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July 30, 2018 - Comments Off on 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
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.
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
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.
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
Published by: Holly in Events, Opinion, Reviews
Tags: ad students, advertising, art director, artist, awards, cannes, competition, copywriter, creative, creativity, d&ad, design, education, event, events, exhibitions, grads, graduate, graduates, illustration, london, placement, student, ycc, young creative council
One of the hardest things starting out is getting feedback from the people who might potentially hire you. Getting in front of thought leaders to hear their opinion of what works and even more crucially what doesn't.
The Shiny Awards are putting on an event this month that gives you the opportunity to hear exactly what these thought leaders think. They've pulled together a panel from Boiler Room 4:3, Universal Music, Warner Bros, Caviar and Stink to give filmmakers feedback on their work and next-steps career advice.
After the panel session there'll be networking drinks with the panel and all attendees, giving audience members the chance to network too.
If you're a filmmaker you can apply here.
If you'd love to be in the audience we've been given a special discount on tickets for YCC. To claim, click to buy a £15 audience ticket and apply the discount code YCC, the audience ticket will then cost £10.
When: Tues 17th July, 7pm - 9.30pm
Where: Stink, London
More info: here.
Not an Ad grad but want to be in AdLand? Well don’t we have an event for you! We’ve teamed up with Creative Conscience and IPA to bring a host of inspirational creatives together to talk us though their creative path into the industry.
Meet the Panel:
From Forensics to Copywrirting @ AMV
From illustration to Art Director @ W+K
From Dance & Performance to Co Founder & Head of Talent @ The Elephant Room
So grab your tickets and join us on Wednesday 4th July at IPA HQ (44 Belgrave Square, SW1X 8QS). 6pm, sharp.GET TICKETS
Published by: Charlotte K in Events
Are you an art director or copywriter seeking a partner in crime? Well you've come to the right place.
At D&AD New Blood, we're hosting a Single Mingle to help you form a creative team – and then take the adland by storm.BOOK TICKETS
Can you get enough of Cannes? If you can't we've got a jolly good treat lined up for you to keep Cannes going for another few weeks at least.
Creative Social are hosting their annual Cannes round-up and as per usual it's unmissable. It's not till the 18th July so there's still time to get tickets. RIGHT HERE.
The lovely lot from Creative Social have also given us two tickets to give to two lucky emailers. So if you fancy risking it ping an email to firstname.lastname@example.org all we ask is that you take some snaps and give us a write-up to share with the unlucky ones who didn't win or get tickets in time.
Be sure to get in quick cos it's always a sell-out. The only thing we can't guarantee is free-flowing rose wine.
See you there!
CALLING ALL CREATIVES & DESIGNERS
Wunderman UK are hosting book crits in their fancy disco loos on June 19th for CANNT Festival.
It’s a great opportunity to get your work seen, meet the agency, listen to some smart people talk and of course, there'll be free beer.
To score a book crit, scrawl your best idea on bog roll, post it and tag @WundermanUK and #CubicleCrits.
Ideas due by Friday 15th June.
Published by: Charlotte K in Events
After last year's hiatus, Cream is back! And it's getting an upgrade.
This year they're not only showcasing the best talent from universities, but they're also offering FIVE budding creatives who don't have a degree, the chance to get a massive leg-up. These five will be given an eight-week mentorship from top agencies before exhibiting their work along with the 15 at the Private View on Thursday 20 September.
Cream is run by The Talent Business, and this year it's in partnership with Havas London. If you're lucky enough to get chosen, you'll be esteemed company, as just some of alumni include the likes of Ben Middleton & Stuart Outhwaite (Creative Partners, Creature London), Chris Bovill & John Allison (Joint Heads of Firepit), Ana & Hermeti Balarin (Joint ECDs, Mother), Alice Tonge (Head of 4Creative), Aidan McClure & Laurent Simon (Joint ECDs, BBC Creative) we could go on...
So get polishing those folios ready for submission. Then apply for this great opportunity by clicking the relevant link below.
It’s Wednesday, a sunny evening in Berlin, where better to spend a couple of hours than in a basement full of developers to hear about what’s happening in the world of voice interfaces?
The venue, Factory Berlin, I get the vibe it’s a bit of a Second Home kind of space but with a tech focus. It’s a nice space that appaz holds 2-3 talks every day, mostly coming from the folks based in there. NEAT. This one was free and open to anyone and everyone which I rate. And you could help yourself to beer and a sandwich, SCORE.
First up, @MarkBate from Amazon Alexa, he’s a solutions architect there in the games area. I don’t know if I’m the only one but I hadn’t really been thinking about the gamer potential of Alexa. I’d been more into the making life easier, doing stuff for me approach, but as he said himself they see that “voice is the new controller.” There’s already a bunch of games to play, from Headsup and Jeopardy to a world of interactive adventures. Right now, it’s in the early stages, taking reference from the text adventure games of yesteryear but you can see there’s a lot of fun that could be had. Especially if you’re the first brand to really invest in doing something cool.
There’s also these buttons they’ve made for multiplayer gaming, but they seemed a little gimmic-y from my side. But maybe I’m jumping the gun a little, if we buy accessories for our Playstation why not our Alexa?
One thing I did think was pretty cool, and a bit of a cheat was you can also get game assistants via Alexa. Yes, there’s tools from games like Call of Duty where you can get gaming advice that will help you progress onto the next level. If only this was around when I was 12 playing Tomb Raider.
In terms of making money off it, they haven’t really fleshed it out yet. Especially as people really don’t feel comfortable with paying via their Alexa just yet. (I don’t blame them) But for those who make really popular skills for the AIexa they do have a reward back setup.
Next up was Alexey Vidanov, he’d come to chat Storyline. A place to create skills for your Voice Interface without being a coder. Now a lot of this was way over my head but it sounds pretty damn cool to me.
There’s people from 8 – 70 years old creating stuff on this platform, so if you’ve got a voice assistant and you want to muck about it’s definitely doable.
And… it’s free.
https://medium.com/storyline-blog (read more about it here)
He opened on smartphones though, on how our devices are always asking us to do stuff, with notifications etc. Going on to say that voice should make this a more natural process, less forced upon interactions. Nice, right?
Then he got into the privacy situation, which is so in right now. Especially with all this GDPR stuff. I keep thinking I’m popular but it’s just my gazillion newsletters begging me to keep receiving them.
So, Alexa, and the like all operate through the cloud. Which we like to think is secure but as we’ve seen in the news isn’t always perfect. It’s hackable. When there’s internet connection and the flow of information has to go back and forth there’s always a risk.
And now there’s Snips. Which he says is the private way to have your voice assistant. He compared it a little to the way when Telegram came along suddenly the predecessors like Whatsapp were happy to offer encryption. So again, I may explain this badly as a non-developer, but from what I gather their idea is load up the device with the AI built in. This way you can have all the knowledge without the internet. Offline AI.
So, in their mind you make the coffee machine the master of all things coffee, and the vacuum the master of vacuuming etc. Makes sense, but of course you can imagine some limitations of the knowledge being pre-built in. It’s all open source and free so worth checking out if it’s your thing.
Other than that, there was some heated Q+A from one developer to the next, which was quite entertaining and then I headed home. SWEET.
Published by: Holly in Events
April 13, 2018 - Comments Off on How To Hack Your Way Into Advertising – creative event
Are you a young person who fancy / might be great at / would give their spleen to get... a job coming up with ideas in a creative agency?
- put your portfolio together
- jam your foot in the door of a creative agency
- slowly slide the rest of your body through said door
- stay there.
It's Wednesday 16 May, 18:00 - 21:30, at Fold7
It's FREE and there's only 30 tickets available. RUN.BOOK TICKETS
Published by: Andy in Events