Cannes Lions is the honeypot of creativity in advertising. From virtual reality to smartwatches, advertisers aren’t afraid to push boundaries when looking for new ways to engage consumers and nowhere is this more apparent than at the annual event.
One of the most interesting show-stoppers this year was Google’s inexpensive virtual-reality reader, Cardboard, which won the mobile category at the Cannes Lions International Festival of Creativity, reminding the advertising industry about the power of images, experiences and storytelling.
Global location-based marketplace xAd has been monitoring social media mentions around the #CannesLions hashtag, with event having had almost half a million mentions (438,683 tweets) over the course of the festival.
Here, the agency takes a look at the top brands and agencies being talked about at the event, as well as the hottest media & advertising topics.
In conversation with WPP’s Sir Martin Sorrell, former US vice president said climate change and economic development are interwined
The former US vice president and founder of The Climate Reality Project Al Gore, made the case for developing countries like India and South Africa to join the movement to shift to renewable energy sources like solar and win energy and help combat climate change. He was speaking at The Cannes Debate, alongside WPP CEO and founder Sir Martin Sorrell.
J. Walter Thompson London has created a Twitter site called @cannesin140, which delivers a 140-character description of every Cannes Lion Gold winning campaign – then follows that with an emoji version of that tweet.
The account gives people a simple and fun way of seeing which campaigns have won Gold awards, as well as getting an “at-a-glance” breakdown of what the campaign was. The emoji version then adds sharability and interactivity while also celebrating the fun and creativity of the festival in a modern medium.
Bravery and belief are key to successful brands and careers in marketing, according to Wendy Clark, president of sparkling brands and strategic marketing at Coca-Cola North America.
Speaking at a masterclass at the Cannes Lions, Clark used the tie-up with the last-ever episode of Mad Men, which ended with Coca-Cola’s iconic ‘Hilltop’ ad, to illustrate how belief can work in a marketers’ favour.
She said that when Mad Men’s creator, Matthew Weiner, approached Coke to use the ad, he “didn’t tell us how it would be used and under what situation it would be used”, meaning the brand would have to cede control of what Clark describes as Coke’s ‘crown jewel’.