TUESDAY / JUNE 21 / 2016
LIONS DAILY NEWS
Luminaries join forces to promote UN Global Goals
JASON SOLOMONS (LEFT), CLAUDIA GONZALEZ, SIR JOHN HEGARTY AND LAWRENCE BENDER
YESTERDAY’s SAWA seminar — The Power Of Cinema To Drive Cultural Change — saw the world preview of Project Everyone’s latest cinema campaign, which aims to encourage mass public support for the rights of girls and women under the Global Goals UN initiative. SAWA, the global cinema advertising association, hosted the premier of #WhatIReallyReallyWant, an ad remake of Spice Girls’ Wannabe music video featuring actors, singers and dancers from around the world.
Legendary movie, advertising and humanitarian figures gathered on stage in support of Project Everyone’s commitment to raising awareness of Global Goals, a series of ambitious targets to end extreme poverty, fight inequality and injustice, and fix climate change by 2030. In an interview with Lions Daily News seminar participants, BBH founder Sir John Hegarty, UNICEF’s chief of public advocacy, Claudia Gonzalez, film critic and author Jason Solomons, and leading Hollywood producers
Lawrence Bender (Good Will Hunting; An Inconvenient Truth) and Steve Golin (Spotlight; The Revenant) talked about the potential of cinema, as the ultimate entertainment medium, to change and influence the zeitgeist. “This is not my agenda, this is our agenda,” Gonzalez said. “This is our planet — we have no planet B. We have to make sure that all the countries that have adhered to the development goals now deliver.” Gonzalez appealed to the advertising industry to use its creativity to amplify and
The Young Lions PR prize went to Ben King and Michael DiSalvo of Ogilvy Public Relations US
Snapped CAROLINA Gelfont and Juan Victor Calistro of Uruguayan agency Amen won the Young Lions Print competition AIRBNB founder Brian Chesky left the audience at yesterday’s seminor, Brian Chesky In Conversation With Joanna Coles, in no doubt that running a start-up is considerably harder than most people assume: “Getting a company like Airbnb off the ground was incredibly tough — so much so that at one point when we were dangerously low on funding, we started selling breakfast cereal. The truth is that it took 10 years to make the company genuinely financially secure.”
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reinforce Global Goals’ targets. Hegarty said the humourous # We H a v e A P l a n a d h e brought to Cannes last year to launch of Global Goals with SAWA, and filmmaker and Project Everyone founder Richard Curtis, was a recall hit when it aired across cinemas worldwide in September. “I always think if you want to convert people, make them smile,” he said. “For me, cinema is the modern-day campfire. The room darkens, the screen fires up. It’s the ultimate communal, shared experience of storytelling without distraction.” Cheryl Wannell, general manager of SAWA, added: “We are delighted to continue working with Project Everyone and to premiere this amazing advert. The power of cinema has long been apparent, from the time of silent film right through the implementation of 3D. Technology is one thing, but cinema’s storytelling capability and power to drive change is when it is at its most powerful.”
A VIRTUALLY SURREAL EXPERIENCE
NE OF the most immersive demonstrations of virtual reality (VR) content you are likely to find anyway took place yesterday at Samsung Presents: A VR Creators Showcase, when Salvador Dali’s surrealistic works were literally brought to life in a 360-degree film called Dreams Of Dali. The creation of ad agency Goodby Silverstein and Partners, Dreams Of Dali came to the Cannes Lions International Festival of Creativity thanks to Facebook Creative Shop, the social-media goliath’s creative agency, with the permission of The Dali Museum in St Petersburg, Florida. Set in a desolate desert, it features holographic versions of scenes from Dali’s paintings. The resulting dreamscape has been described as the closest we can get to entering the mind of the master of surreal art. Speaker Andrew Keller, Facebook Creative Shop’s global creative director, said: “It shows his real power was his imagination.” Marc Mathieu, Samsung Electronics America’s chief marketing officer, explained this was one of several pieces of original VR content being promoted or created with Facebook, Oculus Story Studio (part of Facebook subsidiary Oculus), news and entertainment portal Vice Media, and VR content and tech company Within (formerly called VRSE).
21/06/2016 9:34 AM