June 25, 2012

Cannes Reinvented

When the Cannes Lions changed their mantra to being a “festival of creativity” it was because of the sea change that digital was stirring where the word “advertising” was quickly becoming rather meaningless. In many ways “digital” is an obsolete word today since it has become the electricity that runs through every aspect of our life. With this year’s Cannes Lions we’ve reached that tipping point when every brand and every agency uses the power of digital to connect consumers with brands – sometimes literally.

As we can see from the Titanium Grand Prix winner for Nike + Fuelband. It goes beyond communication and becomes communion. Between consumers and the brand, with the product and with each other.

Almost every winner in every category has digital running through it. In Branded Content & Entertainment the Grand Prix when to Chipotle with their film using a digital-first strategy, first launching on YouTube with no paid media support. The launch was supported with an earned media plan and the social media assets of Chipotle, Willie Nelson and Coldplay to a collective audience of 21m Facebook fans.

In the Direct category a huge percentage of the Gold winners were digitally-centric including this project for Montblanc. This international campaign conceived for the web and a worldwide audience and target, was designed to build maximum awarness for Montblanc as a watchmaker brand. The simple idea was to ask people to create a 1-second-long video that celebrated the fragile beauty that can be found in this small unit of time. They teamed up with film-director Wim Wenders and challenged people to capture beauty in a 1-second-long video, creating the shortest ever short-film contest. People competed online at montblanc-onesecond.com by uploading their one-second videos of beauty.


It’s the same story in Promo & Activation. Many of the top winners were either infused with digital goodness or relied on digital channels to get their message out there. Mobile is also becoming a great tool for activation and in this project George Patterson Y&R Melbourne has created the first medically diagnosable advertising for the Australian Defence Force.

These are exciting times to be in the “advertising” business. There are so many amazing possibilities right now thanks to the power digital gives us. The biggest challenge is finding the most relevant and meaningful idea. Because at the end of the day that’s what counts. It’s not the technology itself but what you do with it. Digital may have transformed Cannes but big ideas still rule.

June 21, 2012

Cyber Grand Prix – this is the new digital

Another year and another wake up call for the advertising industry. Everything is now digital but not how you think. From the Outdoor Lions to PR and Promo, everything has digital running through it – because that’s how it should be. It reflects the reality of the world we live in. The internet is like air. Who can live without it today? Anyway, the Cyber Lions were announced and we have two worthy winners. Twitter still seems to be on the rise as a great marketing tool (maybe because they don’t have a CEO who is a tool) and this project for Visit Sweden was a risky idea that really paid off. As reported on AdAge, “the Swedish Institute’s “Curators of Sweden” campaign, launched at the end of 2011, handed over Sweden’s national Twitter handle (@Sweden) to Sweden’s natives in order to showcase the diversity of the Swedish national character, in effect, launching “The world’s most democratic Twitter account.” Each week, a new curator was chosen to man the account, including a writer, teacher, priest and lesbian trucker. The campaign sparked recent controversy for featuring an irreverent young mother named Sonja Abrahamsson who expressed anti-Semitic remarks but also inspired (American) comedian Stephen Colbert petitioning to be the first non-Swede to take over the account”.

The other winner is was the work done for Nike and their Fuelband. It takes the Nike + idea to a whole new level. Haven’t found the case video yet but R/GA  developed an “immersive media launch event and participatory art installation around the concept of ‘what fuels New York’. This evolved into a day of high energy missions and cultural activities all over the city, where the influencers were broken into teams and competed to earn the most fuel points. As a launching ground for the missions we created a futuristic departure space with motion-activated interactive light installations and leader boards displaying real-time fuel data. The FUELWALL interactive light installation became the inspiration for a series of responsive LED wall installations that we created in conjunction with Nike+Fuelband launch events”.

June 20, 2012

Cannes Outdoor Grand Prix – it’s invisible

This innovate idea drove off with the Cannes Lions Outdoor Grand Prix and nobody saw it coming. To communicate a car’s zero-emission technology agency Jung von Matt focused on its “invisible” impact on the environment by making the car itself invisible. Using LED lights and a camera which reflected a live feed, an invisible Benz took to German streets to wow onlookers.

June 19, 2012

Cannes 2012

So the the first great project to win a Grand Prix this year is the Small Business Saturday campaign for Amex – winning in the Promo & Activation category. Developed by CP+B and Digitas, the campaign saw AmEx give small stores around America a digital toolkit to help them participate in the day, with instructions on how to build special Facebook pages, YouTube video ads and Foursquare deals enticing shoppers back onto Main Street.

Really like this silver winner from the PR Lions. O&M London created this for Dove where online banners that make women feel overweight or less than beautiful get an instant makeover.

June 15, 2012

Evian Smart Drop

This smart idea from BETC Paris will help Evian sell its products directly to consumers with the promotion of a new online delivery service, and the release of a new digital device it plans to make available widely in 2013. The device takes the form of at fridge and enables water delivery with the push of a single button. The Internet Fridge never really caught on but this low cost solution might just catch on. Read the full story on Creativity Online.