MetropolitanRepublic's Cannes 2013

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Cannes Lions 2013 was hardly a banner year for South Africa. We wanted to know why. So we dug a little. Here's what we found.

Aviv Weil
Brent Tollman

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MetropolitanRepublic's Cannes 2013

  1. 1. MetropolitanRepublic Creative Director Aviv Weil Strategy Director Brent Tollman WhySouthAfricahasalotfurtherthan7,983kms togettoaCannesGrandPrix
  2. 2. SO HOW WAS CANNES?
  3. 3. CANNES WAS A WAKE-UP CALL
  4. 4. AND WE SHOULD ALL BE PISSED OFF
  5. 5. FOR THE 2ND YEAR RUNNING THE GRAND PRIX FOR FILM AND CONTENT WERE THE SAME CAMPAIGN
  6. 6. A GOOD STORY IF CONTENT IS KING IS ITS QUEEN
  7. 7. 1# MICROPROCESSORS ARE A HARD, UNSEEN PRODUCT CATEGORY 2# WHY ISN’T SOUTH AFRICAN STORYTELLING FEATURING AS POWERFULLY? TWO THINGS OCCUR TO US
  8. 8. IT GETS WORSE (AUSTRALIA WHIPPED US)
  9. 9. “BECAUSE YOUNG PEOPLE PREFER MUSIC TO PREACHY THEY MADE A MUSIC VIDEO PSA MESSAGES”
  10. 10. WHATMADETHIS CAMPAIGNPOWERFUL? YOUNGPEOPLEDON’TLIKEBEINGPREACHEDTO.BUTTHEYDOLIKEMUSIC.SOTHEYMADEAN EXCEPTIONALLYGOODMUSICVIDEO. THEYUSEDARANGEOFSTORYTELLINGCHANNELSLIKEKAREOKE,MUSICCHARTS&MOBILE GAMESINSTEADOFEXPENSIVETRADITIONALMEDIA THEYLETTHEIRCAMPAIGNBECOMEIMITATEDANDREINTERPRETEDBYTHEAUDIENCESOTHE AUDIENCETOOKOWNERSHIPOFTHEMESSAGE Itfoundonecriticalinsightandfocusedonit Theyinvestedinanintegrated,content-drivencampaign Theyinvitedthepublictosingalong
  11. 11. FOR 3 REASONS THIS SHOULD PISS US OFF
  12. 12. SA HAS LOTS OF YOUNG PEOPLE UNDER 30 WHO ALSO LIKE MUSIC 1. So why is every PSA-Vuka Awards ad we do a tearjerker? Are we stuck in a default medium rut?
  13. 13. THE MEDIUM IS THE MESSAGE
  14. 14. THE MEDIUM SHAPES THE MESSAGE
  15. 15. ARE WE BEING A LITTLE TOO PRECIOUS ABOUT THE BIG IDEA?
  16. 16. WE HAVE ONE OF THE MOST DIVERSE MUSICAL MELTING POTS IN THE WORLD 2. Is corporate culture dominating audience culture?
  17. 17. NONE OF THIS STOPPED US FROM GETTING BEATEN BY AUSTRALIA IN THE FINALS 3. FML
  18. 18. TITANIUM INTEGRATED
  19. 19. INDIE FILM SERIES MUSIC VIDEO SOCIAL EXPERIMENT MINIMAL OR NO PAID MEDIA MULTIPLE ENTRY POINTS INTO THE STORY CULTURE OVER CORPORATE
  20. 20. SA WON GOLD IN RADIO BRAZIL WON GOLD IN FILM, CONTENT, TITANIUM, RADIO, PRESS, OUTDOOR
  21. 21. SA WON GOLD IN RADIO AUSTRALIA WON GOLD IN FILM, CONTENT, TITANIUM, RADIO, PRESS, OUTDOOR
  22. 22. WE’RE NOT USING THE EVOLVING MEDIUMS OF STORYTELLING
  23. 23. LET’S WAKE THE F**K UP SOUTH AFRICA
  24. 24. EMERGING MARKETS ARE INNOVATING SO FAST WE MAY AS WELL BE MOVING BACKWARDS ALARM BELL #1
  25. 25. OGILVY BRASIL BRAZILIAN CLIENT BRAND HQ IN BRAZIL BRAZILIAN CREATIVES AUSTRALIAN PLANNER BUT DIDN’T SHOUT BRAZIL DOVE
  26. 26. INDIA WON 4 GOLDS IN PRESS
  27. 27. AND UNITED ENEMIES
  28. 28. EVERYWHERE
  29. 29. WHATMADETHIS CAMPAIGNPOWERFUL? IF ENEMIES SHARE A MOMENT OF HAPPINESS, IT CAN CREATE A BREAKTHROUGH OF EMPATHY. ONE GIANT STEP TOWARDS UNITY. COCA COLA INVESTED IN A TECHNOLOGY THAT HAD NEVER BEEN TESTED TO SOLVE A CULTURAL PROBLEM THEY USED THE RIGHT BRAND ASSETS AS ICONS OF UNITY - THEIR PRINT NEEDS NO COPY, THEIR TECHNOLOGY NEEDS NO EXPLANATION Itfoundonecriticalinsightandfocusedonit:happinessunites Theyreinventedtheirretailpointasabrandexperience,anddroveWordofMouth Acontentideathatdidn’ttrytokeepeveryonehappy
  30. 30. FOR-PROFIT BRANDS SOLVING SOCIAL AND POLITICAL PROBLEMS EMERGING MARKETS WINNERS’ THEME
  31. 31. EMERGING MARKETS WINNERS’ THEME SOCIAL VALUE BRAND VALUE SOLVE A REAL PROBLEM EARN YOUR PLACE IN CULTURE
  32. 32. MACEDONIA PUT MUSLIMS & CHRISTIANS 10 METRES APART CANNES TITANIUM
  33. 33. PHILIPPINES WON GRAND PRIX FOR MOBILE SOLVING THE CHALLENGE OF TEXTBOOK DISTRIBUTION BY PUTTING THEM ON OLD SIM CARDS
  34. 34. THE PEOPLE’S CAR OF CHINA DESIGNED AND VOTED BY THE NETIZENS, FOR THE CITIZENS VW GAVE CHINESE CITIZENS THE MOST POWERFUL VOTE IN THEIR HISTORY
  35. 35. BRANDS SOLVING SOCIAL AND POLITICAL PROBLEMS BY ORCHESTRATING SOCIAL PARTICIPATION
  36. 36. BRANDS SOLVING SOCIAL AND POLITICAL PROBLEMS BY PACKAGING IT INTO A POWERFUL STORY
  37. 37. AND WE SHOULD KNOW EMERGING MARKETS HAVE THE BEST STORIES AFTER ALL,
  38. 38. WHAT ELSE DID OUR CANNES LUMINARIES REALISE?
  39. 39. THE PRIMARY COMPETITION ISN’T THE PRIMARY COMPETITION
  40. 40. THE REAL COMPETITION
  41. 41. BEAT THEM BOTH AND YOUR CATEGORY COMPETITORS ARE DUST
  42. 42. TO BE PRODUCT SELLERS WE NEED TO BE STORYTELLERS
  43. 43. TO BE PRODUCT SELLERS WE NEED TO BE CODERS
  44. 44. SOUTH AFRICA IS NOWHERE IN DIGITAL & TECHNOLOGY SPEAKING OF WHICH ALARM BELL #2
  45. 45. NOT ONE OF THESE LIONS IN SOUTH AFRICA NOT EVER
  46. 46. THE LAST ALARM BELL
  47. 47. INSANITY: DOING THE SAME THINGS OVER AND OVER AND EXPECTING DIFFERENT RESULTS ALBERT EINSTEIN
  48. 48. ALSO INSANITY: DOING THE SAME THINGS ‘BETTER’ AND EXPECTING BREAKTHROUGH RESULTS HARDLY AN EINSTEIN
  49. 49. ALSO INSANITY: DOING THE SAME THINGS ‘BETTER’ AND EXPECTING BREAKTHROUGH RESULTS ANOTHER TV BRIEF ANOTHER RADIO BRIEF ANOTHER PRINT BRIEF ANOTHER AD BANNER BRIEF WE’RE STUCK IN DEFAULT AGENCY BRIEF PARADIGM
  50. 50. WE NEED TO BE MOONSHOT THINKERS
  51. 51. MOONSHOT THINKING
  52. 52. Changing the world by seeking out massive unsolved problems that, when solved, will profoundly and positively alter the way we live.
  53. 53. “Peter Pans with PHD’s and a healthy disregard for the impossible, while still maintaining a level of practicality.”
  54. 54. SolveForX.com
  55. 55. Everyone in front of this screen is a moonshot thinker
  56. 56. DO AGENCY BRIEFS ENABLE MOONSHOT THINKING?
  57. 57. SOLVING THE BRIEF ISN’T THE SAME AS SOLVING THE PROBLEM
  58. 58. AN EXCELLENT ANSWER TO THE WRONG QUESTION
  59. 59. NOT ANOTHER OUTDOOR BRIEF
  60. 60. THANK YOU

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