauseFutbol

Digital billboard in Times Square

Social activity driven by Twitter

Supporting social activity on Tumblr microsite

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MAKING EVERY MOMENT COUNT

Nike Soccer App

Due for release on Android and iOS on July 10th (three days before the World Cup ends) the Nike Soccer App will act as a dedicated social network for football fans who can use a simple chat functionality to tune into games 24/7.

Features include exclusive access to live chats with professional players and the chance to buy clothing before they go on sale in store.

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VisaThe Teletransporter

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ENGAGEMENT CAN HAPPEN AT ANY LEVEL

McDonald’s: GOL! app

Your McDonald’s fries act as an augmented reality trigger for a challenging football game. As you progress through the levels you can bounce the virtual football off real objects picked up by your smartphone.

The app follows McDonald’s GOL! TV ad celebrating ordinary people’s spectacular football tricks.

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“Brazil 2014 is the first social video World Cup” (Econsultancy)

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PREDICTIONS

1. Lead change through technology

2. Sensory outdoors for greater consumer participation

3. Data will drive real-time and personalisation

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ULTIMATELY BRANDS MUST ALWAYS STRIVE TO UNCOVER SIMPLE CONSUMER TRUTHS

NRMA InsursanceCar Creation

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010 Terre de HommesSweetie

LEAD CHANGE THROUGH TECHNOLOGY

Brands will build a bigger path to purpose by adopting and spurring innovation

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The ideas and contents of this document are copyright © Table 19 Ltd. 2010 University of Engineering and Technology, PeruAir Purifying Billboard

LEAD CHANGE THROUGH TECHNOLOGY

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SENSORY OUTDOOR ADS FOR GREATER CONSUMER PARTICIPATION

Digital displays will play a bigger role in driving transactions and prolonging consumer engagement with a brand.

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SENSORY OUTDOOR ADS FOR GREATER CONSUMER PARTICIPATION

Fundacao Pro Sangue, Sao PaoloBlood Charger Poster

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DATA WILL DRIVE REAL-TIME AND PERSONALISATION: THESE WILL BECOME THE NORM

The proliferation of channels brands can leverage to communicate with their audience means more distraction for consumers. Brands will have to find a way to weave elements of personalisation into everything they do – from push notifications to intelligent displays.

Cisco launched connected billboards (above) to promote the Internet of Everything. The length of the message on the billboard is determined by the driver’s speed, i.e. the faster you’re going the shorter the message. The bus stop on the right lets travellers map their city routes using real-time data to personalise users’ journeys.

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AND FOR THE NEXT WORLD CUP…

We experience the full spectrum of emotions when it comes to a sporting event this international, this significant and historical.

Which means brands have endless opportunities to tap into these feelings and bring every moment to life.

…What creative executions we can expect depends on where technology takes us before 2018.

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THANKS!!!

Cannes vs The World Cup: A Creative Storm

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