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July 30, 2018 - Comments Off on Creative Stories From Cannes – The Roundups Roundup

Creative Stories From Cannes – The Roundups Roundup

So, you missed Cannes AND Creative Social’s Cannes round up? Fear not, here’s a write up of Creative Social’s round up.

Creative Social held their 5th annual ‘Creative Stories … from Cannes’ (previously Mini Cannes) on 18th July. Partnering with audio network and The IPA, they brought together a whole host of Cannes speakers to talk about the trends and tips from this year’s festival.

A rather blurry image from Scarlett and Charlotte’s talk

BRAND PURPOSE

First up on the agenda was the role of brand purpose. And buzzwords they most certainly are not. Charlotte Cramer (Strategy Consultant, Co-Founder of CRACK+CIDER, and Author of Be Bad, Do Good) and Scarlett Montenaro (Creative, 18 Feet and Rising, and Co-Founder of CRACK+CIDER) teamed up again for ‘Advertise Like You Give A Damn’ (www.alygad.com), urging the industry to reconsider effectiveness. They argued that effectiveness isn’t effective when it’s largely based on ROI. Return on Investment may sound like a pretty solid measure, but it fails to consider real social impact. Take makeup brands, according to their ROI they’re performing well but where is the consideration of impact on young girls’ confidence? Advertising is not doing enough. The pair called out industry bodies, arguing that they need to set horizons further. Awards for positive impact need to be given on a longer-term basis, not for work based on a short annual cycle.


Jung von Matt AG for Edeka, The Most German Supermarket

Some of the biggest winners at Cannes were purpose-driven – from Edeka’s ‘The Most German Supermarket’ (picked by Charlotte Williams, Director of Content at Cannes Lions) to Carling Black Label’s ‘Soccer Song For Change’ by Ogilvy Cape Town. Both are stellar examples of provocative and impactful work.

The panel touched on some of the issues surrounding brand purpose, with Al Campbell of We Are Social urging brands not to do something with purpose for no reason. Brand purpose has to be, for want of a better word, authentic. Brands like Shell greenwashing just won’t cut it. The rest of the panel were in agreement, with Natalie Graeme (Co-Founder, Uncommon) arguing that brands need to evaluate whether they deserve to exist, and Katrina Dodd (Head of Trends, Contagious) reaffirming that if you’re going to embrace some kind of purpose, it needs to be central to your brand.

AI and Data


Ogilvy Brazil for Forbes

The machines aren’t coming for our jobs just yet. Charlotte Williams led her AI discussion with a pearl of wisdom from Alicia Hatch, CMO of Deliotte Digital – “AI is good at patterns, it’s the job of creatives to connect the dots”. Charlotte called for an end to the paradigm of data vs creativity, urging agencies to recognise that data is not an end but a tool to be utilised. Karen Boswell’s (Head of Innovations at adam&eveDDB and Founder of TwoSpeciesLtd) pick of standout work was Ogilvy’s work for Forbes with Transparency International, an AI-centred campaign raising awareness of corruption.

The panel questioned the future of AI, with Simon Gill (Chief Creative Officer, Isobar) considering the potential for a breakthrough piece of work in VR and AR. He also mentioned the addition of Social & Influencer as a category this year, linking to the largely unexplored territory of virtual influencers (cue audience groans). Katrina closed with a positive note, reminding us that, as with previous technological advances, we’ll find a way to figure things out.

Transparency and Trust

Brands have to show transparency and clarity. What does this actually mean? As Charlotte Williams points out, people trust brands who share their beliefs. This also means brands need to ‘fess up when they mess up. Case in point is that KFC FCK ad. If you’ve been living under a rock this year and haven’t seen it, it’s well worth a look.


Rothco and The Times, JFK Unsilenced

Another stellar campaign was ‘JFK Unsilenced’, winner of the Creative Data Grand Prix. What does this have to do with trust and transparency, you ask? Well, Rothco was tasked with repositioning The Times as a paper that represents many voices. They used existing audio of JFK to recreate a speech he had written which called for America’s leadership to be “guided by the light of learning and reason” and to challenge those who would “confuse rhetoric with reality”. With technology that could now have a huge positive impact on ALS sufferers, The Times’ speech that never happened sits just on the right side of fake news.

Surprise and Delight

Shot on iPhone using Cheetos Vision. Yes, that’s my dog.

Last up, some tips on the work that surprised and delighted the speakers. Jo McCrostie (Head of Creative, Global Radio) champions her medium, noting how “audio is the place you can really afford, as a creative, to be playful”. With that in mind, she picked ‘Break The Taboo’ for Sociedad Argentina de Urologia Buenos Aires by Grey Argentina as a piece that really surprised her. Rectal examinations aren’t often advertised in a non-visual medium, so it’s a great spot if you’re interested in writing for audio and perfecting the ‘twist’ in your script.

Candace Kuss’ (Director of Social Media, H&K Strategies) pick for surprise and delight was Bihor Couture by McCann – a true David and Goliath tale that proves creative work doesn’t need “giant media buy” to be charming an impactful.

Karen Boswell’s pick was “surprising and fun”, reminding the jury not to take themselves too seriously amid all the talk of brand purpose. She chose Cheetos Vision, an AI camera that finds Cheetos snacks in everything it sees. Bonus points for parodying Apple’s ‘Shot on iPhone’.

Panel highlights included ‘Bodyform Blood Normal’ by AMV BBDO (preach!) and Kiwi Shoe Polish’s long copy ad. Ogilvy Chicago’s work, featuring the shoes of greats like Muhammad Ali and Amelia Earheart is a welcome reminder that long copy is not dead. As Katrina points out, our tube journeys would be nothing without all those ads to read (I’m looking at you, Jack Daniels). Long live the written word.

So, there you have it. Brand purpose, AI, data, trust, and some tips for work that will surprise and delight.

Written by @sophielockx 

 

November 29, 2017 - Comments Off on Creative Social Presents: F**k That’s Good

Creative Social Presents: F**k That’s Good

We sent @jensties down to last weeks last ever CS Presents, here's the DL! 

There’s plenty of crap out there. But there’s also plenty of creative goodness. And it’s the latter that is the focus of Creative Social’s ‘F**k That’s Good’ evening.

The premise is simple. Ask six people, who are already killing it in their respective fields, what blows their creative mind. And since it was Creative Social’s last CS Presents event, each speaker was asked to name their expected trend for 2018.

If you didn’t make the event - we got your back. Here’s a digest of what went down.

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October 18, 2017 - Comments Off on Creative Politics

Creative Politics

We kicked off this month with a super-exciting event. Teamed up with Edelman, we invited speakers from the world of advertising, design and political strategy to give us an inspiring insight into the world of politics and how to persuade a fickle nation. For those that couldn’t make it (and even those that did), here are the highlights of the evening.
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October 6, 2017 - Comments Off on Creative Social, AI & The Future Of Creativity.

Creative Social, AI & The Future Of Creativity.

We sent Lara Baxter & Edie Gill-Holder to this weeks Creative Social, get her low down on all things AI here:

Creative Social’s Production Social event, AI & The Future of Creativity, hosted in the very shiny and very spacious Twitter buildings, featured six diverse talks that, albeit concerning completely different uses of AI, seemed to thematically be about ridding us of the ideas that (a) the future success of AI will mean we’re all out of a job and (b) that computers don’t have the potential to be creative.

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August 15, 2017 - Comments Off on Lessons in life and advertising

Lessons in life and advertising

It's not often you hear about the educators behind advertising graduates, but this is an occasion to shout about a very special one.

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July 21, 2017 - Comments Off on The Art in Storytelling

The Art in Storytelling

We all love to tell a story, We all love to hear a story – and hey, we’re in the business of storytelling (who isn’t these days?). But since ‘the story’ has superseded ‘the big idea’ and ‘the journey’ how do we tell the difference between a good story and a bad story and more importantly how do we sell it?

Well fortunately for us, last night we trekked on down to the SheSays event ‘Finding Great Stories’ at Barker on Wall Street, New York. I guess you could say this is a story, to explain that story, about how to sell the best story.

Are you sitting comfortably?

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June 14, 2017 - Comments Off on Here London 2017: the write up

Here London 2017: the write up

This post comes courtesy of our friends Adelphoi Music who ever so kindly offered a ticket up to one of our audience. The lucky winner Lara Baxter shares her experience below.

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June 9, 2017 - Comments Off on Field Day 2017

Field Day 2017

When our friends at Pitch & Sync invited us to attend Field Day 2017 a few weeks prior, I couldn’t be more excited. Not only are they great at discovering new and alternative music, they also have a great understanding of what music does for emotive advertising. So, it comes as no surprise that they were going to collaborate with - literally one of the best alternative music festivals in the world - Field Day for their 10th anniversary. Here’s to 10 amazing years of music discovery, production and helping us create iconic advertising - Thank you P&S.

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Published by: Naresh in All, Events, Reviews