I am extremely honored to have been nominated for the Journalist of the Year Award by the folks of Cannes Lions Dominicana. It's very flattering to be considered for the first edition of an award that values the efforts of all those whole love the industry and enjoy writing about it.
One can't help feeling tremendously grateful and motivated!
Nike's strategy is cemented on determination: the story of a hero's journey, emerging triumphant against the odds.
When it comes to human connection, what good is your brand if it doesn’t evoke an experience? Campaigns may come and go, but in today’s world, brands should strive to focus on creating memories. Experiences are part of the things people carry for the rest of their lives. Brands such as Nike, for instance, base their vision on elevating the experience of the athlete. Authenticity is a key aspect when it comes to creating a brand experience. Ask yourself, “Is there a real reason why the client is using the product at that particular moment?” Brands that will succeed in the future will harness this power and add the extra value to people’s life.
Media companies and brands are the same business: the business of telling stories that influence behavior and change minds. Understanding a consumer’s journey is key in order to leverage opportunities of having a voice during each step of the way. One way to approach brand stories is through the premise of having something interesting and creative to say. The news needs to be interesting enough to want to be shared.
It all starts with the user experience. After studying the consumer, think of what the person will take away from your brand and what this experience is translating into. What do you want people to think, to feel? Do people understand the story and what we’re conveying? Does the story adapt to the medium? And last, but not least, would people be compelled enough to want to share that information?
Digital platforms such as social media are excellent opportunities to ignite conversations revolving a product that often lead to one of the most powerful assets a brand could have: a community. Creating an environment suitable for user-generated content is the ideal scenario that not only provides a snapshot, but an ongoing story with people.
GoPro's Youtube channel features user-generated footage shot with their products, which has seduced viewers everywhere.
As a brand who creates stories worth sharing, what does it take for a person to want to share branded content? If you’re a brand and if you’re going to create content, you need a consumer centric approach that considers: the channels in which they consume content, the information they want to consume, a content that inspires credibility and that people might think their friends are going to like, and last, but not least, content that must add value.
We live in an age that demands constant reinvention. We can’t just do something and go “Phew, I’m glad that’s over.”
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
The year 2014 represents one thing for the sports world: the FIFA World Cup. Whether you like or not, it's here, and in less than a few weeks it becomes real in Brazil. How does this worldwide phenomenon affect Brazilian products? How are advertisers supposed to behave and compete with international brands in this very crowded marketplace?
The FIFA World Cup moves extraordinary - as well as dubious - sums of money that range from infrastructure to ad campaigns. "Brazil expects to receive 500,000 foreign tourists and move tens of millions of Brazilians for the host cities." (Source: Ministry of Tourism)
Within this scenario, Brazilian brands are offered a unique opportunity of competing on the same arena with other major international brands. As a country, Brazil should export a comprehensive picture of modern, developed and creative nation. An image that relies heavily on a good performance of its national products, since the brand identity created for the 2014 World Cup had proven to be a colossal failure. A poorly structured logo, foolish typography and a mascot that became a joke, all seemed a random combination of elements without any previous planning.
The branding of the 2014 World Cup consists in a random junction of elements without much planning.
Despite the not-so-great image of Brazilian marketing and branding, national products may still have a chance to change this paradigm. Here are some ideas as to how to make that happen.
1. Brazilian pride
The country's essence and fervor for the World Cup dictates a distinct set of factors within its global marketing: energy, passion and happiness, which are perhaps more important than leadership and quality. National brands should encourage patriotism by creating motivational campaigns that take advantage of their market and extensive consumer knowledge. A Brazilian-to-Brazilian approach and message within campaigns will generate an inherent marketing advantage.
2. Keeping an eye on FIFA Partners
Something that is definitely worth watching out for are the actions executed by the six major international brands involved in the World Cup - Adidas, Coca-Cola, Hyundai, Kia, Emirates, Sony and Visa - who have paid sums as large as £230 million to FIFA for a four-year partnership. These brands will bring a lot of creativity and branding quality and will be present in all matters of the tournament. These advertisers will have access to more than 50% of the world population.
3. Joining in
Brands should improve and promote the consumer experience and become a part of the worldwide event through local and spontaneous activations. Social media (Facebook, Instagram, Twitter, Snapchat, Youtube ...) are ideal platforms for Brazilians and foreigners to share their own experiences and interact with each other.
Brands could also integrate their efforts onto social and mobile platforms, paving the way for a more immediate and tight-knit contact with the audience.
4. Adding value
Brands must find a way to incorporate themselves in the middle of the experience between fans and the sport without being invasive. Through this connection, they should strive to add value and continue a longterm relationship with consumers, not only during 2014, but until the next World Cup in 2018.
The tournament is ready and guaranteed to the public and the consumers; now the question that remains is whether it will get a taste of Brazil's victory.