CANNES LIONS VS. THE WORLD CUP 2014
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A quick look at some inspirational work shown at Cannes and run during the concurrent World Cup.

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Presentation Transcript

Every four years these two events coincide…

“Pumped” by McCann London

Photographer: Max Oppenheim

Source: http://www.canneslions.com/about_us/pumped

Photograph courtesy of Getty Images

Source: http://www.fifa.com/worldcup/photos/all-photos.html#2397522


And bring with them a creative storm
AND BRING WITH THEM A CREATIVE STORM…

“Cloud” light by Richard Clarkson

Source: http://www.richardclarkson.com/


Which is why it makes sense to discuss them both
WHICH IS WHY IT MAKES SENSE TO DISCUSS THEM BOTH

  • Highlights from Cannes

    • A combination of my favourites and what we can learn from them

  • What this year’s World Cup inspired

    • The World Cup activity that stood out and why

  • Some predictions for 2015

    • How brands will pursue creativity





  • Who wanted to celebrate ad films
    WHO WANTED TO CELEBRATE AD FILMS ASSOCIATION

    Grand Prix Winner (1954)

    Film: Il Circo

    Brand: Chlorodont


    Nowadays the winners aren t just ad films
    NOWADAYS THE WINNERS AREN’T JUST AD FILMS… ASSOCIATION

    Outdoor Grand Prix

    ANZ Bank: GayTM

    Design Gold Lion

    Bell-Net Obstetrics: Mother Book

    In fact the average number of channels used by brands who won a Creative Effectiveness Lion is seven (up from four since 2011).

    Product Design Grand Prix

    G-Star Raw: Raw for the Oceans

    Press Grand Prix

    Selfridges: Christmas


    HIGHLIGHTS FROM CANNES ASSOCIATION

    • Brands that inspire change

    • Brand extensions that serve a purpose

    • Data and emotion make a powerful combination


    BRANDS THAT INSPIRE CHANGE ASSOCIATION

    Chipotle Mexican Grill The Scarecrow


    Intermarché ASSOCIATION

    Inglorious Fruits and Vegetables


    BRAND EXTENSIONS SERVE A PURPOSE ASSOCIATION

    Nivea

    The Sun Band


    OPSM ASSOCIATION Penny the Pirate


    DATA AND EMOTION MAKE A POWERFUL COMBINATION ASSOCIATION

    British AirwaysMagic of Flying


    Guy Cotton ASSOCIATION A Trip Out To Sea


    WHAT THE WORLD CUP INSPIRED ASSOCIATION

    • Leverage consumer passion and turn it into conversation

    • Technology makes every moment count

    • Engagement at any level


    Brazil ASSOCIATION

    Old Spice

    BRANDS LOVE THE WORLD CUP


    But don t they always love sports
    BUT DON’T THEY ALWAYS LOVE SPORTS? ASSOCIATION

    Coca-Cola paid £64 million to be the global sponsor of the IOC

    Standard Life is sponsoring Murray for £4.5 million over next three years

    $4 million for a 30-sec spot


    At the super bowl 2013 oreo proved just how powerful social media is
    AT THE SUPER BOWL 2013 OREO PROVED JUST HOW POWERFUL SOCIAL MEDIA IS

    Oreo tweet only minutes after the blackout happens

    Super Bowl blackout on 3rd Feb 2013 at 8.38pm

    15,781 retweets



    “Nike understands that the story of the world cup is not soccer. the world cup story is about finding courage…

    …Attaching a brand to a basic, and intense, human feeling is seen in nearly every memorable World Cup campaign. Nike sells personal achievement. Coke sells happiness. McDonald’s sells fun.”

    - Joe King, mono advertising

    “What Marketers can Learn from Nike’s World Cup Ads” (Fast Company)


    Turning consumer passion into conversation
    TURNING CONSUMER PASSION INTO CONVERSATION soccer. the world cup story is about finding courage…

    Buffalo Wings: #Fannerism

    Buffalo Wings posted football caricatures on their Instagram feed and asked followers to share their own photos using #Fannerism. Winners were contacted using the Instagram direct messaging service with rewards.

    The brand gained 1600 followers in between June 6-9 and are continuing to rack up more during the World Cup.


    Hyundai becausefutbol

    Social activity driven by Twitter soccer. the world cup story is about finding courage…

    Hyundai#BecauseFutbol

    Digital billboard in Times Square

    Supporting social activity on Tumblr microsite


    Making every moment count
    MAKING EVERY MOMENT COUNT soccer. the world cup story is about finding courage…

    Nike Soccer App

    Due for release on Android and iOS on July 10th (three days before the World Cup ends) the Nike Soccer App will act as a dedicated social network for football fans who can use a simple chat functionality to tune into games 24/7.

    Features include exclusive access to live chats with professional players and the chance to buy clothing before they go on sale in store.


    Visa soccer. the world cup story is about finding courage…

    The Teletransporter


    Engagement can happen at any level
    ENGAGEMENT CAN HAPPEN AT ANY LEVEL soccer. the world cup story is about finding courage…

    McDonald’s: GOL! app

    Your McDonald’s fries act as an augmented reality trigger for a challenging football game. As you progress through the levels you can bounce the virtual football off real objects picked up by your smartphone.

    The app follows McDonald’s GOL! TV ad celebrating ordinary people’s spectacular football tricks.


    “Brazil soccer. the world cup story is about finding courage…2014 is the first social video World Cup” (Econsultancy)


    PREDICTIONS soccer. the world cup story is about finding courage…

    • Lead change through technology

    • Sensory outdoors for greater consumer participation

    • Data will drive real-time and personalisation


    Ultimately brands must always strive to uncover simple consumer truths
    ULTIMATELY BRANDS MUST ALWAYS STRIVE TO UNCOVER SIMPLE consumer TRUTHS

    NRMA InsursanceCar Creation


    LEAD CHANGE THROUGH TECHNOLOGY consumer TRUTHS

    Brands will build a bigger path to purpose by adopting and spurring innovation

    Terre de HommesSweetie


    LEAD CHANGE THROUGH TECHNOLOGY consumer TRUTHS

    University of Engineering and Technology, PeruAir Purifying Billboard


    SENSORY OUTDOOR ADS FOR GREATER CONSUMER PARTICIPATION consumer TRUTHS

    Digital displays will play a bigger role in driving transactions and prolonging consumer engagement with a brand.


    SENSORY OUTDOOR ADS FOR GREATER CONSUMER PARTICIPATION consumer TRUTHS

    Fundacao Pro Sangue, Sao PaoloBlood Charger Poster


    DATA WILL DRIVE REAL-TIME AND PERSONALISATION: THESE WILL BECOME THE NORM

    The proliferation of channels brands can leverage to communicate with their audience means more distraction for consumers. Brands will have to find a way to weave elements of personalisation into everything they do – from push notifications to intelligent displays.

    Cisco launched connected billboards (above) to promote the Internet of Everything. The length of the message on the billboard is determined by the driver’s speed, i.e. the faster you’re going the shorter the message. The bus stop on the right lets travellers map their city routes using real-time data to personalise users’ journeys.


    And for the next world cup
    And for the next world cup… BECOME THE NORM

    We experience the full spectrum of emotions when it comes to a sporting event this international, this significant and historical.

    Which means brands have endless opportunities to tap into these feelings and bring every moment to life.

    …What creative executions we can expect depends on where technology takes us before 2018.


    Thanks
    THANKS!!! BECOME THE NORM


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