cannes_60thCaree Ferari is our Managing Partner on MultiChoice and writes from Cannes on what her first trip there has been like so far;

It is Day 3 of my first Cannes experience, and I am still overwhelmed.

My debut to Cannes has been a complete eye opener. From beautifully bronzed people strolling down the Plage de la Croisette, people basking in the sun on the various beaches (some a real sight for sore eyes) to thousands, and I mean thousands, of fellow Cannes Lions delegates moving between auditoriums and break away rooms.

Without the help of the Cannes Lions guide, both in book and digital format, I would not have known where to start.  Over the week there are 60 Seminars, 17 Workshops, 30 Forums, 10 Masterclasses and 9 Techtalks to choose from as well as all the work to view.  I feel like a kid in a candy store, not knowing where to start and 澳门足球博彩_2016奥运会外围赌球最新官方网站【赔率最高】 which direction to turn.  It is pure sensory overload.  In true Virgo style I spent Sunday night working through the content programme picking what I want to attend and take in, and I suspect sensory overload by the end of Cannes Lions 2013. This has been an awesome experience, an absolute privilege to attend Cannes Lions and I have found the opportunity most certainly inspiring and fulfilling.

That we’re massive fans of  Shelly Lazarus, Chairman Emeritus of Ogilvy & Mather and this year’s Creative Effectiveness Lions jury president, is no secret. We were hanging on her every word in this video interview with Thomas Crampton on how they chose the winner for this new and

terribly elite category.

The chat is particularly interesting considering our last week’s Apex Awards that also measure the effectiveness of creativity. We like to all it the Twin Peaks – and planting your flag on top of each is surely the biggest achievement any Adland inhabitant could dream of.

Cannes 2013 kicked off on a high for Ogilvy & Mather – winning 39 awards overall. The first one that won big, was the ‘Share a Coke’ campaign launched in Australia in 2012 before rolling out across the globe as a result of its impact: in just three months consumption of Coca Cola by Australian young adults had increased by 7%. The initiative built on Coke’s sharing positioning, encouraging members of the public to personalise bottles of Coca Cola with their friends’ names, as well as their own.

The initiative was one of just seven campaigns to be honoured with the competitive award at this year’s Cannes Lions. The category – now in its third year – only considers work which won a Gold Lion in the previous year.

Worldwide Chief Creative Officer at Ogilvy & Mather, Tham Khai Meng, said: “The most creative work is also the most effective, and here is the indisputable proof.  “Share a Coke,” which rounded up a pride of Lions at last year’s Cannes is back to bring home a coveted Effectiveness Lion. This infectious idea helped Coke pick up the Lion’s share of sales in Australia.”

Another big winner was  Ogilvy & Mather Brazil’s “Immortal Fans” for Sport Club Recife, walking away with a Grand Prix for Promo & Activation work. It’s one of those campaigns we all wish we could create – doing something good while helping a brand achieve their goals.

Ogilvy and Sport Club Recife introduced the world’s first ever organ donor card from a football team, encouraging football fans to become immortal fans by registering as donors. Over 51,000 people have registered for a card, and organ donation in Brazil has increased by 41%.

Tham Khai Meng added: “This Grand Prix-winning work from Sport Club Recife connects the bone-deep passion of its fans with a cause that touches the heart. This idea has emotional impact and

a strong message. Die-Hard Fans knocked me out cold … it seems to have hit the judges with the same force.”

This campaign also meets all the criteria for the first big trend spotted on the first day of the Cannes talks – doing good through creative work. See more on this and other highlights in the slideshare below: