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The question this year was "Who's not at Cannes and Why?"
386 jury members were tasked with going through 34,000 entries!
More #CannesLions Tweets per hour this year than during the entire event last year Peaked @1000 tweets per hour!
Thinking about...
The Changing Consumer
Fast-Evolving Technology
Transforming Ad Biz
So here goes...
Why?
"Consumers today are smart, inventive & move faster than ever"
as marketers we need to embrace that!
2.4 billion millennials! The biggest generational cohort the world has ever seen & they're demanding awesomeness
Millennials aren't addicted to social media, they just use it to make their lives better
During the ENG vs. FRA match, there were 2.5 million tweets from 160 countries; 80% of the world!
London Olympic games will be the most Social games ever! 30% of US will watch the games on 3 screens
48% of people 18-34 check their Facebook the minute they wake up. What device do you think they are using?
Its not just PEOPLES behavior that is evolving! Technology is fast-evolving TOO!
There will be 650 million smart phones shipped this year. 118% growth year on year
1993 there were only 130 websites and 5 million internet users worldwide
The importance of Cyber Cannes Lions isn't so much about the medium but the possibility and the threat it presents to the industry
The word 'social' will eventually go away, social ads will just be ads, social experience just an experience!
We're moving from planning campaigns for the future to adapting campaigns to the moment
Planners should get away from seeing the changes to come and move to creating the change themselves!
Think outside the world of advertising, make it a part of the social fabric of life!
Kraft Food is putting social at the center of their communication strategy. TV is now a TEASER for social media
Data enables us to create art & science, and gives us amazing ways to tell stories
In an era of information overload, right time is more important than real time, makes it relevant
Don't look for the commonalities in data. Look for abnormality. That's where the interesting nuggets lie.
Individual check-ins are not that interesting - aggregation of check-ins tells you the story of my life
What is interesting about social is the aggregation. Aggregation tells you the story of your life
The greatest thing about these social platforms is that we have focus groups every second of the day
The digital world is perfect for us, because it's always on!
Treat digital as an infrastructure & you will come up with solutions you have never seen before!
The new creative process: creative directors work with technology directors
Engagement >Consumption
Creativity based on social engagement isn't additional, nor functional. It's fundamental
Paul Adams principles for success #1: make social interaction part of every single project brief
We are now living in a world where the conversation can become the campaign
Close the loop with TV commercials by leveraging the power of second screen possibilities
Experiences that are shared by a few can engage millions by creating talk value.
message to creatives: come talk to artists managers, they're the content creators!
big brands are looking for new ways to make music and movies
"The content has to be authentic and have pass-through value...it has to be rooted in the brand strategy"
To sum up...
Social media usage is deeply embedded in peoples life Technology is evolving faster than ever! Advertising business is being hit hard by these changes! Data is no longer a nice to have but a need to have! Move from art & copy to art & code Engagement > Consumption At the centre of the social graph is great content
Forget about the 4 Ps and adopt the 3 Cs, Curiosity, Culture, Courage
Cannes Lions (Ofcial Twitter Feed) - https://twitter.com/cannes_lions Barry Cunningham - https://twitter.com/barrycunningham Trendrr - https://twitter.com/trendrr
Dan Dutesco - https://twitter.com/dandutesco Digitas - https://twitter.com/digitas DDB Paris - https://twitter.com/ddbparis Gowthaman - https://twitter.com/gowthamanr
Craig Corica - https://twitter.com/ccorica Rei Inamoto - https://twitter.com/reiinamoto Daria - https://twitter.com/daria Rene Rechtman - https://twitter.com/rechtmanlondon