$67million profits last year but you haven’t had a raise in two years. They did mention that they saw backstage and all is cool and actually, kudos to him for starting his own business. It’s working for him.
The work may have hailed from the furthest corners of the planet and represent brands across every possible industry – but there was a common chord clearly visible throughout nearly all of the winning work at the first ceremony of 2015. Simply put, the commonality was “ideas for good”. Almost all of last night’s winning work in one way or another, sought to uplift or improve the lives of the audience who engaged with it. Extremely surprising amongst the Gold winners was the ALS Ice Bucket Challenge, that didn’t seem to have an agency attached to it – although it probably did.
I didn’t think that the 4 Grand Prix statutes awarded were heads and shoulders above the rest of the metal-grabbers last night. Although altogether, the work really and truly was outstanding. And special mention needs to go to all of the artists behind the work: the art directors, illustrators, photographers and such. Last night was a feast for the eyes.
In the Direct category, the Grand Prix went to Grey New York and Volvo for “Interception”. It utilises a stunningly simple mechanic that got the Superbowl audience to think Volvo when another car manufacturers’ commercial played on TV. This is it.
In the Mobile category, the Grand Prix went to Google for the cardboard rendition of their Google Glasses. This is just the type of progressive thing that one expects from a company like Google. It feels like we’re getting a glimpse of the future with this invention. You can bank on seeing these cardboard masterpieces popping up in awards shows in the future – it’s only a matter of time until other brands and agencies get to grips with the technology. Have a peek here.
I thought the Press winners were brilliant. With the world gone crazy over digital, it is still nice to see ideas packaged and presented the way the winners did last night. Big, original and simple ideas are still the most important thing in this business. And beauty is still a powerful weapon for brands. There was a Coca-Cola piece that sucked the air right out of the Palais last night, which would probably have been my Grand Prix choice. But here’s the official winner for your viewing pleasure.
And finally, in Promo and Activations the Grand Prix went to Volvo for “Life Paint”. This win really came as no surprise. The case study was just incredibly slick, communicating an idea that really and truly only a brand like Volvo could authentically pull-off. And again, a piece of work that takes a bold and creative step towards a better world. Enjoy it here.
It’s time to head down to the Palais to take in some more of the world’s best work. Let’s hope that South Africa can come back strong tonight, I haven’t yet seen today’s shortlists. But if last night was anything to go by, then we’re in for another inspiring treat no matter who wins.
Contributor: Cameron Krieger – Executive Creative Director, Ogilvy & Mather Durban
It’s the 62nd Cannes Lions International Festival of Creativity in the south of France, but it looks more like a festival of technology because as far as the eye can see tech companies have taken up the beach front stands. It’s clear that they want to make sure their presence is known during a week where important questions are being asked about the relevance of brands and advertisers in the lives of consumers in a world where change is happening faster than I’m typing.
How do we as brands and advertisers make sure we become part of the data that is being consumed every day and what is the role of creativity in all of this. According to Sean Rad, the founder and president of Tinder, social media platforms that can’t deliver content at the same rate it’s being consumed at, will die but is the answer in producing content faster if more than 4.4 Zettabytes of data was produced last year alone (4.4 trillion gigabytes)?
According to Koichi Yamamoto from Dentsu in Japan, big data is the new air and that artificial intelligence (AI) is the new big data frontier. Toibot is a bot that talks like you by analyzing what you’ve tweeted before and then tweets on your behalf. Vice asked its readers on twitter yesterday if they would rather have a robot sexting them than nobody at all. There are even automated copywriters available now. Does this new tech world even need us?
But Koichi also said something really profound. He said that big data can only be used to analyse the past, that it can’t imagine the future, it can’t dream, it can only make sense of the past.
Which means that we don’t need new tech. We don’t need big data. We don’t need connected devices and the internet of things. They need us. They need our emotions, our feelings, our stories, our hopes and dreams to exist. Us being creative, experimenting, playing and dreaming up new ways of doing things is what makes them smart. That the richer and more creative the lives we live, the smarter they will become.
It reminded me that we have to keep fighting the creative fight. That we cant resort to ideas that have been formed by analyzing past winners or coming up with solutions from mashing together old ones. That is big data’s job, not ours. We have to be better than that. And as long as we know the difference between the two, we can look the big old yellow ghost in the eye and not be afraid at all.
View all the winners from Press, Promo and Activation, Direct and Mobile below:
Contributor: Mariana O’Kelly, Executive Creative Director at Ogilvy & Mather Johannesburg
Officially, it’s the “international festival of creativity”. But after just a few hours of arriving in Cannes, much like my last trip here in 2013, I’m instantly reminded about what a magnificent shock to the system this event is. Everywhere you go, there are people like us talking about creativity, the work and the awards. There are beautifully executed displays everywhere – the tech companies really know how to put on a show. And then there are the seminars – every year the line-up is just unbelievable.
You’re given a literal bag of information when you register, to help guide you through the week. And the one I always reach for first is the 250-page program. This year I was surprised to see that the first ad inside is for Ogilvy’s seminar, featuring the one-and-only Monica Lewinsky. She’s on a new mission now, which she’ll be discussing with our Worldwide Chief Creative Officer: Thank Khai Meng. I’ll definitely attend that one and share my learnings.
There’s an entire program of workshops and masterclasses scheduled to take place too. In 2013 I attended a number of these that were hosted by globally renowned creative directors. I probably enjoyed these events the most, they’re great for learning and sharing within a relatively small group. A workshop on technology and strategic thinking hosted by Chloe Gottlieb, Executive Creative Director at R/GA New York, caught my eye on this year’s roster.
But it’s the work that we come all this way for. There are banks of Apple computers lined up at the Paleis where one can peruse every single one of the entries, if you can. And when the finalists are announced, they are put on display. And this is a treat beyond measure. Here, we all get to be judges at Cannes. It’s a stunning preview of what each night’s ceremony will be about. With Ogilvy & Mather coming out on top at the festival for three years in a row, there’s another exciting dimension to the 2015 story waiting to unfold.
Cannes Lions is simply epic in so many ways. Officially, they’ve used the word “festival” to sum it all up. I though, won’t be reducing it to a single word, instead I’ll be sharing my experiences throughout the week in pictures and words and whatever else I can through our various social pages. Hope you enjoy it.
Executive Creative Director, Ogilvy & Mather Durban