Have the categories for awards shows like Cannes Lions become too blurred, or are they not blurred enough? Neonormal’s Paul Edwards (pictured below) poses the question in this guest post.
It sounds a little like a Monty Python sketch.
So, apart from the scams… and the rising costs… and only a single category linking creativity and effectiveness… and Publicis withdrawing from entering… and global giant Sir Martin Sorrell again asking difficult questions… the Cannes Lions advertising festival is fit for today’s world.
But it isn’t.
Case in point, a newly-introduced category called ‘Immersive Customer Experience’. The entry criteria for said category reads: “Engaging, interactive, face-to-face customer focused brand experiences with an holistic-multifaceted nature and storytelling at the heart.”
Surely that’s the criteria for every piece of powerful and effective work?
In recent years, boundaries (and categories) have blurred and the skills needed to create truly engaging brand experiences are being demonstrated and celebrated in all sorts of ways.
Except, we don’t call them that. Instead, we call them ‘Meet Graham’, ‘Fearless Girl’, ‘Van Gogh Bedroom’, ‘Tequila Cloud’, ‘Like My Addiction’, ‘McWhopper’, ‘Survival Billboard’, ‘Life Paint’, ‘Monty the Penguin’, ‘Red Bull Stratos’, ‘A Dramatic Surprise on a Quiet Square’, and many other things.
Each of these lauded pieces of work is immersive, engaging, customer focused, holistic, multifaceted and has storytelling at its heart. Are they stunts? Ads? PR buzz? Activations? Ambient media? Installations? Entertainment? Direct? Integrated? Or are they simply extraordinary brand experiences?
Last year, Keith Weed, Unilever’s chief marketing and communications officer, spoke at Cannes. He said: “There’s never been so many channels or points of interactions, or agencies working on various parts of that. It’s important to make sure the brand experience does not get fragmented.”
We should be focused not on just what is created but the sum of all the elements. How does a 50-inch bronze statue impact a sales pitch? How does a tequila-raining cloud help the travel agency selling Mexican holidays?
How does having a burger mash-up affect the way you hire people?
Everything is an experience and the experience is everything.
That’s the world we live in.
The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new technologies that streamline and beautify business operations. They simplify life by providing basic […]
Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]
Judging by the hangovers in the B&T office today you can count yourself damn lucky we even managed this photo thingy.
Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]
Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]
The AFL is delighted to welcome Therabody as its Official Recovery Partner of the 2021 Toyota AFL Premiership Season. Therabody’s industry-leading devices and research will be integrated into pre-match training and post-match recovery routines to help prevent injuries and help improve overall athletic performance. Therabody will also become the naming partner for the end-of-season AFL […]