advertisement advertisement For the longest time Cannes Lions was the advertising industry’s biggest party of the year. Sure, there were some talks and seminars, but the real focus was the ratio between number of lion-shaped baubles won to how many hours spent teetering outside the Gutter Bar along La Croisette, the main drag of this French Riviera town. advertisement advertisement But over the last decade, the festival has evolved to include not only more brand clients but also, as media fragmentation has forced the change of some and the birth of others, the festival has expanded to include tech companies, social media platforms, consultancies, entertainment and media companies–essentially the entire attention ecosystem. The film Grand Prix, awarding the top video ad of the year, is still a big deal, but less platform defined, more creatively comprehensive pieces of work like REI’s #OptOutside or State Street’s Fearless Girl have become the real rock stars. Estimates peg global ad spending to hit $628 billion in 2018, and a good portion of the people involved in that cash flow will be in Cannes next week making new deals, awarding work, and trying to figure out where the industry is headed over the next 12 months. Cannes 2017 Grand Prix winner: Fearless Girl, State Street: Last year the big story was holding company Publicis’s decision to pull out of all awards to focus attention on its new AI platform. This year there will undoubtedly be plenty of chatter around Sir Martin Sorrell’s abrupt departure from WPP and subsequent jump back into another venture. The ad industry’s own reckoning with the #MeToo and #TimesUp will be a big topic, as will Cambridge Analytica, public trust, and the continued growth of consultancies in the ad business. I talked to nine ad execs about why Cannes still matters, what everyone will be talking about there, and the most important insight into this business that next week will provide the rest of the world. Pour yourself a glass of rosé and dive in. Why does Cannes matter? Colleen DeCourcy, partner and chief creative officer at Wieden + Kennedy: “Cannes is arguably our industry’s biggest celebration of creativity and its biggest stage. I think we always hope that Cannes winners push both clients and agencies to higher heights, to bigger ideas, to better craft and execution. Right now, when extreme targeting and programmatic advertising are clogging the ‘share of brain’ drain, we need to remember that advertising has succeeded for so long because it’s part of culture. If we’re going to walk away from that, we should just keep walking.” advertisement Jon Haber, cofounder of Giant Spoon: “A big contingent of people in advertising seem to secretly wish they were making films or TV, and I get that urge. However, I think when it comes to innovation of format, technological experimentation, and sheer inventiveness to get a message across, Cannes Lions is a showcase more unique than the film festival. I’m not deluded enough to think we do story better than the film industry, but we do invent a lot more ways to break through.” Brian Whipple, CEO of Accenture Interactive: “Cannes is a barometer of the state of the industry, which is under pressure to dramatically transform in response to market forces. In fact, I’m not even sure what ‘industry’ we’re referring to because this space has been disrupted beyond traditional definitions. Cannes will tell us if the industry has successfully realigned around the opportunities that transformation has created, or if risk aversion still prevails.” Katy Alonzo, Group Strategy Director at Droga5: “In the wake of Cambridge Analytica, it’s critical to remind the rest of the world that, as an industry, we strive to earn consumers’ attention, admiration, and spend, and that we don’t believe we are entitled to it.” advertisement Jaime Robinson, chief creative officer and cofounder of Joan Creative: “Cannes is more than an awards show; it’s really our industry’s convention. Dentists have them, cops have them, movie stars have them, and advertising has them too. As our industry evolves at an increasingly rapid pace, the need for our convention gets more and more important. As an industry, we have some stuff to figure out.” Cannes 2017 Integrated Grand Prix winner: Boost Your Voice, Boost Mobile: What will be the main topic of discussion at Cannes this year? Perry Nightingale, executive creative technologist at Grey London: “I think we can all feel the disruption in the industry. There are generational shifts in the way we consume and create communication, and it’s also been a milestone year for data privacy, gender equality, global trade, and the retail landscape. Any and all of those will rightly be discussed. They all impact what we do.” DeCourcy: “People will be talking about how hard the business seems right now. Our client’s traditional businesses are being disrupted and it’s having a knock-on effect. The role of the CMO is in flux. Media is in flux. The economy is in flux. Cannes is one of the few opportunities we have to compare notes with other people.” advertisement John Matejczyk, creative director and cofounder of Muh-tay-zik Hof-fer: I would love to see more discussion around fixing the awards end of Cannes. It’s just madness that one piece of work can sweep every category. They need to re-do the categories, likely moving back to vertical markets so work is honored by its industry rather than its form factor. As far as media goes, everything is everything these days–activation, promo, film, digital–great projects touch all the categories, which render the categories moot. Unfortunately, I fear the biggest topic on the Croisette will be Martin Sorrell.” Haber: “Diversity and inclusion, topics wherein our industry continues to struggle. And as someone running an agency, I’ve learned that this has to be on the top of your mind every single day. I think the festival will show that we have increased our awareness and sense of urgency but have only made small strides.” Margaret Johnson, partner and chief creative officer at Goodby Silverstein & Partners: “Given the current political climate, gun control and Trump will no doubt be hot topics.<doc-sep>2018’s Cannes Lions International Festival of Creativity has just wrapped up, and all of the award winners have been announced. Apple has historically had a significant presence at the festival, but this year represented one of their strongest showings in recent memory. If you’re not familiar with the festival, Cannes Lions is an annual event celebrating the creative and marketing communications fields. Awards given during the week-long festival are some of the most sought after in the industry. This year, Apple took home two of Cannes’ top honors, the Grand Prix. Both Today at Apple – the company’s retail program – and the viral “Welcome Home” HomePod ad were recognized with the Grand Prix. In addition to the Grand Prix, “Welcome Home” also picked up two Gold Lions, two Silver Lions, a Bronze Lion, and was shortlisted for numerous other awards, primarily in Film Craft. The Spike Jonze-directed film was created under the guidance of MJZ Los Angeles and TBWA\Media Arts Lab Los Angeles. Earlier this year, we saw an extensive behind-the-scenes look at the ad’s creation. In June, the spot won an advertising excellence award at the AICP show. Tor Myhren, VP Marketing Communications at @Apple, introduces the Innovation Lions for 2018 at #CannesLions pic.twitter.com/IJIaDl7RtM — Cannes Lions (@Cannes_Lions) June 21, 2018 Today at Apple has been a hot topic all week in Cannes. On Wednesday, retail SVP Angela Ahrendts sat down for an interview during the festival to discuss the program’s success and Apple’s retail vision. Later in the day, Today at Apple won the Grand Prix in Brand Experience & Activation for Customer Retail/In-Store Experience. A Titanium Lion later in the week was a feather in its cap. The recognition comes just over a year after Apple rolled out educational sessions to stores worldwide. Several other Apple entries won Gold, Silver, and Bronze Lions, and numerous other campaigns were shortlisted. Below, we’ve listed each entry and its awards: Welcome Home Grand Prix: Entertainment Lions for Music – Brand or Product Integration into Music Content Gold Lion: Film Craft Lions – Production Design / Art Design Gold Lion: Film Lions – Online > Consumer Durables Silver Lion: Entertainment Lions for Music – Use of Licensed / Adapted Music Silver Lion: Entertainment Lions – Online: Fiction Bronze Lion: Film Craft Lions – Cinematography Shortlisted: Entertainment Lions for Music – Excellence in Music Video Shortlisted: Film Craft Lions – Direction Shortlisted: Film Craft Lions – Innovation in Production Shortlisted: Film Craft Lions – Use of License / Adapted Music Shortlisted: FIlm Craft Lions – Visual Effects Shortlisted: Titanium Lions – Titanium Shortlisted: Entertainment Lions – Talent: Film, Series & Audio Shortlisted: Film Craft Lions – Editing Shortlisted: Film Craft Lions – Script Today at Apple Grand Prix: Brand Experience & Activation Lions – Customer Retail/In-Store Experience Titanium Lion: Titanium Lions – Titanium Shortlisted: Design Lions – Retail Environment & Experience Design Barbers Gold Lion: Film Craft Lions – Direction Gold Lion: Film Craft Lions – Editing Silver Lion: Film Craft Lions – Cinematography Silver Lion: Film Craft Lions – Production Design / Art Direction Silver Lion: Film Craft Lions – Use of Licensed / Adapted Music Shortlisted: Film Lions – TV/Cinema > Consumer Durables Welcome To @Apple Gold Lion: Social & Influencer Lions – Co-Creation & User Generated Content Silver Lion: Mobile Lions – Social > Co-Creation & User Generated Content Shortlisted: Mobile Lions- Social > Content for User Engagement Shortlisted: Direct Lions – Digital & Social Co-Creation & User Generated Content Sway Silver Lion: Film Craft Lions – Cinematography Silver Lion: Film Craft Lions – Use of Licensed / Adapted Music Shortlisted: Film Lions – TV/Cinema > Consumer Durables Portrait Mode Covers Silver Lion: Print & Publishing Lions – Innovative Use of Print Bronze Lion: Media Lions – Sectors > Consumer Durables Unlock Bronze Lion: Film Lions – TV/Cinema > Consumer Durables Bronze Lion: Film Craft Lions – Production Design / Art Direction Shortlisted: Film Craft Lions – Visual Effects Earth – Shot on iPhone Bronze Lion: Film Lions – TV/Cinema > Consumer Durables Shortlisted: Sustainable Development Goals Lions – Planet > Climate Action The Rock X Siri: Dominate The Day Bronze Lion: Social & Influencer Lions – Multi-Platform Social Campaign Shortlisted: Media Lions – Channels > Use of Mobile Three Minutes Bronze Lion: Entertainment Lions – Online:Fiction Shortlisted: Film Lions – Viral Film Appocalypse Bronze Lion: Film Lions – Screens & Events First Dance Shortlisted: Film Lions – TV/Cinema > Consumer Durables Shortlisted: Outdoor Lions – Billboards > Consumer Durables (x3) Homework Shortlisted: Film Lions – TV/Cinema > Consumer Durables Détour Shortlisted: Film Craft Lions – Use of Original Music Animoji: Alien Shortlisted: Film Lions – TV/Cinema > Consumer Durables The Archives Shortlisted: Film Craft Lions – Production Design / Art Direction Apple Park AR Exhibition Shortlisted: Design Lions – Digital Design WWDC: The Walking Devs Shortlisted: Design Lions – Digital Design All of the Cannes Lions 2018 award winners and campaign assets can be viewed here (account required.) Check out 9to5Mac on YouTube for more Apple news: FTC: We use income earning auto affiliate links. More. Check out 9to5Mac on YouTube for more Apple news:<doc-sep>New Delhi: India created history on the last day of the annual global Cannes Lions International Festival of Creativity by picking up a second Grand Prix, the highest award at the festival in a year. Advertising agency Ogilvy India bagged a Grand Prix in the Creative Effectiveness Lions category for its ‘Healthy Hands Chalksticks’ for ITC Ltd owned soap brand Savlon. The objective of the campaign was to introduce young children in rural India to the habit of washing hands with soap before meals The first Grand Prix was won by TBWAIndia for ‘Blink to Speak’ campaign. This is the first time India has bagged two Grand Prix in a year. On the last day, Indian agencies also bagged three Lions across innovation and creative effectiveness categories taking country’s overall tally to 21 metals. With the final day metals, India’s winning spree at Cannes Lions stood at 21 metals, including two Grand Prix, four Gold, six Silver and nine Bronze Lions. Last year, India won a record total of 40 metals including a Grand Prix. In the Glass Lion for Change category, FCB India’s Sindoor Khela No Conditions Apply campaign for English daily The Times of India bagged a Gold. “With this Glass Lion win, FCB’s campaign for TOI is now one of the most awarded Indian campaigns globally. This Glass Lion is a testimony to our deep belief that behaviour change lies at the very foundation of advertising effectiveness. Through this campaign we changed a 400-year-old tradition of discrimination into a new tradition of sisterhood," said Rohit Ohri, group chairman and chief executive, FCB India. The campaign questioned the age-old tradition followed during the last day of Durga Puja where only married women are allowed to play with sindoor (vermilion). Through the campaign, the message of inclusivity was given by allowing widows and transgenders to participate in the sindoor khela ceremony. Meanwhile, Cheil Worldwide India’s CSR campaign ‘Samsung Technical School - Seema Nagar’ won a Silver Glass Lion for change. The campaign focuses on the real life story of Seema Nagar, the trials and tribulations she goes through before entering Samsung Technical School and how it enables her to dream big. The agency Bronze Innovation Lion for Good Vibes project. “I am very proud of our wins at Cannes Lions 2018. Both wins, a Silver Glass Lion for Samsung Technical School – Seema Nagar campaign and Bronze Innovation Lion for Good Vibes Project are a testament of the great and impactful work we are doing for our clients and society as a whole. Winning for real work has made it even more rewarding," said Sagar Mahabaleshwarkar, chief creative officer, Cheil WW India. BBDO India’s campaign ‘Stand By Tough Moms’ for SC Johnson’s All Out has bagged a Bronze Lion. The three Indian shortlists in Sustainable Development category could not converted into a metal. India had no show in the Titanium and Film Lions winners of these categories were announced on the last day of the festival. Meanwhile, it was a proud moment for India when Ogilvy’s old hand chief creative officer Piyush Pandey along with brother and noted ad filmmaker of Corcoise Films Prasoon Pandey were honoured with this year’s Lion of St. Mark award for outstanding contributions to the industry. The duo became the first Asians to be felicitated with the honour. Subscribe to Mint Newsletters * Enter a valid email * Thank you for subscribing to our newsletter.<doc-sep>The Cannes Lions advertising conference—okay, fine, International Festival of Creativity—takes place this week on the French Riviera. Once again, Quartz is producing a special edition of our Daily Brief email for the festival, which runs from June 18-22. You can sign up for free to receive it every morning, whether you are mingling with industry bigwigs over rosé and canapés in Cannes or grudgingly following along from your desk back home. Our correspondents will fan out along the Croisette collecting insights, tips, and gossip throughout the week. As always, we expect to encounter our fair share of jargon. In that spirit, we present our third-annual installment of Cannes Lions bingo, featuring the hottest buzzwords in the world of advertising and marketing. (Here are the cards from 2016 and 2017.) Play along, tell your friends, and don’t miss the Cannes Daily Brief this week.<doc-sep>
Cannes, France This week, thousands of media and marketing executives, creative directors, and advertising salespeople gathered for the annual Cannes Lions advertising festival in the south of France. Per usual, the rosé flowed freely and helicopters carried A-listers in and out of the port, lined with yachts where ad-tech bros and “creatives” rubbed shoulders with clients and would-be clients. There were also hundreds of panels, meetings, and presentations where power players debated the future of the industry. “Shuffling the chairs on the deck of the Titanic is a term we use often around the office,” one creative director said at a party thrown by Spotify—which was given an award as “Media Brand of the Year”—between belting out verses as the The Killers played through their set. So are there icebergs on the horizon? Probably—and they’re likely sponsored by Amazon. Here are three takeaways from our week at the Cannes Lions festival. Cannes sobers up—emotionally Duncan Painter, CEO of the festival’s parent company, Ascential, told us he was happy to see less of a “party emphasis” at the event this year. More people in the Palais and fewer on the Croisette suggests that the focus has shifted from media buyers mingling at beach cabanas to creative directors spending time seeing shortlisted work. But this doesn’t mean Cannes has returned to being a forum for creatives to congratulate each other for creativity’s sake. Just about the only group that boosted their presence at the festival this year—in delegates, activations, and yacht berths—were the consultancies. Accenture Interactive even won its first Grand Prix, a sign that the number crunchers can get creative, too. And if that wasn’t worrying enough for traditional agencies, Painter says it is “inevitable” that marketplaces like Amazon and Alibaba will grow their presence at future festivals, diverting even more attention from the chief marketing officers who come to Cannes every year to shop around for partners to help them build their brands. The first rule of authenticity is don’t talk about authenticity “Authenticity” is a word frequently bandied about the stages of Cannes, but rarely displayed in earnest. At the beginning of the week, Unilever announced it would no longer spend any of its multibillion-dollar ad budget with social media influencers who buy followers, prompting a wider conversation about this relatively new marketing channel. Social media marketing is broadly praised for its ability to foster an authentic conversation with consumers, but how can consumers trust people whose primary function is to “influence?” Onstage at the Palais, Conan O’Brien threw shade at the idea of creating and controlling one’s personal brand: “My brand is myself, I’ve been working on this brand since the day I was born… it’s not an act… I don’t need a team to explain it to me.” Why come to Cannes? If micro-targeting on social media platforms or bulk keyword buying on search engines was a sure-fire way to boost sales and brand recognition, there wouldn’t be much point to this festival. But creativity in advertising and marketing still matters, and that’s what ultimately draws brand leaders to the south of France every summer. The most effective campaigns “wrap imagination around the data,” an agency creative director told us. Even Martin Sorrell, whose new venture, S4 Capital, is pitched as a disruptive, data-driven challenger to the behemoth he built at WPP, hasn’t given up on the Lions as a marker of creative quality. He has criticized Cannes in the past as an expensive boondoggle, but when we asked whether he expected S4 to enter and win Lions in the future, he responded: “Definitely.”