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INNOVATION Special

LIONS DAILY NEWS 2016 IN PRINT AND ONLINE

TUESDAY / JUNE 21 / 2016

A SELECTION OF TODAY’S SEMINARS 10:00 CONDE NAST ANNA WINTOUR IN CONVERSATION WITH CHRISTOPHER BAILEY 10.45 PHILIPS ASIA FEARLESS COLLABORATION: DRIVING PHILIPS’ DIGITAL AGENDA IN ASIA (FORUM) 11.00 EDELMAN THE PURSUIT OF IMPACT: EDELMAN IN CONVERSATION WITH WILL SMITH 11.30 APRAIS OGILVY WAS RIGHT: CLIENTS GET THE ADVERTISING THEY DESERVE (FORUM) 12.00 DDB WORLDWIDE MANAGING THE PRESENT AND INVENTING THE FUTURE 12.15 180 AMSTERDAM FROM ROMAN EMPERORS TO ROMAN ORGIES (FORUM] 13.00 BURGER KING & DAVID THE AGENCY WTF ARE YOU GUYS DOING? FOSTERING THE IDEAL CREATIVE PARTNERSHIP (FORUM) 13.00 PREVIOUSLY UNAVAILABLE THE CASE FOR CREATIVITY (DEBUSSY)

Y&R’s McWhopping idea takes Print & Publishing THE WINNER of the Print & Pub-

lishing Grand Prix is not the prettiest print ad you’ll ever see. But it might just be the most impactful. Created by Y&R New Zealand for Burger King, it sought to make a grand gesture on behalf of world peace by inviting McDonalds to collaborate in the creation of a ‘McWhopper’. The idea was that the two corporations would jointly make a McWhopper as a one-off collaboration to celebrate Peace Day, an annual day of global unity. Although the burger never came into being, it kickstarted a media storm, generating 7.6 billion impressions, more than $144m in earned media, and — most importantly — a 40% increase in Peace Day awareness. McDonald’s, ini-

14.00 MONDELEZ INTERNATIONAL ORIGINALS: HOW NONCONFORMISTS MOVE THE WORLD (DEBUSSY) 14.00 IHEARTMEDIA AN INTIMATE CONVERSATION WITH USHER

16.00 HAVAS CAN YOUR BRAND KEEP UP WITH THE SPEED OF CULTURE? (DEBUSSY) 17.00 FCB THE ART OF (BRAND) SEDUCTION (DEBUSSY) ALL SEMINARS ARE IN THE LUMIÈRE THEATRE UNLESS OTHERWISE STATED

D4 FRONT+D.indd 1

DDB GROUP’S JOJI JACOB

tially cautious, eventually embraced the cause (but not the burger). “We had a massive debate about art/visual versus impact,” said Print & Publishing jury president Joji Jacob, group executive

creative director of DDB Group Singapore. “But what this ad showed was the power of print to provoke a conversation that could spread out across all media. It was simple but it set off a viral chain reaction. It was the kind of ad that was engaging enough to stop people looking at their mobile phones for a few minutes.” Despite being one of the biggest categories in Cannes, with 3,775 entries, the Print & Publishing jury awarded just 30 Golds to nine campaigns. Among these, there was an especially strong performance from Brazil, with four campaigns securing 13 Golds. Also celebrating Gold were New Zealand, South Africa, Spain, Thailand and the UAE.

#OptOutside wins for VB&P

13.45 SOCIALDEVIANT HOW TO CRAFT IDEAS THAT WON’T LAST (FORUM)

14.30 THE TALENT BUSINESS WA CAN’T ALL BE GOOGLE. DEAL WITH IT (FORUM)

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PUBLISHED BY BOUTIQUE EDITIONS

MCCANN WORLDGROUP’S ROB REILLY

THE WINNER of the Promo &

Activation Grand Pr ix is ‘#OptOutside’, a campaign that jury president Rob Reilly, global creative chairman of McCann Worldgroup Global, described as “the greatest anti-promotion ever”. Created by Venables Bell & Partners (VB&P) San Francisco, the

Inside

ingenious campaign saw outdoor retailer REI shut all its stores and close its sales website on Black Friday, the busiest day in the US retail year. It then urged its staff and customers to “Opt Outside”, and provided them with ideas about how to enjoy their day. Such was the impact of the campaign that 170 other organisations followed suit and scores of parks offered free entry for the day. All told, REI generated 2.7 billion PR impressions in 24 hours and got 1.4 million people to go outside. Reilly said that REI was run very close by Heineken New Zealand’s Brewtroleum, with the jury split down the middle. “Both were amazing, but ‘#OptOutside’ won

in the end because it felt more appropriate for the Promo & Activation category”. Reilly praised the diversity of both the jury and the entry pool, which he said was “testament to how far Cannes Lions has come. We shortlisted 306 entries from 71 countries, and 26 countries were represented among the winners.” In terms of Gold Lions, 16 campaigns secured 23 gongs. Geographically, this broke down as follows: US (nine), New Zealand (five), Argentina (two), Australia (two), the UK (two) and one each for France, Norway and Sweden. The ‘Brewtroleum’ campaign, created by Colenso BBDO Auckland, picked up an impressive three Golds.

WORK IS STILL AT THE HEART ANNES Lions is changing. And the good news is that our industry is embracing that change. The third Lions Health had a record-breaking 1,200 delegates this year, and saw a huge increase in entries. And the same goes for Lions Innovation and Lions Entertainment. The innovations we have introduced are a reflection of the increasing complexity of brand communications. As a result, this town is full of companies and people that wouldn’t have been here five years ago. They undoubtedly add to the excitement and glamour, but most importantly they are relevant to this rapidly evolving landscape. My observation this week is that delegates are drawing inspiration from the new Festival structure, with its increased emphasis on key industry verticals. Take Lions Health as an example. Every part of the brand communications business is interested in what health brings to the table. Health, as one juror put it, is “the new green”. So running Lions Health in parallel with the Festival has enabled a cross-fertilisation of ideas. The same is true for Innovation and Entertainment. And the rate of change will not slow down; in five years, the mix will be even greater. But what won’t change is the way we cherish creativity. Cannes Lions will always be an event with creativity at its heart. That, and the work, is what we stand for.

C

CANNES LIONS CHAIRMAN TERRY SAVAGE

NEWS / FOCUS ON INNOVATION / DIRECT WINNERS / RADIO WINNERS / PRINT & PUBLISHING WINNERS / PROMO & ACTIVATION WINNERS / GLASS WINNERS / CREATIVE DATA SHORTLIST / CYBER SHORTLIST / MEDIA SHORTLIST / MOBILE SHORTLIST / FOCUS ON ASIA PACIFIC / SCREENINGS SCHEDULE

21/06/2016 12:04 AM

Lions Daily News 2016 Issue 4 Tuesday June 21  
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