Category Archives: Cannes
The Cannes Lions International Festival of Creativity is always a frenetic and fun week for DGC and the industry. It’s a unique opportunity to bring together creative minds across the world to celebrate terrific work, focus on challenges, and how to give back to the world. As we recover from a week of hard work, lack of sleep and amazing views, we wanted to share a few takeaways.
- Business happens when you least expect it. Always be prepared to talk shop, even when you’re walking from the Carlton to the Palais on the Croisette. You never know who you’ll run into and when the conversation will turn from the quality of the rosé to solving business challenges.
- Madison Avenue and Hollywood Boulevard are intersecting more now than ever before. Much of the short and long-form content that won Lions was on-par with short films and documentaries typically generated by Hollywood studios. Branding took a backseat to storytelling – with compelling content and incredible visuals. If you didn’t know you were at the Cannes Lions, you could easily have thought you were at the Cannes Film Festival. [insert this link http://www.festival-cannes.fr/en.html]
- Be Clear. Be Honest. Words taken from the session of healthy-cooking advocate Jamie Oliver rang true throughout the week. Consumers are now more than ever attracted to brand messages that are sincere and honest.
- Know your audience. It was clear throughout the week which speakers knew their audiences and which were speaking to serve their own agendas. Facebook executive Chris Cox gave an excellent presentation that spoke to the larger issues of cultural sensitivities in communications. In one of his many examples, Cox gave advice about brand messages in India–don’t use the word “password,” he said, because while that word is such a part of the day-to-day lives of Westerners, it is entirely meaningless even to English-speaking Indians. Knowing your audience and what they need from your brand has become increasingly crucial to gaining consumer receptivity.
- Strike the right balance of work and play. There’s plenty of work to be done at Cannes – handling the press, networking, going to sessions and identifying new trends, etc. Yet, time spent with your clients and colleagues – at dinner, at drinks, on a yacht, etc. – is just as important. Loosen up a bit and take a moment to get to know the people you partner with a bit better. You’ll find that a few days in the south of France can equal a year’s worth of relationship building in the States.
- Be a better global citizen. One of the themes that resonated throughout the week was that we need to use technology to be better citizens, a message that also came through in some of the work that won big at Cannes. From the ALS Bucket Challenge and Like A Girl to Twin Souls, it was all about being more compassionate and sympathetic to one another. Monica Lewinksy, Jamie Oliver and DDB’s Amir Kassaei all spoke to how we can use our skill-set to do good.
Pharrell is “happy” by nature, not just because he wrote and sang the 2014 Oscar-nominated mega-hit but because, according to himself, he goes after what he wants. He truly embraces collaboration through creativity and is unafraid of working to get the creative mix of people he knows will win.
American TV and radio personality Ryan Seacrest sat down with Pharrell at the Cannes Lions Festival on June 24 to talk about collaboration and creativity. Pharrell provided some crucial advice about bringing one’s “A” game to creative projects.
Here’s what we learned.
- Intention is essential. When Ryan asked Pharrell to give the young creatives in the audience advice, he emphasized “intention,” noting that if you are going to create something, make sure to “write some intention in there.” What is your intention for a given project? Intention should be the number one ingredient in everything that you do and, if it isn’t, consumers won’t buy into it.
- Multitasking is important. Multitasking allows you to diversify projects without “blurring the lines,” Pharrell said. It’s important to have your hand in different things to get the creative juices flowing. That said, you don’t want any crossover between your projects because it will keep them from being truly fresh and unique.
- Have a “second element.” A song isn’t great just because of the way it sounds, but because of the way that it makes you feel. Just like a movie with all great actors and no plot – you may think that you’re going to like it, but it fails by not providing consumers with the second dimension they need and crave.
- Creativity and commerce are related. Many people believe that you can’t have both, or that one relies on the other, but as Pharrell so simply put it, when you really concentrate on your creativity, it translates into commerce.
- Bottled delusion would sell millions. Pharrell noted that if you were able to bottle the delusion for greatness that many people have, it would be a wildly successful product. It’s like the people who genuinely believe they are good singers, but can’t sing a lick – it’s that sense of confidence and delusion that helps people succeed, in addition to providing a fantastic laugh.
- Adele is the master of intention.
- Tuesday, June 23, 3:30PM – 5PM: MediaLink & Adweek “Daily Dose” Programming with Ian Schafer of Deep Focus; Carlton Hotel; Sean Connery Suite 7th Floor
- Thursday, June 25,
- 2PM – 2:45PM: “Ogilvy & Inspire” Tham Khai Meng, Ogilvy & Monica Lewinsky. Grand Audi
- 2:30PM – 3:15PM: “Watson & The Future of Advertising” Saul Berman, IBM & Jerry Wind, Wharton. Experience Stage – Data Creativity
- 3:50PM – 4:20PM: “Solving the Marketer’s Latest Identity Crisis” David Jakubowski, Facebook & Julia Heiser, Live Nation NA Concerts. Inspiration Stage
- Friday, June 26 4:15PM – 5PM: “Do This Or Die” Amir Kassaei, CCO, DDB Worldwide. Debussy
The 61st Cannes Lions International Festival of Creativity is done and dusted. It was a huge week for our team on the ground taking a huge number of meetings with clients, friends of the agency and potential new partners, zipping up and down the Croisette more times than we can count, tweeting up a storm, taking in the brilliant creative and on-stage content, clinking glasses of rosé, and helping support the wonderful team at McDonald’s for their Cannes Creative Marketer of the Year accolade.
As we dig out of a sea of business cards, Cannes swag, content and inboxes bursting at the seams, we penned some takeaways and themes from the week that was Cannes 2014…
What was trending:
The 60th anniversary of the Cannes Lions Festival last year put the advertising industry’s “All Stars” in the spotlight and this year the balance seemed to swing a little bit back towards the indie shops and lesser-known creative folks.
The DeBussy and Grand Audi saw Kanye West, Courtney Love, Bono, Jared Leto, Ralph Fiennes and other celebs graced the stage with some pretty interesting discussions.
Bono’s speech accepting the first-ever Cannes Lionheart humanitarian award for his work with (Red) at the final awards gala was particularly empowering, not to mention humorous as he drew chuckles from the crowd upon introducing himself as “Bono, the CMO of YouTube.” After a powerful preamble from Apple’s SVP of Design, Jonathan Ive,Bono told the crowd it was their brainy heads that were going to figure things out (in reference to a world epidemic of AIDS) and if they kept making the ads, he’d keep making the jingles.
This year also saw an outpouring of tech industry “celebs” taking the stage — from Sheryl Sandberg to Marissa Mayer — who found clever ways to speak to an audience full of advertising buyers and creatives without overtly making a sales pitch. Sandberg emphasized the proliferation of mobile, and also wove in her “Lean In” platform, calling for the ad industry to lead the charge in shifting the ratios of females in leadership positions, as well as to embrace diversity in the advertising and marketing campaigns they are creating for clients.
Mayer emphasized the creative side of the business, pointing to Tumblr as a perfect platform to create inspiring work. It’s wonderful to see powerful female leaders represent their brands at our industry’s biggest and most important conference.
It’s All About The Work
In some cases, the most awarded work of 2014 was all about doing good and making brands matter, in other cases it was about celebrating the sheer pleasure of consumerism. The mix of styles spoke to the heart of good marketing and what it can achieve when done in the right way.
In the first instance, there was CAA’s YouTube film for Chipotle, The Scarecrow, which took a Grand Prix in both PR and Cyber, along with multiple golds in PR, Cyber and Branded Content.
The film that sits behind an app launch and website was a bold move for the QSR, through the flawless direction of Tim Burton and the haunting sounds of Fiona Apple. Taking on “big food,” and the evils of mass food production, the film went beyond a strong piece of content, as the soundtrack was available for download on iTunes, with 60 cents per download benefiting the Chipotle Cultivate Foundation. Since launch it has racked up nearly 13 million views on YouTube.
The most awarded campaign of the week was created by adam&eveDDB for the luxury department store chain, Harvey Nichols.
An integrated holiday campaign dubbed “Sorry I Spent It On Myself, the hysterical work invited seasonal shoppers to gift “cheapskate” gifts like paper clips and toothpicks — branded with Harvey Nichols and actually sold in stores — so they could instead give themselves larger indulgences like designer dresses and handbags. A hashtag #SpentItOnMyself helped garner additional attention via social media.
Brands and platforms
Every year, the attendance diversifies and while the big tech companies have been at Cannes for years, we saw even bigger programs, activations and events on the Croisette and beyond from the likes of Microsoft, Facebook and others. We were constantly bumping in to tech players from start-up ad-tech to established Silicon Valley players: Lithium, PubMatic and Klout, to name a few.
From “La Galerie D’Instagram” where attendees could peruse real-life works of art straight from Instagram, as well as be photographed by a professional photographer on a staged set, to Microsoft’s swanky Beach Club, to Yahoo’s free pedi-cabs helping deliver delegates from the Palais to The Martinez and back again, there were many creative executions designed to add value to the overall Cannes experience.
Marketers, for their part, showed up more prominently than ever. McDonald’s, Cannes’ Creative Marketer of the Year, brought a crew of at least 20 delegates, curated a high-level panel featuring the top execs at each of their creative and media agencies, and made a big splash in the Young Lions Zone in the Palais with their McCafe space, where delegates could grab complimentary coffee, iced tea and macaroons throughout the week.
Looking to 2015…
The Festival has oodles of programming and there simply aren’t enough hours in the day to experience it all. Other marquee events have found success spinning off some of the content, similar to what TED has done with TEDx to make room for both excellent programming and invaluable networking. Another option could be to extend the conference portion to allow breathing space, or better segment the content so you can dip into the areas that are of most interest to you. On a more logistical level, we’d love to see more cell towers, 4G/improved internet connectivity and bandwidth, charging stations and water vending machines (there’s NEVER enough water!).
Au revoir ‘til next year!
The Cannes Lions “Creative Marketer of the Year” recognizes a brand’s long-lasting commitment to creativity. This year, McDonald’s was awarded top honors for consistently producing boundary-pushing creative work with the help of top, award-winning agencies Leo Burnett, TBWA, OMD and DDB.
To talk about how they’ve kept the romance alive for more than four decades, McDonald’s hosted a lively panel discussion. Speakers included: Mark Tutsell, Global Chief Creative Officer, Leo Burnett; Kate Stephenson, President, Global Account Management Omnicom Media Group; Juan Carlos Ortiz, President Latin America, DDB; and Rob Schwartz, Global Creative President, TBWA.
USA Today’s Laura Petrecca served as moderator.
Matt Biespiel, Global Director of Brand Strategy at McDonald’s kicked off the panel by noting that the brand’s award-winning work sees greater ROI than non-award-winning work. The panelists then shared their perspectives around how to build a lasting relationship and what has been key to their long-term partnership – letting the agencies in, a global philosophy of storytelling and focus on collaboration.
It was apparent that while these agencies are fierce competitors, they work together just as fiercely to make the brand’s creative work better each year. They also may have ketchup in their veins – we learned that Mark Tutssel and Juan Carlos Ortiz each served on the front lines, flipping burgers at McDonald’s to better understand the brand.
Additionally, McDonald’s had a very visible presence in the Palais where a pop-up McCafé served hot coffee, iced tea and delicious macaroons for delegates looking for a quick bite in between panel sessions and workshops.
Technology enables different types of connections everywhere, and opportunities for them were abundant at the Cannes Lions International Festival of Creativity last week. As the Festival evolves and agencies are joined by brands, media platforms and a variety of other companies, a spirit of openness, sharing and connectivity emerge.
At a festival full of Art and Creative Directors equipped to engineer the perfect shot, it was interesting to see selfies reach a whole new level of saturation. Samsung’s Oscars Selfie – which propelled selfies to galactic heights – even picked up a Cannes Lion for L.A.-based ad agency, 72andSunny.
Technology stepped in, once again, to solve the most difficult thing about a selfie: the positioning. “Selfie sticks” were distributed to help festival-go’ers turn their too-short arms into a passing-by photographer.
Fabulous pictures of the industry’s finest put Facebook and Instagram front-and-center. Upon arrival, delegates were encouraged to connect their Facebook account to their delegate information and on-ground photographers pushed shots to Facebook in real time throughout the Festival.
Instagram provided the photo filters many need after late nights of rose, with a little more sharing intimacy and cool factor, to boot. The Galerie d’Instagram was stationed at the beginning of the Jetée Albert Édouard outside the Palais, displaying Insta-beauties, swag and the opportunity to be shot on the Instagram set.
For DGC, WhatsApp was the communication weapon of choice. Schedules at Cannes are moving pieces, and information comes in thick and fast so keeping everyone on our team updated with one flick of a quick message was essential. WhatsApp is a simple, easy-to-use app that made our lives so much easier.
But all of this is nothing without connectivity. A quick shout-out to Anker for their brilliant Astro external charger that helped our team and many others with an injection of much-needed juice – how does a mobile phone drain quite so quickly?
The real star, however, was XCom Global for their invaluable global mobile hotspots. The Palais wi-fi struggled to keep up with the demands of so many delegates and with much of the business being done on the Carlton Terrace, one needs to be connected past the perimeter of the Palais without racking up ridiculous bills on data roaming.
The devices are small, slipping easily into a pocket and connect up to five devices, with unlimited data for a flat daily rate. It’s a nice thing to offer clients and potential clients during meetings. The only downside was that the battery lasts only a few hours (enter, Anker charger!).
In a business so reliant on relationships, it was interesting to see how the “Oscars of the creative industry” stayed connected and shared through the Festival. Technology is a blessing!
Amid the global participants at Cannes, the Lowe Campbell Ewald: Detroit – Reboot City seminar opened with an observation that a lot of reporters tour Detroit, take a few photos of the run-down, empty buildings, write their headline that ‘Detroit is dead’ and then leave.
What they fail to understand is the mecca of creativity, art, grit and inspiration that encompasses the city. It’s the type of creative energy that drove Lowe Campbell Ewald to return to downtown Detroit from the suburbs earlier this year after asking themselves what they could do to change their culture. Lowe Campbell Ewald’s Chief Creative Officer, one of the seminar’s speakers, felt the creative ‘can do’ spirit of downtown would offer an inspiring recharge to the agency’s more than 500 employees. And so far it has done just that.
Since making the decision to move its offices, the 103-year-old agency has taken the city’s rejuvenation as a personal crusade – developing campaigns that show local entrepreneurs and creatives in action, and in turn, bringing about a local pride that not many cities in the U.S. can attest to. Lowe Campbell Ewald’s dedication to its city is something familiar to Mark’s colleague Jose Miguel Sokoloff of Lowe SSP3 Colombia, another one of the seminar’s speakers. His campaign helped bring true change to Colombia, helping to demobilize FARC guerrillas in the country.
At the seminar, and by blanketing the streets of Cannes with “Detroit vs. Everybody” t-shirts, the two award-winning creatives brought global attention to Detroit’s local game changers. From entrepreneur Veronika Scott, whose not-for-profit The Empowerment Plan employs former homeless women to make puffy coats that turn into sleeping bags to help the homeless of Detroit battle the brutal winter, to Shinola Detroit, a watch factory with a laser focus on bringing manufacturing back to the U.S.– it’s clear that Lowe Campbell Ewald is onto something good by surrounding themselves with the like-minded sheer determination to rebuild Detroit.
Seminar participant and famed DJ Carl Craig cited drum and bass as a new genre of music that was emerging around the time he was carving his own career in Detroit. Craig spoke about Movement, an electronic dance festival held in Detroit each Memorial Day weekend, and how it had contributed to the culture of the city.
Ghetto Recorders, explained by Craig as a stalwart Detroit recording studio, has also been central to the defining the sound of the city. Artists such as The White Stripes and Electric Six have traveled to Detroit to record within its cement shell – the sound softened only by some carpet found by Ghetto’s Jim Diamond. A little of the wild west, indeed.
The last Detroit local celebrated by the seminar participants was Airea “Dee” Matthews, who appeared on a beautifully shot video reciting “Wisdom,” a Katrina poem. The words were hauntingly relevant to Detroit.
Cannes Lions is a Festival that celebrates creativity and seeks to inspire, but if being in the south of France in June isn’t possible, perhaps a trip to Detroit is just what you need to get your entrepreneurial and creative juices flowing.
The Grand Audi was bustling and filled to capacity on Tuesday following a morning of big-ticket presentations from Google’s Chief Business Officer, Nikesh Arora and Yahoo’s Marissa Mayer.
A burst of press followed the last-minute addition of Kanye West to the bill. He was joined on stage by Translation CEO and Founder Steve Stoute, Andreessen Horowitz Co-founder and Partner Ben Horowitz, and moderator Stephanie Ruhle of Bloomberg. The session, Technology, Culture, and Consumer Adoption: Learning to Read the Cultural Landscape, started a little after 1 p.m., with lots of curiosity around how this soup would mix.
The connection between West and Stoute is obvious, but there was definite interest around how high-tech entrepreneur and venture capitalist Horowitz would fit into the discussion with two people very comfortable being center stage. The answer? Beautifully well.
West, Stoute and Horowitz were a formidable trio of experts on the intersection of music, advertising and technology.
Apple was central to the discussion, which ranged from the late Steve Jobs (and West’s own comparison of himself to Jobs) and the iPod era, to Apple’s recent acquisition of Dr. Dre and Jimmy Iovine’s Beats. Stoute, West and Horowitz all agreed that the acquisition was a smart move to help Apple regain some relevance and “coolness.” Horowitz went as far as defining the $3B deal as 30 days of cash flow and saying that anyone who thought the price was too high was underestimating the potential for Apple.
West added, “I’m not a big fan of Samsung” (Jay-Z is a Samsung endorser) to which Stoute bellowed “There goes the neighborhood!” This was but one of the displays of humorous on-stage banter that made the session so entertaining.
On a human-interest note, here are some comments from West (because let’s be honest, we all want to know what he has to say at a festival like Cannes Lions):
- Annie Leibovitz pulled out of photographing the West-Kardashian nuptials the day before the wedding; the “kiss” wedding photo circulated to press took four days to craft.
- West has 10.5M followers on Twitter but only follows one person. His wife.
- New word—“out-ass,” used in the context of trying to outclass someone by buying a $6K phone.
All-in, it was a rewarding session whether attendees came looking for Stoute-like insights on how to market using culture, Kimye gossip or wise words from Horowitz.
The 2013 Cannes Lions Festival has officially come and gone but the thoughts and musings have returned stateside, leaving us inspired and energized.
We asked some of the industry’s top execs their thoughts about this year’s Cannes; what they learned, where they think the industry is headed, and how to make it even better.
Ignacio Oreamuno, Executive Director of the Art Directors’ Club, on what he’s seeing that’s new and different from other Cannes Festivals.
Katie Kempner, Executive Director, Global Communications, at CP+B, talks about gender equality within the advertising industry.
Chuck Porter, Chairman of CP+B, announces his “plans” for “Cannes 2,” a less crowded version of Cannes, taking place at his house in Boulder, starting in 2014.
Sam DiGennaro, CEO and founder of DiGennaro Communications, discusses how agencies, companies, and Cannes can improve the presentation, publicity and packaging of seminars next year by using hashtags, video, and more.
Gareth Kay, Chief Strategy Officer at Goodby Silverstein & Partners, talks about new ways to think about advertising and how to improve next year’s festival.
Charles Courtier, Global CEO of MEC, champions MEC’s Momentum study and why it’s an imperative tool for brand-marketing strategies.
Marla Kaplowitz, CEO of MEC North America, shares details of Momentum, a proprietary MEC study to help marketers get more efficient and targeted with their media plans.
Amanda Morgan McAllister, Director of Microsoft Advertising, thinks Cannes is back with a vengeance thanks to start ups and established companies pushing beyond traditional boundaries.
Matt Britton, CRO of MRY, on why Cannes is so special for the industry, particularly within the digital and social community.
Matt Rednor, Chief Innovation Officer at MRY, talks about what he’s looking forward to at his first Cannes Festival of Creativity.
Shane Ginsberg, SVP of Corporate Development at Organic, highlights what is new and different this year at Cannes.
Matt Batten, Chief Creative Officer of Wunderman Group UK, live from Wunderman’s “3rd Space,” on the vision that shaped it and how it came together.
The DGC team is back on the Croisette, and it feels good, yet oddly familiar. Although a year has passed since we were here with McDonald’s and General Motors, and we’ve only been back in Cannes for a few days, there are some things that never quite change here.
You know you’re in Cannes when…
- You carbo-load on croissants, (pain aux chocolat and baguettes) and swear you’ll find time to work out and burn it all off. We all know how that one goes.
- You’re on “Cannes Time” (where 15 minutes late is actually early because you run into at least five people each time you walk down the Croisette. You’re constantly dehydrated no matter how many carafes d’eaux are on hand. The combination of cappuccino, rosé, salty air and three hours sleep means constant thirst.
- You ration clothes for the best parties, seminars, award shows and meetings, only to find out that the important client meeting is cancelled, and an A-list outfit has been wasted.
- You blow a fuse in the hotel room while using a hair dryer which means you’ll be sporting a ponytail to control the frizzy mess for the rest of the week. You can’t access email or make phone calls even though all technology needs are on hand: Backup converter? Check. Blackberry and iPhone chargers? Check. Laptop? Check. iPad? Check. International calling plan? Check. Inevitably you’ll need to call the IT department on a Saturday.
- You’re more star struck by advertising creatives hanging around the Carlton Terrace than celebrities sitting on seminar panels. “Nick Canon? Who’s that? You saw David Droga in the flesh? OMG what was he wearing? Tell me everything.”
- You walk by Louis Vuitton, Hermes and Cartier every day on the way to the Palais, but gazing into the Mediterranean is so much sweeter.
- Your days end at 2 a.m., and start again at 8 a.m., yet somehow it never feels long enough to accomplish everything.
- You pinch yourself and realize how lucky you are to be surrounded by the smartest and most creative minds in marketing and media, in one of the most beautiful places in the world and get to call it work while sipping on a glass of rosé.