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.
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]
Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]