10 essentially significant point Takeaways To a second time, Thousands of people from various corners of the marketing industry and the world descended on french Riviera for the Cannes Lions abroad Festival of Creativity.
Lots of things haven't changed: Dwts black friday cell phone deals appearances, The late nights on the Carlton terrace that regularly lead to a remorseful hangover, The huge Daily Mail Yacht and the forever flowing rose. But this year also brought some background, Including the Brexit decision at the end each week as well as some abrupt Lions winners. Other takeaways from adland's biggest event. 1) VR is subsequent popular trend. (And implementing is not dead, Simply VR.) Virtual Reality was very much a section of the dialogue at Cannes. The Maison Samsung featured a VR surfing experience at the top and a super secret"Second floor procedure, VR pushed triggering forward, As the New York Times was a surprise big winner per week, Earning double Grand Prix for its digital reality work. The changing times VR foundation itself claimed the top prize in Mobile. And at your house theatre Lions, The New York Times took the Grand Prix for its VR past memories"The in place, Which took viewers into the lives of refugee children pushed off their company native countries. Fun Lions Jury us web design manager Jae Goodman, CCO at CAA supports, Said thinking"Vaulted the Gray Lady 100 years ahead of time, Two VR self-esteem, Lockheed Martin's "Bus evenings to Mars, Out of McCann new york and Goodby Silverstein's"Wants for Dali, To find that Dali Museum also were early contenders regarding that Grand Prix in Cyber, But in the end, Neither took leading award. On a bit of juries, Presidents and jury members owning a desire to award big brand work, Versus small clients and good leaning efforts we've seen during the past. Jury presidents for Promo/Activation black friday day 2015 and Direct both said they'd consciously subjected work for charities to a higher standard on the possibility that so many honors going for charity work is diverting young talent from work on big brands. (An executive who was on the usa Effies jury said clearly there seems to be a similar concern among judges there, Though the top prize still you need to went to a non profit at that show.) Others who have judged Cannes awards have said that they must see non profit work split into its own separate category, Given that so often non profit work wins good sentiments it draw from viewers. Multiple judges said that those kinds of entries often put entries that do actually solve business problems at a disadvantage and would need to be under a separate interest set. Even as"Underdog to quests Changer, A conversation on the main stage between Under Armour CEO Kevin Plank and Droga5 Founder Creative Chairman David Droga moderated by Ad Age's Creativity Editor Ann Christine Diaz, Mister. Plank existing the impact of great creative and strategy on both brand building and sales. He recalled how the brand's first noted down ad, A half page in ESPN mag that featured a gritty picture of a huge, Ripped guy deteriorating a Darth Vader like helmet led to 8,000 nickterms and $800,000 in sales within in just moments three weeks. "We simply made $1.3 million the year prior, He was quoted saying. A just after ad, Featuring less engaging imagery, Led to only 35 calls but that has been largely since first ad captured the"Zealots, Later in argument, The pair went on to talk about the impact of the brand's"I Will some things i Want" Campaign selling its women's line, And also this yr after took home the Cyber black friday canada Grand Prix. Mister. Plank made into of the $5 billion in revenue his company expects to see this year, $1 billion of which is from women's. The value of agency client partnerships was also a key factor in deciding one of the week's most coveted Lions, The Titanium nice Prix. That been paid to REI's"Opt start up-air, Which centered towards outdoor lifestyle realtor's"Punk small boulders" Decision-making to shut its doors on Black Friday. The idea itself come REI, But the texting and delivery were done by a trio of agencies: Venables, Bell owners, Edelman and interest charges(Now to create Mediavest/Spark). With the Titanium press conference, When Jury lead designer and BBH Co founder Sir John Hegarty was asked exactly the level of idea vs. Delivery went in the birthday gift jury's decision to award, Announced, "It was not only enjoying a profound idea, But it was executed in a fashion that really touched people. We really would look for a combination of both idea and execution, Another juror tried to say"Even just the name 'Opt Outside' is an general ability, And chatted about how on Black Friday, The retail website became a place where audience could discover new parks. "This may be how that idea rolls out and grabs you emotionally, He was quoted saying. "That has always been poorly done, In once put you off, The immensity and power of Cannes was a returning theme, With a lot of complaining about consecutive to back meetings leaving them unable to see much of the work or seminars, Even as they designated more meetings. RB Senior VP Global Marketing Laurent Faracci said you can easily send policy was to have senior people in meetings while requiring more junior marketers to focus on the work and the seminars, Including looking into award reports. magazine black friday "Less may appear far more, Said Procter gamble Co. Global Brand actual Marc Pritchard. "We've really tried and give people a little air so we can take more time on the work, 7) Fabricated mind Is the Next, Next cultivating trend Artificial brains became a topic more this year than previously. Saatchi Saatchi featured an AI created film in the New facilitators Showcase, And a panel called"Will a intelligent robotic Win a Lion, Discussed increasing is their biggest at length. But AI also came up in multiple questions among marketers and agencies, Who start to take more seriously what AI and machine learning can do for creative work whether that's an AI created brief, Chat bot or the most popular other sort of form of creative work. Asked if we had to consentrate a"Terminator" Like regime, Alphabet govt Chairman Eric Schmidt explained, "We are really not anywhere near that, All this wasn't all the sun and ros at Cannes. While the industry tried to beef up arsenic intoxication women and topics about gender equality in and around the Palais, Its actions didn't details on meet ideals. Former ad exec and equality crusade Cindy Gallop unveiled a party invite sent for VaynerMedia and Thrillist requesting"Super females and models, She also known as out the Outdoor jury for awarding a sexist ad for Bayer, From AlmapBBDO in south usa, Any sort of Bronze Lion. In the first sort case, VaynerMedia founder Gary Vaynerchuk and Thrillist founder CEO Ben Lehrer apologized and accepted request(While indicating a third party was very important). Of these case, Bayer distanced itself from what may well became a ghost ad. This isn't the first time there is some hot debates over work that won an award, And every year someone gripes about ads that only ran once in some tiny market just possibly it is submitted. This year was a similar thing, But two entries found individual in serious trouble. At the beginning of the week, Apple inc torn an app, I ocean, From iTunes not a while before it won a Bronze Lion in the Promo and Activation category. Your app, Processed by Grey Singapore, Purported to locate and help rescue refugee boats by providing real time satellite images of the med Sea where there can be a boat. The app was flagged by users who tested the app and found it to not be efficient, And Apple later emptied it. After really going under fire, The agency said that the app had been in its testing phase, And on saturday Cannes said in a release that it was could it"Subsequently after on from the veracity of the app was brought into question, AlmapBBDO pulled its b razil Bayer work after BBDO's Chief Creative Officer David Lubars needed it do so. That came wedding party ad, Which some had convicted of being sexist, Won a Bronze Lion and Bayer said that the agency ran the ad on a limited basis so that it would arrange submission into Cannes. Festival players complained this year that lovely too much of a"Call stats" Correspond with, One of the driving causes of why scam ads get submitted.
AlmapBBDO ultimately earned the Agency of the Year prize despite being mixed up in Bayer incident. The tension clamp down on scamming, Maybe there Cannes Lions should re think its scam policy to be something more akin to the policies the arena Association of Athletics Federation imposed on Russia's athletics federation punish the larger bodies involved. Minute, Cannes official rules only call for punitive measures on individuals mixed up in scam work, Not short term installment loan at which they work.
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