David Ogilvy was wrong: advertising can do more than just reflect the mores of society – it can change them too
Today’s adults came of age when homophobia was tolerated – even encouraged – by playground peers. Today, we’re entering a new era of inclusion.
Macklemore & Ryan Lewis had a number-one hit with their gay-rights anthem Same Love.
Even the often-puritanical US is hurtling towards universal recognition of gay marriage.
Cause and issue-based advertising is winning bigger than ever this year at Cannes, reflects Chris Baylis from Iris Worldwide.
If you want a Lion, find a cause or tackle an issue, which one are you going to pick and what’s left to own?
Are brands being cynical and getting behind causes to bag awards, or does this trend mean brands and agencies are being persuaded by their peers to give more back?
As I sit in recovery after few most excellent days in Cannes, and reflect on its value, I’m reminded of those that say that Cannes is the advertising industry at its most indulgent, salacious worst. Just how much pink wine can be drunk in a few short days?
But this year, it was more apparent than ever to me that all the rosé de Provence in the world can’t hide the talent, creativity and opportunity we have as an industry to make the world a better place.
With ideas such as Like a Girl for Always, I Will What I Want for Under Armour, the Ice Bucket Challenge, Life Paint for Volvo, and even the Berlin Wall of Sound in the radio category winning a Grand Prix already, it seems that ideas that have a higher purpose than simply promoting brands is now firmly the goal for brands. Read more on Lions winners prove Cannes has more to offer than rosé and debauchery…
Andrew Galak from Campaign US interviews Matt Biespiel, senior director of global brand development, McDonald’s Corporation, about the brand’s new campaign #imlovinit24, which incorporates 24 gifts of joy, in 24 cities, over 24 hours.
Emma Holten, a Danish writer and activist who was a victim of revenge porn, claimed the internet “reproduces the worst issues” of society at a riveting debate in Cannes last night.
The topic of the debate, hosted by Ogilvy Do and Intelligence Squared was, should one be prepared to face the consequences of broadcasting their life online by, for example, posting pictures on social media.
Arguing for the motion, were author, broadcaster and design consultant Stephen Bayley and Scott Galloway, the clinical professor at the New York University Stern School of Business.
Galloway’s points centred on the fact that everything involves risk and that you make a choice about whether the benefits of a technology outweigh the risks.
It would be a ballsy careers counsellor who, when confronted with a student who seeks a career in an industry that is beyond moral reproach and driven by a desire to make the world a better place, recommends marketing.
Since the publication of Vince Packard’s The Hidden Persuaders (in which he famously implied admen were engaged in ‘people-manipulating activities’ that raised ‘profoundly disturbing questions about the kind of society they are seeking to build for us’), public discourse around the profession has been resoundingly wary.
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.