Admiration and Disgust: The Ambivalent Re-Canonization of the ...
Elena Merzlyakova - АКАР · and documentary style content with real-life stories and real...
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Transcript of Elena Merzlyakova - АКАР · and documentary style content with real-life stories and real...
Elena MerzlyakovaDirector of Human Experience [email protected]: +7 903 137 6975
• Get Inspired by the Best Work in our industry
• Understand Top industry Trends
• Identify Key Ingredients that go into creation of Great Work
MEDIA NETWORK OF
THE YEAR
WINS SHORTLISTS
1 69 147
17 CATEGORIES | 10 GRAND PRIX
Each category consists of 4 prize levels - with the Grand Prix at the top followed by Gold, Silver and Bronze Lion
Cyber Lions number of submissions increased by 39% vs. last year
37,427 SUBMISSIONS
1,116 LIONS
17 14% AWARDS
6-OF-17 WHALES WON 10 GRAND PRIX
What makes campaigns WINNING?
For each watched Cannes video case, make a note on what you think makes the campaign
WINNER
YOUR TASK FOR TODAY:
Identified KEY INGREDIENTS for winning
campaigns
OUR TASK AS A GROUP
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Cannes Lions 2014 Trends, Cases & Learnings
What’s trending?
Storytelling is with us from ancient times – it is through stories that we have always expressed ourselves and related to the world around
us. Great stories always defined great advertising, but in the world driven by earned media storytelling becomes more important than
ever. Today’s storytelling has evolved, it is no longer just a brand story to be told to consumers.
It is about creating stories that engage and touch people emotionally, stories that are meaningful and enhance people’s lives.
Those are also stories that are told at the right moment with the true integration of technology and innovations across the spectrum of
paid, owned and earned media to effectively travel and generate unparalleled audience participation. Winning work at Cannes Lions 2014
incorporate great story with human experience at the center and a unique way of telling it.
The last couple of years were celebrating Technology as a creative solution in itself. But nowadays it is all about putting it to the
service of consumers and engaging with people through technology. Technology helps to understand consumers and the world
around better to create more relevant, innovative, immersive campaigns. Technology helps to tell stories we want to tell by
recreating specific feelings, leveraging the right context or bringing physical experiences to online.
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NIVEA SUN KIDS - PROTECTION AD.
NIVEA
SUN BLOCK
GOLD, CATEGORY: MEDIA;
SILVER, CATEGORY: PRODUCT & SERVICE http://bit.ly/1pgorVp
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DAD'S PREGNANT TOO
KIMBERLY CLARK
HUGGIES
BRONZE, CATEGORY: PR http://bit.ly/1oa1vLu
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http://bit.ly/1cWlbdm
• Don’t think about what you can do with tech. Think what your
technology can do for people. Give technology a story and a purpose
• Leverage technology and big data driven insights to create personally
meaningful consumer experiences
It has always been about good emotional storytelling in good advertising. But this year Cannes most regarded work really
packed in an emotional wallop, creating experiential moments of feeling for the consumers. From the resurgence of long-form
and documentary style content with real-life stories and real people at the center, to campaigns that inspired tears, anger, and
even disgust to drive their powerful message home. As a result the story itself became more compelling with power to not only
deliver deep emotional engagement with the brand but also superior business results.
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HOW TO RAISE AN OLYMPIAN
PROCTER & GAMBLE
CONSUMER PACKAGED GOODS
BRONZE, CATEGORY: BRANDED ENTERTAINMENT http://bit.ly/1osZgDg
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BENTLEY BURIAL
BRAZILIAN ASSOCIATION OF ORGAN TRANSPLANTATION
ORGAN DONATION AWARENESS
SILVER in CYBER; BRONZE, SILVER, GOLD in PROMO & ACTIVATION; SILVER in MEDIA, BRONZE in DIRECT http://bit.ly/1oa2c7r
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SWEETIE
TERRE DES HOMMES NETHERLANDS
INTERNATIONAL CHILDRENS' AID ORGANIZATION
GRAND PRIX FOR GOOD; GOLD, CATEGORY: CYBER, DIRECT, BRANDED CONTENT & ENTERTAINMENT, MEDIA, PR, PROMO & ACTIVATION
http://bit.ly/1oa2oUg
• Emotions sell, so focus on making people feel something vs hard-selling your
products
• Identify your brand qualities that play to consumers emotions and inspire them
to think differently about both
• Craft outrageous or endearing circumstances and experiences that evoke strong
feelings to turn consumers into advocates
“Selfie” was the Oxford Dictionary word of the year in 2013. So it is no surprise that this year in Cannes brand stories focused on
the importance and involvement of the individual, be it celebs or regular people. Selfies, 3D pictures, smiling pictures, it is all
about you and your face all over the place. “Me” is so important that brands went as far as celebrating selfishness at Christmas.
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MEGAFACES - MEGAFON SOCHI OLYMPIC PAVILION
MEGAFON
4G LTE MOBILE INTERNET
GRAND PRIX, CATEGORY: INNOVATION http://bit.ly/TseedL
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HAPPY ID
THE COCA-COLA COMPANY
COCA-COLA
GRAND PRIX, GOLD MEDIA http://bit.ly/1sQyVPz
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OSCARS SELFIE
SAMSUNG TELECOMMUNICATIONS AMERICA
SAMSUNG GALAXY NOTE 3
1xGOLD, BRANDED CONTENT & ENTERTAINMENT, 1xSILVER, MEDIA http://bit.ly/1w6IgS7
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SORRY I SPENT IT ON MYSELF
HARVEY NICHOLS
CHRISTMAS
GRAND PRIX, CATEGORY: FILM, PROMO & ACTIVATION, INTEGRATED; GOLD, CATEGORY: PROMO & ACTIVATION, DIRECT
http://bit.ly/1z9Jgui
• Find new and creative ways to use individuals and their personal stories rather
than scenarios in your coms
• Invite individuals not only to be part of your campaign, but to be at the center of it
• Encourage consumer interaction around your brand by facilitating personal and
mobile consumer experiences
Product and service innovation today is bringing together humanity and business, driving unlimited new opportunities not only to
make profit, but also to better people’s lives in relevant and meaningful ways. There is a new form of advertising emerging which
smartly innovates at the product level and tells brand stories through new products and services while creating high practical and
emotional value to consumers.
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MILKA LAST SQUARE
MONDELEZ INTERNATIONAL
FOOD
GOLD, CATEGORY: DIRECT http://bit.ly/1vulfM2
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FIAT LIVE STORE
FIAT
FIAT CARS
1xGOLD INNOVATION, 1xBRONZE MEDIA http://bit.ly/ZYWwm6
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RIP CURL SEARCH GPS
RIP CURL
SURFING SPORTSWEAR & EQUIPMENT
1xSILVER, 1xBRONZE MOBILE, 1xBRONZE CYBER http://bit.ly/1ru9sFP
• Understand what tools, services or utilities your consumers currently lack, andinnovate with your product or service proposition to fill that gap
• Instead of making an ad, create new products and services that support yourbrand ambition
organizations.
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THE SMART PHONE LINE
SAMSUNG NEW ZEALAND
GALAXY S4
1x SILVER, 1xBRONZE, MEDIA; 1xBRONZE CYBER http://bit.ly/1w5JX3z
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GOOGLE NIGHT WALK
GOOGLE BRAND
1 xSILVER, 1 x BRONZE CYBER http://bit.ly/1qxbsSY
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A TRIP OUT TO SEA
GUY COTTEN
MARINE SECURITY GEAR - LIFEJACKETS
GOLD, CATEGORY: MOBILE, BRONZE x 4 http://bit.ly/1vusjIq
• Think of ways to give your consumer a multi-sensorial experience of yourproduct or service
• Merge real and virtual words and invite consumer interaction and participationby giving them tools to navigate and personalize their experiences
As consumers are faced with information overload, the need to engage them with the right message in the right moment has increased. Relevant environment and creative use of media and technology are clearly becoming important brand storytelling tools as advertisers combine intelligent placement with smart tech to create truly personalized experiences between brands And we could see it in a number of winning campaigns across a range of categories in this year Cannes Lions.
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BLOWING IN THE WIND
APOTEK HJÄRTAT
APOLOSOPHY
SILVER,CATEGORY: DIGITAL BILLBOARD http://bit.ly/1ePRlcf
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THE BOTTLED WALKMAN
SONY NZ
RETAIL ITEM - WATERPROOF HEADPHONES LAUNCH
3xBRONZE, CATEGORY: MEDIA, DESIGN http://bit.ly/1oTruV5
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MAGIC OF FLYING
BRITISH AIRWAYS
GRAND PRIX, DIRECT
2xGOLD MEDIA, 1xGOLD, 2x BRONZE PROMO & ACTIVATION, 1xGOLD, 1xSILVER CYBER http://bit.ly/1u413uH
• Activate contexts, places and mediums where your consumer experience yourbrand coming
• Consider intelligent placement and think what smart tech you can use toenhance the experiences between your brand and consumers
Nothing ever went viral by taking the safe route. Risks allow you to tell a story and surprise people with something new or unforeseen. But when those risks are grounded in a human insight, not only you have Cannes Gold but also a disproportionate amount of earnedmedia that places your brand at the heart of the popular culture. Tension is what makes any idea great, and if you risk to take that leap of faith, you may find yourself surprised by the wonders it will do to your brand. A lot of winning cases at Cannes this year really challenged existing brand rules and assumptions.
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LIVE TEST SERIES
VOLVO TRUCKS
THE NEW VOLVO FMX, THE NEW VOLVO FL, THE NEW VOLVO FM
GRAND PRIX, CATEGORY: CYBER; GOLD, CATEGORY: CYBER, DIRECT, PR, PROMO & ACTIVATION, INTEGRATED http://bit.ly/1uerDpH
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IF WE MADE IT
HEINEKEN
NEWCASTLE BROWN ALE
1x GOLD, 1x SILVER, 1X BRONZE CYBER, 1x SILVER TITANIUM&INTEGRATED, 1xSILVER PR, 1xSILVER MEDIA, 2x BRONZE FILM,
http://bit.ly/1sH4fzF
• Take risks to surprise people with unforeseen and earn free publicity
• Do the exact opposite to what your competitors are doing, as long asthe tension behind your idea is strongly grounded in culture andhuman insight
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Let’s discuss what goes into Great Work and how
create Cannes winning cases
Inspired?
DO GREAT WORK! TELL YOUR STORY JUDGES A
REASON TO DISMISS
TAILOR YOUR SUBMISSION / CASE STUDY
To merchandising your work
DO GREAT WORK! TELL YOUR STORY JUDGES A
REASON TO DISMISS
TAILOR YOUR SUBMISSION / CASE STUDY
To merchandising your work
Recognizing great
Great storytelling & packaging
What great work looks like
A meaningful experience
Innovation & creativity
Great product =
DO GREAT WORK! TELL YOUR STORY JUDGES A
REASON TO DISMISS
TAILOR YOUR SUBMISSION / CASE STUDY
To merchandising your work
Rule 2 : tell your story
peopleElevator test Tell your
idea simply
Make results
meaningful
Plan for greatness
DO GREAT WORK! TELL YOUR STORY JUDGES A
REASON TO DISMISS
TAILOR YOUR SUBMISSION / CASE STUDY
To merchandising your work
Cannes
WHAT WINS: World-class creative ideas
WHAT YOU NEED: The Case Study Video is the most important part of your submission!
EFFIEs
WHAT WINS: Entries with meticulous results and coherent ideas and execution woven throughout the campaign
WHAT YOU NEED: The case study brief needs to tell a powerful story and can be as many as six pages, requiring information with verifiable sources.
Adapt your entry to the award you are entering
DO GREAT WORK! TELL YOUR STORY JUDGES A
REASON TO DISMISS
TAILOR YOUR SUBMISSION / CASE STUDY
To merchandising your work
PASSIONATE SCEPTICALSHORT OF TIME
They want to see great work to find it
So they look for reasons to reject it.
DO GREAT WORK! TELL YOUR STORY JUDGES A
REASON TO DISMISS
TAILOR YOUR SUBMISSION / CASE STUDY
To merchandising your work
