2012 #canneslion review - the generous age of advertising

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A round up of the 2012 cannes lions. THE GENEROUS AGE OF ADVERTISING. There is no such thing as a free lunch - this is especially true in advertising. By ‘generous’ we don’t mean pro bono or charity. We’re talking about brands that do things for and with people. These brands create value and earn attention. Today’s successful brands find the mutual value exchange between brand and consumer.

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  • JUNE 26, 2012

  • @jpmartzel

    Mathieu MorgenszternCEO Digitas France

    @bridoo@patdack@matfree

    Patrick DacquinCreative Director

    Jean-Philippe MartzelPlanning & Strategy Director

    Bridget JungChief Creative Of!cer

    @nicothiboutot

    Nicolas ThiboutotCreative Director

  • youtu.be/NgmLC6jbxfg

    SMALL BUSINESS SATURDAYIts not every day that the President of the United States tweets about an idea.

    American Express created Small Business Saturday, a new shopping day right after Black Friday, to help small businesses get what they needed most: more customers. American Express built a marketing campaign that communicated the importance of small businesses while driving home a call to action for consumers and small businesses at the local level. Consumers were asked to shop, and small businesses were provided with the tools they needed to get the word out to their customers.

    Were proud of (and excited about) Small Business Saturday - its a great introduction to the theme for our Cannes review this year...

    GRAND PRIX DIRECTGRAND PRIX PROMO & ACTIVATIONAMERICAN EXPRESS, SMALL BUSINESS SATURDAYDIGITAS NEW YORK & CP+B BOULDER

  • There is no such thing as a free lunch - this is especially true in advertising. By generous we dont mean pro bono or charity.

    Were talking about brands that do things for and with people. These brands create value and earn attention.

    Todays successful brands find the mutual value exchange between brand and consumer.

  • #1 CREATING SHARED VALUE { SOCIETY }

    Following on from Small Business Saturday lets start by looking at some of the other brands that go beyond promoting their product and take on a bigger broader mission. That said, this doesnt mean that the brand is not promoted - its just a matter of getting the right balance. Some examples have some pretty serious drive to purchase mechanics, but when its transparent and wrapped up into a more generous experience consumers are often happy to take part.

  • UNHATEA polarizing campaign sparking debate on politics, race and religion.

    Most people have seen this campaign - but interestingly, never in its original format. The campaign aired for one day and then went viral online.

    CREATING SHARED VALUE { SOCIETY }

    youtu.be/D7UBdvroSKA

    GRAND PRIX PRESSBENETTON, UNHATEFABRICA Treviso, ITALY

    #1

  • DAY ONE STORIESPrudential celebrated the Day One Stories from across the country, starting the real conversations around retirement without all the clichs. They encouraged people to pro-actively plan for their own retirement.

    Win Win for brand and consumer.

    youtu.be/0ZpdGvMmVzg

    GOLD TITANIUM AND INTEGRATEDPRUDENTIAL, DAY ONE STORIESDROGA5

    CREATING SHARED VALUE { SOCIETY }#1

  • GRAND PRIX BRANDED CONTENT & ENTERTAINMENTCHIPOTLECREATIVE ARTISTS AGENCY Los Angeles

    CHIPOTLEMost of us have seen the video clip. But behind it is a deeper engagement platform Cultivate a better world that celebrates people changing food culture and invites customers to join this journey.

    Interesting to see how a fast food brand can stake out ownership in sustainable farming.

    youtu.be/NsulZDlATjc

    CREATING SHARED VALUE { SOCIETY }#1

  • GOLD BRANDED CONTENT & ENTERTAINMENTCARLING BLACK LABELOGILVY CAPE TOWN

    BE THE COACHA great example here from Carling Black Label that shows how shared value can come out of shared passions.

    The brand invited people to really be the coach. From selecting players to subbing on or off in real time - participation was fueled by purchase (unique codes printed on the bottle caps). Proving that brands can be generous and sell product.

    CREATING SHARED VALUE { SOCIETY }#1

    youtu.be/etmzOOtNCIk

  • GOLD CYBERVOLKSWAGEN, DONT MAKE UP AND DRIVEDDB TRIBAL, BERLIN

    DONT MAKE UP AND DRIVEIts important to note that brands can take on a bigger broader missions without making a huge investment.

    Lets take a look at this small (but effective) tactical execution to alert women about the risk of applying makeup while driving. A smart partnership with a beauty blogger gave this an immediate audience with little media investment.

    CREATING SHARED VALUE { SOCIETY }#1

    youtu.be/wMFqSjjnte0

  • GRAND PRIX FOR GOODHELP REMEDIES, HELP I WANT TO SAVE A LIFEDROGA5

    HELP I WANT TO SAVE A LIFESome smart behavioural economics turn a bandaid pack into a recruitment drive for bone marrow donors.

    Its hard to know who the advertiser is - Help Remedies or DKMS? It doesnt matter because both win - a great example of a partnership that creates shared value for both parties (and consumers).

    CREATING SHARED VALUE { SOCIETY }#1

    youtu.be/ZG8NxjlyUxU

  • BRANDED CONTENT & ENTERTAINMENTNISSAN LEAF, THE BIG TURN ONDIGITAS FRANCE

    THE BIG TURN ONTo charge the conversation about electric driving Nissan set out so !nd the most turned on city and reward it with 30 free charging stations. All of this creating shared value for indivuduals, community and the brand.

    CREATING SHARED VALUE { SOCIETY }#1

    vimeo.com/44741914

  • #2 CREATING VALUE AROUND {ME}

    Generous advertising is not always trying to change society. This generosity can be a direct exhange between brand and individual. Often these experiences are personal and personalised - making them shareworthy. Well wrap up this section with a case study thats realtime and reactive - bringing a new personal dimension to live events.

  • GOLD CYBERINTEL, MUSEUM OF MEPROJECTOR TOKYO

    MUSEUM OF MEIntel invites users to stroll through their social graph as if it were a museum or gallery. A personal and personalised demonstration of intel processors.

    CREATING VALUE AROUND {ME}#2

    youtu.be/FZSKEugj_QY

  • GOLD CYBERONLY, THE LIBERATIONUNCLE GREY COPENHAGEN

    THE LIBERATIONLets look at a brand that has created value through a truly personalised experience.

    Is this a fashion catalogue? movie? game? music video? on demand retail experience?

    Its all of the above and its up to the user to decide how they want to engage.

    youtu.be/kCr7ZP7KC0Q

    CREATING VALUE AROUND {ME}#2

  • GOLD CYBERGOOGLE, ALL IS NOT LOSTHAKUHODO Tokyo

    GOOGLE OK GOWe couldnt do a Cannes Review without mentioning this. Google won big last year with Arcade Fire. They are back again this year with OK GO.

    A nice example of how a brand can show generosity by creating a cool personalised experience that people want to use (whilst demonstrating the performance of google chrome). In this instance people could choreograph a personal message.

    CREATING VALUE AROUND {ME}#2

    youtu.be/2edcChH58uIyoutu.be/2edcChH58uI

  • GOLD DIRECTCOKE, POLAR BEARSWIEDEN+KENNEDY Portland

    POLAR BEARSThe realtime and reactive superbowl advertising from coke shows how a brand can create value around sharing an event and being with {me} in the moment.

    vimeo.com/39911236

    CREATING VALUE AROUND {ME}#2

  • #3 EARNING ATTENTION THROUGH MAGIC

    We are seeing more and more creative technology - shifting advertising from fake to real. We used to rely on faking it (through CGI or special effects). Now we can create incredible experiences for real. Magic! Interestingly we saw more innovation in print, radio and outdoor than in the cyber (and yes the name cyber seems even more ridiculous this year).

  • GRAND PRIX OUTDOORMERCEDES-BENZ B-CLASS F-CELLJUNG von MATT Hamburg

    INVISIBLE CARIts not often that you try to make your product invisible as part of your advertising. Dramatizing the new zero-emission technology, Mercedes literally made the carinvisible to the environment through a pretty impressive cloaking effect.

    EARNING ATTENTION THROUGH MAGIC#3

    youtu.be/ZIGzpi9lCckcannes lions casestudy

  • GRAND PRIX DESIGNAUSTRIA SOLARSERVICEPLAN Munich

    SOLAR POWERED ANNUAL REPORTTheres not much talk about annual reports these days. This example from Austria Solar is interesting because it turns reading the annual report into an experience. Apart from being a pretty cool its a magical experience that brings to life the main mission of the company.

    EARNING ATTENTION THROUGH MAGIC#3

    youtu.be/vATSkM6Qf6Y

  • BRONZE TITANIUM & INTEGRATEDTARGETMOTHER New York

    LITTLE MARINATarget took over Fashion Week with a giant 25ft puppet. We love the combination of low tech & high tech -puppeteers gave her a very believable presence as she tweets and blogs on her giant iPhone. It brought magic to fashion week and made Target worth talking about.

    EARNING ATTENTION THROUGH MAGIC#3

    youtu.be/sSLQsyBrvIE

  • SILVER FILMTNT DUVAL GUILLAUME MODEM Antwerp

    TNT DRAMATNT brought magic to the everday by literally putting passers-by in the movie.

    Interesting to note we see more and more of these kinds of stunts !lmed for a happy few, and then diffused on YouTube at scale.

    EARNING ATTENTION THROUGH MAGIC#3

    youtu.be/ZpTkjXAL_6M

  • GRAND PRIX RADIOGO OUTSIDE MAGAZINE TALENT So Paulo,

    REPELLENT RADIOA simple idea that turned any radio into a mosquito repellent. An innovative use of radio and a great way for Go Outside Magazine to give something back to their readers.

    EARNING ATTENTION THROUGH MAGIC#3

    youtu.be/HeEPCfzFAHM

  • GRAND PRIX MOBILEGOOGLEGROW INTERACTIVE Norfolk

    BUY THE WORLD A COKEFiction becomes reality. Part of Googles project re:brief, a creative concept from Coke in the 70s becomes a brand experience today. Google proved that you can literally buy the world a coke. Creative technology