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CANNES – DAY 2
23/06 2010 // aaron
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Here’s Special Correspondent Morten Kirckhoff’s report from Day 2 of the festival:
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Another beautiful day in the south of France – so of course we were inside all day! Another day with a shitload of inspiring stuff. The reality is that no one here is truly confident in what exactly to do, but everyone agrees that it needs to be done differently moving forward.
Agencies like Happiness Brussels, Sid Lee and Taproot India each gave thoughtful presentations about ways to build a new model.
The common thread running through Cannes is the need to create effect by engaging consumers in new ways, especially social. And very often with bought media being used as a kick-starter for something bigger.
Insights that struck me today:
- It’s not about creating a campaign, but about capturing opportunity for the brand. There are constant possibilities to create impact. It never stops.
- Create ideas that enhance life.
- People are increasingly engaging with brands, but disengaging with advertising.
- Don’t create a campaign – start a conversation. Own it, confront it and subvert!
Best cases of today:
Durex Play. Moving Durex from ”protection” to pleasure, and taking the brand into the sextoys and lubricant markets.
Gatorade – Replay. A football match that ended in a tie 15 years ago. Now it’s time to replay the match:
And the fantastic campaign for Times of India, creating a hope for peace between India and Pakistan. All of a sudden ”advertising” made sense to everyone at the festival. TV ad here:
And my favorite of the day was Love Jozi, who counterfeited their own t-shirts to create buzz. They kept it secret for two years, eventually emerging as a stronger, better-known brand once the hoax was revealed:
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CANNES – DAY 1
22/06 2010 // aaron
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For the second year running, I’ve been left with the distinctly unglamorous task of updating the blog with reports from Advancers actually at the festival. I need to start giving some WordPress tutorials.
Here’s what Morten had to say about day 1:
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The bulk of the best presentations (and the most interesting campaigns) were all about social media – no surprise there. People are embracing the possibilities to engage with each other in more ways than ever!
Tribal DDB ran through a lot of numbers on how ”social” was dominating everything in people’s lives: 65% of time spent online is now ”social”. Friends and families connect (and re-connect) more that ever, and people perceive it as something that makes their life better. Brands need to understand that, and find new ways to become a part of the conversation.
A few good learnings from their session. Nothing new here but a solid overview:
- People with a passion, share more stuff. Start with the passion – and they will share (Nokia realized how tablefussball fans would share cool tricks, and built a campaign around that.)
- Feedback is gold. People like to give feedback. Most brands fear negative feedback. Embrace it to become better (also to make better products.)
- People want a conversation to be trustworthy and honest.
- To start a conversation, have something to talk about (not like Kingsmill’s Confessions campaign!)
- A relationship never ends. It’s a long-term commitment. Think beyond the campaign.
Other good examples of social engagement included:
- Monolopy and Google Maps creating the world’s largest ”online” board game
- VW’s ‘People’s Reviewer‘ for the Tiguan
Tags: cannes
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THE DAY BEFORE
16/06 2010 // aaron
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We pitched for the Top Toy account last Friday (they own the BR chain of toy shops in Scandinavia and Germany as well as the region’s Toys ‘R’ Us stores). The pitch went very positively and we’ll find out in the next week or so if we were successful. Fingers crossed.
The weeks building up to the pitch were extremely busy, with many of us around the house involved in one way or another. I nipped into the Command Centre the night before the pitch and took this quick shot of the core team, ready for action:
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LEGO POWER MINERS’ HAPPY BURPDAY
01/06 2010 // aaron
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Here’s a little film we made, capturing the Rock Monsters doing what they do best:
Tags: Advance, burp, happy burpday, lego, power miners
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CONTROL LIFE
28/05 2010 // aaron
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This is a piece by Mads Peitersen, one of our awesome illustrators.
The artwork details the inner workings of an X-Box 360 controller and was inspired by a similar imagining of the Wii remote.
Mads is in the process of reorganising his online portfolio so we’ll be able to show you more of his work soon.
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A GIANT CHICKEN NAMED SNOWFLAKE – LEGO HERO FACTORY LAUNCHING SOON
26/05 2010 // aaron
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Hero Factory, the new buildable action figure playtheme created by Advance and LEGO, will soon be ready to open and we’ve been busy finalising the last details.
The teaser website was launched recently and features a call out to the 1-888-4-HEROFACTORY emergency hotline where kids can hear messages from the heroes, review latest missions and villain updates and record their own unique villain or monster emergencies.
The audio link below is just one of several hundred already submitted by fans:
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NEW FACES
25/05 2010 // aaron
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With our LEGO business steadily ramping up in recent months, we decided the time was right to bring in some new people.
Pictured above are Louise Lundquist, who is covering reception while Helle is on maternity leave, Charlotte Christophersen, an AD on LEGO, Trudy Follwell, a copywriter on LEGO, and Jef Avoort, a planner on LEGO. (Jef is the human male.)
In case you were wondering, Louise and Charlotte are both Danes, Trudy is from the UK and Jef is from Belgium. But we love them all the same.
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MARTIN’S 10TH ANNIVERSARY
10/05 2010 // aaron
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We’ve written before about how so many of our employees tend to be here for a long time. Friday we celebrated another significant anniversary – Martin Cohen’s 10th year at the agency.
We enjoyed a glass of wine, presented Martin with a model helicopter and ate some cake. Congratulations Martin.
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MAN WILL IRON
06/05 2010 // aaron
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Faber went to see Iron Man 2 the other day. He came away feeling very inspired:
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LET THEM EAT CAKE
03/05 2010 // aaron
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We’ve decided to bring back our semi-regular cake and wine occasions where we put aside our cares for an hour to indulge in some delicious homemade treats and try some interesting wines.
Last week it was Thomas Ø, Dorthe, Annemette, Gavin and Jacob’s turn to supply the cakes while Peter H provided the wine. Delicious:
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