A NOTE TO TODAY’S MARKETERS AND BRANDS ALIKE, FROM THE CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY 2016
After a 24 hour trip, two missing pieces of luggage, a less than flattering eye infection and a whole lot of laughs, the Ogilvy & Mather Namibia (Ogilvy Namibia) team made it to the 2016 Cannes Lions International Festival of Creativity in Cannes, France.
Local full-service advertising agency Ogilvy Namibia teamed up with the NMH Group to report from the Palais de Festival for the week where global leaders from the Advertising, Public Relations and Marketing Communications sectors come together to discuss the state of the industry, future trends and celebrate the best bodies of work from around the world.
The Cannes Lions has been as insightful, rosé-kissed and overwhelming stimulating as promised by the team on their previous visit to the Cannes in 2015.
Insights of the festival for the past three days have included Google’s Vision of Virtual Reality and its impact on storytelling, meaningful and authentic brand experiences is what’s needed to reach customers today and that creativity, ultimately, remains king.
Day one saw the world premiere of the United Nations’ TAKE ACTION campaign which is aimed at empowering girls and woman across the globe. The campaign is part of the UNs Global Goals for Sustainable Development agenda aimed at achieving three extraordinary things in the next 15 years – end poverty, combat climate change and fight injustice and inequality. “If we are to achieve the Global Goals by 2030 we must start by empowering girls and women.” A topic that was evident throughout the festival.
Virtual Reality and 3D content experiences were tackled by tech giants Google, YouTube and Samsung. “You will be able to have experiences that are so convincing that at times you won’t be able to tell whether you are in virtual reality or real reality,” said Clay Bavor, VP of virtual reality at Google. ‘Daring to be different,’ inter-agency and client collaboration, and how the customer is evolving with the speed of media were all hot topics presented by individuals such as Anna Wintour, Artistic Director of Condé Nast and editor-in-chief of American Vogue (a position she has held since 1988), Troy Carter – someone who is defining popular culture globally – and singer, dancer and songwriter, Usher, alike. Ryan Seacrest while interviewing Usher said “fail fast getup fast,” a nod to experimenting within the market. Having a voice and opinion as a brand and not being afraid to take risks and redefining your mantra is key.
A golden thread of the conference have/has proved to be authenticity. In the words of actor and singer Will Smith, Hollywood “Smoke and Mirrors” Marketing “is over.” A more empathetic and disruptive approach is needed if brands wish to cut through the clutter and make meaningful connections. If your brand does not stand for something, customers will feel no need to engage or connect with your brand in a personal and mutually beneficial manner.
On Monday, June 20th, Ogilvy & Mather won a Glass Lion and two Grand Prix in the Radio and Direct categories. Tham Khai Meng, Worldwide Chief Creative Officer at Ogilvy & Mather, said: “It is such a great honour to win a Glass Lion, and a major accomplishment for our agency. To win two Grand Prix’s in one day is amazing.” Pete Case, Chief Creative Officer, Ogilvy & Mather South Africa, said: “The week in Cannes is all about being inspired to take the courage to go beyond what is considered possible.”
Ogilvy & Mather Mumbai’s work for the Make Love Not Scars organization took home the Glass Lion for the powerful “Beauty Tips by Reshma” OOH posters and films while our network’s Johannesburg office picked up a Grand Prix in the Radio category for its ‘Everyman Meal’ campaign for KFC. INGO Stockholm, a Ogilvy & Mather/Grey joint venture, landed a Grand Prix for their innovative “The Swedish Number” for The Swedish Tourist Association. The direct campaign connects callers from around the world with random Swedes who have signed up to be ambassadors for their country and who offer an unfiltered view of Swedish life.