Wrapping up a perfect week I had the pleasure of attending TV2s Winners Day at Teglholmen, and was to give a short speech on the learnings on competing in the Young Media Lions category in Cannes. So before heading to meetings in the afternoon I had the pleasure of hearing a lot of inspiring people. Most of the cases were well known, but nice to see them presented by the real people involved. I was there with Katrine Riis Andersen from DIST who also joined me in the Cannes Lions competition.
First Steve Latham, Content Director from the Cannes Lions presented the concepts of Cannes and how it is developing and this development especially driven by the content richness of the program. Steve also has the Young Lions dear at heart, so we spoke to him a few times down at the competition, and it was really nice seeing him again. He is really a nice guy and feels so passionate about continuously improving the Cannes Lions offer. Later on he was asked a quite relevant question from Jesper von Wieding from Scandinavian DesignLab about the challenges within the naming of the festival as an advertising festival, traditional advertising having a declining role to play at the festival, suggesting Creative festival to perhaps being a more appropriate name. Steve earlier noted that the traditional categories still takes the heavy load of the entries, but welcomed the discussion.
Then Lars Bastholm, Co-Chief Creative Officer, AKQA made a presentation about the Halo 3 case
and then spoke on the Future Lions program, and showed cases on how incredible talent this program reveals. A case on ideas for a MagLite campaign was incredible – both the ideas and the bold presentation. Lars commented that farfar already took the talented guys in. Which I’m happy to hear, knowing that fresh creative blood is the once again added to our family..
Last Michael Lebowitz, founder and CEO, Big Spaceship talked on the HBO Voyeur Campaign which I will not comment on since it is earlier covered in this blog. But interesting was that the audience being asked about awareness on the campaign, almost nobody did know it. That was really kind of sad, the audience being a really good agency crowd. Asking Michael about the conflicts on creating the actual center-piece of the campaign and BBDO being rewarded the credits, Michael talked briefly on this emerging conflict in the market being which agencies to be lead on projects. I think this is a very interesting discussion.
After this the danish jury talked on learnings and then Katrine and I talked on learnings from the young lions competition. The day ended with guided tours in the exhibition.
Posted in advertising, cannes lion, cannes lions, Cannes Young Lions, communications planning, creative, seminar, seminars, strategy, youtube
Tagged AKQA, Big Spaceship, cannes lions, Lars Bastholm, Michael Lebowitz, Steve Latham, TV2, Winners Day
After the competition was over we had a few days to enjoy the spirit of Cannes. We spend a lot of time in the interactive case kiosks which was cool, attending seminars and building networks all over the world.
One thing which was really cool was that Aegis Media had a beach house where you could bring guests, press and interesting people. And with high speed internet this was the perfect spot to hang out.
And it was really really nice..
After an hour of sleep we dressed up for the first time in our Cannes experience. We went to the Media/Outdoor and Radio Ceremony and it was a very good experience.
The fun thing was actually that Radio Lions kind of surpriced me. Talking to people about chosing media vehicles I ormally have a slight problem when it comes to radio, because of the horrible quality of radio commercials in Denmark. Therefor Radio kind of has gotten a difficult position in my head. It is an interesting media, but often it fades away due to a lack of creativity in the solutions.
Hearing the Gold and silver spots I was amazed about how much inspiration I got and how it instantly started letting Radio re-enter my communication landscape.
This was fun! And then we went out for dinner and the to the Aegis Media Party on the beach. This was really nice. Exclusive party with not to many people. More about this tomorrow…
Wunderman was great! Perfect seminar – perfect speaker – great slides with insights and surprice. The theme was how to start conversation instead of just advertising, and most of the presentation was really great.
Of cause you can’t expect everything to be new when you spend a lot of time tracking what’s going on in the industry, but this really did a good job at continuing offering inspiration.
Especially the “always in beta” point on how ads are o longer a finish product but an ongoing process was underlines perfect by the “Double-click to edit”-slide which I loved so much that I dedicated the title of this post to it.
Then Katrine and me went to see screening of the Titanium category. It was great! Integration is the way to press fast forward now a days.
I will come back to specific cases later on. But Titanium Rocks!
A seminar called ‘Can We Be Friends’ with reference to the possibilities of Facebook, Myspace, Bebo and the likes was on the programme tuesday after we finished our oral presentation. I work exclusively with the young target group in the Aegis Media agency DIST, so I though this must be something for me. However, I must say I was disappointed. I don’t know if it was the moderator or the fact that the market is so competitive that the speakers were holding all their interesting thoughts back. But this seminar never got under the surface of social networking sites and their challenges and possibilities for advertisers.
Clients often come to me and want to do ‘something on Facebook’. This ‘something’ is often undefined and bound in a wish to follow the hype, which I totally understand. When it comes to the young target group, I always advice my clients to meet them on their ‘home ground’ instead of using a lot of money and energy driving them to a place, where they don’t come naturally. However, as Paul Woolimington from Naked said at his Young Lions masterclass, with reference to Facebook; ‘Don’t chase shiny objects’. I couldn’t agree more. There are thousands and thousands of groups and applications on Facebook that do not serve any other purpose than promoting a brand. They are developed by agencies who don’t really know the mechanisms behind social networking sites or in turn don’t really care as long as they make money. But guess what, this is not in the interest of their clients.
Blake Chandler from Facebook spoke about utility as the key driver of Facebook. This is interesting when you look at the current phase, that Facebook is in. But perhaps it says something about how Facebook aims to develop in the future. Power back to the users!
The only thing that I got out of this seminar was a confirmation of the fact that the only way to succeed commercially on social networking sites is by acknowleding that they are all about utility. Identify how you add value by giving something back to the community. This is the key behind succeeding commercially on social networks.
Working exclusively with the target group young people, mobile phones are an inevitable part of the media landscape. However, unlike what many believe, Danish youths are not that mobile-tech-savvy. This was indeed proven by the Cheil Worldwide seminar I attended on wednesday, along with Pernille and Lisa. Cheil Worldwide has made an interactive exploration of marketing technology among the YMCs (Young-Minded Consumer) in Seoul. This more than showed that Danish youths, and obviously also Danish mobile companies, are far behind when it comes to exploiting the possibilities of the little device you take with you everywhere you go.
While most Danish youth still primarily use their mobilephone for texting and calling (yes, that is how it is) South Korean youths are making the mobilephone an extension of their existence. Besides Internet, mobile TV, m-commerce, m-banking and m-movies, other and more sophisticated mobile services were introduced. For instance the Polygraph which is a mobile lie detector allowing South Korean girls to test if their boyfriends are telling them the truth about their where-abouts etc. Very effective – but also a bit scary! Another interesting mobile service, that the seminar introduced, was the so-called Navi Call Taxi Service. This service is an sms-gps taxi service that evolves around making the taxi experience more safe for young women by i.e. sending a text message to the parents and/or friends with the name and number of the taxi and its location.
It is a common fact that South Korea as a highly developed market when it comes to mobile communication. However, it could have been interesting to know, how many of the South Korean youth actually use these advanced mobile services. The interesting part was, that the mobile services discussed by Cheil were primarily targeted young females, and that these served as drivers of the services making them a natural part of their daily lives and social connections. This could definetely be a source of inspiration for Danish mobile companies in their never-ending quest for the young target group.