Congrats to all this year’s winners at the Cannes Lions Festival of Creativity!
New for 2012 is the mobile category in which DGC client Goodby, Silverstein & Partners won a gold for the Chevy Game Time app. More details on the work can be found here.
In the following video, Todd Grantham, managing director of GSP Detroit, discusses the importance of mobile marketing when trying to connect with a young audience.
Cannes is also excellent inspiration for people working with global brands, for people from all over the world walk up and down La Croisette throughout the week. With so many languages spoken here, one is easily reminded how big the world is, yet so small at the same time.
One such global operation is Commonwealth, created by GSP and McCann Erickson Worldwide to serve the Chevy brand internationally. As Adweek reported in March: “GS&P has been since 2010 the lead creative agency on Chevrolet in the U.S.—the brand’s largest market— and is behind the “Chevy Runs Deep” strategy. McCann Worldwide has overseen the brand in many global markets including Mexico, Canada, Brazil, India, Japan, China and Latin America (Brazil and China are just behind the U.S. as Chevy’s largest markets).”
The best work at Cannes celebrates human truths and connects with people in a meaningful way, says Todd, and that’s what the Commonwealth team is trying to do for Chevy. Likewise, the festival provides the opportunity to get together with the broader Commonwealth team so they can plot their course. For more about Cannes and Commonwealth, listen to Todd here:
Shane Ginsberg, SVP of corporate development at Organic, said this year mobile came into its own as a category and as an advertising and experience platform. It will be increasingly important.
Ginsberg also said he enjoys the serendipity of the Cannes Festival of Creativity, getting to meet and work with new people from all over the world. Being surrounded by so much creative work is a source of constant stimulation, he said, and he was looking forward to the Organic Story Slam in which people would speak extemporaneously about their worst day in advertising.
Sara Arnell, CEO of Omnicom’s Arnell Group, explains the concept of “freshing” as it applies to brands. She says the approach is much less risky than a complete brand overhaul: “It’s about taking baby steps forward, following your marketplace, following your audience and trying new things.”
Organic’s CEO Marita Scarfi talked to The Drum about Twitter’s entry fees for Cannes, saying that the 14 million pounds spent is “a lot more than most European digital budgets”… In another Drum article, Organic’s head of strategy, Steve Kerho, talked about how many tweets it took to sell a case of Healthy Choice frozen TV dinners… Congratulations to McCann Erickson in South Asia for its Gold Lion in the Outdoor category. The shop won for its work on behalf of Western Union… A Silver Lion went to McCann Erickson Romania for its “Romanians Are Smart” campaign in the low-budget category. The campaign has also picked up awards from the IAB Mixx Awards, Effie Awards and BestAds… J&J’ Kim Kadlec gave a presentation in which she likened the ad landscape to “a digital tower of Babel”… WPP Group chose the Cannes Lions Festival of Creativity as the place to announce its acquisition of digital shop AKQA, which wants a larger global footprint…
DiGennaro’s Erin Donahue interviews Jeff Goodby in Cannes about his Chevy client’s launch of the Sonic. “It is a vehicle for young people [who] should still be doing crazy things,” said Goodby, who is co-chairman and creative director of San Francisco-based Goodby Silverstein & Partners. Chevy has a Sonic event scheduled in Cannes on the lawn of the Grand Hotel featuring creative minds behind the Sonic exhibit on Wednesday, June 20, at 5:30 p.m. south-of-France time… Adweek also has a video interview with Jeff Goodby that touches on his relationship with GM CMO Joel Ewanick… Nancy Hill, President-CEO of the 4A’s, also sat down with Adweek to discuss why she makes the annual trip to the Festival of Creativity. Speaking about all the creative work on display, Hill said, “When you realize what we do as an industry, it’s just so amazing to see it all in one place.” When asked that digital technology she can’t live without, Nancy, who spends lots of time on airplanes, cited the Flight Tracker app… Kim Kadlec of J&J spoke at Cannes and linked the space race of the 1960’s to advertising’s golden era of the same decade, but then declared that we are currently experiencing advertising’s “platinum age of creativity.” She also defined a new set of the four “p’s” for marketing: Purpose, presence, proximity and partnership… WPP’s Blast Radius won a Bronze Cannes Lion in the mobile category for its Air Jordan 2012 campaign http://vimeo.com/44005174… Coca-Cola is joining “the mob,” according to Adweek.com. The Atlanta-based soft-drink giant is in Cannes, and its CMO, Joe Tripodi, talked about how the company is connecting with consumers through the latter’s relentless sharing of content through a plethora of media channels all over the world… The Effies Index at Cannes showed that McDonald’s was the most effective brand, while WPP Group was the most effective advertising holding company… Facebook’s Paul Adams was at the Festival of Creativity a “map of humanity” illustrating how all people are connected…
Judges awarded a Grand Prix in PR on Monday to the Puerto Rico office of JWT for its Banco Popular campaign in which a band called El Gran Combo re-recorded its hit, “No Hago Màs Nàs,” (“I Do Nothing”).The new version of the song has slightly different lyrics about the virtues of hard work…Caine Monroy, who built Caine’s Arcade, was the youngest speaker ever to appear at the Cannes Lions Festival of Creativity. He gave his thoughts at the JWT-sponsored talk, “What Can 3 Kids Teach You About Creativity?” Caine was joined by 12-year-old Jordan Casey, one of the world’s youngest app developers…Executives from Visa and its long-time agency TBWA\Chiat\Day gave some insights about the credit-card company’s “Go World” campaign for the Olympics. Narrated by Morgan Freeman, the campaign gives a glimpse of the “back stories” of Olympians past and recent—including Lopez Lomong and the 1970’s gymnast Nadia Comaneci…IPG’s Mediabrands has a villa in Cannes and on Monday held a panel called “Making Brands Matter.” The Huffington Post’s Arianna Huffington announced that in August the publication will launch a live video streaming site that will include coverage of the U.S. political conventions.