cannes lions 2013_discussion club

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  • 1. , 2013
  • 2. THE AVERAGE PERSON HAS 140000 DREAMS IN A LIFETIME... ADVERTISING CREATIVES HAVE ONLY ONE!
  • 3. WHAT HAPPENS IN ANNES DOESNT STAY IN CANNES
  • 4. , !
  • 5. STORYTELLING The world is too complicated to understand without storytelling. Stories are the way the brain organizes itself.
  • 6. STORYTELLING 7
  • 7. FINDYOUR ENEMY If there isnt problem how brand can be solution? Throughout the history, art, music and design, if there is no enemy, theres no story
  • 8. If you want to be engaged with the world, fight for something
  • 9. # work that matters WHAT UNITES US IS GREATERTHANTHAT DIVIDES US http://www.youtube.com/watch?v=ts_4vOUDImE
  • 10. RESPONSIBILITY we will be looking for highly innovative ideas that have the human touch and the power to make people act MarkTutsell, Direct Lions jury president
  • 11. SOMETIMES FAILURES ARETHE PRACTICES SAY SORRYAND MOVE ON!
  • 12. FROM AWARENESSTO EXPERIENCE. ITS ALL ABOUT PARTICIPATION What were trying to build is a world beyond advertising thats immersive and interesting to consumers , as opposed to being distracting. The age of online banners and buttons is over! Think less as advertisers, more as content providers From storytelling to story-whispering. Let people to turn their imagination on
  • 13. DRIVE ENGAGEMENT, SCALEWITH MEDIA http://www.youtube.com/watch?v=j5Ftu3NbivE We live in the era of participation people want to see their contribution
  • 14. ALWAYS ON = NEVER-ENDING STORY Cannes Lions Grand-Prix 2012 http://www.youtube.com/watch?v=W8xMurdO4Tk
  • 15. SOCIAL MEDIA PLATFORMS Entirely different and spontaneous dialogue CULTIVATE COMMUNITY DON'T LEAVE THE CONVERSATION
  • 16. TRANSPARENCY THE MOST SUCCESSFUL BRANDS ARETHE MOST RESPONSIVE ONE http://yourquestions.mcdonalds.ca/#/
  • 17. HOWTO BE SUCCESSFUL IN SOCIAL MEDIA Be creative in a most transparent way Respect your consumers they are intelligent and smart Honesty is the best currency To be social it should be socially-designed
  • 18. REALTIME DATA PROCESSING With social media we can quantify and demonstrate impact as never before Big data is not only big opportunities its increasingly big expectations from consumers. Users will tell you whats sucks and they will do it really fast
  • 19. Sorry, picture is unavailable for today SCHOOL KIDS CORRECT CELEBRITY GRAMMAR MISTAKES ONTWITTER
  • 20. 30 seconds spot are not dead as it talks to all senses Why be the 30 second spot when you can be the whole show? SCREENS
  • 21. UNDERSTAND PEOPLE BEHAVIOR WITH SCREENS JWT second screen study, May 2012 http://www.slideshare.net/jwtintelligence/tv-5-8?from_search=1
  • 22. MULTI-SENSORY PLANNING Affective interfaces Flue 2.0. Seamless journey Projected visualization Human body is interface LEO BURNETT SEMINAR It will take around two years to get to the market More here: http://wildfirecannes.tumblr.com/page/2
  • 23. TECHNOLOGIES it has given us so many opportunities to communicate straight to the customer and the ability to ignite and influence peoples behavior
  • 24. GOOGLE PROJECT LOON BACK TO VINYL - THE OFFICE TURNTABLE KONTOR RECORDS
  • 25. GOOGLE PROJECT LOON http://www.google.com/loon/
  • 26. EMOTIONS ARE FUNDAMENTAL PART OF STORYTELLING
  • 27. EMOTIONS DELIVER RESULT http://www.youtube.com/watch?v=08ODNMuyhYQ
  • 28. up to 5340000 entries per section 30
  • 29. INTHE ERA OF SNACKING CONTENT, STORIES HAVETO CUTTHROUGH THE JUNGLE
  • 30. STORYTELLING IS CRUCIAL BUT NOTTHE WHOLE STORY. IT IS IMPORTANTTO BUILD SYSTEM ASWELL AS BUILD STORIES
  • 31. http://www.youtube.com/watch?v=XpaOjMXyJGk we didnt put a copy on YouTube and just waited for a magic As of begging we had a strategic PR plan and smart planned paid media DONT RELY ONLY ON BUZZ EVEN IF GREAT IDEA
  • 32. 11 COMPONENTS OF SUCCESS by Cannes Lions Media jury
  • 33. http://www.youtube.com/watch?v=YTwCDj3Ui24 MelVarley: it took UGC to new level. Its the first time Ive seen it used do well as mainstream medium WHY WAIT UNTILTOO LATE
  • 34. http://www.youtube.com/watch?v=DNjfw_waYyQ compelling plot unforgettable characters social commentary responsibility entertaining DUMB WAYSTO DIE 5 Grand-Prix
  • 35. http://www.youtube.com/watch?v=A9UqFGKcNWg People demand a direct reward from the time they spend with a brand.They want instant gratification, emotional engagement and new experience OREO 100TH BIRTHDAY
  • 36. http://www.youtube.com/watch?v=4tYMMXiH_hs MY BLOOD IS RED AND BLACK/ DONATION
  • 37. http://www.youtube.com/watch?v=35yeVwigQcc POTABLE WATER GENERATOR