cannes lions daily news 2011 issue 1

LIONS 2011 DAILYNEWSPUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM SUNDAY, JUNE 19, 2011

D1-4deCouv_25•01 front 19/06/11 09:39 PageI

With over 5 billion connections, mobile has changed not just the way we live, but how we market, deliver services, share information and build communities. Learn about what’s next from experts on the leading edge of mobile marketing and social change.

WHAT: Social Mobile Marketing WHEN: 19 June 2011 | 16:30–17:15 WHERE: Palais des Festivals, Debussy Theatre

SM

The Revolution Will

WiredNot Be

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CANNES APPUNWRAPPED

SIR JOHN HEGARTYof BBH, and KeithWeed and Babs Ran-

gaiah of Unilever are amongthose whose views can beseen and heard via the first-ever Cannes Lions app, whichoffers delegates the chance totap into video interviews con-ducted as part of an aug-mented reality project byPHD Worldwide running atthis year’s Festival. PHD hasteamed up with mobile aug-mented-reality company Zap-par to bring to life a printcampaign featuring 15 indus-try luminaries. Delegates candownload the Cannes appwith in-built Zappar technol-ogy to activate videos on theirmobiles by scanning the‘Advertising Moves On’posters and flyers around thePalais, and print ads in LionsDaily News. The videos show

business leaders giving theirviews on the industry, amongthem Hamish Pringle, outgo-ing director general of IPA;Adam Morgan, founder ofeatbigfish; and Andy Fennell,chief marketing officer at Dia-geo. Mark Holden, globalstrategy and planning direc-tor at PHD, will be presentinghis vision of the future in theBeyond The Horizon seminartomorrow at 13.30. Holdenbelieves that the social-mediarevolution has fundamentallychanged the fabric of societyand that this, in turn, ischanging the physics of howmarketing works. ^

10.30 GOVIRAL PRESENTS: THE LONG IDEASeventy-one per cent of US women canidentify the phrase ‘Because I’m Worth It’as the L'Oreal signature. Goviral believes itis the result of a ‘long idea’ — the conceptthat familiarity breeds contentment

11.30 SAPIENTNITRO PRESENTS: CULTURECLUBBING WITH THE BRANDBrands that stand the test of the social rev-olution are those that create cultural capital

12.30WGSN PRESENTS: ALIGN TO THEMACRO TRENDS DRIVING PRODUCT DEVEL-OPMENTImpress creative directors and prospects bybeing completely aligned to the macro-trends driving product development

13.30 UM, L’OREAL & BMW PRESENT:ENTREPRENEURS ARE THE NEW CREATIVEDEPARTMENT (AND VICE VERSA)The new art of creativity is being driven bythe ideas, products and solutions createdby new businesses as they adapt

14.30THENETWORKONE PRESENTS: THEINDEPENDENT AGENCY SHOWCASE 2011Award-winning work and challenging viewsfrom Elephant Cairo, Special Group andMUH•TAY•ZIK/HOF•FER

15.30 IMC2 PRESENTS: FRIENDS WITHBENEFITSIn the digital world, Venn diagrams’ overlap-ping intersections represent not only wherevalues are shared, but also where relation-ships are found, forged and exploited

16.30 FLEISHMAN-HILLARD PRESENTS:SOCIAL MOBILE MARKETINGMobile is seen as a potential equaliser —but it is also seen as adding a new com-plexity level that could deepen differences

17.30 NAKED PRESENTS: THE THREE CS OFMODERN CREATIVITYNaked Communications’ Jon Wilkins intro-duces the three C's of modern creativity —community, crowdsourcing and co-creation— and demonstrates how these themes areshaping innovation

ALL SEMINARS ARE IN THE DEBUSSYUNLESS INDICATED

THE POWER of global creativ-ity is focusing media attentionon Cannes this week. With arecord-breaking 29,000-pluscompetition entries, the Festi-val expects more than 9,000registered delegates this year,who will have the opportuni-ty to immerse themselves inover 50 seminars featuring lead-ing names from the worlds ofmedia and entertainment.Among the names is singer, poetand performer Patti Smith, whowill be speaking on Friday at

the annual Grey New Yorkmusic seminar. Following in thefootsteps of Yoko Ono, Dono-van, John Legend, Tony Ben-nett and Little Steven vanZandt, Smith will be discussingmusic, creativity and her careerso far with Tim Mellors, globalcreative director and vice-chair-man of Grey Group.On Monday, Dana Anderson,senior vice-president of mar-keting strategy and commu-nications for Kraft Foods, willbe exploring the paradoxes of

innovation with Blink and TheTipping Point author MalcolmGladwell. At the Yahoo! seminar on Tues-day, under the banner ContentAs Conversation Catalyst, RossLevinsohn, executive vice-pres-ident of Americas region atYahoo!, will be joined by actor,director, and producer RobertRedford, and Electus founderBen Silverman. The trio will bediscussing who, if anyone, isthe king of the content king-dom.

THE NEWLY launched CreativeEffectiveness Lions will rewardcreativity that has shown a meas-urable and proven impact on aclient’s business — creativitythat affects consumer behaviour,brand equity, sales and, whereidentifiable, profit.With ROI (return on investment)of growing importance to clients,the Festival intends that the cat-egory will establish a direct cor-relation between creativity andeffectiveness. Creative Effective-

ness jury president Jean-MarieDru, president and chairman ofTBWA\Worldwide, said: “I feeltruly honoured to serve as thejury president for the first-everCannes Creative EffectivenessLion. It took years for the ideaof creativity to become accept-ed as being a source of effective-ness. Cannes has participated inraising that awareness. And theincredibly rich and variedCannes Lions environment hasalso helped a lot.”

Festival honours Effectiveness

Big names add weight to a record-breaking week

LIONS 2011 DAILYNEWS

FESTIVAL NEWS P1 -5 FOCUS ON SWEDEN P7 SCREENINGS P16INSIDE BOX

Patti Smith Arianna Huffington Robert Redford

Jean-Marie Dru

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TODAY’SSEMINARS

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D1-FRONT+D+z_Lions 18/06/11 19:30 Page1

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THE INCREASING importanceof social responsibility drawstogether a diverse range of tal-ent for workshops at CannesLions 2011. Workshops dealingwith social issues kick off todayat 10.00-12.00 with CitizenBranding. Organised by brandconsultancy Landor and the

Berlin School of Creative Lead-ership, Citizen Branding exam-ines how marketers can benefitfrom doing social good.Helping to make the world a bet-ter place is up for discussion inHow To Dominate The World,which is hosted by ad agencyWunderman and US-based glob-

al analytics company Zaaz. Thesession, on Monday from 10.00to12.00, looks at the growingimportance of non-Westerneconomies, including the BRICS(Brazil, Russia, India, China andSouth Africa) group.Brazil also takes centre stageat The Fast Growing Brazilian

Market: Is Your Brand Ready ToGo?, which is hosted by agencyRapp on Saturday, 10.00-12.00.Tips on how to improve a mar-keter’s involvement in societyare offered by New York-basedStrawberryFrog, hosting To HellWith Ads, Spark A Movement,on Tuesday 10.00-12.00. The industry’s planning exec-utives could do worse thanlearn how other sectors strate-gise. On Friday, representativesfrom the military and eroticfilm production sectors, amongothers, share experience atWieden+Kennedy’s Planning;By People Who Aren’t “Plan-ners”, also 10.00-12.00.Other workshops in the social-responsibility strand includeDesign Thinking: The DoingExperience, by Abedesign andESPM today, 12.30-14.30;Laughter – The Most DirectResponse, hosted by Directo-ry, Monday, 15.00-17.00; andLBi’s Too Big To Bother? Tues-day, 15.00-16.30.^

Cannes spotlighton digital mediaAGENCIES need to be creativewhen clients ask for the impos-sible with a tiny budget, assertsCirkus at How Much AnimationDoes My Dollar Buy? which takesplace today, 15.00-17.00.Digital media’s acceleratingdevelopment is studied atSAWA’s The Mad Men Of 3D –The Next Dimension In Adver-tising, on Wednesday, 10.00-12.00. Learn how 3D is no longerrestricted to TV and cinemascreens but can also be viewedon game consoles, computertablets and mobile handsets.Digital technology’s impact onmarketing is also in focus at Pow-er-up Your Advertising WithMobile Gamification, by Velti,on Thursday, 10.00-12.00.Microsoft Advertising’s TheThings People Say, on Wednes-day, 15.30-17.30, tackles digitalmarketing’s evolution. The QuestFor The Idea, Starring Great Cre-ative Minds is described by BETCEuro RSCG as “an interactivevideogame seminar”, on Friday,15.00-17.00.

Challenges to creativity reignat The Rules Behind BreakingCreativity Rules, hosted byMindscapes, Monday 12.30-14.30. Innovative creativity via old-fashioned radio can be an ide-al advertising platform, Hertz:Radio demonstrates at How ToPresent Radio So Clients Won’tKill It, on Tuesday, 12.30-14.30.On Wednesday, 12.30-14.30,Sharethrough focuses on Mak-ing Videos Go Viral: Creative,Social And Technological Tech-niques. Hosted by Swedish experienceagency Copeland and market-ing agency Louder on Saturday,12.30-14.30, Small Is The NewBig: The Storytelling Game ToGrow Brands Of All Sizes showshow creativity is inspired bytelling stories. For those curious about how allthe above is useful in global adcampaigns, try EffectiveBrands’Expert Clinic: What It Takes ToWin In Global Marketing,Thursday, 15.00-17.00.^

Scott Goodson, of Strawberry Frog, on Tuesday says To Hell With Ads Directory’s Patrick Collister explores laughing matters on Monday

SUNDAY, JUNE 19,2011

Workshops aim to show how tomake the world a better place

PUBLISHERRichard Woolley

EDITOR IN CHIEFJulian NewbyDEPUTY EDITORDebbie LincolnSUB EDITORJo StephensREPORTERSMarlene EdmundsJuliana KorantengGary SmithPhil SommerichLIONSDAIL YNEWS.COMSunnie AntoniaPHOTOGRAPHERSYann CoatsaliouMichel Johner

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NEWS 3


HOW DO YOU REACH YOUR NEXT BILLION CUSTOMERS? HOW WILL THEY REACH YOU? THE ANSWER IS THROUGH SCREENS – BUT EVERY SCREEN IS DIFFERENT, AND A CONSUMER’S EMOTIONAL CONNECTION AND INTERACTION WITH EACH TYPE IS THE KEY TO UNDERSTANDING HOW TO MAXIMIZE THE IMPACT OF YOUR MESSAGES. JOIN SIMON BOND AND MARC BRESSEEL FOR A DISCUSSION ON TAPPING INTO THE ARCHETYPES THAT EMBODY THE VARIOUS SCREENS CONSUMERS USE TO ACCESS CONTENT. MONDAY, JUNE 20TH, AT THE DEBUSSY THEATER @ 10:30



NEWS 5

THE DISCIPLINE of PR hascome of age, bringing with it aninvaluable contribution to cre-ativity in marketing.This is the view of PR jury pres-ident David Senay, the US-basedpresident and CEO of global PRagency Fleishman-Hillard,which is hosting this afternoon’sseminar on social Mobile Mar-keting (16.30-17.15).Although this is the 58th CannesLions event, the PR category wasadded only three years ago. Ithad 400 entries in its first year,followed by 570 entries the next.This year the figure stands atmore than 890 entries.“The spend on PR has grownsteadily over the decades,”Senay said. “In PR, everythingis about conversation. Those inthe profession have been engag-ing audiences in conversationsince the discipline was creat-ed at the turn of the century.”

Until recently, advertising hasfocused on one-way dialoguesand has carried out (one-way)transactions with the customer,Senay added. “PR is a differentproposition. It’s about changingattitudes; changing behaviour.”Senay said he was not disap-pointed at all by the submissionsfor this year’s PR Lions: “I haveseen some amazing campaignsthat deserve the Grand Prixprize. It’s going to be a difficultdecision to make.” But hewarned the PR industry, includ-ing those participating in theCannes Lions competition, thatthere is still a basic misunder-standing that “PR is simplyabout publicity”. He added: “That’s the lowestcommon denominator in ourbusiness,” he said. “There’ll beno prizes given to anything thatdoesn’t rise above that lowestdenominator.”^Fleishman-Hillard’s David Senay

A WORKSHOP enti-tled CitizenshipBranding, hosted

by Landor Associates andthe Berlin School of CreativeLeadership, kicks off the2011 Festival programmethis morning. Landor hasalready released an upfrontlook at the findings of athree-month study on citi-zenship-branding practicesby some of the world’s lead-ing brands. The completeresults will be presentedduring today’s workshop,hosted by David Slocum,professor and faculty direc-tor of the Berlin School ofCreative Leadership, andScott Osman, global directorof the citizenship brandgroup at Landor. The ses-sion will focus on the study’sconclusions, as well asexplore the history of corpo-rate social responsibility, itscurrent rise in popularityand the commercial impera-tives it brings with it. “Theresults will arm attendees

with the most recent think-ing around the businessbenefits of corporate socialresponsibility, how to makeit actionable and relevantand how to make it a part oftheir core business,” Osmansaid. “We will be highlight-ing key insights, such as see-ing social responsibilitythrough a business lens, theimportance of the ‘authen-ticity imperative’ and socialresponsibility’s new role inbrand management andcommunication.”^

At Time Warner’s ThinkingInside The Box on Wednesday,Jeff Bewkes, chairman andCEO of Time Warner, will bejoined by playwright andscreenwriter Aaron Sorkin,journalist and author DavidSimon and CNN host PiersMorgan. The MRM & McCann seminaron Thursday features NickBrien, chairman and CEO ofMcCann Worldgroup will bejoined by will.i.am of the BlackEyed Peas, Marc Landsberg ofMRM Worldwide, Johan Jer-voe of Intel and composer TodMachover in a discussion abouthow technology is transform-ing creativity and driving inno-

vation in marketing. The pan-ellists will explore which newtechnologies will have thebiggest transformationalimpact on people’s lives andhow they will shape our expe-riences. In Friday’s CannesDebate, chaired by Sir MartinSorrell, chief executive of WPP,James Murdoch, deputy chiefoperating officer, chairmanand CEO, international, ofNews Corporation, and direc-tor Jeffrey Katzenberg, CEO,co-founder of DreamWorks,will debate the state of themedia industry. Other confer-ence highlights include singer,songwriter and producer Phar-rell Williams in a debate withVEVO and Digitas about the

role of music and the musicindustry within social-mobilechannels, and the Guardian’sDan Sabbagh talking to DrEdward de Bono in Is Creativ-ity For Mad Men Or PR Gurus?De Bono has challenged theway we think since he first putpen to paper in 1967 and isregarded as the foundingfather of modern creativethinking.On Monday, Arianna Huffin-gton, co-founder and editor-in-chief of The HuffingtonPost, a nationally syndicatedcolumnist and author of 13books, will be talking to AOL’schairman and CEO Tim Arm-strong about the re-calibrationof form and function online.

On Tuesday, Beyond Mad Men:Toward Gender Balance InCreative Roles features MarthaStewart with moderatorsMichael Roth of Interpublicand Kitty Lun of Lowe China.The event also features CNN’sSoledad O’Brien, McCann’sCarol Lam, Johnson & John-son’s Kimberley Kadlec andWeber Shandwick’s GailHeimann debating how topcreative roles could betterreflect the marketplace. ^

He added: “In today’s web era,younger generations showinterest only in messages thatengage them. Otherwise, theyjust ignore them. Creativity is

no longer optional — it hasbecome recognised as beingessential. That’s why, last yearat Cannes, there were morepeople attending from someof the big multinational clientsthan there were delegates fromour network, TBWA. In 40years, Cannes has becomeeveryone's business.” Onlyentries that were either short-listed or winners at CannesLions in 2010 will be eligibleto enter the Creative Effective-ness category, as these willalready have been judged andestablished as world-class. Thesuccess of an entry in the Cre-ative Effectiveness Lions willthus endorse the effectivenessof that creative excellence.^

No prizes for ‘simple publicity’ in world of PR conversations

Big names ... from page 1

Effectiveness ... from page 1

Landor’s Scott Osman

DOING WELL BY DOING GOOD


Swedish advertising was once characterised by restraint and factuality. But with the internetboom came a creative revolution which has seen agencies scooping up awards, says Madeleine Ostlund of Dagens Media

Sweden’s digital hard drive

THE YEAR is 1997 and the advertising agency Par-adiset receives Sweden’s first Grand Prix at theCannes Lions. This marks the beginning of whatbecomes known as “the Swedish digital wonder”.The challenge is later picked up by agencies such

as Forsman & Bodenfors, Farfar and DDB Stockholm, and pro-duction agencies such as B-Reel and Perfect Fools.

If we look back a few decades, we can generalise some-what by saying that what characterised Swedish advertisingduring the Sixties are the key words “new” and “news”. The adsof the Seventies were characterised by a matter-of-fact tone


FOCUS ON SWEDEN 7

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focus on sWeden 9

in sweden, media investment in the internet has sur-passed television and will soon be on level with the dai-

ly press. total investments within media for the firstquarter of this year reached about €830m, accord-ing to the swedish institute for advertising and

media statistics. the internet, includingmobile, made up 20.2% of that.

lotta marlind, art director at the adver-tising agency garbergs, says that what char-

acterises swedish advertisements is that theyare often smart and intelligent. “We have come

quite a long way when it comes to relying on peo-ple’s ability to embrace commercial messages,” she

says.lina elfstrand, art director at le bureau, adds:

“humour has long characterised swedish advertise-ments, but now there is a development where we come

up more and more with ideas which emanatefrom completely different things, such assmartness.”

but what is currently most distinctiveabout swedish advertisements is digital.

“When it comes to finding smart solutions bothon the internet and in social media, we are at theforefront,” marlind says.

two of the campaigns that attracted mostattention on the swedish market this year were mini

getaway stockholm and don’t tell ashton. as withmany other successful swedish campaigns, they

are digital.in sweden it has often been the traditional

agencies that created the digital campaigns receiv-ing most attention over the last year. much applauded

during the spring is lowe brindfors’ internet campaign mag-num Pleasure hunt — an interactive game where you fol-

low a woman’s online quest for a magnum ice-cream. she vis-its sites such as Youtube, spotify and dove. “this year the objectwas to create something engaging which people were willingto forward and to give life to — and at the same time launch anew ice-cream,” says Patrik Westerdahl, art director at lowebrindfors. the idea of an interactive game inspired by supermario came about at an early stage. What took time was con-

whereby the foremost purpose was to inform. the eighties,on the other hand, offered individualism and façade — com-bined with seriousness and honesty. many would agree withme when i say that swedish commercials during the ninetieswere characterised by irony.

during the 2000s the “soap opera commercial” made itsentrance, and humour was in focus. and the media landscapewas, of course, defined by the internet’s rampage and the devel-opment of social media.

“When it comes to finding smartsolutions both on the internet

and in social media, We are at theforefront”

lotta marlind, garbergs

fThe MiniGetawayStockholmcampaign


FOCUS ON SWEDEN


10

cluding agreements with all external parties participating inthe campaign. Their participation was free, in return for beingparty to the attention received.“We wanted to make it as cooland as realistic as possible,” Westerdahl says. “We had a longlist of ideas; the client really wanted internationally knownbrands.”

The campaign was produced by B-Reel, which in Decem-ber last year was elected Digital Production Agency of theYear by the trade paper Creativity.

Creativity applauded B-Reel’s desktop-controlled test drivefor Mitsubishi, Live Drive, and Arcade Fire’s interactive musicvideo, Wilderness Downtown, in the campaign for the Googlebrowser Chrome, which was previously awarded Best Site ofthe Year by the experienced pundits at the FWA.

“There are a lot of very good digital campaigns being madein Sweden, and we want to be part of that. Abroad, people arestill talking about the Swedish ‘digital wonder’. All agencies andproduction companies are bundled into one, which favoursall of us,” says Cecilia Bernard, executive producer at B-Reelin Sweden.

Ninety per cent of B-Reel’s clients are advertising agen-cies. In a few cases they work directly with the end client, butthe client must have digital competence. There is no ambitionto shoulder the role of creative lead agency.

“The fundamental idea is that advertising agencies havesold the strategic concept to the end client before they cometo us,” says Lars Bjurman, creative director at B-Reel.

In recent years, Swedish agencies have won practicallyevery digital prize there is, and 2010 was an extraordinary year.DDB Stockholm and Forsman & Bodenfors were at the top ofthe Gunn Report’s ranking list of the best digital advertisingagencies. Fourth place was also occupied by a Swedish firm— Farfar, which was, however, dissolved in April 2010. Farfar’sThe World’s Biggest Signpost, for Nokia, was the fourth mostawarded print campaign and the second most awarded inter-active campaign, according to the Gunn Report.

The interactive list was headed by Forsman & Boden-fors’ Ikea campaign, Ikea Showroom. DDB Stockholm and Volk-swagen’s Rolighetsteorin came fifth — the same campaign net-

ted a Grand Prix in Cannes the previous year.According to Matias Palm-Jensen, for-mer managing director at digitalbureau Farfar, digital advertisements

have gone from push to storytelling. The digital communication of the

next decade will be characterised by edi-torial content and live events —similar to the Diesel campaignwith which Farfar won theGrand Prix for Cannes Lions in

“ABROAD, PEOPLE ARE STILL TALKINGABOUT THE SWEDISH ‘DIGITALWONDER’. ALL AGENCIES

AND PRODUCTION COMPANIES AREBUNDLED INTO ONE”Cecilia Bernard, B-Reel

fLowe Brindfors’internet campaignMagnum PleasureHunt — aninteractive gamewhere you follow awoman’s onlinequest for a Magnumice-cream



11

2007, he says. “I think we will be seeing more of that. The strengthof it is that it happens there and now, and you want to be partof it. Being there is a great experience.”

Farfar’s story is one of great success — with a very abruptending. It was formed on 18 February 2000. Ten years — andtwo Grands Prix — later, an entire advertising agency stoodup and walked out the door. Farfar was dissolved.

“From our point of view it was a good decision that Farfarwas dissolved. I am proud that we saw nobody could take it anyfurther,” says Palm-Jensen, who had left two months earlier.

Farfar received many takeover bids over the years, andin 2005 the founders chose to sell the bureau to the network Iso-bar, which also includes Aegis.

“The idea was that creative thinking does not change, it isthe same on all channels, but rather it is the media image whichchanges. It is on the media side where you can move forward inleaps and bounds. Aegis looked for a digital strategy and werecharmed by our idea,” Palm-Jensen says.

Distancing themselves from the web agencies has alwaysbeen important to Farfar. “We are not a production company,”he adds. But, he argues, that was the road Aegis wanted Far-far to take. He does not, though, waste any time thinking aboutwhat would have happened if Farfar had not been sold.

“Maybe for a minute, but what purpose would it serve?On the other hand, I am completely convinced that if we hadhad a brave owner, we would still have been around, and estab-lished in London and Sao Paulo. I hope that Forsman & Boden-fors do not sell themselves to a network.”

With the ambition of creating a forum to discuss advertis-ing, Dagens Media started an advertising competition, ToppFem, after the New Year. The purpose was to bring out good,creative advertising. One of the entries much discussed, whichwon the competition in February, was a television campaign forthe Swedish national railway company, SJ. Over the past twoyears SJ has had problems with cancelled trains, faulty pointsand falling overhead cables — a lot due to extreme winter weath-er. It had to deal with angry customers and scathing criticism,something addressed in the campaign, by the advertising agencyKing and FLX director Felix Herngren.

In three different advertisements, SJ talks about the employ-ees being ashamed of the failure.

The campaign was one of nearly 50 entries sent to ToppFem in February — and was quickly chosen as one of the bestby the jury.

“What is interesting about this assignment is that it actu-ally involves a public issue,” says Jacob Nelson, copywriter at Fors-man & Bodenfors, and Topp Fem juror. “SJ is of concern to every-

one. That the trains have been running less than smoothly thiswinter has been a hot topic for quite some time. As a communi-cator it is a great, or at least interesting, problem to be given.”

However, the campaign was too new to be able to com-pete in Sweden’s largest advertisement competition, Guldagget.

Guldagget, which celebrated its 50th birthday this year,can often act as an indication of which campaigns will win awardsat Cannes. And this year we were given proof that the Swedish“digital wonder” is more than ever alive and kicking.

There was a sensation when the advertising school Berghstook home the most prestigious prize — Titanagget (which ison par with a Grand Prix) for the campaign Don’t Tell Ashton.The campaign also won gold in the PR category, and silver inInteractive and in Media.

Don’t Tell Ashton, which also won a prize at Eurobest, wasproduced in May last year by students on Berghs’ interactivecommunication course.

Everybody who tweeted ”I’m on the world’s first artworkmade by Twitter users. Only #donttellashton” had their profileimage put on a digital Twitter-painting. The more followers, thelarger the picture. As the actor Ashton Kutcher had enoughfollowers to fill the entire picture, he had to be excluded fromthe project.

Olle Isaksson, a member of the team behind the campaignand now a co-worker at Great Works in New York, was at theGuldaggsgalan on April 14. “We are extremely pleased that theindustry snatched it up and caught on,” he says. “As you donot see that many similar campaigns, we were a bit nervous thatthe advertising industry had not understood.”

The assignment was to market the course and the team.“The six of us worked our fingers to the bone. But when wehad got a good idea which we believed in, everything was car-ried out very quickly. It took only three days before the imagewas complete, even if we had an extremely small budget,” Isaks-son says.

The campaign Mini Getaway Stockholm, by Jung von Matt,was one of the favourites to win Guldagget. And it delivered.

“IT WAS A GOOD DECISION THAT FARFAR WAS DISSOLVED. I AM PROUDTHAT WE SAW NOBODY COULD

TAKE IT ANY FURTHER”Matias Palm-Jensen

fFrom left to right:Matias Palm-Jensen,former managing directorat digital bureau Farfar

Lina Elfstrand, artdirector at Le Bureau

Lotta Marlind, art directorat the advertising agencyGarbergs


FOCUS ON SWEDEN


12

The agency was rewarded with a gold in Interactive and in Event,and a silver in Media. They are the agency’s greatest success-es in a competition since its formation in 2006.

For seven days, the streets of Stockholm were trans-formed into a playing field. With the help of their iPhones,participants were given the assignment of finding a virtu-al Mini Countryman. In the pot was a real car.

Using GPS on phones, participants sought the vir-tual car and, if they came within 50 metres they could “grab”it with their handsets. But other users who were within50 metres could steal the car from them.

More than 11,000 people participated in the contest.We will be seeing more campaigns like that in the

future, Garbergs’ Lotta Marlind says, citing as an exampleGatorade’s Grand Prix-winning campaign where an Americanfootball college game was re-created. “It will be more and moreimportant to people that the advertising is founded on somethingreal instead of something imaginary. This is also a requirementin order to get people to become involved.”

“Swedish agencies are extremely good within digital mediaand I think that we will continue be at the cutting edge just becausewe are quick to adopt new trends,” Lina Elfstrand says. “In addition,we are getting better and better at keeping hold of the ideas fromthe first draft to the finished piece. The interest in the visual is increas-ing, and I really believe that we are beginning to grasp the impor-tance of the execution and are not being content with a good ideaat the draft stage.”^

“I THINK WE WILL CONTINUE TO BE ATTHE CUTTING EDGE JUST BECAUSE WEARE QUICK TO ADOPT NEW TRENDS”

Lina Elfstrand, Le Bureau

fThe Don’t TellAshton campaign


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CANNES APPUNWRAPPED

SIR JOHN HEGARTYof BBH, and KeithWeed and Babs Ran-

gaiah of Unilever are amongthose whose views can beseen and heard via the first-ever Cannes Lions app, whichoffers delegates the chance totap into video interviews con-ducted as part of an aug-mented reality project byPHD Worldwide running atthis year’s Festival. PHD hasteamed up with mobile aug-mented-reality company Zap-par to bring to life a printcampaign featuring 15 indus-try luminaries. Delegates candownload the Cannes appwith in-built Zappar technol-ogy to activate videos on theirmobiles by scanning the‘Advertising Moves On’posters and flyers around thePalais, and print ads in LionsDaily News. The videos show

business leaders giving theirviews on the industry, amongthem Hamish Pringle, outgo-ing director general of IPA;Adam Morgan, founder ofeatbigfish; and Andy Fennell,chief marketing officer at Dia-geo. Mark Holden, globalstrategy and planning direc-tor at PHD, will be presentinghis vision of the future in theBeyond The Horizon seminartomorrow at 13.30. Holdenbelieves that the social-mediarevolution has fundamentallychanged the fabric of societyand that this, in turn, ischanging the physics of howmarketing works. ^

10.30 GOVIRAL PRESENTS: THE LONG IDEASeventy-one per cent of US women canidentify the phrase ‘Because I’m Worth It’as the L'Oreal signature. Goviral believes itis the result of a ‘long idea’ — the conceptthat familiarity breeds contentment

11.30 SAPIENTNITRO PRESENTS: CULTURECLUBBING WITH THE BRANDBrands that stand the test of the social rev-olution are those that create cultural capital

12.30WGSN PRESENTS: ALIGN TO THEMACRO TRENDS DRIVING PRODUCT DEVEL-OPMENTImpress creative directors and prospects bybeing completely aligned to the macro-trends driving product development

13.30 UM, L’OREAL & BMW PRESENT:ENTREPRENEURS ARE THE NEW CREATIVEDEPARTMENT (AND VICE VERSA)The new art of creativity is being driven bythe ideas, products and solutions createdby new businesses as they adapt

14.30THENETWORKONE PRESENTS: THEINDEPENDENT AGENCY SHOWCASE 2011Award-winning work and challenging viewsfrom Elephant Cairo, Special Group andMUH•TAY•ZIK/HOF•FER

15.30 IMC2 PRESENTS: FRIENDS WITHBENEFITSIn the digital world, Venn diagrams’ overlap-ping intersections represent not only wherevalues are shared, but also where relation-ships are found, forged and exploited

16.30 FLEISHMAN-HILLARD PRESENTS:SOCIAL MOBILE MARKETINGMobile is seen as a potential equaliser —but it is also seen as adding a new com-plexity level that could deepen differences

17.30 NAKED PRESENTS: THE THREE CS OFMODERN CREATIVITYNaked Communications’ Jon Wilkins intro-duces the three C's of modern creativity —community, crowdsourcing and co-creation— and demonstrates how these themes areshaping innovation

ALL SEMINARS ARE IN THE DEBUSSYUNLESS INDICATED

THE POWER of global creativ-ity is focusing media attentionon Cannes this week. With arecord-breaking 29,000-pluscompetition entries, the Festi-val expects more than 9,000registered delegates this year,who will have the opportuni-ty to immerse themselves inover 50 seminars featuring lead-ing names from the worlds ofmedia and entertainment.Among the names is singer, poetand performer Patti Smith, whowill be speaking on Friday at

the annual Grey New Yorkmusic seminar. Following in thefootsteps of Yoko Ono, Dono-van, John Legend, Tony Ben-nett and Little Steven vanZandt, Smith will be discussingmusic, creativity and her careerso far with Tim Mellors, globalcreative director and vice-chair-man of Grey Group.On Monday, Dana Anderson,senior vice-president of mar-keting strategy and commu-nications for Kraft Foods, willbe exploring the paradoxes of

innovation with Blink and TheTipping Point author MalcolmGladwell. At the Yahoo! seminar on Tues-day, under the banner ContentAs Conversation Catalyst, RossLevinsohn, executive vice-pres-ident of Americas region atYahoo!, will be joined by actor,director, and producer RobertRedford, and Electus founderBen Silverman. The trio will bediscussing who, if anyone, isthe king of the content king-dom.

THE NEWLY launched CreativeEffectiveness Lions will rewardcreativity that has shown a meas-urable and proven impact on aclient’s business — creativitythat affects consumer behaviour,brand equity, sales and, whereidentifiable, profit.With ROI (return on investment)of growing importance to clients,the Festival intends that the cat-egory will establish a direct cor-relation between creativity andeffectiveness. Creative Effective-

ness jury president Jean-MarieDru, president and chairman ofTBWA\Worldwide, said: “I feeltruly honoured to serve as thejury president for the first-everCannes Creative EffectivenessLion. It took years for the ideaof creativity to become accept-ed as being a source of effective-ness. Cannes has participated inraising that awareness. And theincredibly rich and variedCannes Lions environment hasalso helped a lot.”

Festival honours Effectiveness

Big names add weight to a record-breaking week

LIONS 2011 DAILYNEWS

FESTIVAL NEWS P1 -5 FOCUS ON SWEDEN P7 SCREENINGS P16INSIDE BOX

Patti Smith Arianna Huffington Robert Redford

Jean-Marie Dru

turn to page 5

TODAY’SSEMINARS

PUBLISHED BY BOUTIQUE EDITIONS - WWW.LIONSDAILYNEWS.COM SUNDAY, JUNE 19, 2011

Mark Holden, PHD Worldwideturn to page 5

turn to page 5

ADVERTISEInterested in advertising in Lions DailyNews or on lionsdailynews.com? Contact Jerry or Lisa at the sales office onlevel 01 of the Palais des Festivals.

Tel: 04 92 59 01 [email protected]

CELEBRATECelebrate with the world’s best in the Winners Edition of the Lions News. Contact Jerry Odlin at the sales office onlevel 01 of th e Palais des Festivals.

Tel: 04 92 59 01 [email protected]

YOUR NEWSContact Julian Newby, editor, Lions Daily News, in the editorial suite on level 01 of the Palais des Festivals to make an appointment.

Tel: 04 92 59 01 89

WWW.LIONSDAILYNEWS.COM

VISITTHEDEN+MAP_25•01 front 18/06/11 19:22 Page14

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CATEGORIES SUNDAY 19 MONDAY 20 TUESDAY 21 WEDNESDAY 22 THURSDAY 23A. PRODUCT & SERVICE

A01. Savoury foods 11:25 - 12:20 16:05 - 17:00A02. Sweet foods & snacks 16:20 - 18:05A03. Alcoholic drinks 14:00 - 15:45A04. Non-alcoholic drinks 10:15 - 11:25 11:35 - 12:45A05. Household: cleaning products 15:45 - 16:15A06. Household: other 12:40 - 13:00 18:55 - 19:15A07. Home appliances & furnishings 19:20 - 20:00 18:30 - 19:10A08. Cosmetics & beauty 19:05 - 19:50A09. Toiletries 11:25 - 11:50A10. Pharmacy 19:25 - 20:00A11. Clothing, footwear & accessories 18:30 - 19:20 19:10 - 20:00A12. Miscellaneous 11:20 - 11:30 09:55 - 10:10 14:00 - 14:15A13. Cars 13:30 - 16:10 14:55 - 17:35A14. Other vehicles, auto products & services 17:35 - 18:05 19:15 - 19:45A15. Home electronics & audio-visual 09:00 - 09:55 18:10 - 19:05A16. Retail stores 18:05 - 20:00 17:00 - 18:55A17. Restaurants & fast food outlets 17:55 - 18:40A18. Travel, transport & tourism 09:00 - 10:15 11:50 - 13:05A19. Entertainment & leisure 16:10 - 18:30 14:00 - 16:20A20. Publications & media 12:30 - 14:55 09:00 - 11:25A21. Banking, investment & insurance 09:00 - 11:35A22. Business equipment & services 18:40 - 19:25A23. Commercial public services 09:00 - 12:40 14:15 - 17:55A24. Corporate image 14:00 - 16:05A25. Broadcast idents & sponsorships 18:05 - 18:30 12:45 - 13:10A26. Public health & safety 10:00 - 11:15 09:00 - 10:15A27. Public awareness messages 16:15 - 18:10A28. Fundraising & appeals 09:00 - 10:00 12:20 - 13:20

FILM CRAFT, TITANIUM AND INTEGRATED LIONS SCREENINGSThis schedule is subject to change. Please consult the Lions Daily for the latest screening schedules.

Audi K Audi K Audi K Audi K Audi K Audi K Audi K Audi K Audi K

FILM CRAFT LIONS

TITANIUM AND INTEGRATED LIONS


A01. Production design 09:00 - 11:00A02. Direction 12:55 - 20:00A03. Best Production Value 18:35 - 20:00 18:35 - 20:00A04. Cinematography 14:05 - 16:50A05. Editing 09:00 - 11:20A06. Script 11:00 - 13:35A07. Best use of music 14:25 - 18:35A08. Sound design 09:00 - 10:45 16:50 - 18:35A09. Special effects & computer graphics 10:45 - 12:40A10. Animation 11:20 - 13:35


A01/001-050 09:00 - 11:05A01/051-100 11:05 - 13:10A01/101-150 14:00 - 16:00A01/151-200 16:00 - 18:15A01/201-239 18:15 - 20:00A01/240-290 09:00 - 11:05A01/291-336 11:05 - 13:05A01/337-385 13:50 - 16:05A01/386-440 16:05 - 18:15A01/441-480 18:15 - 20:00

B. OTHER FILM CONTENTEntries in the ‘B. Other Film Content’ section will be available throughout the Festival in the Screening Lounge on Level -1.

FILM LIONS SCREENINGSThis schedule is subject to change. Please consult the Lions Daily for the latest screening schedules.

Grand Audi Grand Audi Grand Audi Grand Audi Grand Audi Grand Audi Grand Audi Audi A Audi A Audi A Audi A Audi A Audi A Audi A Audi A EstérelEstérelEstérelEstérelEstérelEstérel

FILM SHORTLIST SCREENINGSFriday 24 JuneFriday 24 JuneFriday 24 JuneFriday 24 JuneFriday 24 JuneFriday 24 JuneFriday 24 JuneGrand Audi 09:00 - 20:00Estérel 09:00 - 20:00Audi A 09:00 - 20:00

Saturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneEstérel 09:00 - 16:00 Audi A 09:00 - 20.00

FILM CRAFT, TITANIUM AND INTEGRATED SHORTLIST SCREENINGFriday 24 JuneFriday 24 JuneFriday 24 JuneFriday 24 JuneFriday 24 JuneFriday 24 JuneFriday 24 JuneFriday 24 JuneAudi K 09:00 - 20:00

Saturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneSaturday 25 JuneAudi K 09:00 - 16:00

PROMO & ACTIVATION SHORTLIST SCREENINGSSunday 19 JuneSunday 19 JuneSunday 19 JuneSunday 19 JuneSunday 19 JuneSunday 19 JuneSunday 19 JuneSunday 19 JuneSunday 19 JuneEstérel 09:00 - 20:00

DIRECT SHORTLIST SCREENINGS

Sunday 19 JuneSunday 19 JuneSunday 19 JuneSunday 19 JuneSunday 19 JuneSunday 19 JuneSunday 19 JuneSunday 19 JuneSunday 19 JuneSunday 19 JuneSunday 19 JuneSunday 19 JuneSunday 19 JuneSunday 19 JuneAudi A 09:00 - 20:00

Monday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneEstérel 09:00 - 12:00

PR SHORTLIST SCREENINGSMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneMonday 20 JuneAudi A 09:00 - 20:00

MEDIA SHORTLIST SCREENINGSTuesday 21 JuneTuesday 21 JuneTuesday 21 JuneTuesday 21 JuneTuesday 21 JuneTuesday 21 JuneAudi A 09:00 - 20:00

WHEN: 19 June 2011 | 16:30–17:15 W

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D1-4deCouv_25•01 front 19/06/11 09:38 PageIV

cannes lions daily news 2011 issue 1

Documents

goviral presents

imc2 presents

sapientnitro presents

thenetworkone presents

wgsn presents

naked presents

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fleishmanhillard presents