WINNING CANNES LIONS ON SMALL BUDGETS                       Copenhagen
IntroductionWho we are and where we’re from   Simon Naver – Art Director    Caspar Bock – Copywriter                      ...
We’re not experts!                     Copenhagen
Rule #1There’s no formula for winning awards                                        Copenhagen
Rule #2Budgets matter but they don’t rule                                     Copenhagen
Rule #3Every case is different                          Copenhagen
Our approach to this seminar  Because there’s no recipe for creative success          Because every case is different- We ...
Our approach to this seminar           Afterwards:     How to sell in good workSome general learnings from Cannes         ...
McDonald’s Coinoffers      Business problem:Connect with a younger audience                                  Copenhagen
McDonald’s Coinoffers                   Idea: Make a loyalty scheme that embraced themedia platforms used by kids and teen...
McDonald’s Coinoffers   How it really worked                          Copenhagen
McDonald’s Coinoffers2 Cannes Lions (integrated mobile, integrated media)              2 Gold Creative Circles            ...
Krak – The Chase        Business problem:Changing people’s search behaviour.   Getting the product sampled.               ...
Krak – The Chase         Idea:Make it fun to search.                         Copenhagen
Krak – The Chase  How it really worked                         Copenhagen
Krak – The Chase 2 Silver Creative Circles1 Danish internet Awards                             Copenhagen
Volkswagen – The Polo Principle                  Business problem:Building a sustainable branding platform for the Polo.  ...
Volkswagen – The Polo Principle               Idea:     Find a way to demonstrate     Volkswagen’s brand ethos.           ...
Volkswagen – The Polo Principle      The process and results      Will be submitted in 2013.                              ...
How to sell good creative work.Prove that it’s a good strategy, not just a good idea.        Be pro-active, write your own...
How to sell good creative work. Invest hours in the projects you believe in,less in those you don’t. The 70-20-10 rule.   ...
Cannes Learnings / Boosting your case   Present the basic idea in the first 10 seconds    Have a clear concept line / campa...
Cannes Learnings / Boosting your caseMake the strategy feel clever and relevant for the product                ”The Big Id...
Cannes Learnings / Boosting your case There are no limitations when it comes to category       The case movie is a campaig...
Thinking beyond advertising    Product development                              Copenhagen
Thinking beyond advertising   Business development                              Copenhagen
Thinking beyond advertising      Earning models                              Copenhagen
Thinking beyond advertising      ”Goodvertising”                              Copenhagen
Do awards even matter?                         Copenhagen
Questions?             Copenhagen
Thanks         Copenhagen
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Big Lions with Small Budgets by Caspar Bock & Simon Naver

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Making smart creative work in a small county

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  • Big Lions with Small Budgets by Caspar Bock & Simon Naver

    1. 1. WINNING CANNES LIONS ON SMALL BUDGETS Copenhagen
    2. 2. IntroductionWho we are and where we’re from Simon Naver – Art Director Caspar Bock – Copywriter Copenhagen
    3. 3. We’re not experts! Copenhagen
    4. 4. Rule #1There’s no formula for winning awards Copenhagen
    5. 5. Rule #2Budgets matter but they don’t rule Copenhagen
    6. 6. Rule #3Every case is different Copenhagen
    7. 7. Our approach to this seminar Because there’s no recipe for creative success Because every case is different- We have decided to let our work speak for itself. Copenhagen
    8. 8. Our approach to this seminar Afterwards: How to sell in good workSome general learnings from Cannes Copenhagen
    9. 9. McDonald’s Coinoffers Business problem:Connect with a younger audience Copenhagen
    10. 10. McDonald’s Coinoffers Idea: Make a loyalty scheme that embraced themedia platforms used by kids and teenagers Copenhagen
    11. 11. McDonald’s Coinoffers How it really worked Copenhagen
    12. 12. McDonald’s Coinoffers2 Cannes Lions (integrated mobile, integrated media) 2 Gold Creative Circles 2 Silver Creative Circles 2 Danish internet Awards Copenhagen
    13. 13. Krak – The Chase Business problem:Changing people’s search behaviour. Getting the product sampled. Copenhagen
    14. 14. Krak – The Chase Idea:Make it fun to search. Copenhagen
    15. 15. Krak – The Chase How it really worked Copenhagen
    16. 16. Krak – The Chase 2 Silver Creative Circles1 Danish internet Awards Copenhagen
    17. 17. Volkswagen – The Polo Principle Business problem:Building a sustainable branding platform for the Polo. Copenhagen
    18. 18. Volkswagen – The Polo Principle Idea: Find a way to demonstrate Volkswagen’s brand ethos. Copenhagen
    19. 19. Volkswagen – The Polo Principle The process and results Will be submitted in 2013. Copenhagen
    20. 20. How to sell good creative work.Prove that it’s a good strategy, not just a good idea. Be pro-active, write your own briefs. Copenhagen
    21. 21. How to sell good creative work. Invest hours in the projects you believe in,less in those you don’t. The 70-20-10 rule. Pick your battles and be persistent on the ideas you believe in. Copenhagen
    22. 22. Cannes Learnings / Boosting your case Present the basic idea in the first 10 seconds Have a clear concept line / campaign name Copenhagen
    23. 23. Cannes Learnings / Boosting your caseMake the strategy feel clever and relevant for the product ”The Big Idea” / Concept Copenhagen
    24. 24. Cannes Learnings / Boosting your case There are no limitations when it comes to category The case movie is a campaign in itself Copenhagen
    25. 25. Thinking beyond advertising Product development Copenhagen
    26. 26. Thinking beyond advertising Business development Copenhagen
    27. 27. Thinking beyond advertising Earning models Copenhagen
    28. 28. Thinking beyond advertising ”Goodvertising” Copenhagen
    29. 29. Do awards even matter? Copenhagen
    30. 30. Questions? Copenhagen
    31. 31. Thanks Copenhagen

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