I’ve spent last week in Cannes exposed to the instant stream of inspiration, creativity and interesting conversations…even though I’ve caught myself thinking a few times: ‘wait, I have heard this before!’
Content, story-telling, emotions and creativity was on everybody lips and most power point slides, confirming that “The way brands exist in our culture hasn't changed, the way they express themselves has changed" as Lee Clow said.
Here are a few key take - outs I have taken home from last week.
Authenticity was a reoccurring theme. Stay authentic as a brand and keep it real for people. Brands are expected to act like real people in real relationships, being flexible and adapt to a cultural or social context. In this sense authenticity informs creativity but is also a key ingredient of…
Social purpose, a deeper meaning in marketing. This was truly interesting to see brands, agencies talking about how they aim at creating a greater good that will not only influence their P&L but impact humanity.
Coke inspired everybody with their presentation accompanied with ovations and laughter from the audience; a few probably shed a tear. They showed us what social purpose means with 60 years of their advertising daring to challenge the status quo, being a part of the culture and delivering a greater value to people that goes beyond a bottle of liquid.
It is not about doing better, it is about doing better things, which takes me to:
Emotions trump innovation. It all started with “innovation is dead”. Really?!
Writing an obituary seems like a sure way to secure headlines these days. However during the course of conference, it was clear that innovation is alive and kicking. It is more about how we embrace it.
The most memorable was presentation from Astro Teller, computer scientist who runs Google’s Moonshots factory. His key message was that stories, not technology inform innovation. A simple perspective shift, a new angle, a new story can turn impossible into possible. The story simply changes how things turn out.
We should shift the way we look at technology, move away from seeing “shiny objects” and possible applications of it and focus on human behavior instead.
"The name of the game isn’t technology, it’s creativity" (George Lois)
Campaign is not the end product. Plan, adjust, and don’t fear to adjust again and fail. Even though things don’t turn out as you planned, you can always readjust them. The campaign is not the final destination, neither failure is. Both embark you on a new journey, help you change perspective and find new stories. David Droga was talking about the creative being the beginning not the end point. It is something that can be developed and improved over the time. Always plan for what people would do next.
The quest for perfection of a campaign and fear of not being right stop brands from acting at the speed of culture.
"I hate watching commercials just like anybody else... The truth will set you free and I'm here to tell you the truth. If you aint gonna be great go home and get the fuck out of the room right now!" (P. Diddy)
And finally, Advertising goes beyond…. advertising. Judging from the line-up of guests at this years conference: fashion designers, musicians, comedians - the industry is looking more towards culture for inspiration and valuable partnerships that will help to create an engaging content.
Cannes 2013 was for me not only a great inspiration but also a reminder of what advertising is about. It was a call to push even harder towards creative excellence, remixing and challenging the culture and letting people do what they love to do.
And here is bonus 100 Beautiful slides from Cannes 2013