Thank you creativity.
It’s the clear theme of the 2016 Cannes Lions Festival. And it’s also what you can’t help but feel when you walk inside the Palais or stroll down the Croisette.
No one deserves that thanks more than Spotify’s Daniel who personifies creativity. His passion for innovation has helped Spotify become one of the world’s largest streaming platforms and he is not stopping there.
Video and data are two of the most prominent trends at Cannes – both of which Ek was quick to point out Spotify has in abundance and will look for innovative ways to good use. Spotify’s deep insights into who is listening to what, when and where has impacted every facet of the music business. Bands like Metallica are analyzing what songs are most listened to in each city on their tour to determine what their playlist will be for that particular show.
Creativity has also found its way into the American presidential race. Creativity on the Stump, a panel that featured PR players and writers from Politico, looked at the campaigns of Bernie Sanders, Hillary Clinton and Donald Trump. In a “one-minute” news cycle, Trump’s unorthodox but authentic approach, especially on Twitter, is rewriting political campaigns. Not lost though was Sander’s more traditional TV spot “America.” Borrowing its soundtrack from Simon and Garfunkel, the comparably long (.60) spot demonstrates that even in an age of social media, the power of creative television advertising is very much alive and well. That ad notwithstanding, Politico’s editor in chief, John Harris, did proclaim that Donald Trump might be a better marketer than most everyone in Cannes.
While creativity is essential to winning Lions it’s vital to attracting and winning new business. Flanking the Palais are rows of cabanas where the likes of tech startup Luma hand out cans of oxygen to passersby and host clients and prospects for meetings looking out towards the Mediterranean. Beyond the Palais are rows of yachts where agencies and their partners like SteelHouse and the Daily Mail have taken up residence for the week hosting clients. On land, SteelHouse’s CEO Mark Douglas looks to discuss how technology is making creativity more intelligent. He’ll be speaking alongside Jose Molla, Founder & co-chief creative officer at The Community and Peter Horst, Chief Marketing Officer for The Hershey Company. Global media agency, MEC has taken imaginative marketing to a whole new level with their welcoming presence at the Carlton Hotel. Throughout the week, MEC plays host to a number of sessions including Breaking the Band which looks at how MEC Wavemaker, its content specialist arm, helped uncover an aspiring new brand.
Other themes throughout the week remain centered on technology, the blurred lines between agencies and brands and the merits of the work being shown in the Palais. Cannes celebrates all the rapid fire changes in our industry, but holds paramount the one unchanging element that separates the best work from the ad clutter: creativity. That will never change.
As much as golf is an outdoorsy and somewhat leisurely sport, its players are very serious about proper attire when playing. There’s no uniform of course, but looking like a tall, cool glass of gin and tonic is preferred. That’s why fashion is so important on the links.
Venice, Calif.-based ad agency Zambezi has created an online and print campaign for golf apparel brand Ashworth, part of the TaylorMade Apparel Group. On March 23, the agency and the client launched a “magalogue” in print and a digital version online called “Golf/Man” to engage with the modern casual golfer.
As AOR for TaylorMade and Ashworth, Zambezi made the brand as much about lifestyle as about the game. The publication chronicles days in the life of the brand’s marquis professional athlete, Justin Rose, as he plays top golf courses around the world. The first issue follows Justin playing Streamsong, a luxury resort in Florida. The hard-copy and online publications are both very image-heavy with photos of Justin, wearing Ashworth attire.
Zambezi and Ashworth published this rather upscale book of scenic photography, printed on heavy paper stock, thinking it was an innovative way to position this niche brand before a discerning audience.