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Road to Cannes Series: Notes from Cannes Lions 2013

 

60 seminars. 17 workshops. 30 forums. 10 master classes. 9 techtalks. The Cannes Lions was nothing short of one hectic and fascinating fiesta. From industry gurus, clients, journalists, to even artists - each presentation inspired new ideas through in-depth insights into key issues that influence the creative process across the entire communications industry.

The following PDF presents my notes on some of my favorite presentations during the program.

But first off, here's a brief description of what was each seminar:

"You can't trust Marketers", by Adobe

History has bestowed upon marketers and advertising professionals descriptives such as "masters of manipulation." Not anymore. A new era is upon us, one in which marketers now analyze and prove campaign success in a way that has transformed this professional into one of the most valued partners in the organization. By pushing authenticity in brand management, creativity is at an all-time high.

"Work that Matters", by the Coca-Cola Company 

For 127 years, The Coca-Cola Company's investment in creativity has transformed it to the world's most compelling and successful brand, through the creation of work that has actually made a difference in our world. This commitment to creative value and content is present in everything they do - no matter the country. 

"Every company is a media company: We create media, and then media shapes our lives", by Cheíl

Today, technology plays an fundamental role in how we communicate with each other and brands. But more than anything, in the way we ourselves create content and share it across the globe.  Brands have a golden opportunity to influence consumers no matter the touchpoint, and become, within itself, into a media and entertainment company. Bottom line? Media is everywhere people and ideas meet.

"Iconic storrytelling frame by frame: Annie Leibovitz, Disney and McGarryBowen", by McGarryBowen

Inspired in the "Disney Dream Portraits Series", the folks of McGarryBowen shared the importane of imagery when it came to building this iconic brand.

"Creativity at Scale", by Facebook

In this presentation, the team from Facebook alongside creative genius  David Droga, explored the importance of scale when it comes to creativity.

"Branded Content", by Time Warner

CNN's Anderson Cooper and comedian Conan O'Brien sat down for a one-to-one session on what connects in comedy. By leveraging digial and social media tools, he was able to maximize his brand awareness and engagement with fans through multiple screens.

"The Branded Way: How to make content marketing work for you in the digital age", by Rokkan

Digital and social have forever disrupted the way we create, deliver and measure content in the  marketing world. The team walked us by their creative process and shared insights on content that builds loyalty and awareness, while strengthening connections with consumers. 

So without further ado, here are my notes on the Cannes Lions 2013:

Road to Cannes Series: 60 Years of Cannes Lions (Infographic)

Only three days until the 60th Cannes Lions International Festival of Creativity. Each year, the creative industry gathers for what is the world's greatest celebration of creative communications -  ¨to learn from the best and celebrate the work changing the communications landscape.¨ 

In light of that, the folks of SapienNitro and Cannes Lions teamed up to bring us six infographics that commemorate the six decades of of the festival. Each will present the latest news, statistics as well as historical information and will be posted during the course of this next week.

Here's the first installment! 

Road to Cannes Series: Let the games begin!

They say timing is everything and I believe that to be exactly right.

It was 2011 when first I heard of the Young Marketers Competition. The idea of having the opportunity to represent my country in one of the world’s greatest advertising festivals appealed a great deal to me. I immediately set myself to the task of participating in the national competition that would decide who would make it to France. However, as fate would have it, and due to several circumstances, I was unable to participate. I kicked myself for it every time I’d think about it.    

On October of the following year, I bumped into exciting news. The Cannes Lions organization in Dominican Republic would be holding the competition again. This time, I didn't waste a second. I called them immediately and enrolled in the contest.

A week later, I was told that things would run differently. I had to submit my application with a teammate from the very start. I had to pick someone who would participate in the contest with me. Someone who would understand what it meant to compete for an award such as this; someone who shares the same passion for advertising and brands. And in that moment I knew exactly who to call: Yasser.

He said yes right off the bat and we immediately set to work. Come January – the date of our presentation – we would have the best presentation possible. And what do you know? We won.

Hard at work. (Photo by Joanna Guzmán.)

 

January 16, 2013. The moment we won the Young Marketers Competition and became the next representatives of Dominican Republic.

 

This series, “Road to Cannes” was inspired on a hashtag we used from the very beginning for every picture we took during the process of the competition.  It would capture our story no matter the outcome. (You can’t blame us, we’re bloggers. It’s in our DNA.)

Instagram feed featuring our photos under #RoadtoCannes

So here’s to all of you who have been with us during the journey to the national “title." Through this series, I shall be sharing with you the voyage to the legendary festival. To our "olympic" experience. This is the road to Cannes. 

*  Credits to the Cannes photo go to Overseastravel.gr

A look back: The Campaigns that rocked Cannes in 2013

Cannes Lions Festival

In less than a month, the world of brands will come together for what is the biggest celebration in the industry of advertising. A place where everyone working in the field of communications - from agencies, to media specialists, to marketers - are inspired by a week of nothing but ideas. Or as Marcelo Serpa, Partner and Chief Creative Officer at AlmapBBDO once said: "Cannes is the worst enemy of indifference. It is here where we gather each year to share the only antidote we have for the indifference of consumers overloaded with information - ads, films and campaigns - creativity." 

Here's a review of the campaigns that rocked the 2013 Cannes Lions:

Channel 4 - "Meet the Superhumans"

Agency: 4 Creative London | Country: UK

Awards and categories: Grand Prix in Film Craft | Gold in Film


Procter & Gamble - "Proud Sponsor of Moms"

Agency: Wieden + Kennedy, Portland | Country: USA

Awards and categories: Gold in Media | Gold in Titanium and Integrated Content


Intel - "The Beauty Inside"

Agency: Pereira & O'Dell | Country: USA

Awards and categories: Gold in Integrated Content and Cyber (Best Copywriting) | Grand Prix in Branded Content and Entertainment, Cyber and FIlm (Internet Series)


Nike - "Find your Greatness"

Agency: Wieden + Kennedy, Portland | Country: USA

Awards and categories: Titanium in Titanium & Integrated


Google + Hangouts - "Same Sex Marriages"

Agency: Ogilvy | Country: France

Awards and categories: Gold in PR


Dove - "Camera Shy"

Agency: Ogilvy + Mather, London | Country: UK

Awards and categories: Gold in Film


Samsung Life Insurance - "The Bridge of Life"

Agency: Cheil Worldwide | Country: South Korea

Awards and categories: Gold in Promo & Activation (Ambient) | Gold in Promo & Activation (Public Health and Safety) | Titanium in Titanium and Integrated


Leica - "Soul"

Agency: Saatchi & Saatchi | Country: Brazil

Awards and categories: Gold in Film Craft (Cinematography)


Coca-Cola - "Share a Coke"

Agency: Leo Burnett Chicago | Country: USA / India / Pakistan

Awards and categories: Gold in Creative Effectiveness | Creative Marketer of the Year


Getty Images - "Life Cuts"

Agency: AlmapBBDO | Country: Brazil

Awards and categories: Gold in Film Craft (Editing)


Dove - "Sketches"

Agency: Ogilvy Brazil | Country: Brazil

Awards and categories: Gold in Branded Content & Entertainment, Integrated Content, Cyber, Film, Media, PR (Social Media), PR (Integrated Campaign), Promo & Activation, Titanium & Integrated | Grand Prix in Titanium & Integrated


Metro - "Dumb Ways to Die"

Agency: McCann Melbourne | Country: Australia

Awards and categories: Gold in Branded Content & Entertainment (Music), Integrated Content, Cyber (Music Sound & Editing, Video, Viral Advertising, Online Video), Direct (Digital Marketing & Social Media, Public Health & Safety), Film Craft (Music), Film (Viral Film), Media, PR (Social Media), Promo & Activation (Social Media, Public Health & Safety) | Grand Prix in Direct, Film, PR, Radio, Titanium & Integrated


This post is part of the Road to Cannes Series.

Dominican Republic announces Young Marketers representatives for the 2014 Cannes Lions

 Cannes Lions Festival of Creativity

The race to the 2014 Cannes Lions  has officially begun, and it seems like it was only yesterday when Yasser Mármol and I were getting ready for the opportunity of not only attending, but also representing the Dominican Republic in the Young Lions Marketers Competition.  Inspired by the experience we were about to live, a series under the name of  "Road to Cannes"  was published in order to capture the spirit of what could possibly be considered as the most exciting and mind-bloggling event in the life of an advertising or marketing executive.  

Twelve months and countless posts later, this girl is back and ready for more. As we approach the big day of the festival, the folks of Cannes Lions in Dominican Republic have already started the quest of finding this year's representatives for four of the Young Lions categories: Marketing, Film, Cyber and Design.  In the Young Marketers category, each team of two is asked to produce a brief for a charity or cause and create a product, service or movement based on the topic. The ideas are presented in front of a jury over the course of (and no more than) 5 minutes.

This year's winning duo is Jennifer Terrero and Victoria Feliz, who presented a campaign for the office of the First Lady of the Dominican Republic, under the name of "Programa 360." The proposal included a strategy and plan of action supporting the prevention of domestic violence in all sectors and levels of society. 

Up next is a video on what went down that day. Stay tuned for upcoming posts as the winners of the other categories are announced.