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Cannes Lions
 

Cannes Lions

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    Cannes Lions Cannes Lions Presentation Transcript

    • CANNES LIONS
    • About the Festival The Cannes Lions International Advertising Festival is the world's only truly global meeting place for professionals in the communications industry who want to keep ahead of the curve.
    • About the Festival During 7 days in June , thousands of delegates from 90 countries gather in Cannes to listen to speakers such as Sir Martin Sorrell, Bob Greenberg, Kofi Annan, Steve Ballmer, Biz Stone, Maurice Lévy, Bob Geldof, Mark Tutssel, Tham Khai Meng and hundreds of others, whilst around 250 jury menbers judge over 22,000 pieces of the most creative advertising from across the world.
    • About the Festival The networking and learning opportunity of the year , Cannes Lions is the must-attend event for any creative professional wishing to stay ahead with the innovations in their field.
    • 1954 Inspired by the International Film Festival , which had been staged in Cannes since the late 1940s, a group of worldwide cinema screen advertising contractors (SAWA ) felt that the makers of advertising films should receive similar recognition as their colleagues in the feature film industry.
    • 1954 In order to promote the cinema medium, SAWA established the International Advertising Film Festival . The first Festival took place in Venice in September 1954 with 187 film entries from 14 countries competing. The lion of Piazza San Marcos in Venice was the inspiration for the Lion trophy. The second Festival was held in Monte Carlo and then in Cannes in 1956.
    • 1954 After that, the Festival took place alternatively between Venice and Cannes. The films in the competition where split into two categories: TV and Cinema . They were judged according to technical crafts. categories for commercials of different lengths, live action and animation.
    • 1967 The TV and cinema ads were split into product or service categories. This structure has been constantly updated to accommodate new products, services and marketing trends .
    • 1983 The split between cinema ads and TV ads was abandoned to become film only – Film Lions.
    • 1984 The French city of Cannes in the South of France became its permanent home.
    • 1987 The Frenchman Roger Hatchuel , a former member of SAWA, started managing the Festival.
    • 1990 Up until the first Gulf War in 1990, the worldwide advertising industry was prosperous. This is probably why the Festival maintained its original format of a film-only competition . In response to the advertising crisis at the time of the first Gulf War, the Festival added value to the event by complementing the showcase of all Film entries with a developing programme of high-profile seminars organised by some of the biggest names in the industry making Cannes Lions a unique learning experience .
    • 1992 The International Advertising Film Festival became known as the International Advertising Festival . This change came about as the organisers broadened the event to reflect the multi-media approach of advertising campaigns, which incorporated both audio-visual and printed media. The Press & Outdoor Lions competition was therefore added. In the same year, the Young Creative Registration Package was introduced.
    • 1995 The Young Creatives Print Competition was included in the Festival programme. Teams from different countries worldwide have 24 hours to produce an ad for a charity or non-profitable organisation.
    • 1998 Online communications (websites, interactive campaigns and online advertising) were added to the event and the Cyber Lions were born.
    • 1999 The Media Lions were launched, allowing media planners to join the Festival with their own competition celebrating creative use of media. The Young Creatives Cyber Competition was launched.
    • 2002 The Direct Lions competition was added to honour creative direct marketing solutions.
    • 2003 The Roger Hatchuel Lions Academy was introduced, aimed at providing one-week training and education to the best students who already study advertising, marketing, communications and design - an investment by Cannes Lions in the future of the industry.
    • 2003 Emap Communications, the international B2B publisher and events organiser, acquired the Festival in the summer of 2004
    • 2005 Two new competitions were added: Radio Lions, Titanium Lions , honouring campaigns achieved creative excellence across a range of communications and media channels, celebrating communication with risk and innovation. Two new awards: Direct Agency Interactive Agency
    • 2006 Promo Lions competition was added as well as the introduction of a separate Outdoor Lions Jury. Media Agency of the Year was added and the Media Lion trophy made way for Gold, Silver and Bronze Lions. Young Creatives Film Competition , complementing the existing Print and Cyber competitions, with the ads being filmed on mobile devices. seminar programme for a more interactive learning experience in smaller groups.
    • 2007 The Content Showcase a dedicated exhibition area where content creators and providers across all media platforms can display their products and capabilities. A series of content-related Content Showcase Workshops complement the stands providing further information and education. Titanium Lions has further evolved into Titanium and Integrated Lions , allowing the jury to award Integrated Lions to the best integrated campaigns . Network of the Year .
    • 200 8
    • 200 9 The PR Lions category was launched to honour the creative use of reputation management by the building and preservation of trust between individuals, business or organisations and their publics. Gold, silver and bronze lions were awarded in the Integrated category instead of a single Integrated Lion.
    • 200 9 Changes were introduced to the Media Lions section, including a category revision and a restructuring of judging and credits . Amendments were made to the entry submissions and voting criteria of the Direct and Promo categories to place more emphasis on the results of the entry. New digitally focused categories were introduced into the Outdoor, Design, Direct, Media and Promo Lions.
    • 200 9 Seminars and workshops saw top international keynote speakers including Biz Stone, Co-founder of Twitter; Steve Ballmer , CEO of Microsoft; Kofi Annan , former Secretary General of the UN; writer, director, actor and producer Spike Lee ; and Eric Schmidt , Chairman and CEO of Google.
    • 1998 Online communications (websites, interactive campaigns and online advertising) were added to the event and the Cyber Lions were born.
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    • A Night In The Dark For WWF Advertiser: WWF Product: Campaign Against Global Warming Entrant Company: Leo Burnett, Sydney Country: AUSTRALIA Year: 2007 Media: Titanium & Integrated Lions Award: Lion Other Credits: Chairman: Nigel Marsh CEO: Tim Castree  Managing Partner - Creative: Mark Collis Managing Partner - Strategy: Todd Sampson Creative Group Head: Michael Spirkovski Senior Copywriter: Grant McAloon Group Business Director: Hazel Livingstone Senior Account Manager: Jodi McLeod Account Manager: Sam McGown TV/Radio Producer: Adrian Shapiro Creative Services Director: Paddy Morahan Production Company: Cherub Pictures Director: Justin Kurzel Producer: Pip Smart Photographer: Tim Georgeson (York Productions) Radio Production: Simon Lister (Nylon)
    • Direct Lions Grand Prix BEST JOB IN THE WORLD / TOURISM QUEENSLAND / ISLANDS OF THE GREAT BARRIER REEF / CUMMINSNITRO Brisbane, AUSTRALIA
    • Type of Entry: Integrated Campaigns Category: Best Integrated Campaign Led by Direct Marketing Title: BEST JOB IN THE WORLD Advertiser/Client: TOURISM QUEENSLAND Product/Service: ISLANDS OF THE GREAT BARRIER REEF Entrant Company: CUMMINSNITRO Brisbane, AUSTRALIA DM/Advertising Agency : CUMMINSNITRO Brisbane, AUSTRALIA Creative Credits Name Company Position Merrin Mccormick CumminsNitro Copywriter Ralph Barnett CumminsNitro Art Director Cristian Staal CumminsNitro Art Director Darren Mccoll CumminsNitro National Strategy/Planning Director Anne-Maree Wilson CumminsNitro Account Director Edwina Gilmour CumminsNitro Account Director Nancy Hartley CumminsNitro Creative Director James Burchill CumminsNitro Creative Director Jason Kibsgaard CumminsNitro Senior Digital Producer Adam Ford CumminsNitro Account Director Matt Farrugia CumminsNitro Senior Digital Producer Horia Traian CumminsNitro Head Of Technology Glen Peterson CumminsNitro Senior Developers Anton Ward CumminsNitro Senior Developers
    • Describe the brief from the client
      • The target audience were new customers, with a vague awareness of the Great Barrier Reef (and Australia), but no awareness of the islands. Our goal was to raise international awareness of the Islands of the Great Barrier Reef (a new brand for Tourism Queensland) and transform a popular day-trip destination into an international tourist’s dream holiday. Classified press ads, a PR campaign, in-store posters, online recruitment listings and display ads worked together to drive traffic to the website. Visiting and engaging with the website would drive visitation to the islands in the long term.
    • Creative Execution
      • Creative Execution:
      • The best aspect of ‘The Best Job in the World’ is its location, and although the generous salary is appealing, the real reward is in spending six months living above the reef and exploring the region. The ‘Best Job in the World’ idea was born out of the brand’s positioning – Life Above and provokes Global Experience Seekers to engage with a unique brand asset – the Great Barrier Reef. This would be one of the only integrated international recruitment campaigns, and the only recruitment campaign used to launch a tourism brand.
    • Describe the creative solution to the brief/objective
      • We tapped into a universal desire and created a job that sounded too good to be true - anyone from anywhere in the world could apply. The Islands Caretaker role is a completely genuine employment opportunity within Tourism Queensland, living on the Islands of the Great Barrier Reef and reporting back to the world. To apply, candidates had to create a persuasive and entertaining video application demonstrating their knowledge of the region. Tourism Queensland wanted to achieve 14,000 application videos from 8 key markets, plus news coverage in mass media and popular social networking sites.
    • Describe the results in as much detail as possible
      • No single tourism campaign (and potentially no single campaign) has ever had such a significant global reach across the spectrum of media and generated such a high volume and highly impassioned response from consumers. - 34,684 applicants from 201* countries created 610 hours of video content which passionately promotes our product. - Over 450,000 votes for the Wild Card applicant. - In 56 days islandreefjob.com had 6,849,504 visits, 47,548,514 page views with an average of 8.62 minutes spent on the site. - Media coverage has been estimated at over $US100M from a campaign budget of $US1.2M. *Value of media coverage estimated by Tourism Queensland, as at 19/3/09. **Web-coded countries (only 195 countries are recognised by the UN).