BBDO India has won the first ever Grand Prix in the newly introduced Glass Lion category for ‘Touch the Pickle’, a campaign for Whisper Sanitary Napkins that aims to combat the nation’s taboos against menstruating women.
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From artificial intelligence to cognitive neuroscience to colour theory, Cannes organisers seem to have made a concerted effort to bring in voices from scientific quarters at this year’s festival. Here, we’ve collected a series of short official Cannes videos to give you a taste of some of the ideas being explored.
First up, here are Sir Tim Berners-Lee and PHD’s Mike Cooper introducing the subject of their talk, artificial intelligence (don’t miss this in-depth discussion of the topic from Marketing):
Click through for videos featuring cognitive neuroscientist Dr Itiel Dror, science communicator Brian Cox; and colour-theory specialists Alex Box and Detlev Pross.
Nissan’s global head of marketing told panelists including the global leaders of OMD and TBWA on Tuesday that agencies and clients can evolve their relationships much more quickly than they have thus far to adjust to new consumer realities, especially in Asia.
The Tuesday morning event explored how media owners and agency partners can adapt their structures, disciplines, technology and business models to adjust to a world where consumers have unprecedented information access and demand relevance and reward for their time.
The countries with the highest percentage of social-media promoters are the emerging markets of Brazil (42 per cent) and India (33 per cent), while Japan has the least (1 per cent), followed by Germany and France (14 per cent) and the UK, Indonesia and Australia (15 per cent), according to a new study by Social@Ogilvy and SurveyMonkey.
The agency’s work like the ‘Look at me’ app and the ‘North Korean-South Korean Translator’ have been screened at multiple Cannes stages this year, with the former also picking up a handful of metals. And this is just the beginning of the brand’s ‘Launching People’ approach to communication, Choi promises.
Speaking at press conference on the sidelines of the Cannes Lions Festival, Mark D’Arcy, Facebook’s chief creative officer said that although a lot of what the company looks at is latest technology, the team is also heavily invested in feature phones, which remain dominant in emerging markets. “There’s a huge number of people with limited bandwidth and we have believe that they shouldn’t be limited in the way they are connected to brands,” D’Arcy said.
That’s an example Chris Moody of Twitter, shared with Campaign Asia-Pacific following his keynote at Cannes about the social-platform’s data strategy. One expects Silicon Valley types to be enamored with data, but Moody sounds positively evangelical: “We believe our data has unlimited value and our job is to fuel as much…innovation as possible. We believe we’ll make the world a better place by helping businesses operate more efficiently and helping save lives.”
The Cannes Lions channel also hosts a number of offstage videos, such as a discussion by Yoko Ishihara, Fran Miller and Kentaro Kimura of Hakuhodo about why Japanese creativity is inspired by the clash of Zen and anime. Or you might enjoy a brief conversation with The Walking Dead executive producer Dave Alpert and actor Steven Yeun.
Tencent executive SY Lau took his Cannes Lions talk Sunday as an opportunity to decry development for development’s sake and the failures of MNCs to catch on in China, while also offering his tips for how they can do better.
Lau, senior executive vice president and president of Tencent’s Online Media Group (OMG), pulled up BrandZ’s latest report that featured 14 Chinese brands in the top 100—compared with just the one in 2006. “China is taking her place at the table,” he said. “I’m proud of the potential of China and the role tech has played.”
In his 20 years in China, Lau says, he’s seen a string of MNCs fail even as local enterprises achieve success. He attributes this to their grasp of the human face. “Doing the same thing over and over again and expecting different results is insanity,” he said. “You can have all the big data, but if your criteria remains the same nothing will change.”
Lau, who will receive the Cannes Lions 2015 Media Person of the Year award, offered three pieces of advice for succeeding in China.
At the Lions Health awards ceremony Friday evening, the Lions Health Grand Prix for Good—an award open to Gold Lion winning entries that were not eligible for a Grand Prix in their own section—went to FCB Inferno London’s powerful ‘This girl can’ campaign for Sport England. The work also won two Gold Lions in the Health & Wellness category.