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Tag: Cannes Lion

  • Barbie’s ‘Power Of Play’: Mattel, BBDO remind parents

    Barbie’s ‘Power Of Play’: Mattel, BBDO remind parents

    MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part of the You Can Be Anything brand campaign.

    “Barbie is the only brand that allows girls to imagine anything they can be. With this campaign we wanted to build an emotional connection with Asian parents by introducing them to the wonderful benefits of imaginative play and storytelling with Barbie to promote confidence and curiosity, said APAC Marketing director Andrea Vitali.

    Unlike in the western markets where Barbie has had decades of heritage, in Asia the campaign needed to show, not tell, millennial Asian moms the positive benefits of imaginative play that their daughters could develop when the play with Barbie. The centrepiece of the campaign is an online video structured as a social experiment. In part one of the experiment, five girls from Asia and Australia were asked to tell an imaginative story on the spot: the girls stalled, hesitated, and eventually gave up. In part two, the girls unboxed one of four Barbie products and were asked to tell a story again: this time, the girls naturally expressed inspired stories using Barbie to role-play and connect with others, demonstrating creativity, improvisation and emotional intelligence.

    “Building on the global success of the Cannes Lion awarded global campaign ‘Imagine the Possibilities’ we worked with BBDO Asia to develop an engaging video that we hope will connect with moms while communicating the values of our brand,” Vitali added.

    The campaign will launch across social and video platforms across Asia, including Facebook, WeChat, YouTube, and Weibo. In addition to the core video, the campaign will be supported by social-by-design content including snackable video, animated gifs and additional images to drive to e-Commerce. The campaign goes live on 25 October 2016.

  • Barbie’s ‘Power Of Play’: Mattel, BBDO remind parents

    Barbie’s ‘Power Of Play’: Mattel, BBDO remind parents

    MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part of the You Can Be Anything brand campaign.

    “Barbie is the only brand that allows girls to imagine anything they can be. With this campaign we wanted to build an emotional connection with Asian parents by introducing them to the wonderful benefits of imaginative play and storytelling with Barbie to promote confidence and curiosity, said APAC Marketing director Andrea Vitali.

    Unlike in the western markets where Barbie has had decades of heritage, in Asia the campaign needed to show, not tell, millennial Asian moms the positive benefits of imaginative play that their daughters could develop when the play with Barbie. The centrepiece of the campaign is an online video structured as a social experiment. In part one of the experiment, five girls from Asia and Australia were asked to tell an imaginative story on the spot: the girls stalled, hesitated, and eventually gave up. In part two, the girls unboxed one of four Barbie products and were asked to tell a story again: this time, the girls naturally expressed inspired stories using Barbie to role-play and connect with others, demonstrating creativity, improvisation and emotional intelligence.

    “Building on the global success of the Cannes Lion awarded global campaign ‘Imagine the Possibilities’ we worked with BBDO Asia to develop an engaging video that we hope will connect with moms while communicating the values of our brand,” Vitali added.

    The campaign will launch across social and video platforms across Asia, including Facebook, WeChat, YouTube, and Weibo. In addition to the core video, the campaign will be supported by social-by-design content including snackable video, animated gifs and additional images to drive to e-Commerce. The campaign goes live on 25 October 2016.

  • Cannes Lions announces 2015 jury presidents

    Cannes Lions announces 2015 jury presidents

    MUMBAI: The biggest and the boldest festival of creativity, Cannes Lions, has announced the presidents that will lead juries at the 2015 edition of the awards.

     

    Commenting on the appointments, Lions Festivals’ chairman Terry Savage said, “We have always selected the most awarded, respected global creative leaders to guide our juries. This year, it is particularly exciting to see so many women numbered among that elite group. We are looking forward to a time when there is true gender balance in the industry and this will be unremarkable, but in the meantime the female representation is something that we are passionate about.”

     

    The 2015 jury presidents are:

     

    Branded Content & Entertainment Jury President

     

    BBDO Worldwide chief creative officer and BBDO Worldwide North America chairman David Lubars.

     

    Lubars, who has won over 90 Lions, 4 Emmys and over 100 One Show pencils said, “To me, it’s the most exciting part of Cannes Lions right now and maybe the most important.  All these different areas are smashing up against each other really fast; the category helps give context and horizon lines.”

     

    Under his leadership, BBDO is among the most awarded agency networks in the world and is currently ranked number one for creativity in The Gunn Report.

     

    Creative Effectiveness Jury President

     

    Sparkling Brands president and Coca-Cola North America strategic marketing Wendy Clark.

     

    “Creativity and Effectiveness cannot be mutually exclusive outcomes. Creativity fuels compelling storytelling and innovation that, in-turn, fuels positive impact and outcomes for brands. I’m looking forward to reviewing this year’s entries and seeing how our industry has once again raised the bar on great creativity and effectiveness,” said Clark.

     

    Cyber Jury President

     

    Isobar global CEO Jean Lin

     

    Named as one of 30 ‘Women to Watch’ by Advertising Age China, Lin leads the Dentsu Aegis Network agency in over 42 markets, overseeing 69 agencies.

     

    “We are living in the most exciting of times in our industry and the digital landscape has never been at more of a tipping point, into the era of Brand Commerce in which digital technology infuses brand experience with transactions and innovation. It is the perfect time to take up the presidency of the Cannes Lions Cyber Jury – witnessing the redefinition of digital creativity. I am honoured to lead a jury of my peers and excited to see work and ideas from across the world.  At Isobar, we strive daily to deliver what we call “Ideas Without Limits” and this is the lens I will view entries through and will ask my fellow jurors to do the same.”

     

    Design Jury President

     

    Interbrand Group global chief creative officer Andy Payne.

     

    Under his leadership, Payne has guided Interbrand to become one of the most highly awarded brand design consultancies in the world. “I hope as a jury we can champion the value of design – yes celebrate the beauty and the craft but understand that the true value of design is in ideas – ideas that move companies, organisations, brands and people forward to better and more inspiring experiences.”

     

    Direct Jury President

     

    Leo Burnett CEO and chief creative officer Judy John

     

    John is responsible for leading the Leo Burnett #LikeAGirl campaign – now a multiple award winner.

     

    “It’s an incredible honour to be the first Jury President for Canada. I’m looking forward to the discussions around the inspirational work with a world class jury.”

     

    Film Jury President

     

    Grey president and Worldwide chief creative officer Tor Myhren

     

    Myhren has been chosen as one of Fortune Magazine’s ’40 under 40’ (2011) and Fast Company Magazine’s ‘Most Creative People in the Business’.

     

    “Every year Cannes Lions sets a new bar for global creativity, and being president of the Film jury is thrilling. I continue to believe that even in the digital age, film remains the most powerful form of storytelling. We will look for what’s truly “new” and reward brave and remarkable work. I can’t wait.”

     

    Film Craft Jury President

     

    Mixer Brazil founder and partner-director Joao Daniel Tikhomiroff.

     

    A constant performer at Cannes Lions, Tikhomiroff has taken home 41 lions to date making him the second most awarded director in the history of the Festival.

     

    “From the script to the sound, “craft” is the structure that supports an idea. In a world overflowing with information, engaging the audience is becoming increasingly challenging. But that is exactly what I will look for. By achieving excellence in craft, we can actually touch people and make them cry, laugh, think, change. The idea is the soul. With a body, it becomes alive.”

     

    Media Jury President

     

    Mindshare Worldwide global chief executive officer Nick Emery.

     

    “It is our responsibility, and that of the Cannes Lions awards, to champion media at its very best – not just the glitz and glamour, but the connection of data, insight and execution that makes media so compelling. Everything today begins and ends in media. Media is fame and money, ideas and accountability, Hollywood and A Beautiful Mind. Our duty, and what Cannes Lions should represent, is the challenging of the status quo, the provocation of creating new things and not just counting what we already know.  Cannes Lions is a celebration of technology, content and invention, and the Media Lions sits at the centre of that world.”

     

    Mobile Jury President

     

    FCB Brazil vice president creative director Joanna Monteiro.

     

    Co-winner with Max Geraldo of the 2014 Mobile Grand Prix for Nivea ‘Protection Ad’, Monteiro was recently named Business Insider’s ‘Most Creative Woman in Advertising’ and is among the 10 most awarded Creative Directors in the 2014 Cannes Report.

     

    “It’s a true honour to have been selected as president of the Mobile jury, a category that unleashes great potential for creative work. In a time when dialogue between brands and their consumers is crucial, there’s nothing better than mobile.”

     

    Outdoor Jury President

     

    DDB Latina president & CEO and BBD Americas creative chairman Juan Carlos Ortiz.

     

    The first Latin American to become president of a USA based advertising agency, Ortiz also won Colombia’s inaugural, and to date only, gold Film Lion.

     

    “In life and during my career, I’ve always believed that the simplest things can also be the most meaningful. If you stop for a moment and think about it, everything falls into human nature, human insights. Outdoor has always represented the magic of simple ideas, ideas with real power. It’s an honor to be judging this year in this category as one of my main expectations is to see how we as creatives, have evolved and can apply things such as technology within the DNA of our human insights and see them reflected in the real world.”

     

    PR Jury President

     

    FleishmanHillard Asia Pacificpresident and senior partner Lynne Anne Davis.

     

     “What a thrill and a privilege to chair the jury responsible for selecting the year’s most inspired public relations work from all over the world.  PR is at the heart of the world’s greatest campaigns.  It’s a highly dynamic discipline that is constantly elevating its power by making emotional connections, revealing human truths, opening minds, touching hearts and inspiring action in ground-breaking ways. The 2015 Cannes Lions showcase is set to be the richest, most creative yet.”

     

    Press Jury President

     

    Saatchi & Saatchi worldwide creative director Pablo del Campo.

     

    Not only one of the most awarded Argentinean creatives, Campo is also founder of Del Campo Saatchi & Saatchi; an agency that ranks consistently high including in the Gunn Report’s Most Awarded Agencies.

     

    “In an industry transformed by new media, print still represents the toughest creative challenge. Print has only one sensory dimension so the idea has to work hardest. Originality, simplicity and surprise need to combine to create a singular emotional moment, which makes this an exciting category to oversee.”

     

    Promo & Activation Jury President

     

    JWT worldwide chief creative officer Matt Eastwood.

     

    Highly awarded in the creative world, one of Eastwood’s best known hits was the hugely successful ‘Hashtag Killer’ campaign.

     

    “It is both an honour and a privilege to lead the Promo & Activation jury. Today, clients look towards work in this category to truly supercharge their brand promise. In selecting the work that will stand as a permanent record of excellence, my hope is to inspire both clients and creatives to push beyond their imagined limits.”

     

    Radio Jury President

     

    WhybinTBWA Group Melbourne executive creative director Paul Reardon.

     

    “My criteria for judging work is pretty simple. I look for brilliant ideas that are strategically relevant and flawlessly crafted. The really, really hard part is finding those ideas. But that’s the exciting thing about Cannes Lions. The show is so big and attracts so much talent, you know that brilliance is out there, hiding amongst thousands of submissions. I’m honoured to be guiding the hunt in Radio in 2015.”

     

    Titanium and Integrated Jury President

     

    Wieden+Kennedy Portland partner and executive creative director Mark Fitzoff.

     

    Famous for invigorating ‘your grandfather’s deodorant’, Fitzoff was the executive creative director behind the legendary, Grand Prix winning, ‘The Man Your Man Could Smell Like’ for Old Spice.

     

    “In 1998, I was shortlisted for an ad banner that I wrote for Microsoft. It was my first Cannes Lions award. And therefore the one that still matters most. What am I looking forward to as this year’s Titanium and Integrated Jury President? I think giving someone that same feeling would be pretty fantastic.”

     

    Cannes Lions takes place from 21-27 June 2015.

  • McCann Worldgroup promotes Prasoon Joshi to APAC chairman

    McCann Worldgroup promotes Prasoon Joshi to APAC chairman

    MUMBAI: McCann Worldgroup has promoted Prasoon Joshi to McCann Worldgroup Asia Pacific chairman.

     

    In this position, he will focus, along with McCann Worldgroup Asia Pacific president Charles Cadell and, McCann Worldgroup Greater China CEO Jesse Lin, on driving client businesses through collaboration and integration across one of the world’s fastest growing economies.

     

    Joshi is currently McCann Worldgroup South Asia president as well as McCann Worldgroup India CEO. Joshi, Cadell and Lin will focus on delivering integrated approaches and communications solutions for clients by leveraging all of McCann Worldgroup’s broad capabilities and resources.

     

    McCann Worldgroup chairman and CEO Harris Diamond said, “Prasoon has built a model for the network by delivering integrated ideas to drive growth for our clients across India. His brand-building talent has been acknowledged globally. With our clients increasingly looking for multiplatform communications solutions to drive growth, the combined leadership team of Prasoon, Charles and Jesse will help all of our agencies in the region to take full advantage of these opportunities.”

     

    Recognised as one of the advertising and marketing communication world’s top creative leaders, Joshi this year headed the Cannes Lions Titanium and Integrated Jury.

     

    Joshi first joined McCann India in 2002 as executive VP and national creative director. In 2006, he was named McCann Worldgroup South and Southeast Asia executive chairman and regional CD. Under his leadership, McCann Worldgroup India has built its position as the most creatively awarded agency in the market while also expanding its multiplatform capabilities. As part of this expansion, last year it acquired the direct marketing and database company End to End Marketing Solutions which, like McCann, has offices in New Delhi, Mumbai, Bengaluru, and Chennai.

     

    Joshi said, “We are extremely well positioned for continued growth and I look forward to building on the momentum we’ve seen across the network. McCann Worldgroup is boldly entering this new era of advertising with leadership who realise the value in globalisation. Our capacity to effectively craft local communication with global leverage means we can solve our clients’ biggest marketing challenges.”

     

  • Cannes Lions 2014: Will JWT, Lowe, McCann steal the show?

    Cannes Lions 2014: Will JWT, Lowe, McCann steal the show?

    MUMBAI: Of the seven Indian entries shortlisted in Film Craft and Brand Content & Entertainment Lions four are of JWT India’s Nike campaign.

     

    Titled ‘Make every yard count’ has been qualified for the finals in these categories. The campaign has also been shortlisted in the Film Lions category under two subcategories – Editing and Sound Design.

     

    In the Branded Content & Entertainment Lions category Lowe and Partner’s work for HUL has been shortlisted.  ‘Kan Khajura Tesan’ was an effort to reach out to the media dark areas. It has also been shortlisted in the Integrated Lions category.  The entry has already bagged a Gold in the Mobile Lions category.

     

    McCann Worldgroup’s ‘Share My Dabba’ campaign which has grabbed two Silver Lions in the Direct Lions has made it to the Titanium category shortlist.

     

    The work was for Happy Life Welfare with the help of Dabbawala Foundation and aimed to feed street kids grabbed the attention of not only India’s Human Resource Minister but also inspired many other lunch services to take the initiative forward.

     

    India currently has 22 Lions in its kitty. 

     

    However, as Cannes Lions 2014 nears to the closure, will India’s entries add to the final wining tally? We will have to wait and watch.

  • Sonal Dabral to mentor ‘See It Be It’ session at Cannes Lions

    Sonal Dabral to mentor ‘See It Be It’ session at Cannes Lions

    MUMBAI: DDB Mudra Group chairman & CCO Sonal Dabral has been chosen by the Cannes Lions International Festival of Creativity as one of the 12 mentors of the ‘See It Be It’ initiative.

     

    The initiative, a first-of-its-kind, invites 12 women, who have been chosen from nominations sent in by agency leaders across the globe, to Cannes Lions for a unique programme and filmmaking project.

     

    Dabral said, “See It Be It is great initiative by the Cannes Lions Festival, which focuses on one of the fundamental problems our industry is facing the world over. I am honoured and excited to be invited as one of the mentors and I look forward to interacting and sharing my experiences with the future stars of our industry. I wish this truly commendable programme long life and great success.”

     

    The programme aims to further women’s careers in the creative industry, encouraging them to stay in the industry. Across three days, 12 women will be part of an inspirational and educational programme which will take place during Cannes Lions. The agenda will include guided access to the jury rooms, meet and greets with VIP speakers, dedicated sessions by industry leaders and by the Berlin School of Creative Leadership, and a mentorship event supported by SheSays.

     

    Commenting on the initiative, Lions Festival’s director of Brand Strategy Senta Slingerland said, “We know a more gender-balanced creative industry will result in better work. This programme identifies the next set of female creative heavyweights – they exist, but need an extra push into the spotlight. Mentorship is an important part of this programme. Sonal has always supported what we were trying to achieve which he’s one of only two male mentors this year! The others are very successful and inspirational women from around the world.”

     

    The programme will run from 15 to 17 June in Cannes, France, home to Cannes Lions.

  • McDonald’s, the marketer of the year

    McDonald’s, the marketer of the year

    MUMBAI: Winning a Cannes Lions is every brands and agency’s ultimate vision. And, for McDonald’s it has been a common phenomenon.

     

    Since 1979, it has won 77 Lions and this year, it has been made the Marketer of the Year by Cannes Lions International Festival of Creativity.

     

    The award is presented to ‘brands that have distinguished themselves by inspiring innovative marketing of their products worldwide across multiple platforms and who embrace and encourage creativity in their brand communications produced by their agencies’.

     

    Lions Festivals CEO Philip Thomas said, “McDonald’s consistently places creativity at the heart of its advertising and communications, and that has resulted in the brand receiving many Lions at the Cannes Festival. McDonald’s and its agencies have taken creative risks to produce meaningful work, and they see award-winning content earning higher returns – a success story that will, we hope, inspire other brands. We look forward to congratulating the team from McDonald’s by presenting this very important Creative Marketer of the Year Award in Cannes.”

     

    The award will be presented to McDonald’s on 21 June in the Palais des Festivals, Cannes, France.

     

    McDonald’s senior executive vice president and global chief brand officer Steve Easterbrook says, “McDonald’s is honoured to be named Creative Marketer of the Year. This award recognises the enduring and inspiring relationships we have with our agencies around the world. It’s a nod to our creative heritage and the power of the brand to connect with customers around the world with a local accent. Our restless energy moves us to uncover new ideas, and pursue excellence in insight, positioning, idea and craft. The honour of winning Creative Marketer of the Year at Cannes Lions recognises the hard work of many people throughout the McDonald’s system.”

     

    Last year, the award was presented to Coca-Cola.

  • Seven years of Out of the Box ideas!

    Seven years of Out of the Box ideas!

    MUMBAI: It was in 2006 when advertising professional Viral Pandya found his calling. With over 15 years of experience at that time, Viral wanted to break-free from the recycled ideas and clichéd advertising, and the outcome was Out of the Box.

     

    As the name suggests, the Delhi-based advertising company believes in taking the unbeaten path. As the agency turned seven on 10 January, the co-founder and chief creative officer believes that it has been a great ride ever since and he’s still enjoying the heady feeling. “While I was heading creative at Saatchi, I got this chance to set up an agency from scratch, and I grabbed it,” he recalls while on a celebration trip with his entire team to Shimla.

     

    On the years just a little short of the big 10, the team feels that the appreciation that it has received from clients, the industry, peer groups and award juries is the high point. “Year after year, we have won just about every award worth winning,” points out Pandya while stating more instances of their work been acknowledged and respected. For instance, a poster developed by the agency was displayed by Museum of Design in Zurich.

     

    The agency’s copywriter, Vaibhav Pandey, won the All-Star competition at the Portfolio Night organised by Art Director’s Club, New York. He was chosen as the Best Young Creative from New Delhi, and was invited to New York to work for the global campaign for Ford Motors. Apart from that, last year, Pandya was invited to be a jury member for the New York based One Show Awards (Design) that celebrates the best of the advertising world.

     

    The agency caught everyone’s attention a couple of years back when it won its first ever Cannes Gold Lion in Design for its work – Love blossoms here.

     

    The agency attributes all these accolades on a conscious effort to do away with the stuffiness of big agencies, and have more creative freedom and tighter creative control. “In this day and age, agencies will go to any extend to get more business, we are an exception. Our focus has always been quality, not quantity,” emphasised Pandya.

     

    Unlike others, Pandya doesn’t shy away from saying that awards are an important source of encouragement for him and his teammates. He believes that validation about anything is good, and who wouldn’t welcome it!

     

    He goes on to say, “I believe everything that goes out of the agency should carry our mark of excellence. We will go to any extend to live up to this belief.”

     

    But every agency would like to believe the same about them and thus when quizzed Pandya about what makes Out of the Box stand out, he candidly puts it that there are two answers to this. Quoting Abraham Maslow, he says, “If hammer is the only tool you have, you see every problem as a nail.” He further adds, “Thing is, if you are an ATL agency, you come up with just ATL solutions. If you are digital agency, your solutions are digital. Luckily, we approach every problem with a clean slate. We have competencies in every discipline – whether it’s design, advertising or digital. If it’s PR that the client needs, we have no hesitation in recommending that. Point is there’s no standard way to develop a brief; we define the marketing problem, keep an open mind, and arrive at a solution.”

     

    And the shortest way to put it according to him is: See our work. And you will realise how different we really are!

     

    Sounds like a lot like boasting, but the agency doesn’t feel that way. “Apart from the work, our people and the clients which have always supported, appreciated and encouraged us add up to make it worth it,” he says.

     

    The agency boasts of clients like Mother’s Pride, Haldiram’s Presidium, Adiva Healthcare and Art of Curry that have been with the agency since its inception. In fact, it was Mother’s Pride that had got them the Cannes Lion. The team had worked on it with collaboration with Bombay Duck Design and came up with numerous layouts and taglines before producing the award-winning designs.

     

    Small independent agencies have and are still mushrooming in the country, but not many last for long or are bought over/merge with bigger agencies. Dentsu India group (which acquired 51 percent stake in Taproot India) executive chairman Rohit Ohri believes that it doesn’t matter if you are a small or big agency, or if you work independently or are a branch of a giant group, it is the work that matters. “Size doesn’t matter. It is a level-playing field and the key differentiator is the work,” says Ohri who thinks even small and independent agencies can survive in the competitive world.

     

    However, Pandya says that a merger doesn’t make sense unless there’s a meeting of minds. “We set up Out of the Box to get away from the stuffiness of a big agency. So naturally, we will be careful before we jump into a merger. However, if our values and beliefs match, we’d be open to it,” he remarks.

     

    When quizzed if he regrets any decision taken about the agency so far, he says, “I only wish that we had started this venture a little earlier.”

     

    As he signs off, in an optimistic way he says that there will be big surprises from the agency, “You just wait and watch.”