Katie Ewer, strategy director at JKR Global in Singapore, offers a review of the classification-defying, beautifully crafted, complex and nuanced Design Lions winners.
The Cannes organisation defines the category as “the celebration of the use of design as an aid in communication and experience to inform brand ethos and product messages”, which deftly sidesteps any definition of design at all. And although it feels like the sub-categories in design are unparalleled in their eclecticism and the definitions more nebulous than in any other category, the award is attracting some remarkable, game-changing ideas. Ultimately, the fact that so much of this work defies conventional classification is not a bad thing.
Campaign Asia-Pacific’s intrepid Cannes reporter, Emily Tan, managed to hit six parties on day five of Cannes Lions 2014. The itinerary included cocktails with Ogilvy & Mather (and one special ‘cosmic’ guest) at the JW Marriott, McCann’s party at CBeach (where an Australian celebrity made an appearance, above), Dentsu Aegis Network’s World Cup viewing party, and finally after-dark get-togethers hosted by Havas and Grey.
Cohn & Wolfe account executives Joseph Borenstein and Linnéa Rinäs won the top award in the PR category at the Cannes Young Lions Sweden.
For the competition, PR contestants had 12 hours to develop an idea for a PR campaign for the United Nations Office on Drugs and Crime. The goal was to raise awareness of UNODC’s Blue Heart initiative, which aims to stop human trafficking. Joseph and Linnéa had to come up with a 10-page PowerPoint and 300-word description outlining their campaign.
Wendy Clark, SVP of integrated marketing at Coca-Cola, chatted backstage with Cannes Lions TV about the brand’s approach to real-time marketing. “The rush to real-time content generation isn’t a rush to just more content. It has to be more good content,” she said. “We want to hold ourselves to a standard of work that matters.”
Getty Images is showcasing its Lean In collection, which features 2,500 photos of women portrayed as confident, powerful executives rather than models, holding jobs as diverse as a butcher or artist. Girls are not depicted in pink dresses, but rather as students of math and science and participating in sports.
Cannes Lions TV caught up with Facebook COO Sheryl Sandberg after her session. “This audience has an incredible opportunity to make the world smaller,” she said. “Market to people in a more personal way.”
Agency pros often feel the time crunch by clients looking for that amazing creative campaign to showcase their brands. But that is nothing compared to this year’s Cannes Young Marketers, who have a day and a half to come up with a new brand message for a client they just met yesterday. The marketers have been given their brief and are off and running for the chance to win a Gold Lion on Saturday night. This year the Young Marketers competition, sponsored by Ketchum, benefits the United Nations World Food Programme.
Mentions of Cannes Lions on social media rose nearly 15% to over 29,700 mentions on Wednesday, overtaking Tuesday’s growth of 9%.
The figures, according to the social media trends report from SalesForce, also show that Facebook COO Sheryl Sandberg’s appearance on stage boosted mentions of both Facebook and Instagram, as both passed 1,000 mentions.