Michael Robert's Crack the Case 2012 presentation: How to win in Cannes

5. W H AT YO U N E E D TO T H I N K A B O U T

8. Great idea
…but damm it’s an ugly execution

10. +

12. W H AT YO U N E E D TO T H I N K A B O U T

13. W H AT YO U N E E D TO T H I N K A B O U T

14. Case video
A campaign, all its elements
and it’s results
W H AT YO U N E E D TO T H I N K A B O U T

15. Filmed event
A one off idea and it’s results
W H AT YO U N E E D TO T H I N K A B O U T
Case video
A campaign, all its elements
and it’s results

18. 1) Why? The challenge or the mission/task
2) What/how? What did you do and how?
3) Where? The main media
4) Where else? Other media
5) Results and PR
6) Conclusion

20. The case made as a documentary

22. The case cleverly using the generated PR results

24. The case -classic structure -but fun story telling

26. The case – Shot as a long commercial

28. The Case made as a reality show

30. The case made as an event

32. The case made just as the idea

34. W H AT YO U N E E D TO T H I N K A B O U T

36. 1) …Is the idea really that good an idea?
2) Text or narrator? Or in a combination?
3) Music?
4) Plain explanation or story telling? (Challenge/Task)
5) Need of supporting graphics/visuals or filmed sequences?
6) Re-edit of TVC?
7) Who is going to make the case?
8) Who is going to produce it?

37. 8) Who is going to pay for it?

40. TAK