The document summarizes discussions from Day 2 of the 2013 Cannes Lions International Festival of Creativity. 1) There is an opportunity for brands in China's lower-tier cities as 160 million new consumers enter cities and consumption increases unprecedentedly. Popular mid-priced quality brands will benefit most. 2) Astro Teller of Google[x] discussed "moonshots", which are seemingly impossible ideas that can solve major problems through technology and creativity. Moonshots require persuasive storytelling to gain support for uncertain but impactful solutions. 3) Speakers from Facebook discussed how to scale creativity, noting that the company generates ongoing creative iterations through user participation, unlike traditional advertising. This allows for massive ongoing campaigns

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day2
8 Drawn
to Scale

2. A HugeOpportunity
$700 billion dollars is waiting to be earned in China’s middle-tier cities
according to Chen Xin, Chairman, SinoMedia Holding Limited. The top
10% of the spending pyramid might get all the heat and light, but the
urbanization that is currently driving the Chinese economy is bringing
160 million more people into cities. And as they come in, consumption in
China’s lower-tier markets will be unprecedented. Who’s going to make
bank? Popular, mid-priced, good quality brands. There are rather a few
of those running around the world. Chen Xin’s message: First come, first
served.
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3. AMassive
AmbitionAstro Teller, Captain of Moonshots. With a handle like that, we’d follow
him anywhere—which is a good thing when you consider the scale of
his ambition. A moonshot, Teller explained, is “a seemingly impossible
and yet impossibly important idea that through science, technology and
creativity can be brought to reality.” As head of Google[x], the innovation
division of team don’t-be-evil, he’s already launched a few capsules into
lunar orbit—self-driving cars, Google Glass and high-altitude balloons
that will provide Internet access to the billions still cut off from the web.
Moonshoots take storytelling skills of the highest order. After all, you’ve
got to get people to follow you to fix an enormous problem, the solution to
which will make the world ten times better. Success is not assured. But,
heck, we’re storytellers, right? Sure, Teller says, but these aren’t the kinds
of stories we’re used to. The stories that launch moonshots are, “deep,
hard, weird.”
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4. Sizing-up
CreativityFacebook knows a thing or two about creating at cosmological scale.
Mark D’Arcy (who heads global creative for them) joined with Boz
Bosworth (who invented a little thing called “Newsfeed” ) and David
Droga (who is David Droga) to consider how we can scale up creativity.
Advertising needs to learn from the tech industry. Not a single person in
the audience was surprised. Still, how do you argue with a business that
can generate 300 million Newsfeed stories about school funding based
on a modestly-sized campaign for a national retailer? We work like pack
mules to get the work polished and pretty, launch the campaign, and head
to the bar to toast a job well done, as Droga pointed out. When the tech
folk put the product out, that’s the starting line. It’s a creative marathon
from there on out. Facebook took their photo sharing service, which even
they thought was so-so when it launched, and turned it into a the market
leader through creative iteration. Droga reminded us that in our business,
“We need to transfer the ownership of the creative idea to the people in
order to generate creativity at scale.” It’s all about participation.
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5. Oh,anda
Little MagicTED came to Cannes with Technoillusionist Marco Tempest. While few
people can match his magical skills, everyone can learn from the style
of storytelling embedded in the three elements of magic. Magicians are
early adopters of technology who understand psychology and keep
secrets. Sounds like Steve Jobs.
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