Cannes Lions 2013_discussion club
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Cannes Lions 2013_discussion club

on

  • 153 views

 

Statistics

Views

Total Views
153
Views on SlideShare
152
Embed Views
1

Actions

Likes
0
Downloads
3
Comments
0

1 Embed 1

http://www.slideee.com 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Celebrity and the media: instant connections, instant survey, instant feedback <br />
  • Social Viewing
  • VIP (very individual and personalized ) devices
  • Mood directions in cars <br />
  • … much of this work is fleeting and disposable. <br /> Creativity is thinking up new things; innovation is doing new things <br />

Cannes Lions 2013_discussion club Presentation Transcript

  • 1. ЭТО НЕТРЕНИНГ МОСКВА, 2013
  • 2. THE AVERAGE PERSON HAS 140’000 DREAMS IN A LIFETIME... ADVERTISING CREATIVES HAVE ONLY ONE!
  • 3. Главное правило фестиваля WHAT HAPPENS IN СANNES DOESN’T STAY IN CANNES
  • 4. • КЛЮЧЕВЫЕТРЕНДЫ • ЛЮБИМЫЕ КАМПАНИИ • РОССИЯ, ВПЕРЕД! • ДАВАЙТЕ ОБСУДИМ Хотела рассказать обо всем… но вспомнила о времени
  • 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 isn’t problem – how brand can be solution? • Throughout the history, art, music and design, if there is no enemy, there’s 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. IT’S ALL ABOUT PARTICIPATION What we’re trying to build is a world beyond advertising that’s 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 what’s 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 people’s 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 5’340’000 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 didn’t 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 DON’T 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. It’s the first time I’ve 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 I’d argue there’s 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 ЗАСТАВЬЧИНОВНИКОВ РАБОТАТЬ 5 Golden Lions
  • 47. http://www.youtube.com/watch?v=UOMj6i6OC94 ANTI DOPING FORYOUNG SPORTSMEN
  • 48. ЗАКЛЮЧЕНИЕ
  • 49. THE ONLYWAYTO MEASURE MARKETING EFFECTIVENESS IS IF PEOPLE CARE ENOUGH TO SHARE INFORMATION
  • 50. I have never answered questions… I tell stories