JUNE 26, 2012

@jpmartzel

Mathieu Morgensztern

CEO Digitas France

@bridoo@patdack@matfree

Patrick Dacquin

Creative Director

Jean-Philippe Martzel

Planning & Strategy Director

Bridget Jung

Chief Creative Of!cer

@nicothiboutot

Nicolas Thiboutot

Creative Director

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SMALL BUSINESS SATURDAYIt’s 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.

We’re proud of (and excited about) Small Business Saturday - it’s a great introduction to the theme for our Cannes review this year...

GRAND PRIX DIRECT

GRAND PRIX PROMO & ACTIVATION

AMERICAN EXPRESS, SMALL BUSINESS SATURDAY

DIGITAS NEW YORK & CP+B BOULDER

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.

#1 CREATING SHARED VALUE { SOCIETY }

Following on from Small Business Saturday let’s 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 doesn’t mean that the brand is not promoted - it’s just a matter of getting the right balance. Some examples have some pretty serious drive to purchase mechanics, but when it’s 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 }

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GRAND PRIX PRESS

BENETTON, UNHATE

FABRICA Treviso, ITALY

#1

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

Win Win for brand and consumer.

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GOLD TITANIUM AND INTEGRATED

PRUDENTIAL, DAY ONE STORIES

DROGA5

CREATING SHARED VALUE { SOCIETY }#1

GRAND PRIX BRANDED CONTENT & ENTERTAINMENT

CHIPOTLE

CREATIVE 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 & ENTERTAINMENT

CARLING BLACK LABEL

OGILVY 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

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GOLD CYBER

VOLKSWAGEN, DON’T MAKE UP AND DRIVE

DDB TRIBAL, BERLIN

DON’T MAKE UP AND DRIVEIt’s important to note that brands can take on a bigger broader missions without making a huge investment.

Let’s 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

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GRAND PRIX FOR GOOD

HELP REMEDIES, HELP I WANT TO SAVE A LIFE

DROGA5

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

It’s hard to know who the advertiser is - Help Remedies or DKMS? It doesn’t matter because both win - a great example of a partnership that creates shared value for both parties (and consumers).

CREATING SHARED VALUE { SOCIETY }#1

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BRANDED CONTENT & ENTERTAINMENT

NISSAN LEAF, THE BIG TURN ON

DIGITAS 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. We’ll wrap up this section with a case study that’s realtime and reactive - bringing a new personal dimension to live events.

GOLD CYBER

INTEL, MUSEUM OF ME

PROJECTOR 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

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GOLD CYBER

ONLY, THE LIBERATION

UNCLE GREY COPENHAGEN

THE LIBERATIONLet’s 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?

It’s all of the above and it’s up to the user to decide how they want to engage.

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CREATING VALUE AROUND {ME}#2

GOLD CYBER

GOOGLE, ALL IS NOT LOST

HAKUHODO Tokyo

GOOGLE OK GOWe couldn’t 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

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GOLD DIRECT

COKE, POLAR BEARS

WIEDEN+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 OUTDOOR

MERCEDES-BENZ B-CLASS F-CELL

JUNG von MATT Hamburg

INVISIBLE CARIt’s 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 car invisible to the environment through a pretty impressive cloaking effect.

EARNING ATTENTION THROUGH MAGIC#3

youtu.be/ZIGzpi9lCckcannes lions casestudy

GRAND PRIX DESIGN

AUSTRIA SOLAR

SERVICEPLAN Munich

SOLAR POWERED ANNUAL REPORTThere’s 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 – it’s a magical experience that brings to life the main mission of the company.

EARNING ATTENTION THROUGH MAGIC#3

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BRONZE TITANIUM & INTEGRATED

TARGET

MOTHER 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

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SILVER FILM

TNT

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

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GRAND PRIX RADIO

GO OUTSIDE MAGAZINE

TALENT São 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

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GRAND PRIX MOBILE

GOOGLE

GROW INTERACTIVE Norfolk

BUY THE WORLD A COKEFiction becomes reality. Part of Google’s 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 provides the magic to make this happen.

Interesting that the brand entered here is google, not coke!

EARNING ATTENTION THROUGH MAGIC#3

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GOLD MOBILE

RED TOMATO

TBWA\RAAD Dubai

RED TOMATORed Tomato created the VIP fridge magnet which let customers order pizza at the press of a button. A gift to loyal customers that sent sales and visibility through the roof.

EARNING ATTENTION THROUGH MAGIC#3

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GOLD PRESS

McDONALDS

DDB South Africa

McDONALDSTechnology is not the only way a brand can deliver magic. Brands that demonstrate true understanding can transform a great insight into a powerful campaign.

We thought this print campaign from McDonalds was great. Simple, powerful and spot on. Anyone with kids will love it.

EARNING ATTENTION THROUGH MAGIC#3

GOLD FILM

BGH AIR CONDITIONERS

DEL CAMPO NAZCA SAATCHI & SAATCHI

DADS IN BRIEFSAgain, another example of a powerful insight executed to perfection. In this case a very local insight can touch and engage a global audience - it’s the magic of advertising.

EARNING ATTENTION THROUGH MAGIC#3

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#4 PRODUCT INNOVATION & SERVICE DESIGN

We’ve seen some ideas that try to change society. We’ve seen ideas that focus in on the value around the individual. And we’ve looked at how brands are creating magic. Now lets take a look at the brands creating value by reinventing the product itself, or wrapping a services around it.

TITANIUM & GRAND PRIX CYBER

NIKE FUEL

R/GA New York

NIKE FUELIt’s hard to tell what’s product and what’s campaign which is a sign of true success.  This is the ultimate example of a brand doing things for and with people. It embraces the three previous themes (society, individual and magic).

What’s interesting is that they could potentially own the metric for energy. How much longer will we need calories?

PRODUCT INNOVATION & SERVICE DESIGN#4

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NOT SUBMITTED @ CANNES 2012

AMERICAN EXPRESS

DIGITAS New York

TWEET SYNC SAVEWe want to close with an example from Digitas New York that was too recent to enter at Cannes this year - but brings to life this last them in The Age Of Generous Advertising.

American Express brought new value and meaning to “the membership effect” through a smart partnership with Twitter that brings value to both card members and merchants.

PRODUCT INNOVATION & SERVICE DESIGN#4

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#1

CREATING SHARED VALUE { SOCIETY }

#2

CREATING VALUE AROUND {ME}

#3

EARNING ATTENTION THROUGH MAGIC

#4

PRODUCT INNOVATION & SERVICE DESIGN

MERCI