Climbing Cannes
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Climbing Cannes

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Presentation given at the "Yes we Cannes" conference in Greece, aimed to inspire Greek agencies about the challenges of entering the Cannes Lions festival. The main point is that creating one of......

Presentation given at the "Yes we Cannes" conference in Greece, aimed to inspire Greek agencies about the challenges of entering the Cannes Lions festival. The main point is that creating one of the best campaigns in the world won't just do it. You also have to make the proper case study, that will make the jury root for you, and get them to lift you up to the top of the tallest mountain in the world, that Cannes really is for all of us in advertising.

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Transcript

  • 1. Hunting Lions...
  • 2. We failed!
  • 3. If you set your goals ridiculously high and it's a failure, you will fail above everyone else's success. “ - James Cameron, Director of Terminator, Titanic and Avatar
  • 4. CLIMBING CANNES Panos Sambrakos, Executive Creative Director, OgilvyOne Athens
  • 5. Make one of the best campaigns in the world. (!is year. In your category.)
  • 6. 1. Make a branded film people would pay to see. 2. Promote it with a transmedia campaign. 3. Integrate it with an ATL campaign. Setting ridiculously high goals:
  • 7. YOUR CAMPAIGN THE JURY
  • 8. Present the most appealing case study. Making the jury lift you up!
  • 9. 1. Tell a good story that will get them to root for you!
  • 10. LOVE IN THE END A story about... 1. A feature film based on User Generated stories. 2. A transmedia campaign with an Alternate Reality Game. 3. An engaging Social Media campaign. 4. An integrated campaign. 5. A branded film that managed to beat Hollywood!
  • 11. 2. Make the first 30 seconds count!
  • 12. Watching 3.000 case videos in a dark room...
  • 13. 3. Show how your campaign changed brand perception.
  • 14. A story about change
  • 15. A campaign that changes brand perception!
  • 16. We failed!
  • 17. Silver Lion: Best Fiction Bronze Lion: Best User Generated Content Silver Lion: Best Integrated Content Campaign
  • 18. April May May June October
  • 19. April May May June October
  • 20. “Raise your sights! - David Ogilvy Blaze new trails!! Compete with the immortals!!!”
  • 21. Good luck! Contact: Panos Sambrakos @panos