Good To Great
Learning from the Cannes Lions Festival.
The Festival is a showcase for the most innovative and creative brands. Here are a few insights, reminders and “Whoas!” that make good work great work. Tidbits to keep in mind as we use creativity to fully maximize our brands’ potential for the year to come.
1. The magic
When we talk about work we love, there’s always an "OMG" moment. Maybe it’s the insight, the idea, a twist, a human truth, a new way of doing an old thing.
What are we saying or doing that gives people a moment of "Wow"?
This could have been casted with people. It’s not people. That’s why you want to watch it 30 times.
Burger King "Heist"
Basically couponing. But a coupon you’d fight your friend for.
Plastic Fishing Corona
When the idea lands it’s a "that's smart" moment.
2. Craft is not an afterthought.
Craft isn’t about making it pretty, it’s about how all the tools we have can help better express the idea.
Craft starts with a vision for what the piece will feel like. Craft never ends until it’s out in the world. Sweat the details and you can add extra punch.
Pilsen Extra Beer “Mame”
This could have looked rather typical, but the decision to "french film" the look adds to the impact.
Brewdog. Beer for all.
We've all written this ad- we're the brand for these types of people. But heck, the writer didn't stop at obvious examples. Every budget can afford a rewrite.
Are we talking to people or are we inviting them into a mood and a feeling?
How do we want people to feel after interacting with our brand: Inspired, pumped, happy, questioning, worried, reflective, filled with joy?
10 Years ago they launched a drumming Gorilla. This year, a different type of joy.
JIF "Lil Jif Project"
It’s peanut butter. It’s the most fun food in the world. Embrace the way it makes people feel.
Bank of new Zealand. "Dancer"
It’s a story with a hero you cheer for. We can talk lending rates and finances after.
4. Middle is boring.
The middle is an ad that makes sense. It’s fine. It’s good. But, if it didn’t interrupt the video, game or view you were enjoying would you really look at it?
Even the ‘same old, same old’ brand story must be special.
Tropicana "Just another day"
This is a classic brief- our product helps you take on the day. Well, lets dial up the execution to make it memorable.
Mattress Firm "Anthem"
A mattress company telling you their mattresses give you better sleep. It's never been made this way and with such importance.
Matilda's Bay "Rejected Ales."
"Tell people our beer taste good and we are passionate about it." –Every alcohol brief ever. This one comes at it backwards.
5. Embrace the product.
No need to cut to the product at the end. Celebrate it all the way! As long as the story is great, people don’t mind an ad that looks like an ad. Old Spice taught us that years ago.
Girls Who Code "Dojacode"
6. Break your category.
We all know the cliché category norms.
Let’s find an insight or tone or visual or media or story the category has never seen.
A pet food ad without a pet. A bank that uses heavy metal music. A tool ad that tells a love story.
Apple Watch "911"
Not your typical step counting smartwatch ad. But it makes you rethink what the product can be.
SunCorp "One House"
An insurance company trying to PREVENT damage and keep people safe.
7. Tech is not an idea.
Using new or cool tech isn’t enough for people to care. How does it tell our story better or enrich someone’s day?
A new way to find a paint colour.
Google "Real Tone"
A new Google camera feature that more accurately photographs people of colour, branded as a message about the brands commitment to DE&I.
8. Know your enemy.
When you have a clearly defined human problem, you can hone in on the enemy and the many ways to potentially overcome it.
The Tampon Book
9. Little acts tell big stories.
We can turn simple and small acts into big stories. Spreading the word is, after all, what we do as an industry.
Morning After Island
Three words. One woman standing in ocean. Huge PR.
A vending machine that lets you refill your old cleaning bottles.
A simple one-off that took on how we think about eco-friendly packaging..
An underwater billboard made from things they use to reconstruct reefs to inspire people that we can still save our oceans.
10. Embrace culture.
Think about those iconic moments, symbols and people everybody already cares about. Can we join, enhance, solve or poke fun at that? The easiest way to get noticed is to go where people already are.
Burger King "Nonartificial Mexico"
Ads made from real pictures of real people eating Burger.
The right photographer. A run and gun shoot.
Using AR tell the true stories behind the artifacts in the British Museum
New Iconic Kisses
The famous heteronormative kisses we all recognizes, reimagined to tell a story of inclusivity.