ONTHEAR OF CONVERSATION - GETTING CREATIVE: SET YOUR IDEAS FREE GLOBAL TRENDS: NICE IS THE NEW BLACK
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GETTING CREATIVE: SET YOUR IDEAS FREE GLOBAL TRENDS: NICE IS THE NEW BLACK ON THE AR OF CONVERSATION JARED LETO BRIDGES THE DREAM
ANZ GAYTMS GUILT TRIPS BRAD PITTS BRO ‘AUSTRALIA DAY MINUTE OF SILENCE ANZ GAYTMS UNGIVEN GIFTS TOUCH MYSELF
ANZ V/LINE VIRGIN MOBILE McDONALDS RSL AUSTRALIA ANZ TAC CANCER COUNCIL
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MACQUARIE MACQUARIE LUXOTTICA NZ TRAFFIC AUTHORITY LION NIMBLE LUXOTTICA RIP CURL
BIG MAC LEGENDS CAMPAIGN ANZ GAYTMS ANZ GAYTMS DOG CAMPAIGN RHINO, SHARK, TIGER CAMPAIGN BOOBS OZZIE BOX M&M’S CAMPAIGN
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‘MINERAL WATER’ CAMPAIGN SELF DRIVING PROGRAM REMOTE CONTROL TOURIST REMOTE CONTROL TOURIST MISSING PERSON PRE-ROLL RIP CURL SEARCH GPS ‘REMOTE CONTROL TOURIST’ REMOTE CONTROL TOURIST
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64 reasons to stand proud Australia
Congratulations to all our 2014 Cannes Lions winners. We know creativity takes passion,
perseverance and an audience who appreciates brilliant work. Whether it was gold,
silver or bronze, your achievement on this year’s global stage at Cannes will put you
down in history. We look forward to sharing your creativity with Australian audiences.
DOWNLOAD
PRESENTATION WELCOME
If you haven’t seen our Cannes Download When some of the best creative thinkers in the world take platform and any brief. “You can have
presentation or would like more content the stage, it’s hard not to stop and listen. Their passion is a great idea anywhere,’ he said, "It’s not
specific to your business please let us irrefutable; their desire to create is palpable and their advice reserved for big markets with big budgets.”
know. We are as committed as you in
reaching Australian consumers through resonates with an audience that spans a world of brands, The importance of human connection
creative excellence. platforms and products. But at the end of the day, it’s their and being real, also came into focus. Sure,
language of creativity that really hits home. content can be creative and engaging, but if
The Cannes Download 2014 magazine
is produced by News Corp Australia,
This year’s Cannes Lions International Festival of you really want to make an impact, get personal
official Cannes Lions Festival Creativity was a hothouse of talent, as over 12,000 official and create stories people really want to hear.
Representative for Australia. delegates gathered and more than 37,000 entries vied for For Leto, it doesn’t matter where the content
a coveted Lion. comes from, as long as it has purpose.
EDITOR – Clare Catt
Once again, the global stage brought together a mix of “If it is creative, it’s not advertising. If it’s
ART DIRECTOR – Brad Taylor
celebrities and industry game-changers who have altered the entertaining and informative, it’s a conversation.
DESIGNER – Lukas Pospichal
world in some way, be it big or small, through film, music, Tell me the truth, make my life more interesting,
COPY EDITOR – John Barker
science, design, communication, advertising and technology. entertain me – or leave me alone.”
GROUP DIRECTOR – SALES With names like Courtney Love, Rob Lowe, Jared Leto, In the advertising space, Australia once again
Fiorella Di Santo Bono, director Spike Jonze and Facebook’s Sheryl Sandberg made an impression with a medal haul of 64 Lions
GROUP EDITORIAL on show, there was a veritable feast of content and opinion. including a Gold Lion for DDB Group Melbourne for
COMMERCIAL DIRECTOR And whether you like them or not, their sessions reminded its Minute of Silence campaign in Best Integrated
Liz Deegan
us that these people have built incredibly powerful Campaign led by Mobile. It was fabulous to see Australia
NATIONAL CUSTOMER
SOLUTIONS DIRECTOR personal brands, by being true to themselves and their at the forefront of mobile creativity in an exciting space
Carl Colman storytelling abilities. that’s still evolving.
HEAD OF TRADE Their creativity spoke volumes and underpinned many While mobile use is accelerating at a phenomenal
MARKETING of the themes from this year’s festival. A united truth was rate, it’s clear that as Sir John Hegarty (BBH) and Droga
Joe Pullos their dogged pursuit and commitment to excellence, and rightly pointed out, we are still grappling with how to apply
HEAD OF CREATIVE their firm belief that to succeed in today’s world of media, creativity to the explosion in smaller-screen mobile devices.
Damien Munday
entertainment, advertising and marketing, the ‘idea’ is still Droga admitted "cracking mobile" could be one of the
TRADE MARKETING crucial. We all have to be creative and let technology and greatest creative challenges ahead of us.
MANAGER
Kerstin Thuresson platforms simply drive the idea. Technology, screens and emotions aside, this year’s
MARKETING AND As Michael Lebowitz from New York’s Big Spaceship Festival was once again an inspiring reminder that ideas are
ONLINE MANAGER agency so aptly put it, “I hire people not roles. Limiting still our most valuable commodity and creativity the universal
Chloe Doust creativity to ‘creatives’ limits everyone. Set ideas free.” language of success. As author Gail Sheehy simply stated,
David Droga (Droga5) also spoke to the art of creativity, creativity is "letting go of certainties" – a timely reminder in our
enforcing the strength of a great thought across any rapidly shifting media and social landscape.
Photography: Getty Images
FIORELLA DI SANTO,
GROUP DIRECTOR – SALES, NEWS CORP AUSTRALIA
CONTENTS
4. CANNES 2014 OVERVIEW CONGRATULATIONS
6. GLOBAL STAGE TO OUR AUSTRALIAN
YOUNG LIONS CARL
8. MARKETER’S PERSPECTIVE ROBERTSON AND
10. YOUNG LIONS TRISTAN VINEY
14. AUSSIE WINNERS FROM GPY&R
BRISBANE, WHO
15. CANNES CONFIDENTIAL BROUGHT HOME
16. THE WINNERS A SILVER IN FILM.
THREE POWERFUL THEMES EMERGED WHEN SOME OF THE WORLD’S BEST CREATIVE THINKERS GATHERED TOGETHER AT THIS YEAR’S FESTIVAL, WRITES LIZ DEEGAN. There’s a saying that each year at Ideas – and the making of good ideas – are the essence of storytelling Cannes, the Croisette and the Carlton in order to engage and connect with consumers. This year, the bar get more crowded while the Palais storytelling evolved into how brands need to build worlds that gets more interesting. consumers want to be a part of, and is achieved in three key ways. And so it was in June 2014 with more than 12,000 delegates hitting town to greet a line-up of some of the world’s most THE POWER OF GREAT ART successful and compelling storytellers – from What makes storytelling so powerful and allows brands to David Hasselhoff who opened the Festival with connect effectively is when great art meets great science. The a session on relevance, to David Droga and Sir idea is that art remains the essence of modern storytelling – it still John Hegarty closing with a debate on “What’s must be about a great idea which is then enabled and enhanced Great, What’s Not and What’s Next?”; their talk by technology. The technology or the science is critical, but what focusing on the fundamental importance of good comes first must be a good and clever idea and there is no creativity, and how technology enables that to be substitute for that. shared and enhanced. While in today’s creatives’ world there are ever-emerging As Buzzfeed founder Jonah Peretti so eloquently put new tools that can be used to help form an idea, or provide the it: “Today, new distribution technology allows us to reach insights which guide thinking towards the good idea, they are not people in brand new ways.” creativity in themselves or shouldn’t be misused as such. Creativity and connection formed the base as three key themes “We need to focus less on data, technology and process and more emerged, interpreted and were nuanced by a range of speakers. on connecting with people,” said film director Joe Pytka, who has In some ways, the celebrity factor at Cannes this year helped Pepsi win the Cola wars, helped Apple become a business was a distraction, providing a lot of high volume noise with computer and put Nike together with the phrase, “Just Do It”. questionable value. Think Kanye West: “Celebrity is the highest form Industry legend Chuck Porter, who delights in challenging his of communication.” We hope not. audience at Cannes, addressed the issue of data and where that That said, there is no doubt that celebrity is a powerful form of sits in the creative process. For Porter, a maverick at the best of communication which drives results – and so the sessions with the likes of times, he insisted that “data is no substitute for creativity”. Sarah Jessica Parker or Courtney Love were standing room only. Love knows But the importance of data as a tool was certainly not overlooked. that creative success is the result of hard work, and often with minimal resources. “Data is the latest tool for creatives which allows us to drive “When you’re feeling overwhelmed in business, one smart idea can beat the results like never before,” said Mindshare’s North America chief biggest Super Bowl ad,” she said. strategy officer Jordan Betterman. CANNES 2014 OVERVIEW HARNESSING THE POWER
“When you go home,” he urged, “hug your analytics guy and bring him back with you next year.” a working woman leaving crying children at home, or dad at
Also challenging the notion of true creativity was Sir John Hegarty who, when opening his home worn down by household chores.
session with David Droga on day six, shared his personal truism for the Festival: “Sitting on “Why not make women look happy at work, or show men
a bean bag does not make you creative.” running homes?” she asked.
During his TED@Cannes talk, neuroscientist Professor Beau Lotto discussed how the “Change stereotypes and you can change the world.”
brain is driven by assumption and perceived bias. What makes us creative is when For Procter & Gamble, whose primary audience are women
we question things. buyers, the key to engagement is not just understanding what
“Nothing interesting begins without doubt,” he said. “Doubt is the engine products women are interested in, but discovering what issues
of creativity. Doubt is to ask a question and that is the source of seeing they care about.
things differently.” Procter & Gamble’s chief marketing boss Marc Pritchard
5
highlighted the company’s Labels Against Women campaign as
an example of finding a way for a product to join a conversation.
GETTING PERSONAL It began in the Philippines and has become a global sensation
The exciting point about storytelling in today’s era was the combination of which has exploded into conversations around the world.
CANNES DOWNLOAD 2014
those good ideas with the rapid evolution in science and technology and “What powers this campaign is that it earns its way into
how that allows brands to strengthen their relationships with audiences. In people’s hearts and minds. It is an idea that people really care
other words, using innovations of today to create worlds that consumers about. In doing so, it says to consumers, ‘You get me, you get
want to be part of. my life’,” said Pritchard.
Facebook’s COO Sheryl Sandberg described how the meeting of
art and science was allowing greater personalisation and therefore,
giving brands greater opportunities to connect with consumers. NICE IS THE NEW BLACK
The importance of personalisation to Facebook was clear, This theme was strong throughout many presentations and
and it became a solid second theme from Cannes this year. highlighted that consumers tired of cynicism and nastiness, are
Personalisation is about creating a real and true looking to engage with brands that are not, as BBDO’s worldwide
experience for consumers, about understanding them chief creative officer David Lubars described it, "a cynical elbow
more in order to build stronger brand affinity and for to the ribs". Make it heartfelt, but not soppy or too sweet. It has
many brands, about connecting with the most powerful to be exercised with restraint Lubars cautioned.
individual in households – women. His colleague Josy Paul, chairman and creative officer in
“Your creativity lies in providing a personal India, introduced the often cynical Cannes crowd to what he
experience to every customer that you engage called the hormone of trust – oxytocin.
with,” she said. “Marketing has become personal “Oxytocin is the chemical that triggers the 'nice' in us – and
again. My shopkeeper grandfather knew all his it’s free. Without it, there are no communities, no cities, no
customers, then we went mass media and families. It is the trust hormone in all of us,” he said.
marketing. Experience on Facebook shows Lubars and Paul used the examples of Guinness Made of
people want personal again. When great More campaign, and AT&T’s It’s Not Complicated series to
creative, or great art, meets science highlight the effectiveness of triggering oxytocin.
for targeting, that’s what it makes Paul also referenced the HoneyMaid This Is Wholesome
it personal.” campaign and said its magic was in that instead of telling the
Expanding on the theme of story, it made you feel the story.
personalisation, Sandberg also This theme also encompassed the wealth of original and
focussed on how brands portray inspiring campaigns for not-for-profit organisations and charities.
and engage with women. She Campaigns which made you feel – feel a lot – and when successful,
urged marketers to reconsider can help make the world a more compassionate place.
how women are presented in
advertising and challenged LIZ DEEGAN IS GROUP EDITORIAL COMMERCIAL
the stereotype imagery of DIRECTOR FOR NEWS CORP AUSTRALIA
CLOCKWISE FROM TOP LEFT,
SARAH JESSICA PARKER; JOSY PAUL;
JOE PYTKA; SHERYL SANDBERG.
Photography: Getty Images
GLOBAL STAGE
UP CLOSE AND
PERSONAL
IN AN AGE WHERE CELEBRITIES RULE, IT WAS INEVITABLE
THAT ‘HUMAN BRANDS’ WOULD DOMINATE THE STAGE
AT CANNES THIS YEAR, WRITES LIZ DEEGAN.
They came from film, television and music to share their views on creative
content creation, audience engagement and what it takes to achieve
creative success. It is a clear sign of the growing might of the Cannes
Lions that it can deliver such an A-list celebrity line-up.
While the Lions is founded on creativity within the advertising
industry, its current iteration has seen it evolve into a festival of big
names and big thinkers.
It takes just one look at the speaker list to confirm this event
has broadened its appeal and its expertise: Ralph Fiennes, Sir
Patrick Stewart, Jared Leto, Rob Lowe, Sarah Jessica Parker,
Courtney Love, Bono, Kanye West, David Hasselhoff, Dynamo
the magician, director Spike Jonze, and producers and
writers of some of television’s current biggest hits David
Benioff (Game of Thrones), Armando Iannucci (Veep),
and Rebecca Eaton (Downton Abbey and Sherlock).
Supermodel Gisele Bundchen, singer Imogen Heap and
writer Aaron Sorkin were last-minute no-shows.
The celebrity factor brings glamour, and brings
attention. While Hollywood’s best may not have the
industry gravitas of a Sir John Hegarty, what they do
have in spades is an attitude, and an opinion on what
audiences want today and how to reach them.
Leading in the audience popularity stakes
was Oscar-winning actor and singer-songwriter
Jared Leto. Like the true entertainer that he is,
he captivated his audience. His session was
entitled simply, "A conversation with Jared
Leto and Benjamin Palmer."
But when Palmer, co-founder and
chairman of The Barbarian Group
seemed incapable of constructing a
sentence, let alone a conversation,
Leto took over the show.
He spoke first about his love of
CLOCKWISE FROM TOP,
KANYE WEST; ROB LOWE;
COURTNEY LOVE; JARED LETO.
7
CANNES DOWNLOAD 2014
radio – a platform which the bridge between reality and a dream is hard work.”
“changed his life”. He Leto was also quick to dismiss the notion that his personal success
described the experience was the result of anything but sheer hard work.
of radio as when “technology “I don’t beat the next guy because I’m more talented,” he said, “It’s
and media can get into your because I’m very committed, I work hard, I bleed. Our band – 30
soul and change who you are”. Seconds to Mars – tours relentlessly. We beg, borrow, steal to survive.”
What technology had done, he The other A-list musician to pack out the grand Audi was Courtney
explained, was require consumers Love, star of the annual Grey Music Seminar. On the eve of her 50th
to be active and engaged and in a birthday and a return to acting, she too talked about failure – her fear
world of increasing globalisation, it of failing and getting old.
showed the demand for something “Going back into acting is a long process because in 2003/2004 I
local was still strong. really messed up. But now I’m 50, I still love rock and roll but I want
Ever the businessman – and a man to go back to acting.”
who clearly knows how to work a crowd She said the key to winning is self-confidence in who you are and
– Leto gave his perspective on advertising. how you are. “I am not a great beauty but I am handsome, I am really
What’s good, what works and what doesn’t. photogenic and I know how to work the camera. It’s about self-
“When it works, in all ways, it touches a part confidence. That is so important.”
of who we are,” he said, “It can be an exciting Actor Rob Lowe, who knows about the highs and lows of careers
and wonderful thing. I love commercials. It’s a also gave his advice to young creatives: “To achieve longevity you will
world where people can still experiment, push have cycles. No one gets there in one straight shot.”
boundaries with production and technology. I still With the power of story a headline theme on the Festival agenda,
think there is a mastery in commercials which you thousands packed into the Palais to hear from some of the most
find with the writing and the editing. acclaimed current storytellers in the world – the creator of Veep, and
“If it is creative, it is not advertising – it’s entertaining, the writers of Games of Thrones. Veep’s Ionuccio spoke of the value
it’s informative, it’s a conversation. When advertising is of humour, and how to achieve it.
great, it’s transcendent. It’s art.” “If you are going to write comedy, write what makes you laugh, not
He also gave his clear views on success versus failure, what you think might make others laugh.”
and what it takes to win him over personally. One of the final sessions of the Festival was also one of its strongest
“Failure is a gift,” he said, “Sometimes you succeed more when Sir John Hegarty and David Droga took to the stage to discuss
from failure than success. You fail and you learn. For me, ‘What’s Great, What’s Not and What’s Next.”
when products speak out and try and communicate, the most Australian-born Droga was true to form, pulling no punches as he
important thing is authenticity. Tell me the truth, make my life implored his audience to generate ideas that are good to consumers.
richer, more interesting – or just leave me the fuck alone.” “A great idea is not when your peers think it is good. A good idea is
When Leto handed over the questions to his loyal faithful, when consumers think it is great.”
he was asked about his own perspective on achieving success. Hegarty reiterated the importance of good creative over technology.
Photography: Getty Images
“The key to success? You have to be good at managing your “We live in a world with multiple ways of having a conversation
time, you have to be passionate about what you’re doing and you with consumers,” he said. “But the only place to operate or occupy is
have to be compelled beyond a reasonable doubt to do it. the space between someone’s ears.”
“It’s an emotional hurricane and it can be pretty scary to walk that
path because it is ripe with failure and imbalance. It takes persistence. LIZ DEEGAN IS GROUP EDITORIAL COMMERCIAL
“It takes talent, luck and opportunity to succeed but most importantly, DIRECTOR FOR NEWS CORP AUSTRALIA
CLOCKWISE FROM TOP
MARKETER’S
LEFT, SPIKE JONZE; MARC
PRITCHARD; PANTENE’S
LABELS AGAINST WOMEN.
PERSPECTIVE
FIRST
THINGS
FIRST
IN AN INCREASINGLY DATA-DRIVEN LANDSCAPE, IT’S TIME TO GET
BACK TO WHAT REALLY MATTERS, WRITES DAMIAN EALES.
“I felt a great disturbance in the Force”, said Obi-Wan Kenobi when he sensed the impacted him or his craft at all. He went
destruction of Princess Leia’s home planet in Star Wars IV – A New Hope. on to say that his focus is firmly on the idea
Well my professional journey has never been so dramatic, but I would say that in recent first and the feelings and emotions he wants
years I have felt that the balance has not been quite right in the world of marketing. to create in his audience. It was his definition of
Fear not though, as I am happy to report that the 2014 Cannes Lions have indeed engagement. You can worry about the technology
restored balance to the Force (in my own universe at least!). that can help to convey that emotion, and the
After attending many marketing conferences over recent years I’ve witnessed medium you choose to convey it later.
schedules progressively tilt more and more away from "art" and towards
"science". 1s and 0s have been the topic du jour as big data has won the
In our busy businesses I often think we can fall into
the trap of starting with the technology and the medium 9
day against storytelling. Emotion and real human connection has all the and then reverse-engineering a message to fit. Little
while taken a back seat. And although “engagement” is one of the new wonder that in doing so, many marketing executions fail to
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buzzwords, outside of Cannes it is measured more in terms of time spent really connect. They might in terms of spots and dots, reach
consuming, as opposed to the emotional connection and feelings that and frequency or page impressions and unique audience, but
our content, our story or our campaign delivers. In the process I can’t do they engage using Jonze’s take on things?
help but think we lose something in terms of balance. Marc Pritchard, Global Brand Building Officer at Procter &
Cannes on the other hand had a decidedly greater focus on Gamble was the highlight of Cannes for me. Marc spoke about the
creativity, innovation and emotions. Of course there was no shortage ever-changing canvas that marketers have at their disposal – from
of lectures that took more of a scientific approach, but from at least wood and paint at the outset of the Procter & Gamble journey, to offset-
what I saw the balance was very much towards the art. print and newspaper, to radio (and the first ever “soap operas” which
And how refreshing was it to be thinking about ideas and were created to give advertisers a line-of-sight to their target housewife
ways to connect with an audience through emotions and audience while they were doing laundry), to radio, to TV, to the internet, to
genuine engagement instead of thinking about how we mobile, to social media. His point was that there will never be another time
transmit that message at the lowest possible cost. when one platform is dominant; constant change is the new reality.
Spike Jonze – skateboarder, music video producer, What won’t change though is that as marketers our job remains reaching the
director, songwriter and more – was one of the more right people at the right time on the right platform with awesome creative that
interesting speakers. And quotes like, “be willing becomes part of a customer’s life. He then proceeded to demonstrate that if you
to get fired for a great idea” got lots of applause. can make your brand matter to a customer (as for example in Procter & Gamble’s
Another quote that also stuck with me was his Labels Against Women campaign) and demonstrate that you really get them, then
response when asked how social media has that gives you permission to have a broader consumer relationship. You can back it
changed the way he works. His response up with all of the retail, price, bundling and promotional ads you want, but if you don’t
was not the obligatory statement saying how first connect at a brand level you can forget earning a premium from the relationship.
important social media is in the movie and So be it Spike, Marc or many of the other Cannes presenters, for me the big take-out was to
music business. Rather, he said it hadn’t put focus back on the brands we represent and work out how to connect with your customers on
an emotional level before figuring which medium and technology to use. Not the other way around.
And in a world that is ever-increasingly focussed on the numbers in marketing, it was refreshing for
me that balance was once again restored to the Force. Or at least until Cannes 2015.
DAMIAN EALES IS GROUP MARKETING DIRECTOR, NEWS CORP AUSTRALIA
Photography: Getty Images
YOUNG LIONS
FRESH
EYES
FROM CELEBRITIES ON THE
BEACH TO CELEBRITIES
ON STAGE, CANNES
WAS A PASSIONATE
AND MIND-BOGGLING
AFFAIR FOR THIS
YEAR’S AUSTRALIAN
YOUNG LIONS.
CLOSE ENCOUNTER CLOCKWISE FROM TOP LEFT,
DOCKSIDE CANNES; SUSAN CREDLE;
ZENON PREDECKI, DAVID HASSELHOFF
AND MILLICENT MALCOLM
From the very moment we arrived our brains were in overdrive 2. It might seem obvious, but technology is nothing
– enthusiasm rushing through our veins. We really had no idea without a great idea. When you look at something
how the week was going to turn out, but whatever was going to as complex as the Sound of Honda (which gave us
happen, we were excited about it. goosebumps) in comparison to something so simple as
There was so much to do and we wanted to do it all at once. Red Cross Mexico’s Bills Only Collection Box, you see two
Lectures, workshops, beach, networking, cheese and rosé were amazing ideas at both ends of the spectrum. But at the end of
all on our minds but we thought the best way to prepare for the day, the idea is still king.
our Young Lions print competition was to relax. As with most
3. A lot of people always talk about it, but it was great to hear it
things in Cannes, a simple dip in the ocean escalated quickly
from the best in the business, especially as a junior. “Follow your
into something very different.
heart/go with your gut/trust yourself”. However you want to say it, we
One minute we were lying in the sun, the next we were meeting
heard speakers tell us that you’ve got to be true to yourself and to the
a new friend in David Hasselhoff "The Hoff”, who was casually
brands you work for, to get the best result.
strolling the seaside; lifesaving apparatus and all.
We won’t dwell too much on the print competition; but we didn’t 4. Women in advertising was also in the spotlight at this year’s Festival.
win. Simplicity (especially in print) has got to be the key takeaway for But frankly, gender equality is a much larger issue than just in advertising.
any future Young Lion. When it seems so simple you’re scrunching It’s great that there were seminars celebrating women in our field but it also
it up and throwing it away, you’re probably on to a winner. kind of sucks that we have to have seminars explaining that “women can be
Many interesting things were said at Cannes (mostly from creative too”. It’s 2014 and currently only 3 per cent of creative directors are
Kanye West) but here are four topics that came up over and over: women. Like Sheryl Sandberg, COO of Facebook said, “If we start expecting
women to lead, we won’t be surprised when they do.” Hopefully our generation
1. The bubble that is “sadvertising” might just be about to burst.
can start breaking the “boys club” mould.
Of course there is a real place for charity work and real good to be
done by us creatives, but even Susan Credle, CCO at Leo Burnett
shared the same sentiment, suggesting that we might start seeing
brands acting a little more selfishly. This was no more apparent than ZENON PREDECKI AND MILLICENT MALCOLM,
the metal-hogging Harvey Nichols I Spent It On Myself campaign. ART DIRECTOR AND COPYWRITER, JWT MELBOURNEFavourite moments from Cannes aren’t always what you predict. They are the moments Relevance. In the seminar “Relevance and the Hoff”, David Hasselhoff
when walking back from the bathroom that you stumble into the creative director became the guinea pig of a social experiment, which demonstrated
who did that thing you wish you had done. They’re the amazing speaker that you his relevance on a global scale. Live data was being fed to the screen
accidently sat in on because you thought it was David Hasselhoff. They’re simply to show where he was relevant and where he was not.
being seated in the auditorium as you watch how differently each winner on Relevance has proven to be more powerful than love and trust.
stage celebrates their Gold Lion win; a selfie, an emotional embrace, a patriotic These are static measures, but relevance is dynamic and changing all
bearing of their nation’s flag. the time. This is a huge insight for brands, teaching them to focus on
The thing that all these moments and people have in common is that we people’s immediate needs.
are all there because we love ideas. That’s a pretty amazing thing to bring The hard thing is, none of this stuff matters without honesty. Honesty
so many nations together. should be in everything you do, from internal e-mails to the multi-
The collection of speakers ranging from start-up gurus to Bono and Kanye million-dollar ad campaign. In the seminar “What’s Great, What’s Not
West mean that the common love we have for ideas binds us together and What’s Next”, we saw a combination of old school and new school 11
because we are all in the business of making them happen. Songs, apps with Sir John Hegarty and David Droga discussing what good creativity is.
or ads. We put stuff out there to be used, loved or even hated. Their opinions differed in some areas but aligned where it mattered.
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We all know that one of the biggest parts of our jobs as creatives We need to be honest if we are going to create work that touches
is storytelling. But the almighty and powerful "digital" has people people and makes them stand up and take notice.
questioning how to do things. Cannes once again highlighted Hegarty finished the seminar with an ode to honesty, “The thing
that storytelling is more crucial than ever; but it has evolved in we talk about at BBH is just trying to say to each other, please tell the
the way that it is told. The seminar #livestorytelling touched truth. Please be true to each other. If an idea’s not great, we’ve got
Photography: Getty Images; Callum Bean
on many different facets of how Twitter can be used to to admit to it. And through that, we might go on to create something
create immediate and engagable content, taking the story great. So just talk the truth to each other.”
from from one person, and putting it in the hands of Cannes is an amazing week that not only educates, but forever
the entire world. It’s no longer all about you, you must changes the way that you approach your work and creativity. It’s
engage in other people’s stories as well as your own. exciting that a festival exists to celebrate all of it.
With the development and immediacy of the
mediums that we now use, there is one key
thing that is more important than ever before. ROHAN COOKE & LAURA PETRUCCELLI, CREATIVE, GREY MELBOURNE
THE BEST BITS
CLOCKWISE FROM RIGHT,
DAVID DROGA; DAVID HASSELHOFF;
2014 YOUNG LIONS; ROHAN COOKE, JASON
MAGGS, LAURA JENKINS, LAURA PETRUCCELLI,
PIPPA KULMAR, JOHN DAWSON,
MILLICENT MALCOLMYOUNG LIONS
It is a sunny 28°C on the Cote D’Azur and we’re inside. There is no technological barrier to amplification. Relevance and emotional response
We’ve been inside for six days (but not nights). In that drives people to share messages. This can make a local campaign a global success.
time we’ve seen innovators, dreamers, film-makers, cultural In contrast when we so often deal with global assets, it’s crucial to stay committed
icons and industry leaders but for the last session on Saturday to providing local relevance, local stories and finding the local insight to fuel
afternoon the stage is set with a particularly spectacular panel: emotion in our audience.
Bono, Jony Ive (Apple) and Shane Smith (Vice).
IT’S MOBILE, STUPID We’ve all got mobiles, but as an industry it seems we
All the glitz and glamour of Cannes shines bright but what makes
haven’t cracked how to use them for effective advertising. It became evident
this event so surreal is the people and content and for us, three key
early into the festival that the creative community has a collective will to
themes shone particularly strong.
solve the mobile challenge while there was broad understanding that just
FOCUS ON THE WHY The ever-evolving media landscape can push our making smaller digital banners is not the solution.
focus onto new technologies but many Cannes sessions challenged the The potential of the mobile market was frequently discussed. It’s a
dazzling effect of these developments and the importance of losing focus personal, intimate and intelligent platform that can connect a brand
on the core question of "why". Why would a person interact with this brand? to an individual at an impressive scale (almost unbelievable scale as
Why would someone want to find out more? Why? Why? Why? the case is for China) and provide immense utility for the consumer.
When we develop campaigns, they must remain steadfastly focused on Expect continued focus on this area in the next couple of years.
answering the core questions of human motivation. No platform can be effective And so, we travelled 35 hours to get to Cannes, went to seminars
if our audience doesn’t have a reason to interact. for six hours a day, got an average of four hours sleep a night
A focus on execution over understanding human motivation to engage with and won’t drink rosé for another 12 months. Cannes is a truly
a brand’s message leads to poor results. Our advertising doesn’t live in a vacuum; unimaginable, sensational and invigorating experience – one
audience insight and answering the ‘why’ must be central to our work. that will influence our work and drive us to get back to the
south of France in June next year.
LOCAL IS GLOBAL Many of the campaigns that picked up awards and repeatedly featured in
seminars were local but have burst onto the international stage. Labels Against Women for
Pantene is one of those. An ad made in the Philippines, it achieved worldwide success (it JOHN DAWSON & JASON MAGGS, STRATEGY
now sits at over 46.5 million views) based on a local human insight that resonated globally. EXECUTIVE & CO-CREATION STRATEGIST, MINDSHARE
IT ALL CANNES HAPPEN
CLOCKWISE FROM LEFT,
BONO; OFFICIAL OPENING
GALA; JONY IVE13
CANNES DOWNLOAD 2014
CLOCKWISE FROM TOP LEFT,
SIR JOHN HEGARTY; AUDIENCE AT RED SEMINAR;
REBECCA EATON, NEW YORK TIMES; DELEGATES.
TRUTH BE TOLD
We survived the week that was the Cannes THE BEST STORYTELLING Is (still) from not-for-profits; as
Lions International Festival of Creativity 2014 with the last couple of years at Cannes, the real winners in
and what a week it was. As someone described the awards ceremonies (aside from Volvo) were not-for-profit
it – it’s a bit like “schoolies with credit cards”. organisations. This is where we’re seeing great stories being
With seven days of sessions and seven nights told with interesting technology, such as the Not Impossible
of parties, here are our top four take-outs from the project and their 3D printed arms for refugees in Sudan.
week. As Sir John Hegarty very aptly put it, this is Apart from the obvious reasons why not-for-profits get up, it
what’s currently happening in the industry – “there seems that their stories are easier to tell because they’re based
are no facts on the future”. around social purpose, not product or positioning.
THE IMPORTANCE OF STORYTELLING Honestly, storytelling IT’S ALL ABOUT PURPOSE Anyone that’s up-to-speed on the
is not anything we don’t already know, but it was clearly the latest marketing thinking will have heard all about purpose,
buzzword for this year’s festival. Celebrities from all corners but boy, was its importance really apparent at Cannes.
of the globe were flown in to add depth to the topic. For It was best brought to life by Solar Impulse – makers of
example, Spike Jonze talked about how people live for stories the first solar-powered plane which in 12 months time, will
and the importance of raising a question rather than giving make it’s first world-wide trip.
away the answer. Rebecca Eaton, Executive Producer of Downton When asked what they were doing, they didn’t reply
Abbey said, there’s no formula for the perfect story – rather, “like "making a solar powered plane," but rather, replied that they
sex, you just know when it’s good”. were creating a better world for people to live in (and they
just happened to be making a plane). All of this might seem
ORGANISATIONS BECOMING PUBLISHERS In order to tell a story, organisations
obvious in retrospect, but sometimes the most obvious
need to look at how they’re currently set up, which was described by Twitter
truths are the ones you need to hear, and often the ones
as “classical orchestras”, meaning that everyone is siloed and waiting for
that aren’t followed. If you really want to follow Hegarty’s
the instruction of the conductor. The problem is that we’re “living in the age of
words, and maybe end up at Cannes in 2015, then don’t
jazz”. The best stories require organisations to be able to “riff”. They should start
listen to any of the above – just go and run your own race.
the story, but let their own customers build on it and shape the story.
LAURA JENKINS & PIPPA KULMAR, BUSINESS MARKETING
MANAGER, FOXTEL AND SENIOR STRATEGIST, RETAIL OASIS
Photos: Getty ImagesCLOCKWISE FROM LEFT,
MINUTE OF SILENCE ANZAC
CAMPAIGN; MCCANN
MELBOURNE TEAM; A
NZ’S GAYTM.
AUSSIE WINNERS
ALL THE
GLORY
THIS YEAR, AUSTRALIA BROUGHT HOME AN IMPRESSIVE 64 LIONS In an Australian first, the Minute of Silence ANZAC Day campaign
allowed Australians to pay to listen to a pre-recorded minute of
WITH SOME TRUE INNOVATION AND ‘BRAVE’ CAMPAIGNS THAT silence which could be purchased and listened to over the phone
STOOD OUT AND PROUD, WRITES LIZ DEEGAN with all profits going to supporting the ANZAC appeal.
“There were some exceptional entries coming in from all over
the world,” said UK juror Alasdair Scott, a partner at C3 about the
2014 may not have been as glorious for Australia as the previous Festival but Mobile entries, “But I think Brazil and Australia really stood out as
it was still a very good year. Australia took home 64 Lions, including a coveted two countries where there was some really amazing work coming in.”
Grand Prix in both the Creative Effectiveness and Outdoor categories. It also News Corp Australia’s Young Lions won Silver in the Cannes Young
secured Gold for DDB Group Melbourne for its moving Minute of Silence Lions Film Competition and will receive a trip to Cannes 2015 after
campaign in Best Integrated Campaign led by Mobile. a judging mishap falsely announced them as recipients of Gold.
From a record 37,427 global entries (which was up almost five per cent on Tristan Viney and Carl Robertson, of George Paterson Y&R Brisbane
last year) it was McCann Melbourne that roared loudest again, this time with were announced as having won the Film category on the final day of the
The Guilt Trip campaign for V/Line. Last year they basked in the glory of a festival. For 30 minutes, the duo experienced the elation of being named
clutch of Lions with the phenomenal Dumb Ways to Die campaign and this the best young film creatives in the world, only to have to hand back
time around picked up the coveted Creative Effectiveness award. the trophy because of an error in the calculation of the judging scores.
The clever campaign for the Victorian train line let country-based To compensate, the Lions Festival have given them equal prize
parents send pre-paid train tickets to their city-based kids with a guilt- status with the eventual Gold team from Bulgaria. This means they
laden message about how they hadn’t visited them for a while (“I know will receive the airfare and registration costs for Cannes 2015.
the pub must be so much more fun than visiting your mum and dad”). “We are extremely happy with the result and proud to take home
The campaign saw an extra 123,000 tickets sold and returned $4m in some metal to Brisbane. It was a roller coaster experience but we are
additional revenue, exceeding McCann’s KPI by a huge 167 per cent. stoked to have won Silver in a global competition,” said Tristan.
The second Grand Prix went to another Melbourne based agency, The Young Lions film brief centred around Barnardo’s Australia.
Whybin/TBWA in the highly competitive “Pure Outdoor” category. The challenge was to create a film that broke the misconception that
Their GAYTM campaign saw ten of ANZ’s ATMs decorated by child abuse doesn’t happen in first world countries like Australia.
artists with rhinestones, sequins, studs, leather, denim, fur and For Tristan and Carl, it was a tough 48 hours to come up with the
bright artwork for the Sydney Gay and Lesbian Mardi Gras. right response and involved plenty of creative angst and very little sleep.
Dubbed GAYTMs, the screens also greeted users with “As soon as we got the brief, we started coming up with as many
messages such as “Hello gorgeous” and “Cash out and proud”, ideas as could. Around 5am, when we could no longer see straight and
and receipts were dispensed with rainbows on the back. we’d covered the floor in ideas, we decided to get a few hours sleep.
“This one we chose because it’s important, its brave,” said Jose When we woke up and went through our ideas, we immediately hated
Sokoloff, jury president and Lowe’s global creative council head. them all and started again – but with a new approach,” Tristan said.
Having failed to pick up any medals previously in the What they landed on was a highly visual way of demonstrating
Cannes Mobile Lions category Australia sprinted from the that child abuse is not only an issue in Africa, but also in Australia,
blocks in 2014, winning a Gold, two Silver and five Bronze by rotating the map of Africa 45 degrees counterclockwise so it
Lions at the annual creative get together. looks very similar to Australia, with a message to “Change your
DDB Melbourne picked up the Gold for its Minute of Perspective on Child Abuse in Australia.”
Silence work for RSL Australia’s Anzac Appeal, whilst
Saatchi & Saatchi Sydney grabbed a Silver for Penny
the Pirate for OPSM. VML Sydney also got Silver and LIZ DEEGAN IS GROUP EDITORIAL COMMERCIAL
Bronze for its Rip Curl Search GPS product. DIRECTOR FOR NEWS CORP AUSTRALIATHE INSIDER’S EYE AT THIS YEAR’S FESTIVAL
Sydney’s Rob Belgiovane is a Festival regular – this year was his 16th visit. So you could be
forgiven for thinking the reservations desk at the Carlton might recognise the name and ensure
EVEN THE LURE OF FACEBOOK’S he’s a satisfied customer. That wasn’t quite the case when he and his family – including
daughter Jessica – found themselves in less than suitable accommodation upon arrival.
SHERYL SANDBERG WASN’T The error was swiftly righted but was an unnecessary hiccup to start the week.
ENOUGH FOR SOME DIE-HARD RUGBY
LEAGUE FANS. WHILE SANDBERG 15
WAS TALKING GENDER DIVERSITY AND Hoyts Group’s Damian Keogh and Val Morgan’s Dan Hill proved themselves the
hosts with the most. Their week began with an afternoon sharing rosé on
CANNES DOWNLOAD 2014
PERSONALISATION IN THE PALAIS, A LONE the Carlton Terrace with a rotating crowd of fellow Australians, including
QLD AND SEVERAL LOYAL NSW DELEGATES OMD’s Peter Horgan and Bashful’s Simon Bookallil and mid-week they
raised the bar with a private client and agency lunch across the water
OPTED FOR THE NEARBY IRISH PUB FOR at Sainte Marguerite. The lunch crew then spent some time back at
THE MID-MORNING LIVE COVERAGE OF THE the Old Port aboard Scott Whybin’s yacht. Clearly Keogh’s elite
athlete genes remain strong – he was still going at the Opening
SECOND STATE OF ORIGIN CLASH INSTEAD.
Gala on the beach later that night.
ZO’S UK CHAIRMAN BELINDA ROWE DOESN’T DO
THINGS BY HALF. AFTER A BROKEN ARM SLOWED
HER DOWN IN 2013, THIS YEAR THERE WAS
NO STOPPING HER. ROWE’S INDEFATIGABLE
ENERGY MEANT SHE MADE THE MOST OF
BUSINESS MEETINGS, NETWORKING
AND THE SOCIALISING, INCLUDING
ONE OR TWO ALMOST-SUNRISE
FINISHES. STAMINA.
SPOTTED ON LA CROISETTE...
• Publicis Mojo’s Andrew Baxter and Grant Rutherford dining at Da Laura
• STW’s Mike Connaghan on La Croisette The influence of Sydney’s
• Leo Burnett’s Iggy Rodriguez and wife Jade The Daily Telegraph has even hit
• Mediacom’s Mark Pejic in the Martinez Suite Hollywood. On opening day of the Festival
• Starcom’s John Sintras and TEN’s Louise Barrett inside the Palais in a session on relevance, former Baywatch
• Google France’s ex-Sydney boss Nick Leeder and Google’s hunk David Hasselhoff credited the Telegraph
Asia-Pacific boss Karim Temsamani with helping him reinvent his career a decade
• 21st Century Fox’s Sue Zerk dining in Antibes ago. He explained that it wasn’t until the Telegraph
contacted him with a series of viral jokes using "The
Hoff", that he realised his potential.
News Corp Australia’s Fiorella Di Santo hosted arguably the GroupM’s Danny Bass came away with the
most elegant dinner event at the Hotel Belle Rives at Juan-Les- ultimate Cannes celebrity shot – a selfie with
Pins – voted the best terrace dining on the Cote D’Azure by The Mrs Kanye West, Kim Kardashian. Bass was
Riveria Times. Joining Fiorella for exceptional food and stunning among the Australian agency crew invited
views were Mediabrand’s Henry Tajer, ZO’s Ian Perrin, Telstra’s Andy to join a high-profile event aboard one
Bateman and Foxtel’s Ed Smith and Travis Conneeley. But for some, of the many superyachts moored at
Photography: Getty Images
there were other more pressing things to see – like the Uruguay versus the Old Port. Security around the
England World Cup clash. Emotions ran high among the UK expats as they celebrity couple was intense
went back and forth from terrace to television. The eventual loss hit hard for but honestly, how could she
Tourism Australia’s Nick Baker and UM’s Stefan Burford. resist Mr Bass’s charms?THE WINNERS FROM OVER 38,000 ENTRIES, A SELECT FEW ARE AWARDED CANNES LIONS. SEE A SELECTION OF THIS YEAR’S GOLD AND GRAND PRIX WINNERS ACROSS SOME KEY CATEGORIES.
MEDIA
GRAND PRIX
TITLE: HAPPY ID
ADVERTISER/CLIENT: THE COCA-COLA COMPANY
PRODUCT/SERVICE: COCA-COLA
ENTRANT: MCCANN LIMA
COUNTRY: PERU
CANNES DOWNLOAD 2014
17MEDIA
GOLD LION
TITLE: SWEETIE
ADVERTISER/CLIENT: TERRE DES HOMMES NETHERLANDS
PRODUCT/SERVICE: INTERNATIONAL CHILDRENS’ AID ORGANIZATION
ENTRANT COMPANY: LEMZ AMSTERDAM
COUNTRY: THE NETHERLANDSGOLD LION
TITLE: THE BEATS PILLS
ADVERTISER/CLIENT: BEATS BY DR. DRE
PRODUCT/SERVICE: ELECTRONICS (AUDIO)
ENTRANT COMPANY: R/GA LONDON / R/GA LOS ANGELES
COUNTRY: UNITED KINGDOM
CANNES DOWNLOAD 2014
19MEDIA
GOLD LION
TITLE: BANK JOB
ADVERTISER/CLIENT: BROTHERS IN ARMS
PRODUCT/SERVICE: MENTORING
ENTRANT COMPANY: FCB NEW ZEALAND AUCKLAND
COUNTRY: NEW ZEALANDGOLD LION
TITLE: LUNA CORONA
ADVERTISER/CLIENT: CONSTELLATION BRANDS
PRODUCT/SERVICE: CORONA EXTRA
ENTRANT COMPANY: CRAMER KRASSELT CHICAGO
COUNTRY: USA
CANNES DOWNLOAD 2014
21MEDIA
GOLD LION
TITLE: THE WORLD’S FIRST ALL-LEGO AD BREAK
ADVERTISER/CLIENT: WARNER BROS.
PRODUCT/SERVICE: THE LEGO MOVIE
ENTRANT COMPANY: PHD LONDON
COUNTRY: UNITED KINGDOMGOLD LION
TITLE: KAN KHAJURA TESAN
ADVERTISER/CLIENT: HINDUSTAN UNILEVER
PRODUCT/SERVICE: KAN KHAJURA TESAN
ENTRANT COMPANY: PHD INDIA MUMBAI / LOWE AND PARTNERS WORLDWIDE MUMBAI
COUNTRY: INDIA
CANNES DOWNLOAD 2014
23MEDIA
GOLD LION
TITLE: A RAINBOW FOR THE RAINBOW NATION
ADVERTISER/CLIENT: COCA-COLA SOUTH AFRICA
PRODUCT/SERVICE: COCA-COLA
ENTRANT COMPANY: FCB SOUTH AFRICA JOHANNESBURG
COUNTRY: SOUTH AFRICAGOLD LION
TITLE: MAGIC OF FLYING
ADVERTISER/CLIENT: BRITISH AIRWAYS
PRODUCT/SERVICE: BRITISH AIRWAYS
ENTRANT COMPANY: OGILVYONE LONDON
COUNTRY: UNITED KINGDOM
CANNES DOWNLOAD 2014
25PRINT
GRAND PRIX
TITLE: CHRISTMAS LUNCH
ADVERTISER/CLIENT: HARVEY NICHOLS
PRODUCT/SERVICE: CHRISTMAS
ENTRANT COMPANY: MADAM&EVEDDB LONDON
COUNTRY: UNITED KINGDOMGOLD LION
TITLE: TART
ADVERTISER/CLIENT: STARCO FASHION GROUP
PRODUCT/SERVICE: WOZ FOOTWEAR
ENTRANT COMPANY: Y&R DUBAI
COUNTRY: UNITED ARAB EMIRATES
CANNES DOWNLOAD 2014
27PRINT
GOLD LION
TITLE: LIMOUSINE
ADVERTISER/CLIENT: INTRALOT
PRODUCT/SERVICE: LA TINKA
ENTRANT COMPANY: PUBLICIS PERU LIMA
COUNTRY: PERUGOLD LION
TITLE: KNIVES 1
ADVERTISER/CLIENT: ZWILLING J. A. HENCKELS
PRODUCT/SERVICE: KNIFE MANUFACTURER
ENTRANT COMPANY: HEREZIE PARIS
COUNTRY: FRANCE
CANNES DOWNLOAD 2014
29PRINT
GOLD LION
TITLE: CHOO-CHOO
ADVERTISER/CLIENT: PROCTER & GAMBLE
PRODUCT/SERVICE: DURACELL BATTERIES
ENTRANT COMPANY: GREY WORLDWIDE INDIA MUMBAI
COUNTRY: INDIAGOLD LION
TITLE: QUEUE
ADVERTISER/CLIENT: BAYER BRASIL
PRODUCT/SERVICE: CAFIASPIRIN
ENTRANT COMPANY: ALMAPBBDO SÃO PAULO
COUNTRY: BRAZIL
CANNES DOWNLOAD 2014
31PRINT
GOLD LION
TITLE: SPEED LIMIT
ADVERTISER/CLIENT: SHANGHAI GENERAL MOTORS
PRODUCT/SERVICE: BUICK
ENTRANT COMPANY: LOWE CHINA SHANGHAI
COUNTRY: CHINAGOLD LION
TITLE: PROMETHEUS
ADVERTISER/CLIENT: PENGUIN GROUP (CHINA)
PRODUCT/SERVICE: AUDIOBOOKS
ENTRANT COMPANY: Y&R BEIJING
COUNTRY: CHINA
CANNES DOWNLOAD 2014
33PRINT
GOLD LION
TITLE: CACTUS
ADVERTISER/CLIENT: MCDONALD’S AUSTRIA
PRODUCT/SERVICE: MCDONALD’S BREAKFAST
ENTRANT COMPANY: DDB TRIBAL WIEN
COUNTRY: AUSTRIAGOLD LION
TITLE: DOE & SEA-LION
ADVERTISER/CLIENT: JEEP FRANCE
PRODUCT/SERVICE: JEEP
ENTRANT COMPANY: LEO BURNETT FRANCE
COUNTRY: FRANCE
CANNES DOWNLOAD 2014
35PRINT
GOLD LION
TITLE: DINNER
ADVERTISER/CLIENT: VOLKSWAGEN
PRODUCT/SERVICE: POLO GTI
ENTRANT COMPANY: DDB MEXICO MEXICO CITY
COUNTRY: MEXICOGOLD LION
TITLE: FORK
ADVERTISER/CLIENT: PHD BIKES
PRODUCT/SERVICE: HARLEY DAVIDSON
ENTRANT COMPANY: Y&R PRAGUE
COUNTRY: CZECH REPUBLIC
CANNES DOWNLOAD 2014
37PRINT
GOLD LION
TITLE: PUNKS
ADVERTISER/CLIENT: ROTHAMMER
PRODUCT/SERVICE: ROTHAMMER
ENTRANT COMPANY: PROLAM Y&R SANTIAGO
COUNTRY: CHILEGOLD LION
TITLE: WILLIAM
ADVERTISER/CLIENT: CVV
PRODUCT/SERVICE: EMOTIONAL SUPPORT HOTLINE
ENTRANT COMPANY: LEO BURNETT TAILOR MADE SÃO PAULO
COUNTRY: BRAZIL
CANNES DOWNLOAD 2014
39PRINT
GOLD LION
TITLE: NOTRE DAME DE PARIS
ADVERTISER/CLIENT: MUSEUM NATIONAL D’HISTOIRE NATURELLE
PRODUCT/SERVICE: PARC ZOOLOGIQUE DE PARIS
ENTRANT COMPANY: PUBLICIS CONSEIL PARIS
COUNTRY: FRANCEGOLD LION
TITLE: JOYSTICK VS. FOOTBALL
ADVERTISER/CLIENT: UNILEVER
PRODUCT/SERVICE: OMO
ENTRANT COMPANY: LOWE VIETNAM HO CHI MINH CITY
COUNTRY: VIETNAM
CANNES DOWNLOAD 2014
41PROMO & ACTIVATION
GRAND PRIX
TITLE: SORRY I SPENT IT ON MYSELF
ADVERTISER/CLIENT: HARVEY NICHOLS
PRODUCT/SERVICE: CHRISTMAS
ENTRANT COMPANY: ADAM&EVEDDB LONDON
COUNTRY: UNITED KINGDOMGOLD LION
TITLE: BENTLEY BURIAL
ADVERTISER/CLIENT: ABTO - BRAZILIAN ASSOCIATION OF ORGAN TRANSPLANTATION
PRODUCT/SERVICE: ORGAN DONATION AWARENESS
ENTRANT COMPANY: LEO BURNETT TAILOR MADE SÃO PAULO
COUNTRY: BRAZIL
CANNES DOWNLOAD 2014
43PROMO & ACTIVATION
GOLD LION
TITLE: #SOMOSTODOSMACACOS #WEAREALLMONKEYS
ADVERTISER/CLIENT: NEYMAR JR
PRODUCT/SERVICE: INSTITUCIONAL
ENTRANT COMPANY: LODUCCA SÃO PAULO
COUNTRY: BRAZILGOLD LION
TITLE: TROJAN MAILING
ADVERTISER/CLIENT: DHL
PRODUCT/SERVICE: OSTAL DELIVERY
ENTRANT COMPANY: JUNG VON MATT STUTTGART
COUNTRY: GERMANY
CANNES DOWNLOAD 2014
45PROMO & ACTIVATION
GOLD LION
TITLE: THE AUTOCOMPLETE TRUTH
ADVERTISER/CLIENT: UN WOMEN
PRODUCT/SERVICE: GENDER EQUALITY
ENTRANT COMPANY: MEMAC OGILVY DUBAI
COUNTRY: UNITED ARAB EMIRATESGOLD LION
TITLE: SOUND OF HONDA / AYRTON SENNA 1989
ADVERTISER/CLIENT: HONDA MOTOR CO.
PRODUCT/SERVICE: INTERNAVI
ENTRANT COMPANY: DENTSU TOKYO
COUNTRY: JAPAN
CANNES DOWNLOAD 2014
47PROMO & ACTIVATION
GOLD LION
TITLE: BILLS ONLY COLLECTION BOX
ADVERTISER/CLIENT: RED CROSS
PRODUCT/SERVICE: ANNUAL FUNDRAISING DRIVE 2014
ENTRANT COMPANY: JWT MEXICO MEXICO CITY
COUNTRY: MEXICOGOLD LION
TITLE: UNGIVEN GIFTS
ADVERTISER/CLIENT: TRANSPORT ACCIDENT COMMISSION
PRODUCT/SERVICE: SPEED
ENTRANT COMPANY: GREY MELBOURNE
COUNTRY: AUSTRALIA
CANNES DOWNLOAD 2014
49PROMO & ACTIVATION
GOLD LION
TITLE: THE SOCIAL SWIPE
ADVERTISER/CLIENT: BISCHÖFLICHES HILFSWERK MISEREOR
PRODUCT/SERVICE: DONATIONS
ENTRANT COMPANY: KOLLE REBBE HAMBURG
COUNTRY: GERMANYGOLD LION
TITLE: IF ONLY FOR A SECOND
ADVERTISER/CLIENT: MIMI FOUNDATION
PRODUCT/SERVICE: SUPPORT AND WELLBEING CENTRES
ENTRANT COMPANY: LEO BURNETT FRANCE PARIS
COUNTRY: FRANCE
CANNES DOWNLOAD 2014
51PROMO & ACTIVATION
GOLD LION
TITLE: SPEAKING EXCHANGE
ADVERTISER/CLIENT: CNA
PRODUCT/SERVICE: ENGLISH COURSE
ENTRANT COMPANY: FCB BRASIL SÃO PAULO
COUNTRY: BRAZILGOLD LION
TITLE: TRANSAVIA - EBAY
ADVERTISER/CLIENT: TRANSAVIA.COM
PRODUCT/SERVICE: AIRLINE COMPANY
ENTRANT COMPANY: LES GAULOIS PUTEAUX
COUNTRY: FRANCE
CANNES DOWNLOAD 2014
53PROMO & ACTIVATION
GOLD LION
TITLE: INGLORIOUS FRUITS AND VEGETABLES
ADVERTISER/CLIENT: INTERMARCHÉ
PRODUCT/SERVICE: INTERMARCHÉ
ENTRANT COMPANY: MARCEL PARIS
COUNTRY: FRANCEGOLD LION
TITLE: LIVE TEST SERIES
ADVERTISER/CLIENT: VOLVO TRUCKS
PRODUCT/SERVICE: THE NEW VOLVO FMX, THE NEW VOLVO FL, THE NEW VOLVO FM
ENTRANT COMPANY: FORSMAN & BODENFORS GOTHENBURG
COUNTRY: SWEDEN
CANNES DOWNLOAD 2014
55MOBILE
GRAND PRIX
TITLE: PROTECTION AD
ADVERTISER/CLIENT: NIVEA
PRODUCT/SERVICE: NIVEA SUN KIDS
ENTRANT COMPANY: FCB BRASIL SÃO PAULO
COUNTRY: BRAZILYou can also read
