Grey Music Seminar with Lour Reed, Tim Mellors - Worldwide Chief Creative Director, Vp, CCO-Grey Group & James R. Heekin - Chairman, CEO, Grey Group
“A name on the Rock'n Roll Hall of Fame -with his strong influence on punk and hard rock, his songs have a dark theme based on a real story. He recorded albums with so many rock legends like Metalica. Reed is known for his music, but also for his plays and scripts, and he is still working on a lot of projects and that is truly amazing.
Lou advised us to listen to music in the old fashioned way, on vinyls not digitaly because digital players take away the quality of the music. And reciting us one of his Edgar Alan Poe's re-written poems - The Raven was… Beautiful, Moving.”
MCDONALD’S-A BILLION DOLLAR BRAND IN YOUR HANDS
McDonald's is bowth a famous and infamous company. Along the years the company suffered from bad marketing and compromising rumors. Well now the situation is changing, McDonalds has opened their gates to the public. They allowed people in their deposits, in order to demonstrate that they use real meet and good products. That wasn't enough! McDonalds came with a new resolution, they opened a Q&A on their website where people can ask any questions, and they will recive an answer. This idea was very helpful for the company. They're marketing has already gone up with 30% as the statistics show. The presentation showed me that Mc/donalds isn't as harmful as I thought it was.
Stories are More than a Narrative. And Fashion Is More than Design
Speakers: Vivienne Westwood, Maverick Deisgner, Social Comentator & Gaston Legorburu, Worldwide Cheif Creative Officer – SapientNitro
“Even though I had my feet on a bunch of cables, nowhere to put my knees, and a black box on my right side, it was worth it. I was in the first row, and Vivienne Westwood was right in front of me (..) 'If you want to change your life, go to art galleries and start reading books', Westwood believes in change, and likes to think that the intelligence has two parts: sweetness and light, where sweetness is the heart, and light the brain. Vivienne Westwood is definitely a role model for many people around the globe, firstly because she had an initiative, started by believing that she could, and now she is making money, and still has a healthy business. Moreover, through everything that she is involved in, she sends a message. 'Do not believe anything the government tells you, only your ordinaly self would do that, and if you want to do good in this world, listen to your best self!'“
“… presented its new approach on the Xbox One and the marketing industry. They believe the new gaming platform will be able to reach a far larger range of consumers, not just the typical gaming audience.
The console intends to become part of the ‘Living room entertainment’, ‘the ultimate all in one gaming system’ that will integrate live TV, games, movies and web services such as Skype, all controlled using Kinect's improved voice and body movement recognition feature.”
Culture as a Creative Catalyst with Sean Combs & Steve Stoute - Founder, CEO Translation
“Besides the excitement about P. Diddy’s name, expectations were quite low: What could a rapper say about advertising? How would this arrogant superstar manage to make a statement for this festival of creativity?
When the superstar entered the stage,you could immediately notice his emotions. So the first thing I immediately loved about him was his reavealed humanity.
The second thing that I absolutely loved, was his phylosophy of being ‘disruptive’. He’s a believer, he breaks all conventional rules.
Another evidence of his humanity was his direct, honest way, which made me understand better that the best advertising first creates entertainment, and then generates the sale.
I treasure his deep insight and vision on the ‘millennium children’- my generation. And he gave the best answer I have ever heard to the question ‘Why aren't the kids watching TV anymore?’: ‘Don't you think kids don't want to be entertained: there is just nothing on the TV that entertains them’. True!
And the last piece of evidence for his humanity was certainly his answer to the question ‘How do you stay fresh?’: ‘I am extremely immature and I keep a lot of kids around me’. He has 6 kids, which he calls ‘the perfect research team’.
I had a great time listening to Sean Combs. Beyond the commercial superstar cover, he is an absolutely warm, sweet person.”
THE FUTURE IS A MASSIVELY MULTIPLAYER GAME
The PHD & JANE MCGONIGAL session remained us of how important games are in our everyday lives. Statistics show that 1 billion people play video games. The presentation was about how people react to video games and what feelings occur when they are playing. For example gamers feel more relaxed during the day because they experiment positive feelings while they are playing. We were quite impressed by the way video games can help people fight cancer.
Also gamers tend to be more creative than non-gamers. This creativity can be exploit by gendering gamers for projects that can be useful for everybody. It took years for Wikipedia to be created but if gamers would work together this can be achieved in no more than 3 days. In conclusion we want to mention that playing games must not be seen as a bad thing but as an important and helpful thing for everybody.
Zahariuc Mihai and Sandu Andrei
“Storytelling instead of story yelling”.... And Viviene Westwood really told a story.
“Behind her apparent craziness she reavealed herself as being a big-hearted lady, with peaceful beliefs and a lovely warm voice. Viviene Westwood managed to make a statement, to inspire and and to have the whole Grand Audi stand up and applause for few minutes continuously. The seminar eached the first place in Cannes Lions ranking the most relevant seminaries this year.”
“All my attention was on her concern for the world and the people living on this planet. She is such an inspiration. I absolutely love her!”
’Stories are more than a narrative. And fashion is more than a design’.
Until Gaston Legorburu, the worldwide chief creative officer behind SapientNitro got on stage and defined the concept, I myself didn't get it right. He pointed out that in today's world advertising it is as vital as water and that in order to be heard, a brand has got to have a convincing story, but ‘we need more storytelling instead of story-yelling’. A funny, yet sharply defined concept.
Ten minutes after the seminar had started, Vivienne Westwood was invited on the scene and took her seat in a round of impressive applause. Seemingly shy yet overly ecstatic, she started talking about her own life experiences, ranging from the 70's punk period to the latest projects she is operating.
Throughout the discussion, Vivienne was truly inspiring and provocative, pointing out some of her deepest beliefs and values, such as the right to justice and honesty.
Dame Vivienne Westwood ended her intervention in an impressive and inspirational way, with rounds of applause from the audience stating that the most powerful method of finding inspiration is knowing your past. From my point of view, she is truly an amazing, impressive, honest and above all human person that has managed to speak out in artistic manners and fight for causes throughout the years.”
Sapient Nitro is an interactive marketing, creative design and technology service that helps companies solve challenges in order to make brands more successful. Tuesday's seminar was entitled "A new breed of storyteller: Stories are more than a narrative. And fashion is more than a design" and until the very moment Gaston Legorburu, the worldwide chief creative officer behind Sapient Nitro got on stage and defined the concept, I myself didn't got it right.
He pointed out that in today's world advertising is as vital as water and that in order to be heard, a brand has got to have a convincing story. He stated that "we need more storytelling instead of story-yelling". A funny, yet very nicely explained concept. Throughout the years working in the industry, Gaston has understood that the key factor of a brand is not advertising, it is the story shared with the all time seeking to engage consumers that basically shape the brand.
Ten minutes after the seminar had started, Vivienne Westwood was invited on the scene and took her seat in a round of impressive applause. Seemingly shy yet overly ecstatic she started talking about her own life experiences, ranging from the 70's punk period to the latest projects she is operating.
As we all acknowledge, during the punk period, Vivienne was a symbol to all the raging teenagers that needed some guidance. She created the Anarchy sign, dressed up the Sex Pistols and rioted together with the anti-establishers. She talked through the fact that when starting out in fashion she felt the world was being mismanaged. To deal with this she transferred all her frustration into her fashion, using this art form as an activist.
Throughout the discussion, Vivienne was truly inspiring and provocative, pointing out some of her deepest beliefs and values, such as the right to justice and honesty.
Also, she stated that she embraced anarchy because she "hated the older generation", yet they were the ones to intrigue her.
Both speakers agreed on the fact in order to communicate better with the consumer you have got to be genuine and real.
Dame Vivienne Westwood ended her speech in an impressive and inspirational way, with rounds of applause from the audience stating that the most powerful method of finding inspiration is knowing your past.
From my point of view, she truly is an amazing, impressive, honest and above all human person that has managed to speak out in artistic manners and fight for causes throughout the years.
How to Be More Adaptive… And Why It Will Make You More Creative
Speakers: Jenson Button, F1 Driver McLaren, John Albert, Group Brand Director McLaren, Ron Dennie, Chairman, McLaren Group, McLaren Automotive, Nick Emery, Global CEO, Mindshare “McLaren is the best because everything at them is built around tight teamwork and creativity. The live pit stop with Janson Button stepping out from his car directly to the Cannes stage, was breathtaking. In 1-2 seconds the car was ready for the race: that important is the teamwork &synchronization!”
Mihai Zahariuc and Alexandra Stoenescu
Yahoo: The New World of Online Content - Appealing to the Habits of Today's Consumers
'We let the creative dictate.' - Erin Mcpherson
Erin says that the amount of videos online is growing, and that the emphasis is on videos that enhance people's lives.
What's unique about the media is the speed and fluidity, but also the use of data - it is able to assess what people want and need.
Jack Black says that he likes to watch content on the small screen of his mobile device, but likes it short. 'Comedy nuggets come good in a short time!'
Nick D'Alosio says that there's a lot to come in the mobile space.
People are now encouraged to come to flicker, which has more than 8 billion photographs, to share their world and pictures.
James Cooper insists on the fact that this is a business, while Erin says that brands play a big role in our daily life ' Videos optimize the experience as we go.'
The idea of the whole discussion is that the user comes first, and that they give immediate feedback - 'You either like something, or you don't. It is just a matter of taste.' - Jack Black
In the trip to Cannes one of the most interesting and interactive seminars was Coca Cola's. It was the best activity by far for people in their first year. Before going to the seminar, I thought that it'd be about the brand new campaign "share a coke with".
I was very surprised that vintage commercials were brought up in that meeting and brilliant ideas were discovered. Beside the great speakers that were very interested to share their experience, there were presented several ads from 1955 until now.
Their first advertisement was represented by a black woman (keeping in mind the background from that time). That ad and many similar ones made history for the company. Most ads have a really strong message behind the actual product they are trying to represent. I shivered throughout the whole hour of joy and pleasure!
As this is my second time at the Coca Cola Company seminar at Cannes Lions, I could say that last year's seminar, where Joseph Tripodi presented effective ideas the company had for making the brand even more popular and for bringing people close, was not very different from this year's, where Jonathan Mildenhall and his colleague, Ivan, showed us a lot of advertisements.
This is at least the second time during this festival, when on the stage, at the company's seminars the speakers have bottles of Coke. More than that, as the company takes very seriously the relationship with the festival, the best 10 ideas for effective marketing on twitter #WorkThatMatters will get limited edition Coca Cola T-shirts!
As we know, every brand has its own story. Through their story, the company believes that they have to show commitment to making the world a better place. Moreover, blueprints are used for each and every one of their brands as a start, and they keep going as every employee ensures their brands succeed in the way that makes the world a better place.
In 1955, Mary Alexander was the first African American woman in the company's advertising.
Here is a short movie made by Jamal Booker about her career in Coca Cola advertising.
2. A graphic novel and the background stories of the characters.
Adobe: You Can't Trust Marketers
The seminar started with the introduction of Ann Lewnes, the Senior Vice-President and Chief Marketing Officer at Adobe.
Ann and her guests, Steven, Lisa and Tina agreed on the fact\that many companies have a bad wrap, and they try 'selling too hard, without telling a good story'. Also, Steven emphasized the fact that some companies 'put lipstick on gorillas, rather than telling the truth'.
There have been debated the traditional and the digital advertising. While Lisa believes that the traditional one is not effective anymore, and that there should be found an innovative way to tell the story, Ann considers that the customalization of the websites to fit the consumer's needs is an important step.
Tina believes that people look for genuine and original products, while Steven says that buyers don't look only for good products, but also for change. He believes that the whole selling perspective should change to make a difference. This transitional transformation should show that everybody is affected by the change 'Your world is changing as well.' he says that those transformations should consist also in co-partnerships and cooperation, but without making buzzwords.
Tina thinks that the editorial point of view should also change, and says that credibility is very important. She doesn't see advertising as a danger for editorials, even though it gets the attention faster.
Lisa ' the brand is human', and she emphasizes the fact that people take a very close look at how the brand recovers, and that the buyer is the key- the story should influence them. And while she insists on the fact that marketing should not be only an expense, and that it has to be transformed into business ' Get the right infrastructure in place to get closer to business', Ann draws attention over the fact that 'what friends might say about the product' is what creates the credibility of a product.
In the end, Steven insisted on the fact that failures and mistakes should be shared, as they are a great reservoir for doing things right, and that they want to get closer to the customers ' I don't know if you don't know!', but Ann believes that ' we cannot fix everything', so credibility is the most important feature of a brand.
Real time news from the Lauder-Reut delegates at the Cannes Lions festival 2013
Mindscapes is a training company based in Israel that teaches advertising companies the "logic behind the magic" or how to use the creative tools in order to sell their ideas to clients(no matter how idealistic they may sound).
The workshop itself was structured in two parts: the theoretic one in which they presented a few strategies and the practical part in which we had to think of a solution to a certain brief. In the theoretic part they talked about how the most creative ideas have a certain pattern that they follow, proving this with adverts as examples.
The first 3 campaigns were:
- The Carling Black Label cup in Africa (https://www.youtube.com/watch?v=etmzOOtNCIk)
- The Romanian Mccann campaign that targeted the way Romanians are perceived. (http://www.youtube.com/watch?v=PDILoYa0cjA)
- And an Argentina based ad for Doritos that tried to raise awareness on the fact that the disco music that had been playing at that time in their clubs was not authentic. They managed to bring back into fashion the "slow dance" that used to be a lot more popular back in the days.
The common pattern all these campaign shared was the way they managed to engage the audience and make them fight for a cause instead of putting the brand in the spotlight. This way the cause was bigger than the brand itself, but much more rewarding on a long term, as the consumers started to attach to the cause they've been fighting for.
The next 3 campaigns were:
- Mccann Romania with the repackaging of the old-fashioned chocolate bar "Rom". They designed an american version of the package, this created instant buzz as they challenged the romanian EGO. (http://www.youtube.com/watch?v=JUllv8KsKOo)
- Honest Tea, an american based company that was struggling due to the economic crisis. They decided to challenge the national integrity by offering "pop-up" tea dispensers. (couldn't find the video online)
- And the famous Carlsberg bikers cinema stunt that intrigued the consumers. (http://www.youtube.com/watch?v=RS3iB47nQ6E)
The common pattern all these campaign shared is known as "Sabotage" which basically represents the removal of an decisive component of the brand. There are 4 areas of sabotage:
During the practical part of the workshop which sadly lasted for only 10 minutes as we were running out of time we had to think of a campaign for a Voltaren product ("free your movement) which included one of the techniques above. I believe that the workshop itself managed to explore and examine some trustworthy sources and thought me a few more branding and advertising techniques.