The five most important slogans of Cannes Lions 2019 - Press.pl - the latest information from the media, marketing, advertising and public relations industries
"We are entering the era of ambiguous forms" - writes Marta Frączek, associate creative director from Saatchi & amp; Saatchi IS (screenshots: Twitter / Cannes_Lions, YouTube / CannesLions)
Marta Frączek, associate creative director from Saatchi & amp; Saatchi IS, juror of this year's edition of the Cannes competition, analyzes the most important trends and events of the festival.
Cannes Lions, a festival whose multidisciplinarity has grown to such a size that it is increasingly difficult to sum up what is happening on over a hundred stages, on beaches, in tents, during public lectures or exclusive discussion circles as part of CLX (Connect, Learn, Experience) . & nbsp;
CLX is a new, very interesting meeting format that connects people and blends business insights with those that are more "soft" and relate to entertainment, creating unique content and less directly affect consumer choices. This year, CLX meetings involved, among others, game developers (Blizzard), podcasts (iHeartRadio, Wondery, Sticher), but also great technology players, suppliers of new media formats and creators of powerful platforms (Microsoft, TikTok, Adobe, Amazon) . This exchange of ideas, within the framework of "round tables" is to support integration and create an environment of storytellers who better understand their audience. It is a pity that, unfortunately, a few invited guests can use this form. & Nbsp;
However, the Festival is still an overwhelming amount of content, each of which will bring something for everyone. During 5 days they are presented simultaneously, so it is not easy to create a map of topics, especially since this year the level of lectures on large stages was very uneven, which only shows how difficult it is to create a new formula for telling still what creativity is . Even such big names, like David Droga, which always attract full audience, begin to talk about the changing business ecosystem around the agency (in this case, the acquisition of Droga5 by Accenture Interactive) rather than about the search for the Holy Grail of creative independence. David himself has posed a question that is not difficult to answer: "What is the meaning of being the best in a shrinking environment?" (This is a quote written by ear, and a translation). The end of agencies operating in such a form as it has been proclaimed for a long time, but still for a more romantic part of the industry and the one under the "big idea" a shock is such an independent agency step.
Instead of writing about winning cases that are available to everyone on lovethework.com, I prefer to share my observations on ... words, because in my soul I remain a copywriter.
Powerwords. Words and definitions borrowed from all areas that try to capture the sense of creative effort, sometimes find the reason why this effort should change, and sometimes name its effect - a significant "end benefit" for the recipient. Words that in some sense call trends or directions for our entire industry, become the lockpicks of many presentations, but also spells that magically open the door to many crazy ideas. & Nbsp;
I managed to catch five words / passwords that, when you look closely, have a common denominator, work on each other and are interdependent, with their vector, as never before, so clearly directed towards the recipient, his needs and inalienable presence. This has a positive dimension as it leads us towards useful, democratic and one that can be not only "for the many", but also "for the few", without worrying about the sales volume and business well-being. Many announcers this year have even emphasized that the creation of highly specialized products or communication directed to minorities is the only way to maintain a healthy and prosperous business. This can be seen even after the development of the market for vegan or gluten-free products, but we will soon be facing a revolution in product design, the aim of which is to equalize opportunities for microscopic social groups on a global scale, which even real socialists did not dream of. Of course, talking about the motivations of such actions of brands and their moral bond is a completely different topic. & Nbsp;
This is a term that slowly displaces empowerment or at least functions as an umbrella for various empowerments. Inclusivity assumes that often the very idea of representation, presence and lending of voice is sufficient, because ordinary and "normal" construction of communication, which does not need a great "call to action", influencer or celebrity as a representative, and even epic storytelling operations to notice that there are abnormal people among us. What is extremely interesting is the increasingly deeper level to which this inclusiveness comes. It's not just women vs. men, white vs. white, heterosexual vs. LGBTQAIP +, but just an incredible mix of these representations. Which brings us to the next keyword:
In my opinion, this is the word of the season, the word "tool". Obviously borrowed from the theory of feminism of the 1970s, which means crossing and overlapping inequalities, which causes some of the discrimination to be alienating. Let's imagine that in our advertisement there is a wheelchair-moving Latin woman with a homosexual orientation. Does anyone like that exist? For sure. Is it worth doing a separate communication for such a person or creating products that facilitate his life? Yes. And there are brands that are ready for it ... & nbsp;
Thinking about intersectionality has also led to the creation of a very interesting metric tool (in cooperation with the Gena Davis Institute and Google) - an algorithm for measuring the representation of women in video materials (i.e. also in commercials). But not only the quantitative representation of e.g. time in the film in which the woman is shown on the screen, but also qualitative - where the length and subject of her speech are measured, the profession she performs, her skin color (ethnicity) and even her social status (clothes, jewelry). This led to surprising research results that show that there has been a lot better since 2007 and that there is less and less sexuality in advertising, but also that we still have a long way to go. & Nbsp;
This is, of course, the result of inclusiveness, but the result that results in real and durable product design, which not only really broadens the target group, but also tells beautiful and touching stories. An example would be the award-winning Xbox case, in which special gaming pads were created for people with limited mobility, and even for people without fully functional limbs. It is a breakthrough, but also a powerful emotional load that stands behind this idea. Another is, of course, the IKEA ThisAbles case from the Grand Prix in Health & Wellness, which is also in some sense an idea for a new business model - because 3D projects that facilitate the use of furniture and home appliances can be downloaded on an open source basis everywhere in the world. & Nbsp;
An interesting example was the presentation of the Target brand (American hypermarket) from the main stage, where Caroline Wanga (chief diversity officer - yes, there is such a workplace) talked about how a series of cheap, accessible, everyday clothing for children with disabilities was created. Easy-to-use clothing for children, such as wheelchairs, available in a supermarket? One can only imagine how their parents feel about a brand that has taken such a big step towards them. & Nbsp;
Yes, just "entertainment". Not even "branded entertainment" anymore, but simply entertainment in any form that the market is able to generate, supported by technology, data, talents, the power to create platforms, metric tools and a reverse evolution of brands - in which it is the entertainer, series, film whether the game becomes a separate brand that can display other brands. There were many lectures on what entertainment will be in the future, but there were few conclusive, fresh conclusions. Of course, he still has to tell captivating stories, of course that he will use new technologies (AR, VR, AI, multisensory), of course, that he will appear in surprising new touchpoints, but none of the announcers I heard has developed into satisfying way of the mythological idea "future without brands". Rather, it came down to the presence of such stars as Jeff Goldblum or John Legend on the stage and strong branding of NBCUniversal, a frontrunner in entertainment, news and sport marketing. Perhaps this unspoken conclusion is just a reflection on whether advertising can be pure entertainment and should we try to get there? & Nbsp;
These are two words, actually two concepts, but in this case they work on each other. These are many festival narratives about the possibilities of artificial intelligence and data operability in creating not only effective communication, but also individualized, useful products and mobile applications that equalize opportunities and solutions at the UX and healhtcare level. They are also great solutions in the field of security or design, such as the example of the E.V.A. project. for Volvo, which as a brand additionally shares the results of its research with other brands.
But in fact the most important question in the context of AI and date is whether, thanks to the data and the ability to process them, we can influence changes in consumer / human behavior on a global scale? Ecology, climate change, biodiversity. We are already able to assess the numbers perfectly and we no longer have to ask the highlander whether it will rain ... but will we be able to use these numbers before the world runs out of water? & Nbsp;
And will the creative industry be able to bear the burden of responsibility for spreading this knowledge, since setting new paths and constantly reaching new heights, leaving behind a mountain of trash, like a tourist in the Tatra Mountains? After all lectures I was convinced that this question must be answered by each of us. & Nbsp;
To sum up, these 5 concepts force us to imagine that the world is no longer built on an imaginary majority, but rather a conglomeration of countless minorities whose voice is increasingly audible and the needs more and more nameable. Or not, it's too late to imagine it. This must be accepted as a fact and a challenge for multi-brand strategies. Because there is no longer a major brand that doesn't talk about diversity. Some just still don't know what to do with it, how to make it operative in a given cultural or market context. But the truth is ... first come, first served. And here you still need a good brand consulting and a good advertising agency that breathes this lack of soul, or idea. And if not an agency, then at least people with vision and courage. & Nbsp;
These five concepts also show that you do not have to invent social problems to create "award-winning" CSR or social campaigns. These problems exist. What you need to come up with are rather ways to solve them effectively, on a large scale and without rewarding hypocrisy. & Nbsp;
I would like to add the concept of "Redefinition of influencer" and not only on the basis of a Diesel case that affirms followers at the expense of an influencer, but in the light of inclusiveness, but I will not do it, because I think that in this topic it is probably better to hook Titus Klepacz, who he was a juror in this quite new category, which is Social & amp; Influencer. It is also worth mentioning that Apple is the brand of the year ... and it is hard to resist the impression that this is some kind of statement of the creative world in the "war" with Eastern brands, despite many awards and distinctions for excellent cases including for Huawei (StorySigns or Facing Emotions) one can feel that the creative liking still revolves around the "apple".
Every year, an important and anticipated event is the Saatchi & amp; Saatchi New Directors Showcase, which has been catching the work of young directors from the market for 29 years, who then strongly mark their presence in the world of film, such as Johan Renck, whose last project is "Chernobyl". & Nbsp;
However, this year's edition has undergone an interesting transformation. This is not New Directors Showcase, but New Creators Showcase. The new name is significant because it shows how important a change in thinking about what video can be. The list of films this year is rather an attempt to show the impact of digital screens on how smooth the narrative in a moving image can be. It's not just a hero and a plot, it's not craft and an idea, it's more a concept, sensibility, fluidity of forms, non-linearity of stories, different perspectives. There were also miniatures in this set, which are even hard to call movies. It is creation in its pure form, a few seconds of animation or video art. We are entering the era of ambiguous forms. & Nbsp;
At the end, of course, it's hard not to notice the incredible success of Polish advertising agencies, with the first Grand Prix in the history of the Polish industry for VMLY & R for the "Your Last Weekend" project and 180heartbeats for the "Indestructible Rainbow" project, which finishes the festival with five lions on its account. It should not be forgotten that in the competition shortlisted a total of 9 Polish agencies. It seemed that after the intimidating success of "The Last Tree" from last year it would be difficult to do more, but it is nice that this success has been so motivating for others and has shown that Polish creative people have no complexes. And before this lack of complexes, with great joy and respect, I take off my hat and I will hold it in my hand throughout the year. & Nbsp;
At the festival closing party I was in both zones, the VIP one (as a juror) and the one open to everyone. In the VIP area, alcohol was served in glass. All the rest of the Festival played in plastic ... Not to mention the fireworks show. That is why after the Grand Prix in Glassie (VMLY & amp; R from Gazeta.pl for the action "Your Last Weekend" they received the Grand Prix in the Glass Lion for Change category - note) I wish all of us also rosé in glass ...