B&T’s Cannes Bloggers: This Is Not Goodbye…!
Cannes may have finished over the weekend, buy B&T’s bloggers – UM’s Charlotte Berry (left in main photo) and Grace Espinoza – have fired off this one final blog from some dodgy Wifi in Nice Airport…
And so it has arrived, the end of our crazy, crazy road.
We are physically and mentally exhausted after the best week of our lives, but we wouldn’t have it any other way.
From the competition, to talks with the likes of Christine Lagarde, to having casual chats to famous directors, to beach-side events – some might say that we have done Cannes pretty well.
Yesterday we spent four hours in the campaign hub, reading some of the best campaigns in the world. We are itching to get straight back into the office and apply what we have learnt.
The shortlisted and winning campaigns varied in scale and depth – from ingenious simplicity, to beautifully complex. Aside from the key themes that came out of Cannes this year with the big one being authenticity, there are several sub-trends that we noticed in our favourite work that excite us:
AGILITY
We speak often about advertising and media aims to “keep up with the speed of culture”, however often the talk index is high, but the action index is low.
Brands are increasingly trying to make statements about what they believe in from a societal point of view. The brands doing this best are the brave, with their brand purpose at the heart rather than just jumping on the “authentic” bandwagon.
Speed and quality of reaction to social, cultural, competitor or political events is key. But brands can’t just “be” reactive, they need a plan in place so when these events occur they can strike while the iron is hot.
One of our favourite agile campaign won Media Gold for BMW Russia. To celebrate their 100 year anniversary, BMW was treated its customers with he first free of charge toll booth on highways to the airport – resulting in an unexpected reaction from non-BMW drivers – they loved it. To help competitors’ drivers fulfil their desire they allowed people to print BMW logos stick over the top of competitor car manufacturer’s badge, turning vehicles into vehicles!
To be agile, brands need to fully commit – this includes having a contingency budget and being unashamedly brave.
Implication: Agility can be planned for to react quickly, keeping brands top of mind and leaders in culture.
IDLE VALUE
As they say, some people’s trash is another’s treasure.
Transforming something currently not being used into a solution is a stroke of genius.
Just look at the success of the Unusual Football Field, transforming unused, oddly shaped blocks in Thailand into irregularly shaped football pitches that fit perfectly into each of the local area. Not only does the concept have the opportunity to decrease violence and crime, but brings the community together.
Better yet, the concept was thought up by a local developer – proof that creativity permeates every field.
The take-out: Idle value is like free money! Find it, use it wisely.
SOCIAL GOOD
Close to our hearts, this theme reinforces why smart, creative leaders need to be in advertising. We have the power to leverage the voice and purpose of brands for the greater good – may that be gender equality, climate change, poverty, LGBTQI the list goes on.
Social good touched majority of campaigns this year, and could perhaps be seen as an overarching lens, rather than individual theme.
Hands down the campaign that captured our hearts won gold and bronze in the Design Category – “Words of Welcome” by DDB Germany creating a design system that helps Syrian refugees speak German instantly by designing labels for essential aid products of 28 everyday items. The product name on the new label is written in Arabic script but when read aloud one pronounces the word in perfect German.
The take-out: People respect brands using their voices for good when it relates to brand purpose, increasing sentiment by 8-10 per cent.
STEREOTYPES
Sheryl Sandberg said to us that the world is more comfortable playing into stereotypes which is why they are so hard to smash. Sometimes they are so deeply engrained in human psyche that we don’t even know that we are fuelling them.
By playing into stereotypes, we are doing our brands disservices, limiting our target audience pool.
A clever example of a brand flipping the stereotype is Oechsle’s “Mom Doesn’t Want It” campaign. As Peru’s biggest retail stores, they raised the prices of typical domestic presents given to mothers to deter unwanted, stereotypical gifts, with steam irons increasing in price by 5,622 per cent.
The take-out: Unstereotype! Playing into them can alienate consumers who are more socially conscious than ever before.
So there you have it, Cannes through our eyes. We are so incredibly proud of not only our achievement, but our industry. It is comforting to meet so many people that genuinely believe that we can change the world. Thank you to UM for supporting our endeavours and nurturing our skills and thank you to Newscorp for providing us with this opportunity, it was nothing short of life changing.
Rest assured this will not be the last time you hear from us, this is only the beginning.
Au revoir!
Latest News
Scroll Media Recruits Costa Panagos From Twitch
Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]
General Motors Snares Heath Walker From Scania
General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.
Spotlight On Sponsors: Carsales Strikes With Another Storm-Based Team
Think our hacks are living their sports journalist dreams vicariously through B&T? Confirm it with this reporting.
Commission Factory & AGL Energy Ignite Strategic Partnership To Empower Australian Energy Consumers
Concerned by global warming yet ran the fans non-stop over summer? Add to the guilt with this read.
Allied Nabs Nicola Gold From Pico International Dubai
Seasoned marketer relocates from Dubai to Sydney. Says the shopping's not as good but at least you can get a drink.
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.