HELLO
HELLO
BEST MARKETING: CANNES 2009 WINNERS AND ANALYSIS
CAN THE BEST MARKETING BE FOUND ON AN AD FESTIVAL?
1
HOW ON EARTH DID I END UP IN THERE?
2
A LOOK AT SOME WINNERS
3
CHRISTIANO RONALDO PLAYING  RUGBY
1
HOW ON EARTH DID I END UP IN THERE?
LENTSIKAN KUVA TÄHÄN… LENTÄÄ VASEMMALLE ELI LÄNTEEN.
 
 
COKE LAWYERS 2006
 
YOUNG LION 2000
TELEPHONE: RRRRING!
TELEPHONE: RRRRING!  SOMEBODY IMPORTANT: GOOD MORNING, WOULD YOU LIKE TO BE IN THE JURY THIS SUMMER?
KUVA  LENTOKONEESTA,  JOKA VIE ALASPÄIN
 
 
 
 
 
2
3 500 ENTRIES AND  64 HOURS OF JUDGING LATER…
WHOPPER SACRIFICE:
WHOPPER SACRIFICE: A GRAND PRIX?
WHOPPER SACRIFICE: NO GRAND PRIX
FIAT ECO:DRIVE:
FIAT ECO:DRIVE: A GRAND PRIX?
FIAT ECO:DRIVE: YES, IT’S A GRAND PRIX
DIESEL XXX:
DIESEL XXX: A GRAND PRIX?
DIESEL XXX: NO GRAND PRIX
WHY SO SERIOUS:
WHY SO SERIOUS: A GRAND PRIX?
WHY SO SERIOUS: A VIRAL GRAND PRIX
BEST JOB IN THE WORLD: A GRAND PRIX?
BEST JOB IN THE WORLD: THE MOTHER OF ALL GRAND PRIXES
3
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
CAN THE BEST MARKETING BE FOUND ON AN AD FESTIVAL?
YES, BUT THE DEFINITION OF ADVERTISING  IS CHANGING…
… WHICH LEADS US TO A LITTLE AD FROM 358:
When Finnish old folks see something that’s good for someone, they say
When Finnish old folks see something that’s good for someone, they say “that’s good advertising”
…  even if it has nothing to do with what we understand as advertising.
…  even if it has nothing to do with what we understand as advertising. If you paint the boring grey factory,
…  even if it has nothing to do with what we understand as advertising. If you paint the boring grey factory, “that’s good...
Or, if you're nice to people,
Or, if you're nice to people, “that’s good advertising.”
Or, if you're nice to people, “that’s good advertising.” We think old folks have a point.
ANYTHING THAT HELPS PEOPLE LIKE A COMPANY IS AN AD.
SO, THANK YOU FOR LISTENING AND WELCOME TO FINLAND, 358.fi/madein358
 
 
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Errki Izarra

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  • IN CASE YOU WERE NOT QUIET
  • I’M A SIMPLE MAN
  • I’M A SIMPLE MAN
  • AND THEN WE TRY TO ANSWER THE QUESTION WHETHER THE ADVERTISING CAN BE FOUND
  • This is my chance to discuss my own work and tell a little about my self.
  • I TOOK THE PLANE AND FLEW TO THE WEST
  • ALL THE WAY HERE BUT TO WORK.
  • AND GUESS WHAT WAS MY CLIENT?
  • FROM THE INSIDE IT IS VERY FANCY, MOST OF THE ROOMS DONT’ EVEN HAVE WINDOWS… AND THE DAYS WERE LONG, VERY LONG
  • AND THE FOOD WAS DELICIOUS.
  • JUST A WILD GUESS DID IT WIN… A COPY OF ADWEEK
  • PUHETTA VEDÄTTÄMISESTÄ JA SIITÄ MITEN JOSKUS SITÄ VAAN ON TÄYSILLÄ OMAN PUOLELLA, KOSKA MIKÄ MUUKAAN SITÄ TUNTUISI OIKEALTA…
  • PUHETTA VEDÄTTÄMISESTÄ JA SIITÄ MITEN JOSKUS SITÄ VAAN ON TÄYSILLÄ OMAN PUOLELLA, KOSKA MIKÄ MUUKAAN SITÄ TUNTUISI OIKEALTA…
  • KUINKA SE VIE ALAA OIKEAAN SUUNTAAN JNE
  • IMAGINE IF THE RULES CHANGED AND HE’D HAVE TO PLAY RUGBY
  • HE’D HAVE TO FACE GUYS LIKE THIS: SEBASTIEN CHABAL, THE FRENCH RUGBY PLAYER WITH A TOTALLY DIFFERENT SET OF RULES. SUDDENLY SO MUCH MORE IS ALLOWED, SO MUCH MORE IS POSSIBLE
  • AUTCH THIS IS EXACTLY WHAT HAS HAPPENED IN CANNES. THIS GUY HERE IS THE FINE OLD AD MAN: PRINT, TV, POSTERS… THEN COMES SOMEBODY FROM AUSTRALIA AND WINS THREE GRAND PRIX WITH ONE JOB – ACTUALLY THE BEST JOB WOULD NOT HAVE BEEN POSSIBLE… AND WHAT’S EVEN MORE DEPRESSING THEIR WORK IS DETEORATING.
  • THIS KIND OF STUFF WAS WINNING WHEN
  • THIS KIND OF STUFF WAS WINNING WHEN
  • THIS KIND OF STUFF WAS WINNING WHEN
  • THIS KIND OF STUFF WAS WINNING WHEN
  • THIS KIND OF STUFF WAS WINNING WHEN
  • Already weaker… We had the same idea… Not very original…
  • AND THIS IS THE ONE THAT WON THIS YEAR
  • AUTCH Is it a joke? How can that be the best print ad in the whole world? I’m sure Lidl did better. The category is just symbolic wanking. Visual puzzles or riddles you have to crack. And those people are still regarded as the christiano ronaldos in my business. And still most of those GUYS THINK THIS IS ”CYBER”
  • A banner. THIS IS FROM A BLOG THAT COLLECTS THESE FAILING CONTEXTUAL ADS. ADS IN A WRON CONTEXT. (I CHOSE THE YAHOO EXAMPLE JUST TO BE NICE TO THE GOOGLE AND MICROSOFT SPEAKERS IN THE HOUSE) ONE OF MY OLD COLLEAGUES ONCE CALLED FOR THE INTERACTIVE PRODUCER, HEY KARI COME AND DO THE ELECTRIC PLAN FOR US THIS IS HOW THEY SEE IT… INSTEAD THE BRIGHTEST MINDS IN THE INDUSTRY
  • SO, THEY SUFFER They wonder what happened to their job. There are just in california 70 000 of them unemployed
  • OR THEY IGNORE And keep keep on keeping on Sorry, christiano, you’re still doing great, no offence. THEY DON’T KNOW HOW TO EVEN PURSUE FOR SOMETHING LIKE THIS
  • THIS IS SO 2008 – THEY REALLY CRACKED WHAT TO DO WITH SOCIAL MEDIA
  • THIS CAN BE A PLATFORM FOR A NEW COMMUNITY IT IS LIKE NIKE PLUS
  • THEY BOTH HAVE A NEW INTERFACE TO SOMETHING VERY FAMILIAR: DRIVING A CAR OR RUNNING THEY MAKE IT SO MUCH MORE INSPIRING
  • AND THEY GATHER PEOPLE GLOBALLY AROUND A COMMON INTEREST YES, A GRAND PRIX A COUPLE OF YEARS AGO
  • JUST LIKE THEY DID. HOW MANY MILLIONS WAS IT AGAIN? THE BRAZILIAN JURY MEMBER TOLD ABOUT IT…
  • THIS THING SIMPLY WOULD NOT EXIST WITHOUT INTERNET THAT IS THE REASON IT WAS AWARDED BUT AS A HUGE BIG IDEA,
  • AND IT CHANGES SO FAST THAT MAYBE NEXT YEAR IT IS HARD TO FIND THE BEST MARKETNG IN THERE ALREADY THIS YEAR THE SELECTION OF IPHONE APP ENTRIES WAS NOT REPRESENTING WHAT’S HAPPENING IN THAT SCENE 1. THE COMPANIES CAN BE IN BUSINESSES WHERE THE CULTURE IS DIFFERENT: NO FIREWORKSON RIVIERA NEEDED TO POINT THE BEST WORK IT IS JUDGED ON BLOGS EVERY DAY 2. THE COMPANIES CAN BE SMALL: TOO EXPENSIVE, TIME CONSUMING 3. BECAUSE THE FESTIVALS ARE NOT RELEVANT TO ALL COMPANIES MANY GET CLIENTS WITHOUT WINNING AWARDS
  • WHICH IS ACTUALLY THE COUNTRY CODE OF FINLAND… THE RING RING, CAN I TALK TO MISTER NOKIA
  • I’M A SIMPLE MAN
  • I’M A SIMPLE MAN
  • I’M A SIMPLE MAN
  • I’M A SIMPLE MAN
  • I’M A SIMPLE MAN
  • WE THINK OLD FOLKS HAVE A POINT
  • WE THINK OLD FOLKS HAVE A POINT
  • WE THINK OLD FOLKS HAVE A POINT
  • THIS IS OUR APPROACH TO THINGS AT 358 IT CAN BE JUST INTERACTIVE LIKE WHOPPER SACRIFICE IT CAN BE A NEW FEATURE IN A CAR LIKE THE ECO DRIVE IT CAN BE A GAME THAT HAS MILLIONS OF PLAYERS IT CAN BE A PRANK MADE TO LAWYERS IT CAN BE JUST ANOTHER PROMOTION WHERE YOU CAN WIN A TRIP… BUT JUST EXECUTED IN A MUCH MORE CLEVER WAY THAN ANY OTHER PROMOTION BEFORE WE DON’T KNOW WHAT ADVERTISING IS TOMORROW, SO IT’D BE SILLY TO BET JUST ON THE INTERNET
  • I’M A SIMPLE MAN
  • Errki Izarra

    1. 1. HELLO
    2. 2. HELLO
    3. 3. BEST MARKETING: CANNES 2009 WINNERS AND ANALYSIS
    4. 4. CAN THE BEST MARKETING BE FOUND ON AN AD FESTIVAL?
    5. 5. 1
    6. 6. HOW ON EARTH DID I END UP IN THERE?
    7. 7. 2
    8. 8. A LOOK AT SOME WINNERS
    9. 9. 3
    10. 10. CHRISTIANO RONALDO PLAYING RUGBY
    11. 11. 1
    12. 12. HOW ON EARTH DID I END UP IN THERE?
    13. 13. LENTSIKAN KUVA TÄHÄN… LENTÄÄ VASEMMALLE ELI LÄNTEEN.
    14. 16. COKE LAWYERS 2006
    15. 18. YOUNG LION 2000
    16. 19. TELEPHONE: RRRRING!
    17. 20. TELEPHONE: RRRRING! SOMEBODY IMPORTANT: GOOD MORNING, WOULD YOU LIKE TO BE IN THE JURY THIS SUMMER?
    18. 21. KUVA LENTOKONEESTA, JOKA VIE ALASPÄIN
    19. 27. 2
    20. 28. 3 500 ENTRIES AND 64 HOURS OF JUDGING LATER…
    21. 29. WHOPPER SACRIFICE:
    22. 30. WHOPPER SACRIFICE: A GRAND PRIX?
    23. 31. WHOPPER SACRIFICE: NO GRAND PRIX
    24. 32. FIAT ECO:DRIVE:
    25. 33. FIAT ECO:DRIVE: A GRAND PRIX?
    26. 34. FIAT ECO:DRIVE: YES, IT’S A GRAND PRIX
    27. 35. DIESEL XXX:
    28. 36. DIESEL XXX: A GRAND PRIX?
    29. 37. DIESEL XXX: NO GRAND PRIX
    30. 38. WHY SO SERIOUS:
    31. 39. WHY SO SERIOUS: A GRAND PRIX?
    32. 40. WHY SO SERIOUS: A VIRAL GRAND PRIX
    33. 41. BEST JOB IN THE WORLD: A GRAND PRIX?
    34. 42. BEST JOB IN THE WORLD: THE MOTHER OF ALL GRAND PRIXES
    35. 43. 3
    36. 64. CAN THE BEST MARKETING BE FOUND ON AN AD FESTIVAL?
    37. 65. YES, BUT THE DEFINITION OF ADVERTISING IS CHANGING…
    38. 66. … WHICH LEADS US TO A LITTLE AD FROM 358:
    39. 67. When Finnish old folks see something that’s good for someone, they say
    40. 68. When Finnish old folks see something that’s good for someone, they say “that’s good advertising”
    41. 69. … even if it has nothing to do with what we understand as advertising.
    42. 70. … even if it has nothing to do with what we understand as advertising. If you paint the boring grey factory,
    43. 71. … even if it has nothing to do with what we understand as advertising. If you paint the boring grey factory, “that’s good advertising.”
    44. 72. Or, if you're nice to people,
    45. 73. Or, if you're nice to people, “that’s good advertising.”
    46. 74. Or, if you're nice to people, “that’s good advertising.” We think old folks have a point.
    47. 75. ANYTHING THAT HELPS PEOPLE LIKE A COMPANY IS AN AD.
    48. 76. SO, THANK YOU FOR LISTENING AND WELCOME TO FINLAND, 358.fi/madein358
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