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SUNDAY, JUNE 16, 2013


SEE HOW HISTORY IS MADE They say history is written by the victors. But in the case of the Women’s Movement, it had hardly been written at all. Join AOL and a distinguished panel of speakers to hear first-hand how MAKERS captured this important chapter of history, and is helping shape the future for both women and digital video programming.

SUNDAY JUNE 16TH, 1:00-1:45PM MAIN STAGE, PALAIS THEATER

DYLLAN MCGEE

PA N E L

DYLLAN MCGEE Founder and Executive Producer Kunhardt McGee Productions GLORIA STEINEM

GLORIA STEINEM Writer, Lecturer, Editor, Activist

MAUREEN SULLIVAN Senior Vice-President, General Manager, Women’s Content & Lifestyle Brands AOL

M O D E R AT O R

MAUREEN SULLIVAN

MARIANE PEARL Journalist, Reporter, Author

A D V E R T I S I N G . AO L . C O M / C A N N E S

MARIANE PEARL


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SUNDAY, JUNE 16, 2013

DIRECT FACES THE FUTURE

today’s seminars 10.00 Cinelan – GE Focus Forward: The Creativity Of Re-Inventing The Everyday

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11.00 MailOnline – Celebrities And The Media 12.00 chime and The Good Relations Group – London 2012: Lessons Learnt From The GameChanging Games 13.00 AOL. – Makers. Sharing History And Creating Connections Via The Stories Of Women Who Shaped Yesterday, Today and Tomorrow 14.00 Arnold Worldwide – You Need An Enemy 15.00 Hakuhodo – 1+1=3: A Formula For Creative Alchemy 16.00 Be On – Human Behaviour: Measuring Emotions To Improve Effectiveness Of Online Ads 17.00 DH’LO – Foreigner: No Boundaries For Creativity All seminars are in the Grand Auditorium unless otherwise stated

Dame Vivienne Westwood

SEAN COMBS

Sir Alan Parker

Lou Reed

Sixtieth Lions celebrates with 60 A-list seminars THE 60th edition of Cannes Lions has once again broken both attendance and competition entry records with 12,000 delegates expected over the coming week, and 35,765 entries from 92 countries across 16 categories. As a demonstration of the event’s robust growth, the very first Lions, held in Venice in 1954, attracted 187 entries from 14 countries. Alongside that, Lions will once again be welcoming an array of high-level speakers during the 60 seminars scheduled for the week, including iconic fash-

ion designer Dame Vivienne Westwood, seminal rock star Lou Reed, film director, writer and producer Sir Alan Parker and rapper and entrepreneur Sean Combs. Westwood will be appearing on Tuesday with SapientNitro’s worldwide chief creative officer Gaston Legorburu to discuss how revolutionary stories are told — in every space, from fashion to business — and how they become global movements. On Thursday, Grey Group worldwide chief creative director, Tim Mellors, will be continuing in the agency’s tradition

of presenting legends from the world of music in a one-on-one discussion with Lou Reed about creativity and inspiration. As a solo artist and as principal songwriter and lead singer with The Velvet Underground, Reed was inducted into the Rock and Roll Hall of Fame in 1996, and is considered to be an important inf luence on modern rock music. Few people have been as successful at utilising contemporary consumer culture as an effective medium for creativity as Sean Combs. As a solo artist TURN TO P.3 or star-maker, as a

ARK Tutssel, Leo Burnett’s worldwide chief and jury president for this year’s Direct Lions, is set for a busy Festival. Entries for the Direct category, which recognises the most innovative use of direct marketing to generate consumer response and specific action, jumped 9% to 2,578. Direct marketing started as the poor cousin of the budget-rich above-theline campaigns. And the very technology that has enabled social media to enter into one-to-one dialogues with digital-native consumers is revolutionising the format. The job of Tutssel and his jury will be to sift through the entries to discover the innovative and forward-thinking submissions. “The jury will be looking for highly innovative ideas that have the human touch and the power to make people act,” Tutssel said. “We’ll be looking for brands that have a strong point of view about the world. Brands that use creativity to break the rules, and future-facing ideas that create truly interactive and customised experiences. This category is now home TURN TO P.3

Innovation jury seeks North Stars DAVID Droga, president of the Innovation Lions jury, is ready to take on the challenges this new category will bring. It aims to honour the technology and innovation that made a campaign’s creative concept possible in the first place. In this its first year, the Innovation category has received a total of 270 entries from 40

countries. And the Droga5 founder and the jury will have viewed all the entries and voted for a shortlist of 25 from a wide variety of countries by the time Cannes Lions kicks off. Droga is renowned for taking campaigns’ creative elements to new levels, and he expects the Innovation Lions to deliver some of this year’s inside box

most unexpected surprises. “I’d argue there’s no other business better-suited to this challenge. After all, we’re not just storytellers and communicators. We’re an industry of problem-solvers and inventors,” he said. “Of course, the very nature of innovation has repeatedly proven that no one can truly predict TURN TO P.3

Mark Tutssel

festival news p.1-7 innovation shortlist p.9 direct shortlist p.10 focus on sweden p.17 focus on spain p.19 screenings p.22 palais map p.24


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news

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artist gerald scarfe has been commissioned to create artworks to brand the city of cannes during the 60th festival. this work appears on the croisette side of the palais des festivals

fashion or vodka mogul, Combs (or P Diddy, Puff Daddy or Puffy) has been at the forefront of defining and redefining the culture of engagement in the creative process. Steve Stoute of New Yorkbased creative agency Translation, author of The Tanning Of America: How Hip-Hop Created A Culture That Rewrote The Rules Of The New Economy, introduces this innovative pioneer to unearth the insights, inspirations and passions that continue to influence Combs’ creative vision. Sir Alan Parker, who will be interviewed by The Guardian’s chief editor Alan Rusbridger, on Wednesday, is a film direc-

tor, writer and producer. He began his career in advertising as a copywriter and graduated to writing and directing commercials, and in the late 60s was one of a small group of British directors who revolutionised the world of advertising. He went on to direct feature films, including Bugsy Malone, Midnight Express, Mississippi Burning, The Commitments, Evita, Fame, Birdy, Angel Heart and Angela’s Ashes. In 1980 Parker received the D&AD Gold President’s Award. Other high-profile personalities appearing at Cannes this week include US chat show host Conan O’Brien, photographer Annie Leibovitz and

what will unfold. For starters, we’re looking for ideas that set new expectations; things designed to reset behaviours; a vision that will impact everyday lives; concepts that become North Stars for all of us. “Cannes has celebrated our best and brightest for sixty years,” Droga said. “Ideas that inspire us. Breathtaking work that sets the standard

to which an entire industry aspires.” But the “sad irony” is that “for all that searing talent and brilliant output, much of this work is fleeting and disposable.” He added: “When the things we’re awed by today can too easily become mere footnotes t o m o r r ow, i t ’ s t i m e t o expand. Ideally, when it’s all done, we’ll come away with

TURN FROM P.1

TURN FROM P.1

publisher Arianna Huffington. On Wednesday Time Warner Inc. chairman and CEO Jeff Bewkes will be introducing the What Works In Comedy seminar. CNN anchor Anderson Cooper will be with comedian, writer, producer and prolific late-night television host Conan O’Brien for an inspiring discussion about what connects in comedy. As an early adopter of social media, O’Brien will be sharing his perspective on leveraging digital and social tools to build brand awareness and engage audiences across multiple screens. He offers insight on the creative process and shares how he has partnered with some of the world’s biggest

David Droga

advertisers without diluting content. On Tuesday, mcgarrybowen’s Iconic Storytelling Frame By Frame, will be presenting legendary photographer Annie Leibovitz and Walt Disney Parks & Resort’s Leslie Ferraro alongside mcgarrybowen founder Gordon Bowen to discuss the vital role of iconic imagery in helping build global brand icons. They will share the genesis, evolution and continued success of the global Disney Dream Portraits Series that has transformed top celebrities including Scarlett Johansson, David Beckham, Beyonce, Johnny Depp and Russell Brand into beloved Disney fairy tale characters.

a handful of ideas that not only show us the way forward, but also carry us right into the future.” For the first time in the Festival’s history, delegates will be invited to the jury room to watch live presentations of the Innovation Lions entries. Presentations took place yesterday and continue today in Audi A.

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TURN FROM P.1 to some of the most progressive thinking in our industry, as last year’s Grand Prix winner, American Express ‘Small business Saturday’, proved. An idea that not only transcended the medium, it changed society.” Tutssel believes the Direct category has changed during the 11 years since it was introduced to Cannes. “And we have technology to thank for that,” he said. “It has given us so many opportunities to communicate straight to the customer and the ability to ignite and influence people’s behaviour. We are people talking to people, and in order to create a life-long, one-to-one relationship, we need to create an entirely different and spontaneous dialogue. People demand a direct reward from the time they spend with brands today. They want instant gratification, emotional engagement and new experiences.” He added that the directmarketing industry should not underestimate the impact of technology. “I see technology being this category’s great enabler, giving us the right to continue to unleash so much creative potential. We live in an always-on culture, where the most successful brands are the most responsive ones. That said, we need to embrace spontaneity and ideas that are culturally fluid.” Additionally, the category’s evolution will provide the Direct Lions president and jury with the weighty job of ensuring only the best work gets to be seen. “My role is to uncover and reward the most imaginative ideas of our time. The role is designed to guarantee consistency in voting, encouraging healthy debate and making sure the whole jury is listened to, and eliminate any jingoism that often taints other judging processes. Every person on the jury signs their name to the winning work, so it’s our duty to distil the entries down to the work that represents the finest creativity being practiced in the world today.”

Publisher Richard Woolley Editor in chief Julian Newby deputy editor Debbie Lincoln sub editor Jo Stephens Reporters andy fry - emelia jones - Juliana Koranteng - Gary Smith Lionsdail­­­­ynews.com Sunnie Antonia Photographers Yann Coatsaliou - Michel Johner Layout design A noir - T: +33 (0)1 48 06 22 22 - agence@anoir.fr - Arnaud Paikine - Valerie Mersier - Christian Zivojinovic Systems co-ordination Prod Events - Sophia Antipolis - T: +33 (0)4 93 33 12 40 Cannes Lions Daily News/Editorial T: 04 92 59 01 91 Advertising in Cannes 04 92 59 01 88 - jodlin@boutiqueeditions.com Jerry Odlin +44 77 6886 0417 - Lisa Ray +44 77 98 662 955 - Nicki Webber +1 912 308 6967 Karen Watts +1 949 974 71 61 Marketing Kirsty Woolley Advertising Production Roger Hall Printer imprimerie toscane - nice o.renucci@orange.fr Green publishing The paper used by Boutique Editions is a natural, recyclable product made from wood grown in sustainable forests. The manufacturing process conforms to the environmental regulations of the country of origin Published by Boutique Editions Ltd - 117 Waterloo Road - London SE1 8UL - T: +44 20 7902 1942 - F: +44 20 3006 8796 © 2012 CANNES LIONS


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TechTalk sessions aim to start new conversations TECHNOLOGY and brands are increasingly going hand in hand in the international advertising business, as will be seen daily this week at the Cannes Lions International Festival of Creativity’s TechTalk programme. Designed to inform delegates of the innovations being adopted by media owners, the TechTalk series begins tomorrow with Focus On Content-Tech. Executives from The Coca-Cola Company and Forbes Media will be among the experts discussing how brands use content to promote products and services. Content-tech platforms Outbrain, The IdeaLists and Glossi explain how they help brands to create and distribute content. On Tuesday, the Focus On Content sessions will centre on how technology is influencing the art of storytelling and the way peo-

ple view content and brands. Companies participating include Insurge Pictures, a subsidiary of Hollywood studio Paramount, YouTube content producer Maker Studios and Conde Nast Entertainment. Wednesday’s Focus On Screens sessions look at the secondscreen and multiplatform phenomena and how they enable brands to engage with audiences on connected TV, smartphones, tablets and digital billboards. Among the companies participating are Shazam, Ace

Metrix, Tremor Video, Zero Dot, ADC Young Guns X and The Barbarian Group. In the Solving The Privacy Challenge session on Thursday, publishing-tech firm PubMatic addresses the issue of consumer privacy and what tech companies should be doing with the billions of items of personal data they collect about their online users. On the same day publishing giant Conde Nast and consultancy firm MediaLink introduce the emerging tech companies that are changing content, creative and media. The TechTalk week ends on Friday with the Best Of Cannes 2013 and Headline Workshop: Technology And Creative Shaping Styles From Stage To Street. Media and technology executives will present the best use of technology seen at Cannes Lions this year.

Archive unlocks over a decade of inspiration THE NEWLY redesigned Cannes Lions Archive offers insight into every Cannes Lions entry going back over a decade, along with all of the Festival’s inspiring seminars from 2011 onwards. On the Archive’s re-launch, Festival CEO Philip Thomas said: “People are constantly asking us where they can find award-winning work to learn from. The Cannes Lions entry database was the answer to that question — we just had to find the most intuitive way to share it. With the new Archive design, we have not only achieved that goal, but gone far beyond it to offer subscribers something completely unique.” The Archive is the first in a long line of developments planned by the Lions team. Rob Dembitz, corporate development director for Lions Festivals, said: “We understand that access to data, analytics and insight is becoming increasingly important, so we intend to keep building our digital platform with more and more enhancements to help subscribers learn and win.” With upgraded features including a powerful new search engine, a streamlined user experience and a clean design, the Archive is an indispensable resource for anyone in the communications business. Try out the new system at beta.canneslionsarchive. com, or visit the Archive Lab at the main entrance of the Palais des Festivals for exclusive tips and demonstrations from the creators.


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Draftfcb Cape Town makes Festival history shani Ahmed, design director at Draftfcb Cape Town, made history on Saturday as the first person in Cannes Lions’ 60-year history to present a Lion award entry live to the jury in Cannes. His presentation, The Fire Blanket Calendar, was the first of the 25 shortlisted contenders at the inaugural Innovation Lions. The award, designed to showcase the use of a new technology to promote a brand’s message in an innovative way, required the shortlisted entries to be in Cannes to demonstrate how the submitted entry functioned. Ahmed impressed the jury, led by Droga5 creative chairman D av i d D r o g a , w h e n h e explained how his agency had helped South African paraffin

distributor Engen to educate its customers in how to prevent the fires that regularly destroy their homes and take lives. Poverty-stricken South Africans living in homes made with cardboard, scraps of plastic and corrugated iron use Engen’s paraffin. But the fuel that is essential for cooking and heating can cause accidents if the overcrowded shacks catch fire. Draftfcb Cape Town’s solution was to reproduce the annual print calendar, which Engen gives its customers for free, on state-of-the-art fire blankets. The agency had noted that Engen’s customers tended to display their calendars in easily accessible places but to store their fire blankets away. Its strategy aimed to encourage them to place their fire blankets

in places where everyone could see them should a fire take hold. When asked how he felt about his historic presentation, Ahmed said: “It was nerveracking. I’m very glad it’s over. I only found out last week that I would be the first.” Ahmed’s groundbreaking pitch was followed by Polish agency K2 Internet Warsaw, which introduced a new invention for client PZU, the country’s leading car-insurance firm. Despite its investment in setting up a highly reliable insurance scheme, PZU had discovered it could not compete against less reliable but much cheaper policies. In response, K2 Internet’s head of business innovation, Roman Lozinski, and head of mobile,

5

Draftfcb Cape Town’s shani Ahmed displays The Fire Blanket Calendar

Mikolaj Machowczyk, have invented the PZU Drive. Once plugged into a car’s dashboard, the device, which features Bluetooth technology, proprietary software and mobile-phone communications system GSM, collects data that is then trans-

mitted via wifi to PZU’s cloud server. The statistics collected enable the car-insurance company to predict certain things about the car, such as when it needs to be serviced, giving the customer that extra valueadded service.


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A chance to immerse yourself in the magic of the cinema TO DEMONSTRATE the power and impact that cinema advertising has on consumers, SAWA (Screen Advertising World Association) presents a range of new digital innovations for advertising at the movies at The Magical Mysterious Creative Media Platform – Cinema seminar on Monday at 12.00 in the Esterel. Fabien Ruiz, choreographer and tap coach to Jean Dujardin and Berenice Bejo for the award-winning silent film The Artist and star of Australian production company Finch’s exuberant cinema ad campaign for sparkling wine brand, Yellowglen, will perform live on stage during the presentation.

“I always improvise when I dance,” Ruiz said. “What I loved about shooting this film for Yellowglen was that nothing was pre-rehearsed. I was just allowed to listen to the music and start moving — whether that was on the top of a ladder or on a table!” ‘The house of sparkling’ campaign is a great example of how an impactful cinema ad, supported and amplified by an exciting interactive online environment, will reach the targeted consumer,” Cheryl Wannell, general manager, SAWA, said. “We are showing a 2D and 3D version of the film in addition to the live performance, to give delegates a

varied, intimate experience.” Last year SAWA debuted Finch’s state-of-the-art technology, 37 Degrees, used for ‘The Pedigree Adoption Drive’ campaign that gave cinemagoers the chance to watch different films on the same screen using alternate 3D glasses. This year SAWA presents Finch’s latest bifocal glasses prototype, using Dolby technology, for the NZ Lotto ad. “37 Degrees was used for the Pedigree cinema campaign and, after picking up a Gold Lion here last year, the ad has continued to win awards internationally,” Wannell said. “Now audiences can edit themselves and choose the outcome of a story — simply by nodding their head. The bifo-

Renowned international tap dancer and choreographer Fabien Ruiz

cal technology opens up exciting possibilities in terms of different advertising applications as it gives audiences the chance to immediately compare and contrast.” The SAWA Cinime mobile app will give delegates a chance to see the potential of moving information from the big screen to the small. “This really does

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put legs on ads so they can walk out of the cinema,” Wannell said. “Each advance in technology continues to make the big screen even more powerful.” Delegates must download the SAWA Cinime mobile app for iOS and Android to interact with the screen during the seminar, play with other cinemagoers and win prizes.


news

SUNDAY/june 16/2013

Arnold Worldwide’s Pete favat

ARTIST Shepard Fairey

Why Arnold thinks it’s time to make friends with the enemy EVERY brand needs its enemies, according to Pete Favat, chief creative officer at Arnold Worldwide. “If there isn’t problem, how can a brand be the solution?” he asked. Favat will be exploring this issue and giving examples of how Arnold Wo rl d w i d e a p p l i es t he insights gained from identifying a brand’s enemies at this afternoon’s You Need An Enemy seminar. Joining him on stage is controversial artist Shepard Fairey, who believes that every great story or social movement needs an enemy to thrive and

drive it viral. “Shepard’s work has long been divisive, combining graffiti, pop art, business art, appropriation art and Marxist theory,” Favat said. “His supporters point to the viral nature of his images, the DIY ethic behind his operation and the brute cultural impact of his work.” Fairey’s own take on the ambivalence of his situation is interesting. “There can very easily be a conflict between art and commerce, both in my life and in any other multi-disciplinary creative’s life,” he said. “Earlier in my career, I took ad work to survive that

I would not take now. For years, I could not make a living as a fine artist and my screen-printing business failed. I decided that working as a graphic designer would allow me to make a living creatively and keep my dreams of being an artist alive. I started out doing design work mostly in my areas of sub-cultural interest, like skateboarding and music. As my design business grew, I was approached by mainstream companies, which required careful consideration of where they stood philosophically compared to

me. I have turned down lucrative work from those I disagree with ethically.” But Fairey admitted that, when he needed money, he had been known to see his commercial work as “a Robin Hood approach” to funding his street art. He added: “I have been lucky to be able to do many projects that harmoniously overlap my art with a commercial design job.” Fairey said that much of his art was designed to encourage people to consume with discretion: “I’m not anti-capitalism; I’m anti-mindless

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consumption. Sometimes, but not always, that is at odds with advertising. I have no conflict with inspiring creative campaigns promoting products with merit. At the same time, I encourage people to weigh their real needs and priorities against the seduction of an ad or the allure of a product. I’m in the fortunate position now that I can choose to only work with companies I want to endorse.” Favat and Fairey’s approach is, at root, informed by the fact that brands need resistance to gain attention. “Throughout the history of art, music and design, if there’s no enemy, there’s no story,” Favat said. “Given the fact that brands need to engage people, how else can you do that?” He pointed to two campaigns that make creative use of an enemy: “The Anti-tobacco campaign Truth was helped hugely by the fact that tobacco company executives lied to Congress, because right there you have your enemy,” he said. “And we have just been working on a campaign for Avocados From Mexico. Here, the enemy to raising avocado sales is that they are considered exotic. Once the enemy was identified, the team could then base its creative thinking on moving avocados from ‘exotic’ to ‘everyday’. We have some great and fun ways to persuade people to think beyond Mexican food.”

Cannes is a festival that celebrates creativity: crisp thinking, big ideas and brilliant craftsmanship. Andrew Robertson and David Lubars explain what they have learned from the work of one of the greatest planners (Hemingway), writers (Dickens) and art directors (Michelangelo) of all time.


NOTHING GETS MARKETERS CLOSER TO THEIR CONSUMERS THAN MOBILE Mobile has sparked a new world of media in which every object is a medium and every place is an opportunity for a message. There is no other platform that is as personal, as pervasive, and provides the opportunity for proximity to connect with consumers in the right place and time. It is time to reimagine marketing with mobile leading the charge.

EVERY MOMENT IS MOBILE

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D1-9-Innovation Listing_Mise en page 1 15/06/13 21:17 Page9

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INNOVATION SHORTLIST CAT

TITLE

CLIENT

PRODUCT

COMPANY

COUNTRY

DENTSU

JAPAN

INNOVATION A01/010 NECOMIMI

BIO SENSOR TECHNOLOGY/COMMUNICATION TOOL

DENTSU TOKYO

A01/018 TWO SCREENS ARE BETTER THAN ONE

NEW TYPE OF PHONE

YOTA MOSCOW

RUSSIA

A01/032 INGRESS

MASSIVE MULTIPLAYER LOCATION BASED GAME

NIANTIC LABS @GOOGLE SAN FRANCISCO

USA JAPAN

A01/043 VISION SHIFT SYSTEM

SONY MARKETING (JAPAN)

NEW VIDEO EXPERIENCE SYSTEM

DENTSU TOKYO/SONICJAM TOKYO/AKARI TOKYO

A01/050 MOTLEY - TELLING STORIES…

CARLSBERG

SOCIAL MEDIA PUBLISHING TOOL

TBWA\DIGITAL ARTS NETWORK/CARLSBERG BREWERIES /TBWA COPENHAGEN DENMARK

SOFTWARE TECHNOLOGY

THE BARBARIAN GROUP NEW YORK

USA

PZU GROUP

CONNECTED CAR ECOSYSTEM

K2 INTERNET WARSAW

POLAND

A01/051 CINDER A01/055 PZU DRIVE A01/070 THE FIRE BLANKET CALENDAR

ENGEN

FIRE BLANKET CALENDAR

DRAFTFCB CAPE TOWN

SOUTH AFRICA

A01/079 WINDOW SHOPPING

ADIDAS

WE PUT SHOPPING INTO WINDOW SHOPPING

TBWA\HELSINKI

FINLAND

A01/083 BALLANTINE’S T SHIRT OS

BALLANTINE’S

A01/093 GOOGLE STREET VIEW HYPERLAPSE

WORLD’S FIRST WEARABLE… 100% COTTON STATUS UPDATE

MEDIAMONKS HILVERSUM/WORK CLUB LONDON

NETHERLANDS

LABS EXPERIMENT

TEEHAN+LAX TORONTO

CANADA

A01/104 VIRTUAL MAKEUP MIRROR

NATURA

KINECT TECHNOLOGY MIRROR

ID\ SÃO PAULO

BRAZIL

A01/126 THE FEED

GETTY IMAGES

VISUAL NEWS FEED

R/GA LONDON

UK

THE FIRST HASHTAG THAT WORKS LIKE A RECORD BUTTON

AGÊNCIACLICK ISOBAR SÃO PAULO

BRAZIL

A01/128 SKY REC

SKY

A01/175 GUIDE DOTS

GUIDE DOGS ASSOCIATION FOR THE BLIND SINGAPORE FREE AUDIO-BASED MOBILE APP FOR THE VISUALLY IMPAIRED Y&R SINGAPORE /VML KANSAS CITY/UDKU SYDNEY

SINGAPORE

A01/176 NATALIA PROJECT

CIVIL RIGHTS DEFENDERS

GLOBAL ASSAULT ALARM SYSTEM FOR HUMAN RIGHTS…

RBK COMMUNICATION STOCKHOLM

SWEDEN

A01/178 SMALL WORLD MACHINES

COCA-COLA

VENDING MACHINE WITH LIVE STREAMING

LEO BURNETT SYDNEY /LEO BURNETT CHICAGO

AUSTRALIA

A01/185 TERRA VIP

TERRA PORTAL

TERRA VIP GLASSES INVENTION

DDB BRASIL SÃO PAULO

BRAZIL

THUNDERCLAP - SOCIAL MEDIA TECHNOLOGY

DE-DE NEW YORK

USA

A01/207 THUNDERCLAP A01/213 WEB LAB

GOOGLE

INTERACTIVE WEBSITE CONNECTED TO A MUSEUM EXPERIENCE GOOGLE CREATIVE LAB LONDON/GOOGLE UK LONDON

UK

A01/232 RADIO AMBULANCE

AER (ASOCIACION DE RADIODIFUSION)

SFDDF

ECUADOR

MARURI GREY GUAYAQUIL

A01/233 A BOY AND HIS ATOM…

IBM

STOP-MOTION ANIMATION MADE WITH ATOMS

OGILVY NEW YORK

USA

A01/234 NIKE+ KINECT TRAINING

NIKE

FITNESS TITLE FOR XBOX 360

AKQA LONDON

UK

A01/236 MASTERCARD DISPLAY CARD

GETIN NOBLE BANK

DEBIT CARD WHICH SHOWS THE ACCOUNT BALANCE

GETIN NOBLE BANK WARSAW

POLAND

A01/271 TECH BALL

STANDARD CHARTERED BANK

SPORTS TECHNOLOGY

SAPIENTNITRO LONDON

UK

Who owns the creative agenda? #canvas

SUNDAY, JUNE 16, 2013


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DIRECT SHORTLIST CAT

TITLE

CLIENT

PRODUCT

AGENCY

COUNTRY

INNOCENCE IN DANGER PARKINSON’S VICTORIA HEKS VAESA BMW FIORUCCI FOOD

NGO FUNDRAISING NGO VW REAR VIEW ASSIST TECHNOLOGY BMW M135I COLD-CUTS

SERVICEPLAN MUNICH DDB MELBOURNE MELBOURNE Y&R GROUP SWITZERLAND ZÜRICH DDB SPAIN MADRID DRAFTFCB/LOWE ZÜRICH MCCANN WORLDGROUP MILAN

GERMANY AUSTRALIA SWITZERLAND SPAIN SWITZERLAND ITALY

AFRICA HEALTH PLACEMENTS PANTONE MUJERES LATINAS EN ACCION GOOGLE GERMANY CAPITAL COSMETICS KONTOR RECORDS BRUNETE’S CITY COUNCIL DEFENCE FORCE RECRUITING

AFRICA HEALTH PLACEMENTS PANTONE MUJERES LATINAS EN ACCION TEA THE SCENT OF TIME CALENDAR KONTOR RECORDS CIVIC AWARENESS CAMPAIGN AIR FORCE

BOOMTOWN STRATEGIC BRAND AGENCY PORT ELIZABETH LEO BURNETT LONDON LAPIZ CHICAGO KOLLE REBBE HAMBURG KOLLE REBBE HAMBURG OGILVYACTION DÜSSELDORF / OGILVYONE FRANKFURT MCCANN ERICKSON MADRID GEORGE PATTERSON Y&R MELBOURNE

SOUTH AFRICA UK USA GERMANY GERMANY GERMANY SPAIN AUSTRALIA

THE UNIVERSITY OF ENGINEERING & TECHNO. SAMSUNG LIFE INSURANCE HOME PRODUCT CENTER VODAFONE ROMANIA HEMOBA / ESPORTE CLUBE VITÎRIA HARLEY-DAVIDSON DO BRASIL MINI COOPER COCA-COLA BUND / FRIENDS OF EARTH GERMANY CHICAGO SHAKESPEARE THEATER TURNER GRUPO PAPELERO SCRIBE GOLDEN STEP SHOES PRIME TELEVISION MCDONALD’S RESTAURANTS NÉSTLE UNITED ARROWS GREEN LABEL RELAXING GOBIERNO DE LA CIUDAD DE BUENOS AIRES PADDY POWER VOLKSWAGEN DE ARGENTINA NYC BALLET THE JCC CO.

ADMISSIONS 2013 SAMSUNG LIFE INSURANCE HOMEPRO EXPO MOBILE INTERNET FOOTBALL TEAM TEST RIDE MINI COOPER COCA-COLA NATURE PROTECTION CHICAGO SHAKESPEARE THEATER CARTOON NETWORK SCRIBE GREEN TEA SANDALS TELEVISION PROGRAMME / CHANNEL RESTAURANTS KIT KAT UNITED ARROWS SAME PADDY POWER DRIVE CAREFULLY NYC BALLET OLFA CUTTER

MAYO DRAFTFCB LIMA CHEIL WORLDWIDE SEOUL BBDO PROXIMITY THAILAND BANGKOK MCCANN ERICKSON BUCHAREST LEO BURNETT TAILOR MADE SÃO PAULO MOMA PROPAGANDA SAO PAULO PUBLICIS MEXICO LEO BURNETT SYDNEY BBDO GERMANY DÜSSELDORF ARC WORLDWIDE CHICAGO NEWSTYLE SÃO PAULO VIVA LA DOBLEVIDA MEXICO CITY MCCANN WORLDGROUP SHANGHAI DRAFTFCB NEW ZEALAND AUCKLAND DDB GROUP HONG KONG JWT AMSTERDAM TBWA\HAKUHODO TOKYO DON BUENOS AIRES CP+B BOULDER / CURB MEDIA LONDON / M2M LONDON DDB ARGENTINA BUENOS AIRES DDB NEW YORK OGILVY & MATHER BANGKOK

PERU SOUTH KOREA THAILAND ROMANIA BRAZIL BRAZIL MEXICO AUSTRALIA GERMANY USA BRAZIL MEXICO CHINA NEW ZEALAND HONG KONG NETHERLANDS JAPAN ARGENTINA USA ARGENTINA USA THAILAND

SUNCORP INSURANCE AMNESTY INTERNATIONAL BONNIER ART GALLERY KOFOLA A.S. BRAZILIAN RED CROSS BRITISH AIRWAYS PROCTER & GAMBLE PHILIPPINES KIDUM 700 AMBEV THE COCA-COLA COMPANY SANTA CASA DE SÃO PAULO DUESSELDORFER TAFEL JHHESA CARVALHO HOSKEN SAFETYNL & DUTCH FOOD AUTHORITY GRUPO MODELO COCA-COLA INDIA AMIS AMNESTY INTERNATIONAL

INSURANCE - HOME AMNESTY INTERNATIONAL EXHIBITION TICKETS RAJEC CAMPAIGN AGAINST HUNGER BRITISH AIRWAYS LAUNDRY DETERGENT S.A.T TRAINING INSTITUTE BUDWEISER COCA-COLA DONATION DUESSELDORFER TAFEL WORLD AIDS DAY CARVALHO HOSKEN GETTING PEOPLE TO READ THE LABELS OF HOUSEHOLD CHEMICALS CORONA COKE STUDIO MEXICAN INSURANCE ASSOCIATION AMNESTY INTERNATIONAL

GEORGE PATTERSON Y&R BRISBANE LEO BURNETT FRANKFURT DDB STOCKHOLM LEAGAS DELANEY PRAHA AGE ISOBAR SÃO PAULO AGE ISOBAR SÃO PAULO ACE SAATCHI & SAATCHI MANILA YEHOSHUA/TBWA TEL AVIV P&G SAO PAULO / AFRICA SAO PAULO OGILVY FRANCE PARIS / OGILVY & MATHER SINGAPORE Y&R SÃO PAULO OGILVY GERMANY DÜSSELDORF JOE PUBLIC JOHANNESBURG ARTPLAN RIO DE JANEIRO LEMZ AMSTERDAM LEO BURNETT MEXICO LEO BURNETT INDIA MUMBAI OGILVY & MATHER MEXICO CITY DDB LATINA PUERTO RICO SAN JUAN

AUSTRALIA GERMANY SWEDEN CZECH REPUBLIC BRAZIL BRAZIL THE PHILIPPINES ISRAEL BRAZIL FRANCE BRAZIL GERMANY SOUTH AFRICA BRAZIL NETHERLANDS MEXICO INDIA MEXICO PUERTO RICO

SKY WWF KYOCERA TORQUE

SERVICEPLAN MUNICH GREY 141 GROUP SÃO PAULO LEO BURNETT CHICAGO

GERMANY BRAZIL USA

BADILLO SAATCHI & SAATCHI GUAYNABO WHYBIN\TBWA SYDNEY PUBLICIS BRUSSELS

PUERTO RICO AUSTRALIA BELGIUM

FLAT MAILING A01/011 A01/015 A01/029 A01/036 A01/039 A01/054

THE DAILY ABUSE A MESSAGE FROM JENNIFER EXCLUSION REAR VIEW COLLAR THE FASTEST CHRISTMAS SONG MAP OF CORRUPTION

DIMENSIONAL MAILING A02/012 A02/014 A02/026 A02/040 A02/065 A02/079 A02/080 A02/084

STETHOSCOPE RADIO AD PANTONE QUEEN MONEY CALENDAR THE TEA CALENDAR THE SCENT OF TIME BACK TO VINYL - THE OFFICE TURNTABLE POOPS EXPRESS AIR FORCE FM

AMBIENT MEDIA: LARGE SCALE A03/005 A03/024 A03/033 A03/085 A03/086 A03/133 A03/135 A03/137 A03/143 A03/147 A03/148 A03/149 A03/161 A03/162 A03/194 A03/196 A03/197 A03/207 A03/212 A03/213 A03/224 A03/226

POTABLE WATER GENERATOR BRIDGE OF LIFE THE OTHER SIDE PROJECT DIGITAL PUBLIC LIBRARY MY BLOOD IS RED AND BLACK REAL TEST RIDE INJURED TEXT SMALL WORLD MACHINES TREE CONCERT WILL AND GEORGE COME TO LIFE TOON MACHINE #SCRIBEBILLBOARD LOOOONG SANDALS CALL GIRL I’M AMAZING FREE NO WIFI ZONE MARIONETTEBOT SAME SKY TWEETS VOLKSWAGEN SUITE THE GREAT TOWER OF FAILE CUT TO BUILD

AMBIENT MEDIA: SMALL SCALE A04/008 A04/012 A04/020 A04/021 A04/024 A04/025 A04/032 A04/034 A04/042 A04/054 A04/057 A04/075 A04/077 A04/079 A04/091 A04/094 A04/097 A04/171 A04/176

THE LETTERBOX TARP WAILING WALLS AGAINST INJUSTICE ART BY CHANCE RAJEC WATER COASTERS HUNGER BAGS BARCODE READER AD OLYMPIC SHIRT FLAG SMART QR THE BUDDY CUP THE SHARING CAN LIKES THAT HELP HELPING HANDS VIRUS THE SOCIAL HOME TOUR 2.0 THE LABEL LOTTERY DRINK BLOW DRIVE REFLECTION OF MUSIC - TABLE MAT THE INTRUDER THE LAST MEAL: A STRONG DISH

DIRECT RESPONSE BROADCAST: TV, RADIO & INFOMERCIALS A05/022 SKY LIVESPOTS A05/035 DEFORESTED FIELD A05/037 JET ENGINE TESTING

SKY WWF SPRINT

DIRECT RESPONSE PRINT OR STANDARD OUTDOOR, INCLUDING INSERTS A06/009 CHILDREN AGAINST BULLETS A06/042 TE ARAROA-THE LONG PATHWAY A06/051 BLOOD WRITING

UNITED WAY TOURISM NEW ZEALAND RSF (REPORTERS WITHOUT BORDERS)

CRIME PREVENTION TOURISM NEW ZEALAND NGO

SUNDAY, JUNE 16, 2013


DIRECT SHORTLIST CAT

TITLE

11

CLIENT

PRODUCT

AGENCY

COUNTRY

ALB WWF CHINA AMNESTY INTERNATIONAL E.ON PAUSE HOME ENTERTAINMENT NECKERMANN COCA-COLA MCDONALD’S CANADA AMNESTY INTERNATIONAL VOLKSWAGEN BRAZILIAN SINPHONY ORCHESTRA DODGE TARGET

MUSIC VIDEO EARTH HOUR AMNESTY INTERNATIONAL ENERGY CUSTOM SOUND SYSTEMS NECKERMANN.DE COCA-COLA MCDONALD’S AMNESTY INTERNATIONAL CORPORATE CLASSIC MUSIC CONCERTS DART TARGET SCHOLARSHIPS

CLM BBDO BOULOGNE-BILLANCOURT BBH CHINA SHANGHAI M&C SAATCHI SYDNEY FORSMAN & BODENFORS GOTHENBURG ÅKESTAM HOLST STOCKHOLM OGILVY GERMANY FRANKFURT THE CYRANOS BARCELONA / MCCANN WORLDGROUP BARCELONA TRIBAL DDB TORONTO COLENSO BBDO AUCKLAND OGILVY & MATHER CAPE TOWN ARTPLAN RIO DE JANEIRO WIEDEN+KENNEDY PORTLAND WIEDEN+KENNEDY PORTLAND

FRANCE CHINA AUSTRALIA SWEDEN SWEDEN GERMANY SPAIN CANADA NEW ZEALAND SOUTH AFRICA BRAZIL USA USA

SHOPELSEWHERE.HK METSERVICE MATTEL STARHUB MOBILE LZG – NAT. GERMAN CENTER FOR HEALTH INFORM. ADIDAS JAPAN K.K. REBORN KONTOR RECORDS SALVI FOUNDATION PELIKAN AMERICAS

FASHION METEOROLOGICAL SERVICE SCRABBLE MOBILE BRANDING APPLICATION FOR EDUCATION FOOTBALL ORGAN DONATION FOUNDATION KONTOR RECORDS CARTAGENA MUSIC FESTIVAL PELIKAN HIGHLIGHTER

OGILVY & MATHER GROUP HONG KONG / OGILVYACTION HONG KONG Y&R NZ AUCKLAND OGILVY FRANCE PARIS DDB GROUP SINGAPORE OGILVY GERMANY FRANKFURT TBWA\HAKUHODO TOKYO DUVAL GUILLAUME MODEM ANTWERP OGILVYACTION DÜSSELDORF / OGILVYONE FRANKFURT Y&R COLOMBIA BOGOTÁ OGILVY GUATEMALA

HONG KONG NEW ZEALAND FRANCE SINGAPORE GERMANY JAPAN BELGIUM GERMANY COLOMBIA GUATEMALA

FOUNDATION “FOR LIFE – FOR ORGAN DONATION” CAPE TOWN TOURISM ALZHEIMER’S DISEASE INTERNATIONAL METRO TRAINS UNILEVER HEINEKEN INTERNATIONAL ARNOTT’S CARLSBERG COCA-COLA COMPANY FEBELFIN PARMALAT KERRY FOODS MONDELEZ INTERNATIONAL REFUGE SPCA / MINI NEW ZEALAND OLD SPICE WATER IS LIFE MUSÉE DE LA GRANDE GUERRE DU PAYS DE MEAUX P&G SPORT CLUB RECIFE NIKE JAPAN GOOGLE/TOUS UNIS POUR L’EGALITE

FOUNDATION “FOR LIFE – FOR ORGAN DONATION” CAPE TOWN WORLD ALZHEIMER’S DAY METRO TRAINS DOVE MASTERBRAND HEINEKEN TIM TAM CARLSBERG COCA-COLA ZERO BELGIAN FEDERATION OF BANKS OAK FLAVOURED MILK MATTESSONS FRIDGE RAIDERS OREO REFUGE PUBLIC AWARENESS / PET ADOPTION DANGER ZONE WATER IS LIFE MUSÉE DE LA GRANDE GUERRE DU PAYS DE MEAUX PUMA FRAGRANCE FOOTBALL CLUB NIKE FREE GOOGLE+

OGILVY GERMANY FRANKFURT OGILVY & MATHER CAPE TOWN / R.E.C CAPE TOWN OGILVY GROUP BRUSSELS MCCANN MELBOURNE OGILVY BRASIL SÃO PAULO PUBLICIS ITALY MILAN DDB SYDNEY DUVAL GUILLAUME MODEM ANTWERP DUVAL GUILLAUME MODEM ANTWERP DUVAL GUILLAUME MODEM ANTWERP THE MONKEYS SYDNEY SAATCHI & SAATCHI LONDON 360I NEW YORK BBH LONDON DRAFTFCB NEW ZEALAND AUCKLAND WIEDEN+KENNEDY PORTLAND DDB NEW YORK DDB PARIS GREY LONDON OGILVY BRASIL SÃO PAULO WIEDEN+KENNEDY TOKYO OGILVY FRANCE PARIS

GERMANY SOUTH AFRICA BELGIUM AUSTRALIA BRAZIL ITALY AUSTRALIA BELGIUM BELGIUM BELGIUM AUSTRALIA UK USA UK NEW ZEALAND USA USA FRANCE UK BRAZIL JAPAN FRANCE

BONNIER ART GALLERY VAESA MICROSOFT

ART GALLERY VOLKSWAGEN GENUINE PARTS® XBOX

DDB STOCKHOLM DDB SPAIN MADRID WUNDERMAN SEATTLE

SWEDEN SPAIN USA

FRUCOR BEVERAGES COCA-COLA NIKE

V ENERGY DRINK COCA-COLA FITNESS TITLE FOR XBOX 360

COLENSO BBDO AUCKLAND LEO BURNETT SYDNEY AKQA LONDON

NEW ZEALAND AUSTRALIA UK

SHOPELSEWHERE.HK KBC SKY VIRGIN MOBILE AUSTRALIA NIKE

FASHION KBC ENTREPRENEURS SKY VIRGIN MOBILE FITNESS TITLE FOR XBOX 360

OGILVY & MATHER GROUP HONG KONG / OGILVYACTION HONG KONG TBWA\BELGIUM BRUSSELS SERVICEPLAN MUNICH HAVAS WORLDWIDE AUSTRALIA NORTH SYDNEY / ONE GREEN BEAN SYDNEY AKQA LONDON

HONG KONG BELGIUM GERMANY AUSTRALIA UK

DALLAS TIME WARNER CABLE THE COCA-COLA COMPANY COCA-COLA

TELEVISION SHOW BRAND COCA-COLA COCA-COLA

GREY NEW YORK OGILVY NEW YORK OGILVY NEW YORK OGILVY & MATHER COLOMBIA BOGOTÁ

USA USA USA COLOMBIA

WEBSITES, MICROSITES & BANNERS B01/028 B01/030 B01/031 B01/038 B01/054 B01/061 B01/098 B01/100 B01/104 B01/112 B01/116 B01/124 B01/125

GOLDEN CHAINS DIGITAL EARTH HOUR NAME TUNNELS SWEDENS LARGEST ENERGY EXPERIMENT CATACOMBO SOUND SYSTEM THE WORLD’S MOST POWERFUL BANNER REAL BANNER OUR FOOD. YOUR QUESTIONS TRIAL BY TIMELINE STREET QUEST CLASSICALS BEHIND THE CLASSICS DODGE DART REGISTRY BACK TO COLLEGE

MOBILE MARKETING B02/022 B02/023 B02/038 B02/046 B02/049 B02/051 B02/053 B02/077 B02/078 B02/111

SHOPELSEWHERE.HK WEATHER TO WAKE SCRABBLE WIFI THIRD EYE TOOTHBRUSH GAMES THE HIGHEST GOAL SECOND-LIFE APPS BACK TO VINYL - THE OFFICE TURNTABLE VIBE TUNES WORD FINDER

SOCIAL MEDIA & VIRAL MARKETING B03/019 B03/023 B03/024 B03/064 B03/079 B03/098 B03/109 B03/111 B03/112 B03/113 B03/127 B03/139 B03/143 B03/145 B03/158 B03/197 B03/206 B03/207 B03/212 B03/217 B03/225 B03/230

WAITING. FOR SEVEN YEARS SEND YOUR FACEBOOK PROFILE TO CAPE TOWN DONATE YOUR FACEBOOK TIMELINE DUMB WAYS TO DIE REAL BEAUTY SKETCHES THE CANDIDATE CAMOUFLAGE PACKS POKER YOU HAVE 70 SECONDS AMAZING MINDREADER REVERSE ROBBERIES MEAT SNACKING HELMET THE OREO BLACKOUT TWEET DON’T COVER IT UP DRIVING DOGS MUSCLE MUSIC HASHTAG KILLER FACEBOOK 1914 DANCE DICTIONARY IMMORTAL FANS FREE FACE SAME SEX MARRIAGE

EMAIL MARKETING B04/004 THE TRACK-LIST GUEST LIST B04/007 BLOCKED IMAGES B04/019 HALO 4 KEY ART REVEAL

OTHER DIGITAL PLATFORMS B05/020 THE V MOTION PROJECT B05/023 SMALL WORLD MACHINES B05/028 NIKE+ KINECT TRAINING

ACQUISITIONS C01/012 C01/014 C01/026 C01/029 C01/044

SHOPELSEWHERE.HK THE GAP IN THE MARKET SKY LIVESPOTS FAIR GO BRO NIKE+ KINECT TRAINING

RETENTION C02/022 C02/028 C02/033 C02/034

THE BAD BEHAVIOR EXPERIMENT ENJOY TV BETTER COKE WEARABLE MOVIE THE GIFT BOTTLE

SUNDAY, JUNE 16, 2013


DIRECT SHORTLIST

12 CAT

TITLE

CLIENT

PRODUCT

AGENCY

COUNTRY

YWCA AUCKLAND AFRICAN ANGEL PANTONE PARKINSON’S VICTORIA UNDERGROUND MERCEDES-BENZ LIVRARIA DA VILA / CESTA NOBRE NECKERMANN ARNOTT’S ASSOCIAÇÃO VALORIZAÇÃO DO CHIADO... ADVERTISERS WITHOUT BORDERS REFUGE SC JOHNSON CHANGEMAKER NORWAY... SHAKE IT UP AUSTRALIA FOUNDATION REED EXHIBITIONS SOVIP IED MILANO THE ROYAL BOROUGH OF GREENWICH GREENPEACE MEXICO MUSÉE DE LA GRANDE GUERRE DU PAYS DE MEAUX RESPONSIBLE YOUNG DRIVERS (RYD) AARAMBH

CHARITY AFRICAN ANGEL PANTONE FUNDRAISING DIGITAL CAREER SMART LIVRARIA DA VILA / CESTA NOBRE NECKERMANN.DE TIM TAM QR CODE CHILD LABOUR REFUGE ZIPLOC POLITICAL CAMPAIGN TO CHANGE NORWEGIAN TAX LAWS PARKINSONS DISEASE MODEL MAKER FAIR SECURITY CAMERAS STORYTELLING AND COPYWRITING COURSES. GREEN’S END, WOOLWICH AWARENESS ON MEXICAN RIVERS POLLUTION MUSÉE DE LA GRANDE GUERRE DU PAYS DE MEAUX NGO HELP DESK

DDB GROUP NEW ZEALAND AUCKLAND OGILVYACTION DÜSSELDORF / OGILVYONE DÜSSELDORF LEO BURNETT LONDON DDB MELBOURNE MELBOURNE UNDERGROUND BUENOS AIRES CLM BBDO BOULOGNE-BILLANCOURT LEO BURNETT TAILOR MADE SÃO PAULO OGILVY GERMANY FRANKFURT DDB SYDNEY MSTF PARTNERS LISBON COUPE BUENOS AIRES / INTERNET URL S.A. MARTINEZ BBH LONDON PHD GUATEMALA ANORAK OSLO OGILVY & MATHER SYDNEY OGILVY & MATHER VIENNA OGILVY & MATHER COLOMBIA BOGOTÁ OGILVY & MATHER MILAN OGILVYONE LONDON CIRCUS DF MEXICO CITY DDB PARIS PUBLICIS BRUSSELS DDB MUDRA GROUP MUMBAI

NEW ZEALAND GERMANY UK AUSTRALIA ARGENTINA FRANCE BRAZIL GERMANY AUSTRALIA PORTUGAL ARGENTINA UK GUATEMALA NORWAY AUSTRALIA AUSTRIA COLOMBIA ITALY UK MEXICO FRANCE BELGIUM INDIA

HEINEKEN ITALIA BEYOND DARK

HEINEKEN CHOCOLATE DROPS

PUBLICIS ITALY MILAN OGILVYONE LONDON

ITALY UK

MONDELEZ INTERNATIONAL CADBURY MARS PETCARE T.C. PHARMACEUTICAL INDUSTRIES CO. SKITTLES AMBEV MONDELEZ FYFFES CAPITAL COSMETICS COCA-COLA DENMARK COCA-COLA NESTLÉ

OREO CADBURY DAIRY MILK PROMOTION WHISKAS SUNSNACK SKITTLES BRAHMA BEER MIKADO A WORLDWIDE INITIATIVE AGAINST CHILDREN’S DIABETES & ADIPOSITY THE SCENT OF TIME CALENDAR COCA-COLA COCA-COLA MILO CANS

DRAFTFCB NEW YORK SAATCHI & SAATCHI AUSTRALIA SYDNEY CLM BBDO BOULOGNE-BILLANCOURT THE LEO BURNETT GROUP THAILAND BANGKOK CLEMENGER BBDO SYDNEY P&G SAO PAULO / AFRICA SAO PAULO BUZZMAN PARIS SERVICEPLAN MUNICH KOLLE REBBE HAMBURG MCCANN COPENHAGEN COPENHAGEN OGILVY & MATHER COLOMBIA BOGOTÁ OGILVY MALAYSIA KUALA LUMPUR

USA AUSTRALIA FRANCE THAILAND AUSTRALIA BRAZIL FRANCE GERMANY GERMANY DENMARK COLOMBIA MALAYSIA

NISSAN MOTOR CO AUSTRALIA LAND ROVER MIDDLE EAST CHRYSLER BMW NORTH AMERICA PFAFF AUTOMOTIVE PARTNERS MERCEDES-BENZ VOLKSWAGEN VOLKSWAGEN GROUP CHINA VOLKSWAGEN JEEP (FIAT GROUP)

NISSAN PATROL LR4 JEEP BMW I PFAFF PORSCHE SPRINTER VOLKSWAGEN VOLKSWAGEN VW BEETLE CONVERTIBLE JEEP

WHYBIN\TBWA MELBOURNE Y&R DUBAI LEO BURNETT ARGENTINA BUENOS AIRES KBS+ NEW YORK LOWE ROCHE TORONTO DDB BRASIL SÃO PAULO OGILVY & MATHER CAPE TOWN PROXIMITY BEIJING / GOODSTEIN & PARTNERS BEIJING DDB BRUSSELS BRUSSELS LEO BURNETT IBERIA MADRID

AUSTRALIA UAE ARGENTINA USA CANADA BRAZIL SOUTH AFRICA CHINA BELGIUM SPAIN

BGH PHILIPS WALITA E-PLUS GRUPPE / BSVH INTEL + TOSHIBA SAMSUNG IKEA JAPAN K.K. PHILIPS NIKE BEATS BY DR. DRE THE VIEW ZONE LAMPTITUDE CO. AT&T

MICROWAVES BLENDERS THE VISIBLE SHIELD TOSHIBA LAPTOP WITH INTEL INSIDE NX CAMERA IKEA IRON AND STEAMER AIR FORCE 1 BEATS BY DR. DRE MIICALO(SCREEN PROTECTOR FILM) LAMPTITUDE AT&T

DEL CAMPO SAATCHI & SAATCHI BUENOS AIRES OGILVY BRASIL SÃO PAULO THJNK HAMBURG PEREIRA & O’DELL SAN FRANCISCO CHEIL UK LONDON TBWA\HAKUHODO TOKYO DDB RUSSIA MOSCOW OGILVY & MATHER TAIWAN TAIPEI R/GA NEW YORK / R/GA LONDON INNOCEAN WORLDWIDE SEOUL OGILVY & MATHER BANGKOK BBDO NEW YORK

ARGENTINA BRAZIL GERMANY USA UK JAPAN RUSSIA CHINESE TAIPEI USA SOUTH KOREA THAILAND USA

EMIRATES NBD SABB - THE SAUDI BRITISH BANK MEXICAN INSURANCE ASSOCIATION

EMIRATES NBD ATMS BANK INSURANCE

FP7/DXB DUBAI JWT RIYADH OGILVY & MATHER MEXICO CITY

UAE S.ARABIA MEXICO

.+KOTA VIRGIN MOBILE TERRA PORTAL CLASS OF ART

Y&R MEXICO HAVAS WORLDWIDE AUSTRALIA NORTH SYDNEY DDB BRASIL SÃO PAULO DDB BRASIL SÃO PAULO

MEXICO AUSTRALIA BRAZIL BRAZIL

BEST LOW BUDGET CAMPAIGN C03/006 C03/009 C03/012 C03/022 C03/025 C03/029 C03/041 C03/053 C03/058 C03/060 C03/066 C03/077 C03/079 C03/085 C03/088 C03/090 C03/092 C03/093 C03/111 C03/112 C03/116 C03/120 C03/122

DEMAND EQUAL PAY DON’T CRY, BABY PANTONE QUEEN A MESSAGE FROM JENNIFER DROGA GIVE ME 5 PARK ON TIME READING FEEDS PROJECT THE WORLD’S MOST POWERFUL BANNER CAMOUFLAGE PACKS QR CODE THE CHILDREN NOTWORK DON’T COVER IT UP FRESH NEWS HUNDREDS OF REASONS TO LOVE NORWAY´S MINISTER OF FINANCE THE DAY WE GAVE AUSTRALIA PARKINGSON’S THE STRATOS JUMP 1:350 WATCH ME STEAL FROM YOU THE GREATEST STORYTELLER THE POWER OF CUTE TOXIC TOURS FACEBOOK 1914 THE ALCOHOL BARRIER HELP DESK

PRODUCT LAUNCHES C04/016 C04/035

THE REAL MASTER OF INTUITION MEASURE OF PLEASURE

FAST MOVING CONSUMER GOODS D01/018 D01/019 D01/020 D01/028 D01/032 D01/038 D01/051 D01/056 D01/069 D01/104 D01/125 D01/132

OREO DAILY TWIST JOY SCULPTURES PURROMETER BEIJING DUCK TELEKINIZE THE RAINBOW THE DREAM REMOTE EVEN IF YOU SHOULDN’T BANANA COMIC WEEK 2013 THE SCENT OF TIME THE HAPPY FLAG THE REAL ICE COLD COCA-COLA TWISTED FOOTBALL

CARS & AUTOMOTIVE SERVICES D02/012 D02/018 D02/032 D02/041 D02/043 D02/058 D02/061 D02/070 D02/076 D02/078

PATROL VS BEETHOVEN LAND ROVER ESCAPE KEY GPS TO GET LOST A WINDOW INTO THE NEAR FUTURE INSTANT DM SPRINTER RECEIPT STREET QUEST BUILDING THE PEOPLE’S CAR BEETLE SLOWMERCIAL JEEP LEGENDARY ACCESSORIES

OTHER CONSUMER PRODUCTS (INCLUDING DURABLE GOODS) D03/003 D03/011 D03/012 D03/015 D03/018 D03/021 D03/024 D03/025 D03/031 D03/035 D03/037 D03/042

TUPPERWARE ALARM FRUIT MASHUP THE VISIBLE SHIELD THE BEAUTY INSIDE WE ARE DAVID BAILEY IKEA SUKIMA GALLERY THE ART OF IRONING DANCE TO DRAW X AF1 #SHOWYOURCOLOR SMART DOTS GLOW AT&T DIGITAL LIFE

FINANCIAL PRODUCTS & SERVICES D04/014 AWESOME TRAVELING MACHINE D04/028 SABB SALE INTERVENTION D04/041 THE INTRUDER

COMMERCIAL PUBLIC SERVICES, INCL. HEALTHCARE & MEDICAL D05/006 D05/024 D05/035 D05/042

DELIVERY DOGS FAIR GO BRO TERRA VIP ARTIST RESCUE

.+KOTA VIRGIN MOBILE AUSTRALIA TERRA PORTAL ABRA / ACADEMY OF ART

SUNDAY, JUNE 16, 2013


DIRECT SHORTLIST CAT

TITLE

13

CLIENT

PRODUCT

AGENCY

COUNTRY

V/LINE SWEBUS DIAGEO AUSTRALIA BRAZILIAN SINPHONY ORCHESTRA NYC BALLET

V/LINE LONG DISTANCE BUS COMPANY BUNDABERG RUM CLASSIC MUSIC CONCERTS NYC BALLET

MCCANN MELBOURNE ÅKESTAM HOLST STOCKHOLM LEO BURNETT SYDNEY ARTPLAN RIO DE JANEIRO DDB NEW YORK

AUSTRALIA SWEDEN AUSTRALIA BRAZIL USA

CASABLANCA RIBEIRO OPTIC 2000 PAUSE HOME ENTERTAINMENT PRESSBYRÅN EMART UNITED ARROWS GREEN LABEL RELAXING

BEDDING PRODUCTS MINICUOTAS RIBEIRO PRESCRIPTION GLASSES CUSTOM SOUND SYSTEMS CONVENIENCE STORE CHAIN EMART UNITED ARROWS

LEO BURNETT HONG KONG ALMACEN OLIVOS BUZZMAN PARIS ÅKESTAM HOLST STOCKHOLM ÅKESTAM HOLST STOCKHOLM CHEIL WORLDWIDE SEOUL TBWA\HAKUHODO TOKYO

HONG KONG ARGENTINA FRANCE SWEDEN SWEDEN SOUTH KOREA JAPAN

SITUATION STOCKHOLM VILLAGE VOICE NEWSPAPER COCA-COLA INDIA RADIO CORAZÎN

SITUATION STOCKHOLM IS A MAGAZINE SOLD BY HOMELESS… VILLAGE VOICE NEWSPAPER COKE STUDIO RADIO CORAZÎN

INGO STOCKHOLM LEO BURNETT NEW YORK LEO BURNETT INDIA MUMBAI ONIRIA/TBWA ASUNCION

SWEDEN USA INDIA PARAGUAY

UPS

SPORTS INDEX

OGILVY NEW YORK

USA

XTRASPACE SELF STORAGE AUSTRALIAN WRITERS AND ART DIRECTORS ASSOCIATION SEIKO HOLDINGS CORPORATION SPORT CLUB RECIFE UNILEVER PUBLICIS GROUPE GIVAUDAN KIMBERLY CLARK

XTRASPACE SELF STORAGE 2013 AWARD AWARDS SPORTS TIMER FOOTBALL CLUB DOVE MASTERBRAND PUBLICIS GROUPE WISHES 2013 FRAGRANCE HOUSE HUGGIES

Y&R SOUTH AFRICA CAPE TOWN CLEMENGER BBDO MELBOURNE DENTSU TOKYO OGILVY BRASIL SÃO PAULO OGILVY BRASIL SÃO PAULO DIGITAS FRANCE LEVALLOIS PERRET J. WALTER THOMPSON SINGAPORE SINGAPORE OGILVY & MATHER ARGENTINA BUENOS AIRES

SOUTH AFRICA AUSTRALIA JAPAN BRAZIL BRAZIL FRANCE SINGAPORE ARGENTINA

THE FOOTPATH LIBRARY / RANDOM HOUSE YWCA AUCKLAND HOLCIM GROUP DIAKONIE FRANKFURT & PARTNERS… WORLDWIDE FUND FOR NATURE (WWF) SPCA NEW ZEALAND SAVE THE CHILDREN WWF WATER IS LIFE STUDIO BRUSSELS COORDOWN ONLUS

MAILBOOKS FOR GOOD PUBLIC AWARENESS WEBSITE FOR CHARITY ORGANISATION HOMEPLUS CHILDHOOD CANCER CHARITY PROGRAM DIAKONIE FRANKFURT & PARTNERS… WWF PUBLIC AWARENESS / PET ADOPTION SAVE THE CHILDREN WWF FRANCE WATER IS LIFE MUSIC FOR LIFE WORLD DOWN SYNDROME DAY

BMF SYDNEY DDB GROUP RAPP TRIBAL NEW ZEALAND AUCKLAND INNOCEAN WORLDWIDE SEOUL SAATCHI & SAATCHI BERLIN BBDO GERMANY DÜSSELDORF DRAFTFCB NEW ZEALAND AUCKLAND BBDO NEW YORK MARCEL PARIS / PUBLICIS ARGENTINA BUENOS AIRES DDB NEW YORK MORTIERBRIGADE BRUSSELS Y&R SHANGHAI

AUSTRALIA NEW ZEALAND SOUTH KOREA GERMANY GERMANY NEW ZEALAND USA FRANCE USA BELGIUM CHINA

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MCCANN MELBOURNE LEO BURNETT TAILOR MADE SÃO PAULO DDB GROUP SINGAPORE LOWE-SSP3 BOGOTÁ LEMZ AMSTERDAM LEO BURNETT MEXICO COUPE BUENOS AIRES / INTERNET URL S.A. MARTINEZ ESTER STOCKHOLM MARURI GREY GUAYAQUIL MCCANN ERICKSON MADRID COLENSO BBDO AUCKLAND GEORGE PATTERSON Y&R MELBOURNE JWT BEIJING LOWE GINKGO MONTEVIDEO OGILVY GUATEMALA OGILVY FRANCE PARIS

AUSTRALIA BRAZIL SINGAPORE COLOMBIA NETHERLANDS MEXICO ARGENTINA SWEDEN ECUADOR SPAIN NEW ZEALAND AUSTRALIA CHINA URUGUAY GUATEMALA FRANCE

METRO TRAINS V/LINE DOVE MASTERBRAND VILLAGE VOICE NEWSPAPER COCA-COLA LOGISTICS PEACE DAY WEST END DRAUGHT

MCCANN MELBOURNE MCCANN MELBOURNE OGILVY BRASIL SÃO PAULO LEO BURNETT NEW YORK LEO BURNETT SYDNEY OGILVY NEW YORK LEO BURNETT CHICAGO BMF SYDNEY

AUSTRALIA AUSTRALIA BRAZIL USA AUSTRALIA USA USA AUSTRALIA

TRAVEL, ENTERTAINMENT & LEISURE D06/011 D06/021 D06/033 D06/049 D06/052

GUILT TRIPS THE TRAIN SWITCH ROAD TO RECOVERY CLASSICALS BEHIND THE CLASSICS FAILE, ART SERIES

RETAIL & E-COMMERCE, INCLUDING RESTAURANTS D07/016 D07/021 D07/022 D07/025 D07/026 D07/029 D07/050

SLEEP MODE TAXI MY PEOPLE’S CHOICE CATACOMBO SOUND SYSTEM THE HOT STAMP SALE NAVIGATION MARIONETTEBOT

PUBLICATIONS & MEDIA D08/006 D08/023 D08/033 D08/035

CV CAMPAIGN 8 MILLION PROTAGONISTS REFLECTION OF MUSIC - INSTALLATION SENSITIVE BRICKLAYERS

BUSINESS PRODUCTS & SERVICES D09/011 TEAM PERFORMANCE INDEX

CORPORATE IMAGE & INFORMATION D10/006 D10/011 D10/027 D10/031 D10/032 D10/044 D10/077 D10/086

STORAGE BUSINESS CARD PENCILS EQUAL PROFITS PEOPLE’S MARATHON PROMOTION SYSTEM IMMORTAL FANS REAL BEAUTY SKETCHES THE HUMAN YOUTUBE PLAYER SMELL A MEMORY MY VERY FIRST FRIEND

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PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS MESSAGES D12/037 D12/061 D12/077 D12/084 D12/099 D12/101 D12/103 D12/111 D12/117 D12/126 D12/129 D12/135 D12/136 D12/145 D12/170 D12/178

DUMB WAYS TO DIE MY BLOOD IS RED AND BLACK THIRD EYE SKY VOICES THE LABEL LOTTERY DRINK BLOW DRIVE THE CHILDREN NOTWORK WHERE´S THE BEST GET-LAID-PLACE IN THE WORLD? RADIO AMBULANCE POOPS EXPRESS TRIAL BY TIMELINE AIR FORCE FM MISSING CHILDREN 10 STEPS FOR HUMAN RIGHTS ANX SAME SEX MARRIAGE

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BEST INTEGRATED CAMPAIGN LED BY DIRECT MARKETING E01/020 E01/021 E01/027 E01/047 E01/053 E01/063 E01/071 E01/072

DUMB WAYS TO DIE GUILT TRIPS REAL BEAUTY SKETCHES 8 MILLION PROTAGONISTS SMALL WORLD MACHINES TEAM PERFORMANCE INDEX RECIPEACE THE WEST END DRAUGHT RECLAIM

METRO TRAINS V/LINE UNILEVER VILLAGE VOICE NEWSPAPER COCA-COLA UPS PEACE ONE DAY / D&AD BMF

SUNDAY, JUNE 16, 2013


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feature

SUNDAY/june 16/2013

17

Sweden is growing its creative capital with a new Cannes Lions initiative — the Made @Sweden academy, billed as offering an “immersion into creativity, the Swedish way”. Dagens Media’s Madeleine Ostlund puts it in context

It’s all happening @Sweden F

IFTY-EIGHT Lions and three Grands Prix in the Cyber category are a lot for a small country with a population of nine million, whose largest advertising agency — Forsman & Bodenfors — had a turnover of Swedish krona 511m (€59.4m) in 2011. Last year, Swedish agencies broke their own record by taking home a total of 48 Lions, including one Grand Prix. In the previous record year — 2010 — Swedish agencies won a total of 47 Lions, including a Grand Prix. Sweden’s 2012 Cannes results were topped by Volontaire’s Cyber Lion Grand Prix for its ‘Curators of Sweden’ Twitter campaign for the Swedish Institute and VisitSweden. It was a happy and elated group of agency employees who met with journalists after winning the prize. “‘Curators of Sweden’ represents exactly the values that Volontaire stands for as an agency,” Patrick Kampmann, creative director at Volontaire, says. “Our campaign builds on a strategy that demonstrates Sweden’s promise to the rest of the world [and shows] that we stand for certain values. By not controlling the content at all, we are showing that in Sweden there is room for all opinions. It almost feels as though our chance to do this project for Sweden was meant to be.” The campaign has won numerous awards since last year’s Festival, including the London International Awards, the Euro Effies, Clio, Eurobest and the Swedish competitions Guldagget, 100-wattaren and Spinn. As a result, ‘Curators of Sweden’ was one of nine campaigns honoured in The Gunn Report. ‘Curators of Sweden’ has been running since December 2011. The concept is based on rotating control of the Twitter

account @Sweden between different Swedish people for one week at a time. While there are no rigid rules governing the curators, they must not violate the law, they may not market products or themselves, and they may not write anything that compromises Sweden’s security. The objective is to strengthen Sweden’s brand as a tolerant, innovative and open nation. But the campaign has not been free of controversy. Last summer, curator Sonja Abrahamsson’s tweets about Jews provoked an enraged response in the social media. They were also picked up by the international media, including The Wall Street Journal and US TV celebrity Stephen Colbert. Colbert even began his own campaign to gain control of the @ Sweden Twitter account. Sweden declined his offer. Despite the criticism of the campaign, VisitSweden and the Swedish Institute did not give in. “We don’t want to wind up in a situation where we start censoring the tweets. We have certain rules that our curators must follow and, until they violate those rules, we don’t intend to shut down the account,” Maria Ziv, VisitSweden’s then marketing director, says. Thanks to Abrahamsson’s controversial tweets, the number of Twitter followers grew enormously. The week before she took over the account, @Sweden had

Madeleine Ostlund dagens media

Camilla Wallander “Freedom of expression, the absence of hierarchies and equality of opportunity have allowed us to lay the groundwork for creativity”

about 30,000 followers. The week after, the number had risen to 41,231. @ Sweden currently has 66,649 followers. There are still no plans to close down the campaign. “We haven’t established a date to end it. In fact, I want to get away from short-term campaign thinking and build long-term relationships,” Ziv said before leaving VisitSweden. Two possible scenarios for the campaign are to open up the Twitter account to residents of Sweden who are not Swedish citizens, or to allow tourists visiting Sweden to tweet on @Sweden. According to Ziv, these ideas had already been proposed as part of the Stephen Colbert discussion: “There’s actually no reason why non-citizen residents shouldn’t be allowed to share their perspective. If we allow tourists to participate, we’ll get the visitor perspective. It’s great to receive unfiltered impressions from people who didn’t grow up with Swedish culture and who have a completely different relationship with Sweden.” If Volontaire CEO/account director Carl Unger is to be believed, “Curators of Sweden’ is only the beginning for the agency. “Of course this campaign is our big breakthrough,” he says. “All the concepts we’ve developed for our clients are based on the exact same method that produced ‘Curators of Sweden’, but they haven’t received the same kind of attention. So it doesn’t feel like a one-off. We hope there


18

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will be more campaigns that have the same impact as ‘Curators of Sweden’.” Volontaire is a fairly new agency — it was founded in 2009 — and has a staff of about 15. The plan is for controlled growth. “No matter how much demand there is, we plan to grow at a slow and leisurely pace. We intend to refine our process, add a few staff members and be as profitable as possible,” Unger says. As a result of Sweden’s successes in the digital world, this year Sweden is hosting an academy called Made @Sweden during the Lions Festival. The initiative is backed by, among others, the Swedish foreignaffairs ministry, the Swedish Institute, The Swedish Association of Communication Agencies, Berghs School of Communication, Hyper Island and the Stockholm School of Economics, in partnership with the Festival. “Our ambition is to give the attendees the experience of working in a Swedish environment. We believe in being generous and inclusive; in keeping no secrets, sharing our knowledge and learning from the attendees. The Swedish approach is right for our times, but we must also remain aware that many countries can’t apply it outright,” Jenny Hagblom, project manager at the Swedish Institute, says. However, despite Sweden’s excellent reputation on the world stage, more Swedish creative professionals seek work abroad than the reverse. The Swedish Institute hopes that the academy will help reverse this trend. “Sweden benefits from internationalisation and is becoming more relevant in a global context. We have a hard time competing with the extremely high salaries in cities like New York, but surveys have repeatedly shown that Sweden offers a high quality of life and an outlet for creativity.” Hyper Island, which is collaborating with Berghs for the first time,

SUNDAY/june 16/2013

left to right Maria Ziv: “We have certain rules that our curators must follow” Jenny Hagblom: ”sweden benefits from internationalisation” Maria Arnholm: “Disparity in wages between men and women “at the top of my agenda’”

also hopes that the academy will strengthen Sweden’s brand in the areas of creativity and innovation. “I think that Sweden is viewed as a leading country for startups. We have many talented entrepreneurs who would benefit from more international exposure in order to grow into large businesses. It’s also interesting to discuss other aspects of the Swedish model, such as organisational structures, values and teamwork,” Hyper Island’s marketing director, Charlotte Sundaker, says. Over three days in Cannes 35 attendees from different countries will learn about the Swedish model. One trait of the Swedish approach is transparency, according to Berghs CEO Camilla Wallander. “Freedom of expression, the absence of hierarchies and equality of opportunity have allowed us to lay the groundwork for creativity,” she says. However, although Sweden is viewed as a country where equal opportunity is the norm, the Swedish agency world is anything but equal. In 2012, industry journal Dagens Media reported that only one of the 15 largest media agencies in Sweden was led by a female CEO. Only four of the 20 largest advertising agencies were headed by women, and only one of

Jenny Hagblom: “We believe in being generous and inclusive; in keeping no secrets and sharing knowledge. The Swedish approach is right for our times” 21 creative directors was a woman. And the situation has deteriorated since then. A year on, there are no female media agency CEOs left, and only two of the four female advertising agency CEOs remain. Moreover, the only female creative director has left her job. But the industry has taken

steps to address the situation. In May 2012, the annual meeting of the Swedish Association of Communication Agencies adopted a revision to its charter pledging to actively engage in efforts to promote equality. “As an industry, we want our agencies to reflect society. Equality can’t just be an issue because someone at the Association is passionate about it. It must be a permanent issue,” Jessica Bjurstrom, president of the Swedish Association of Communication Agencies, says. And in January this year, Maria Arnholm became Sweden’s new minister for gender equality. Arnholm was previously a PR consultant and the CEO of public-relations agency Springtime. No sooner had Arnholm been appointed than she issued a policy statement: “I want to put the disparity in wages between men and women at the top of my agenda. This is a difficult problem to solve through political means, but we must put it at the forefront.” Moreover, the industry recently gave an award to the equality initiative Rattviseformedlingen, which helps companies and organisations to find talent that has been passed over due to stereotypes about issues including gender, origin and physical ability. The talent may be anyone, from experts on Venezuela through orchestra conductors to game developers. Rattviseformedlingen started on Facebook about three years ago. Today, the agency consists of around 40,000 people who help out as volunteers and through social media. In April, Rattviseformedlingen won the prestigious Titanagget award at Sweden’s largest advertising competition, Guldagget. A jury awards Titanagget to “innovative communication that has broken with convention and created new patterns for how companies and organisations are to be active in society”. Speaking about the award, Lina Thomsgard, Rattviseformedlingen’s founder, says: “We understood how much power lies in the hands of the communications industry, both economically and creatively. We see stereotypes and want to break them down.” Thomsgard believes that Rattviseformedlingen’s most important contribution to the advertising industry is to show that change is possible. “If I could start a Facebook page one Sunday morning with a hangover, and if that page could change the media environment in Sweden thanks to 40,000 volunteers, the industry can move the bar for what we allow ourselves to be. Advertising can and should challenge tiresome gender roles and limiting stereotypes.”


feature

sunday/june 16/2013

19

The recession forced Spain’s advertising industry to take a long, hard look at itself. The result, writes Grupo Consultores’ Cesar Vacchiano, has been a long, hard process of reinvention

Working through the pain in Spain A

mong the countries to have suffered the most in these difficult times is Spain. We are living in our worst recession. Unemployment is higher than ever, consumption is low and investments are frozen. Marketing and communications is one of the hardest hit industries. Investments in new campaigns and media buying have decreased, in some cases by up to 30%. Even as the economic crisis started to hit in 2008, the advertising model in Spain was in need of a big shift. The digitalisation of agencies had not really started at that time, the old, commissionbased remuneration models were still in place and the top agencies were still being managed by the old-boy network. There was a desperate need for a new set-up with new rules, new consumption models, new points of contacts, new content and new professionals with new capabilities. At the end of the day, the Spanish industry needed a revolution. But such a big change was very difficult to initiate in a climate in which clients were afraid, outcomes were falling short of objectives and traditional work was no longer producing the expected results, meaning that marketers were focusing increasingly on cost-efficiency. Despite these obstacles, agencies and media owners have been restructuring their teams, striving to change their business models and looking for alternatives to adapt to the new economic environment. Five years on, the revolution is still in progress. Perhaps because of the tough economic times, or because they are aware of the agencies’ determined efforts, Spanish marketers are more satisfied than they have ever been with their current agencies (89.2%),

according to AgencyScope research conducted in 2012 by GC. And, more importantly, Spanish advertisers are the most satisfied of all those in the survey’s 12-plus countries (73.8% in the UK, 84.0% in India, 83.1% in Brazil and 59.9% in China). Between 80%-90% of clients agree that Spanish agencies have good professional teams, meet deadlines, solve problems, understand their business, have senior managers involved in their accounts and provide good account service. Creativity follows as the mostmentioned attribute (69.8%), but strategic planning lags at 55.8%. Consequently, this is an area on which Spanish agencies are now focusing, strengthening their capabilities by hiring more planners. Spain’s leading marketers are only

Cesar Vacchiano, president and CEO of communications specialist Grupo Consultores

investing 17.2% of their communications budget in digital (compared to 22.5% in the UK). Their desire to work with integrated agencies is much lower than the UK (39% versus 52%) but, importantly, 65% of Spanish marketers believe their agency is offering integrated services. This is due to agencies integrating digital into their core in recent years through mergers and/or by hiring digital experts. Clients report they are happier than ever with their agencies (89.5%) and 76.8% say they will not change. Poor client service and lack of creativity or integration have historically been the chief reasons for changing agency but these are no longer being cited as factors. Those that are changing largely want to do so to reduce costs. It is important for marketers to deliver their best work during these difficult times. When we ask clients which campaigns they most admire, they mention those from Coca-Cola, Campofrio, IKEA, Estrella Damm and Volkswagen — past Cannes Lions winners that are no doubt competing again this year. But there are fewer Spanish campaigns in Cannes this year, due to investment cuts by Spanish clients. There are also fewer Spanish delegates with whom to meet and talk, as a result of non-essential expenses and trips being cut. It is true that these are testing times in Spain — but they are also times of opportunity. In response, some Spanish


20

feature

agencies are reinventing themselves. For example, those working for networks are developing excellent work for Europe, other regions and/or global players such as BBDO, JWT, Leo Burnett, LOLA, McCann, Publicis, TBWA, etc. Their teams of planners and creatives are now providing solutions for clients in other countries. Spain is a country of advertising talent and that talent is now motivated to do more global work, meaning that Spain can function both as a local hothouse and an international player. There are also some independent Spanish agencies that, due to the reduced amount of local work, are now working internationally through their independent agency network or directly with the international clients that contract them. This has been the case for 101, &Rosas, Dommo, Paradigma FCM, Publips and Shackleton, among others. Multinationals still look to Spain as an interesting market and, consequently, keep investing in it. Carat is in the process of buying the country’s biggest independent agency — Ymedia — to reinforce its position in Spain,

sunday/june 16/2013

networks are still looking at independent digital agencies with whom to merge and independent groups, such as VCCP, are opening offices in Spain or reorganising their existing operations. An example is M&C Saatchi, which last year rebranded its Madrid office as Saatchi del Campo Espana. This involved amalgamating the existing Madrid office into the new entity, and bringing in new hires, including the CEO of Saatchi agency in Argentina, Pablo del Campo. Spain is a country of more than 40 million people, which makes it great for product and campaign testing. In addition, it has always had stand-out creative talent and acts as a bridge to multiple opportunities in the Latin markets. Independents are branching out by launching offices in these

Cesar Vacchiano, Our industry has talent, tradition and a lot of positive energy — energy that is now being focused on reinventing and repositioning

territories, often starting in Argentina, Chile, Mexico, Peru or Colombia, the five biggest markets outside of Brazil. Once up and running in these markets, their move to the next country is easier and faster. Among those to have adopted this expansion route are Arista, BtoB, D6, DoubleYou and La Despensa. Some of these independents are doing excellent integrated work, using their talent to develop brighter and more impressive campaigns, many of which have been awarded in Cannes. This positions these agencies as some of the hottest in adland. The likes of Bungalow25, El Laboratorio and Shackleton, with their talented senior teams, are known for developing great work for a selected group of clients. Times are difficult in Spain as everywhere, but our local industry has talent, tradition and a lot of positive energy — energy that is now being focused on reinventing and repositioning. We all hope times improve and that these agencies will soon be in a stronger position. And who knows? We could also start to see more of the micro-networks that are growing up around the world with a Spanish-Latin heart.


JUne sUnDaY,

16, 2013

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sunday/june 16/2013

Film Lions - Screening Schedule This schedule is subject to change. SUNDAY 16 Debussy

MONDAY 17 09.00 - 20.00

Debussy

09.00 - 12.45

Redac 1

09:00 - 20:00

A08 Cosmetics & Beauty

09:00 - 09:50

A05 H  ousehold Cleaning Products

09:00 - 09:15

A19 Entertainment & Leisure

09:00 - 11:00

A13 Cars

09:50 - 12:15

A12 Miscellaneous

09:15 - 09:30

A07 H  ome Appliances & Furnishings

11:00 - 11:40

A15 Home Electronics

12:15 - 13:10

A16 Retail Stores

09:30 - 11:10

A28 Fundrasing & Appeals

11:40 - 13:20

A22 Business Equipment & Services

13:10 - 14:00

A09 Toiletries

11:10 - 11:40

A22 B  usiness Equipment & Services

13:20 - 14:00

A24 Corporate Image

14:00 - 16:00

A25 B  roadcast Idents & Sponsorship

11:40 - 11:50

A25 B  roadcast Idents & Sponsorships

14:00 - 14:15

A20 Publications & Media

16:00 - 17:55

A18 Travel, Tranport & Tourism

11:50 - 12:45

A02 Sweet Foods & Snacks

14:15 - 15:35

A27 Public Awareness Messages

17:55 - 18:55

A03 Alcoholic Drinks

15:35 - 17:20

A26 Public Health & Safety

18:55 - 19:50

A21 Banking Investment & Ins.

17:20 - 19:35

A06 Household Other

19:35 - 19:50

TUESDAY 18 Debussy

09.00 - 12.45

Redac 1

09.00 - 20.00

Audi J

09.00 - 20.00

A07 Home Appliances & Furnishings

09:00 - 09:40

A08 Cosmetics & Beauty

09:00 - 09:50

A27 P  ublic Awareness Messages

09:00 - 10:00

A04 Non-Alcoholic Drinks

09:40 - 10:50

A03 Alcoholic Drinks

09:50 - 11:35

A17 Restaurants & Fast Food

18:30 - 19:15

A01 Savory Foods

10:50 - 12:00

A11Clothing Footwear & Accessories

11:35 - 12:25

A16 Retail Stores

11:00 - 12:40

A12 Miscellaneous

12:00 - 12:15

A14 Other Vehicles

12:25 - 13:00

A15 H  ome Electronics & Audio Visual

12:40 - 13:30

A10 Pharmacy

12:15 - 12:45

A06 Household Other

13:00 - 13:15

A24 Corporate Image

13:30 - 15:35

A28 Fundraising & Appeals

13:15 - 14:55

A09 Toiletries

15:35 - 16:05

A23 Commercial Public Services

14:55 - 18:05

A20 Publications & Media

16:05 - 18:00

A17 Restaurants & Fast Food

18:05 - 18:55

A10 Pharmacy

18:00 - 18:30

A27 P  ublic Awareness Messages

18:55 - 20:00

A18 Travel Transport & Tourism

10:00 - 11:00

A11 C  lothing Footwear & Accessories

19:15 - 20:00

WEDNESDAY 19 Debussy

09.00 - 12.45

Redac 1

09.00 - 20.00

Audi J

09.00 - 20.00

A02 Sweet Foods & Snacks

09:00 - 10:20

A05 Household Cleaning Products

09:00 - 09:15

A19 Entertainment & Leisure

09:00 - 11:00

A26 Public Health & Safety

10:20 - 11:15

A08 Cosmetics & Beauty

09:15 - 10:00

A11 Clothing Footwear & Accessories

11:00 - 11:45

A09 Toiletries

11:15 - 11:45

A24 Corporate Image

10:00 - 12:05

A21 Banking Investment & Ins.

11:45 - 14:00

A27 Public Awareness Messages

11:45 - 12:45

A27 Public Awareness Messages

12:05 - 13:05

A01 Savoury Foods

14:00 - 15:15

A20 Publications & Media

13:05 - 15:00

A04 Non Alcoholic Drinks

15:15 - 16:25

A15 Home Electronics & audio visual

15:00 - 15:55

A28 Fundraising & Appeals

16:25 - 18:00

A14 Other Vehicles

15:55 - 16:35

A20 Publications & Media

18:00 - 20:00

A13 Cars

16:35 - 19:00

A18 Travel, Tranport & Tourism

19:00 - 20:00

THURSDAY 20 Debussy

09:00 - 20:00

Redac 1

09.00 - 20.00

Audi J

09.00 - 20.00

A28 Fundraising & Appeals

09:00 - 10:40

A01 Savory Foods

09:00 - 10:10

A03 Alcoholic Drinks

09:00 - 10:45

A23 Commercial Public Services

10:40 - 14:00

A16 Retail Stores

10:10 - 11:50

A13 Cars

10:45 - 13:15

A03 Alcoholic Drinks

14:00 - 15:40

A04 Non-Alcoholic Drinks

11:50 - 13:00

A23 Commercial Public Services

13:15 - 16:25

A19 Entertainment & Leisure

15:40 - 17:35

A25 Broadcast Idents & Sponsorship

13:00 - 13:10

A06 Household Other

16:25 - 16:40

A21 Banking Investment & Ins.

17:35 - 19:55

A05 Household Cleaning Products

13:10 - 13:25

A10 Pharmacy

16:40 - 17:10

A02 Sweet Foods & Snacks

13:25 - 14:45

A14 Other Vehicles

17:10 - 17:50

A11 Clothing Footwear & Accessories

14:45 - 15:30

A17 Restaurants & Fast Food

17:50 - 18:35

A26 Public Health & Safety

15:30 - 16:25

A07 Home Appliances & Furnishings

18:35 - 19:15

A23 Commercial Public Services

16:25 - 19:40

A22 Business Equipment & Services

19:15 - 20:00

A12 Miscellaneous

19:40 - 19:55

FRIDAY 21 Debussy FILM LIONS SHORTLIST

09:00 - 20:00 TBC

Redac 1 FILM LIONS SHORTLIST

09.00 - 20.00 TBC

Audi J FILM LIONS SHORTLIST

09.00 - 20.00 TBC

SATURDAY 22 Redac 1 FILM LIONS SHORTLIST

09.00 - 16.00 TBC

Audi J FILM LIONS SHORTLIST

*Entries from the ‘B. Internet Film’ and ‘C. Other Film Content’ sections will be available throughout the Festival in the Screening Lounge on Level -1

09.00 - 16.00 TBC


23

sunday/june 16/2013

Film Craft Lions - Screening Schedule This schedule is subject to change. Tuesday 18 Audi B

Wednesday 19 09.00 - 20.00

Audi B

Thursday 20 09:00 - 20:00

Audi B

09:00 - 20:00

A04 Cinematography

09:00 - 14:25

A11 Casting

09:00 - 14:40

A05 Editing

09:00 - 13:15

A06 Script

14:25 - 20:00

A09 Visual Effects

14:40 - 17:15

A10 Animation

13:15 - 15:55

A08 Sound Design

17:15 - 19:20

A01 Art Direction/Product Design

15:55 - 20:00

Friday 21 Audi B

Saturday 22 09.00 - 20.00

FILM CRAFT LIONS SHORTLIST

TBC

Audi B FILM CRAFT LIONS SHORTLIST

09.00 - 16.00 TBC

Titanium & Integrated Lions - Screening Schedule This schedule is subject to change. Sunday 16 Audi K

Tuesday 18 09.00 - 20.00

Audi K

Thursday 20 09:00 - 20:00

Audi K

09:00 - 20:00

A01/001-050

09:00 - 10:40

A01/351-400

09:00 - 10:40

A01/251-300

09:00 - 10:45

A01/051-100

10:40 - 11:35

A01/401-436

10:40 - 11:55

A01/301-350

10:45 - 12:20

A01/101-150

11:35 - 13:30

A01/001-050

11:55 - 13:35

A01/351-400

12:20 - 14:05

A01/151-200

13:55 - 15:10

A01/51-100

13:35 - 14:30

A01/401-436

14:05 - 15:15

A01/201-250

15:10 - 16:55

A01/101-150

14:30 - 16:25

A01/001-050

15:15 - 17:00

A01/251-300

16:55 - 18:35

A01/151-200

16:25 - 18:05

A01/051-100

17:00 - 17:55

A01/301-350

18:35 - 20:00

A01/201-250

18:05 - 19:50

A01/101-150

17:55 - 19:45

Saturday 22 Audi K

09:00 - 16:00

TITANIUM & INTEGRATED LIONS SHORTLIST

TBC

Branded Content & Entertainment Lions - Screening Schedule This schedule is subject to change. Monday 17 Audi K

Wednesday 19 09.00 - 20.00

Audi K

Friday 21 09:00 - 20:00

A04 Best use or integration of user-generated content

09:00 - 10:20

A10 Best integrated content campaign

10:20 - 12:25

A03 Best brand or product integration into a feature film, existing TV show and/or series

12:25 - 12:50

BREAK

12:50 - 13:40

A06 Best use or integration of music

13:40 - 15:30

A05 Best use or integration of experiential events

A05 B  est use or integration of experiential events

13:15 - 15:55

15:30 - 18:10

A08 Best use or integration of gaming

18:10 - 19:10

A09 B  est use or integration of digital or social media

15:55 - 18:45

A01 B  est fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand

18:45 - 20:00

A07 Best use or integration of offline media such as print, outdoor etc

19:10 - 20:00

Audi K BRANDED CONTENT & ENTERTAINMENT LIONS SHORTLIST

A02 B  est non-fiction program, series or film where a client has successfully created a reality, documentary or entertainment show around a product(s) or brand(s)

09:00 - 11:00

A06 Best use or integration of music

11:00 - 12:50

BREAK

12:50 - 13:15

09:00 - 20:00 09:00 - 10:45


presenTs

Discover the latest in forwarD-thinking technology Discover the latest in forwarD-thinking technology

presenTs

Technology is influencing the creative process across the entire communications Technology is industry. TechTalk influencing the creative sessions in the YlZ at process across the the palais des festivals entire communications bring speakers from industry. TechTalk innovative companies sessions in the YlZ at to the cannes stage in the palais des festivals a friendly, open setting. bring speakers from innovative companies to the cannes stage in a friendly, open setting.

TechTalk Takes place on level -1 of The palais in The Young lions Zone TechTalk Takes place on level -1 of The palais in The Young lions Zone MonDay June 17

tuesDay June 18

weDnesDay June 19

thursDay June 20

friDay June 21

focus on content-tech

focus on content

focus on screens

DouBle focus

soft focus

10:30–11:30 Brands as newsrooms MonDay June 17 Storytelling in a digital world outBrain Gilad de Vries, focus on content-tech Brian Angiolet,

10:30–11:30

10:30–11:30 Best of June cannes friDay 21 2013

verizon wireless 10:30–11:30 David Campbell, the Brands as newsrooms

10:30–11:30 the power of paramount tuesDay June 18 From Screen to Screen A fireside chat with focus on content Amy Powell, paraMount and insurge pictures 10:30–11:30 Rob power Norman, M the ofgroup paramount

the iDealists utility, agility, equity

From Screen togeneration Screen Maker’s next A fireside chat with Media company Amy Powell, paraMount Programming with and and pictures for ainsurge global community of Rob Norman, group M programmers and consumers Ynon Kreiz andgeneration Maker’s next Courtney Holt, Media company

coca-cola Storytelling in acoMpany digital world Gilad deagility, Vries, outBrain utility, equity Brian Angiolet, Applying learnings verizon wireless from tech start-ups to David Campbell, the the agency process coca-cola coMpany Adam Glickman, Applying learnings 2:30–3:30 from tech start-ups to native creative the agency process A content perspective Adam Glickman, on advertising the iDealists Meredith Levien, forBes Will Kunkel, 2:30–3:30 viBrant Matt Edelman, glossi native creative Moderated by A content perspective James Cooper, aDweek on advertising Meredith Levien, forBes Will Kunkel, viBrant Matt Edelman, glossi Moderated by James Cooper, aDweek

Maker stuDios Programming with and for a global community of 2:30–3:30 programmers and consumers the Machinima Ynon Kreiz and preview Storytelling in Parallel Courtney Holt, Worlds with exclusive Cannes Maker stuDios debut of Ridley Scott shorts Seth Bardales and 2:30–3:30 Jay Sampson, the Machinima preview MachiniMa Storytelling in Parallel Worlds with exclusive Cannes content. creativity. debut of Ridley Scott shorts conversation. Seth Bardales andthe Stage Condé Nast Sets Jay Sampson, for the Next Wave of MachiniMa Transformative Change Dawn Ostroff, content. creativity. conDé nast conversation. entertainMent Condé Nast Sets the Stage for the Next Wave of Transformative Change Dawn Ostroff,

conDé nast entertainMent

10:30–11:30

creative is the weDnesDay June 19

new currency Five ways focus onadvertisers screensand

agencies are altering their investment strategies 10:30–11:30 ace Metrix Peter Daboll, creative is the Joined by creative new currency agency greats Five ways advertisers and agencies are altering “clickable” tv adstheir investment strategies Extending the Journey ace Metrix Peter to theDaboll, Second Screen Joined by creative Rich Riley, shazaM agency greats 2:30–3:30 tv ads “clickable”

please Dothe touch Extending Journey Adding the power of to the Second Screen interactivity to TV ads Rich Riley, shazaM A conversation hosted by treMor viDeo featuring: 2:30–3:30 m ss ng p eces Ari Kuschnir, please Do touch Bradonio (aka Brad Adding the power ofHasse),

aDc young interactivity to guns TV adsx Jonathan Hoffman, A conversation hosted by starcoM MeDiavest treMor viDeo featuring: group Ari Kuschnir, m ss ng p eces David Sanderson, Bradonio (aka Brad Hasse), treMor viDeo aDc young guns x Moderated by Jonathan Hoffman, aDweek James Cooper, starcoM MeDiavest group intent to thrill David Sanderson, Your audience is treMor viDeo speaking to you Moderated by Kathy Leake, aDweek James Cooper, local response Brandon intent to Berger, thrill

ogilvy & Mather Your audience is speaking to you Kathy Leake, local response Brandon Berger,

solving theJune privacy thursDay 20

challenge in an Always Connected World DouBle focus A special session hosted by

pubMatic 10:30–11:30

solving the privacy 2:30–3:30 challenge the first global in an Always Connected World technology Match-up A special session hosted by Condé Nast and MediaLink pubMatic bring to Cannes a group of emerging technology 2:30–3:30 companies that are changing the first global the shape of Match-up advertising technology content, creative and media. Condé Nast and MediaLink Andrew Siegel, a group bring to Cannes

aDvance of emerging puBlications technology With outBrain , changing companies that are glossi , gui.De , the shape of advertising interluDe , unifieD content, creative and media. and Bre.ad socialSiegel, Andrew

aDvance puBlications With outBrain, visit the salesforce glossi , gui.De , MarkeTing clouD interluDe , unifieD coMManD cenTer and Bre.ad social

in the Young lions Zone to see what is visit the salesforce happening—right now— MarkeTing clouD all over cannes. The coMManD cenTer command center brings in theaggregated Young lions you social Zone to see what is engagement to keep happening—right you in the cannesnow— buzz. all over cannes. The command center brings you aggregated social engagement to keep you in the cannes buzz.

and headline workshop Technology and soft focus creative shaping style from stage to street 10:30–11:30 Jesseof Angelo, Best cannes 2013

new york post and headline workshop

Ari Kushnir and and Technology Kate Oppenheim, creative shaping style m ssstage ng p to eces from street Dee Salomon, Jesse Angelo,

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Ari OurKushnir review and of the best of Kate Oppenheim, the week at Cannes; from m sswinners’ ng p eces the stage to the Dee Salomon, Croisette runway. What MeDialink technologies gave a winning edge to campaigns from Our review of the best of across the How are the week atglobe? Cannes; from agency creatives the winners’ stageusing to themedia and technology interpret Croisette runway.toWhat and distributegave theira ideas? technologies winning Most to important, who looked edge campaigns from fabulous while accepting across the globe? How are their award, sipping rosé at agency creatives using media the Carlton and to engaging and technology interpret in ‘intellectual conversation’ and distribute their ideas? at theimportant, Gutter Bar? Most who looked fabulous while accepting their award, sipping rosé at the Carlton and engaging in ‘intellectual conversation’ at the Gutter Bar?

Design hinTerlanD

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for more information:

www.medialink.com/cannes

@Medialink

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for more information:

www.medialink.com/cannes

@Medialink

#canneslions


Grand Audi – Tuesday 18th June, 14.00-14.45


Cannes Lions Daily News 2013 - Sunday