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Learnings from cannes lions 2013

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Learnings from cannes lions 2013, Comparision of 2012 and 2013

Learnings from cannes lions 2013, Comparision of 2012 and 2013

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Learnings from cannes lions 2013 Learnings from cannes lions 2013 Presentation Transcript

  • LEARNINGs FROMCANNESLIONS2013 ByEstherChao
  • Contents 2. LESSONS FROM SEMINARS 3. INSPIRATION FROM WINNERS 1. HIGHLIGHTS FROM THE FESTIVAL
  • Contents 2. LESSONS FROM SEMINARS 3. INSPIRATION FROM WINNERS 1. HIGHLIGHTS FROM THE FESTIVAL
  • More than 12,000 people attended Cannes Lions 2013 More categories than ever Break The Record
  • EVERYTHING IS REAL-TIME
  • The official App for the 60th Cannes Lions International Festival of Creativity http://www.thebrightplace.com/portfolioItem.php?item=2
  • "Dumb Ways to Die" Winning a Record Five Grand Prix Direct,PR,Radio,Film,Integrated Lions
  • 18 June from 09.00 until 14.30 in the Esterel Theatre of the Palais des Festivals in Cannes, France. 300000 Foreign Firms Now Invested in China. Three-Quaters of USA Companies in China Made Profits in 2010. Competition is Brutal Trust is Low Collaboration Localization Distribution Goverment Relations
  • Contents 2. LESSONS FROM SEMINARS 3. INSPIRATION FROM WINNERS 1. HIGHLIGHTS FROM THE FESTIVAL
  • <1+1=3> HAKUHODO Logic could make 1+1=2, but idea could make 1+1=3, so be a Creative Alchemy. Creative Alchemy should have five skills which are follows: Combine – new idea is combination of the old. Mimic – find the underlying fundamentals. Upside down – the standard can be change, so think opposite side. The truth behind – see the fact, and think about it to find the truth behind the fact. What if – put yourself in impossible situation.
  • <WORK THAT MATTERS> COCA COLA Be bold. What seems provocative now, in years to come will seem so innocent. The brand is strong when it helps others. Challenge us. Push us to be greater.
  • Work That Matters:  Straddles borders  Challenges racial prejudices  Brand can read through the popular culture and having the comments to that culture  Is stubbornly optimistic  Promotes real world stories & purpose  Give people reasons to believe  Doesn’t have to be serious  Believe that all brands should makes a social stand  Unites human rights is fast stronger than what divider us <WORK THAT MATTERS> COCA COLA 2013: Social Purpose – why we believe doing good works the promos more goodness in the world that simply doing good business.
  • <HOW TO BE MORE ADAPTIVE>Mindshare Data needs to be people-friendly. No point in having enough data without being able to implement it. We are ambitious because we set targets and surpass it.
  • <MEET THE PARENTS>JWT Be fearless, when you start something, you finish it. Give the world a reason to have fun. Equal parts hard work and magic- Robby,Kid President
  • <EVERY COMPANY IS A MEDIA COMPANY> CHEIL Fun and save money Provide inspiration and utillity Provide impact at the right moment
  • <THE NEXT CREATIVE REVOLUTION> R G/A & MASTERCARD People tend to spend 80% of their money within 14 miles of their home. -Alfredo Gangotena, CMO, MasterCard The "quantified self" will be replaced by the "qualified self" - Nicklaw, COO of R/GA
  • <THE SOCIAL SOUNDTRACK> TWITTER Twitter is 1) Live 2) Public 3) A place for self-expression. This makes it a social soundtrack of life in the moment. Audience-driven movement
  • <THE FUTURE IS A MASSIVELY MULTIPLAYER GAME>PHD & JANE MCGONIGALThe opposite of play isn't work - it's depression. Super-empowered hopeful individuals In clinical trials, casual games outperform pharmaceuticals for anxiety and depression.
  • Contents 2. LESSONS FROM SEMINARS 3. INSPIRATION FROM WINNERS 1. HIGHLIGHTS FROM THE FESTIVAL
  • Product Innovation Real-Time Data Co-Creation Value Creation Help Small Business Keywords in 2012 Product Innovation SMALL FOR BIG For A Better World Real-Time REACTION Back to Simple Data HELP Touching LifeHIGH QUALITY Co-Creation Value INNOVATION Music Matters Help Small Business TOGETHER What’s HOT in 2013
  • 1. Product Innovation - SMALL FOR BIG THE SHARING CAN GOLD LION | PROMO & ACTIVATION LIONS The idea is strong and simple: A coke can that can be split in two for a sharing moment. This product has been specifically tailor-made for Coca-Cola and it is all about sharing and happiness
  • 2. Real-Time Reaction THE OREO BLACKOUT TWEET SILVER LION | DIRECT an unforeseen break in a Big Game Tap into the moment 1 tweet VS sophisticated content the spirit of the brand
  • OREO DAILY TWIST GRAND PRIX | CYBER LIONS Born in 1912, OREO was turning 100. As an iconic biscuit brand, Oreo created highly topical content based on the trending news to celebrate the birthday in 100 days.
  • 3. Data HELP MISSING CHILDREN GOLD LION | MOBILE LIONS In China, over 20,000 children go missing each year. To turn the smartphone user to a search volunteer just by taking a photo of a child they suspect maybe lost or stolen. Data Being Used To Do Good Thing
  • TAXI GOLD LION | DIRECT LIONS Ribeiro is a home appliance retailer well known in Argentina and allows people to buy big things fo small monthly installments. The touchscreen displays in the taxi showed what the passengers could buy for the price of a journey, and when the trip finished, they could use the taxi ticket as the first installment payment.
  • 4. HIGH QUALITY Co-Creation INTEL + TOSHIBA’s “The Beauty Inside” is a social storytelling campaign with 6 episodic series of a guy who wakes up everyday as a different person. The project encouraged participation by allowing viewers to audition in the film via Facebook. THE BEAUTY INSIDE GRAND PRIX | BRANDED CONTENT & ENTERTAINMENT LIONS
  • 5. Value INNOVATION POTABLE WATER GENERATOR GOLD LIONS | MEDIA LIONS Designing to inspire young students to study engineering at UTEC by using billboard to tackle the lack of drinking water in Lima. Illustrating that how advertising can be more than just an eyesore.
  • 6. Help Small Business TOGETHER THE GAP IN THE MARKET GOLD LIONS | DIRECT LIONS Move from saying to doing The bank helps entrepreneurs identify local opportunities through crowdsourcing. The interactive map displayed gaps shared by people and statistic data from yellow pages.
  • 7. For A Better World Metro Trains “Dumb Ways To Die”, which picked up Grand Prix in the PR, Direct Marketing, Radio, Integrated and Film categories , have the social element that could "touch you as a person". The cheerful animated music video delivers a safety message in a breezy and funny way. Dumb Ways To Die GRAND PRIX | PR, DIRECT, RADIO, INTEGRATED AND FILM LIONS
  • BRIDGE OF LIFE GOLD LIONS| PROMO & ACTIVATION LIONS To stop and prevent the suicides on the Mapo Bridge was not installing a physical device to hinder the suicides, but to create an interactive bridge that would change the people’s minds through communication and a human touch.
  • 8. Back to Simple IBM OUTDOOR AS UTILITY GOLD LIONS | MEDIA LIONS IBM inspired citizens to think about simple ways they can help make their cities smarter. The amazing new type of outdoor ads also showed that how advertising can also bring utility to citizens.
  • MAKE THE POLITICIANS WORK GOLD LIONS | PROMO & ACTIVATION LIONS The street campaign exposed the unwillingness of Russian officials to fix city roads only by painting, but made most of the country's national newspapers the following days.
  • THE GERM STAMP SILVER LIONS | MEDIA LIONS Kids don't feel the need to wash their hands because they can't see the germs. To make kids want to remove the germs on their hands, the brand created a germ kids could see and put it on something they love: a stamp.
  • 9. Touching Life IMMORTAL FANS GRAND PRIX | PROMO & ACTIVATION LIONS Sport Club Recife is known for having some of the most passionate fans in Brazil. They are fans from birth to death. To create a new kind of fan: the Immortal Fans. Their hearts, eyes, lungs... could keep cheering for Sport Club Recife even after death.
  • REAL BEAUTY SKETCHES GOLD LIONS | BRANDED CONTENT & ENTERTAINMENT LIONS An FBI-trained sketch artist was invited to draw a woman’s portrait first according to her own self- description, then according to a strangers’ description of her. Women admitted that portraits based on the strangers’ description were more beautiful, happier and more accurate than the portrait based on their own description. Dove provided striking proof that women are more beautiful than they think.
  • 10. Music Matters TREE CONCERT GOLD LIONS | PR LIONS A 100-year-old chestnut tree was transformed in Berlin's Monijou Park into a street musician to raise awareness of the tree loss and raise money for tree preservation.
  • 10 Lessons From Cannes Conclusion Focus on ideas that could create true value both for brand and people. Simplicity is the ultimate sophistication Really social ,easy to share Tech devote to idea Building a better world
  • THANKS Connect with me and view my profile. http://www.linkedin.com/in/estherchao