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Brandhome goes Cannes Lions 2015 - Take-aways

Brandhome goes to the Cannes Lions Festival of Creativity every year to check out the new trends, brands, technologies, meet interesting people and learn from masterminds all over the world. We gathered all our insights from 4 busy days in one handy presentation. Don't hesitate to post any additions in the comment section below.

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Brandhome goes Cannes Lions 2015 - Take-aways

  1. TAKE-AWAYS CANNES LIONS 2015 international festival of creativity
  2. Neuroscience isn’t the key, cognitive neuroscience is mechanisms, remembering things, making decisions
  3. EMOTION > RATIONALITYA lot of advertising is made in a very rational way, while shopping behaviour is affected more by emotion than rationality. Even though customers think they’re acting rational.
  4. COGNITIVE NEUROSCIENCE IN ADVERTISING, HOW? 1. turn message into memories • instead of just being seen, they stick into the brain. • things are defined not by their sameness, but by their quirks, their uniqueness and their visual distinctiveness. 2. encode in the appropriate part of the brain • wrong part is no behavior change • care more about your customer (people don’t know how they behave, they think what they think) 3. tell a relevant story, and do it well • don’t tell the story in a rational way, but do this emotional through an memorable failure experience
  5. 1. your identity must be distinctive & quirky 2. wrap the brand in a story 3. the story must create a meaning
  6. BRAND FAILURE
  7. The culture of a country is reflected by its advertising. In Japan we see 2 cultures: Zen (simple, quiet) and Anime (energetic, chaos).
  8. tradi&on) dignity) s&ll) science) innova&on) pop) mo&on) emo&on) ZEN) ANIM E) Zen meets Anime
  9. When they meet, you get unexpected things. > 4 types of meetings between Zen and Anime.
  10. TRADITION + INNOVATION “tradition is a succession of innovations” 1 example: hibiki glass
  11. DIGNITY + POP “finding the perfect mismatch” 2 example: wet suits
  12. STILL + MOTION “motion unleashes new senses” 3 example: six lyrics speaker
  13. SCIENCE + EMOTION “humanisation” 4 example: eye play the piano
  14. TRADITION IS A SUCCESSION OF INNOVATIONS
  15. Data is more important than ever. Use it in a creative and effective way. example: Trident gum - designed clothes as a shield 
 that blocks smartphone signals = digital detox
  16. example: AFL alert shirt - sensory experience of a football game Data is more important than ever. Use it in a creative and effective way.
  17. past: consumers consuming content now: creator curator in a world of distraction challenge: How can you customize to easily share things?
  18. THERE ARE NO PASSENGERS ON SPACESHIP EARTH. WE ARE ALL CREW. - MARSHALL MCLUHAN
  19. content content ads People love brand(stories), but hate ads. ads
  20. MARKETING FOLLOWS AUDIENCE BEHAVIOUR same shit, different sync
  21. 75%turns to peers to push them towards or away from a purchase
  22. SMARTPHONES always on always there always online
  23. SHARES > LIKES & COMMENTS
  24. NATIVE ADVERTISING (we used to call this ‘advertorials’) scale + depth reach with ads context / interaction with content
  25. MOMENTS „highly targeted contextual ads”
  26. EXPERIMENTING will lead towards ‘the right ad, to the right person on the right time at the right place’ ‘failing means you’re a pioneer it is falling forward instead of backward’
  27. Things to think about as creatives/marketers/brands … according to David Shing – AOL: • phone therapy • desktop dining • hot green • garbage reborn • time travel • manufactured nostalgia
  28. BRANDS NEED TO BE AN EXPERIENCE emotional not rational
  29. BRANDS NEED TO BE AN EXPERIENCE from a me generation to a we generation
  30. TO BE PART OF THE MARKET, YOU HAVE TO USE DATA EFFECTIVELY. e.g. public transport with realtime data
  31. 3 OUT OF 5 PEOPLE FEEL THAT MARKETING ISN’T LISTENING
  32. STOP TALKING TO PEOPLE, LET THEM TALK TO EACH OTHER = experience of other people
  33. TO GAIN PEOPLE’S TRUST: CREATE MOVEMENTS, NOT CAMPAIGNS
  34. ‘FROM COOKING IS FOR GIRLS TO COOKING GETS YOU GIRLS’ - JAMIE OLIVER
  35. EVERYDAY IS A CONVERSATION CREATE AMAZING CONTENT TURN MISTAKES INTO R&D
  36. SMARTPHONES ARE SWISS ARMY KNIFES
  37. SMARTPHONES ARE ENABLERS FOR CONNECTION SOCIAL EDUCATION BETTER LIFE PROGRESS
  38. OUR FAVORITES FROM CANNES LIONS meet the Brandhome lions
  39. ELISE DEMUYNCK BRITISH AIRWAYS My favourite (and from a lot of speakers too) is the interactive billboard ad from British Airways. It combines emotion with technology in a innovative and exciting way. It perfectly grabs the magic and emotion of flying!
  40. THE PRICE OF CLEAN WATER Clean water is the most common resource on planet earth.  At the same time, it’s the most precious one. People in the Western world use it, spill it so extensively because it has a certain 'non value’. But what will happen when the price tag of a bottle of water is removed? See for yourself and be amazed! Water is more valuable than the price tag points out. Clean water is precious and should be cherished.  DAVID DEFRYN COCA COLA COMPANY
  41. I like the reversed thinking of this one. The idea behind the campaign is only targeting the necessary audience. It's not finger pointing anyone but it gets the message to the right people. The conclusion that guns mean more danger than they mean safety comes from the audience itself, and not from a third moral crusading party.  SÉBASTIEN GERNAY STATES UNITED TO PREVENT GUN VIOLENCE
  42. JEF PELKMANS INTERMARCHÉ Intermarché has introduced multiple concepts that prove to engage people around their products in a new and compelling way. Fruit and vegetables are put in a new daylight by dealing with topics that really matter to people and society. Repositioning the competition by showing new ways of working with their products. This brand knows to nail campaigns because they are both building their image and activating their target audience.
  43. NIEK DORMANS VOLVO In this campaign Volvo introduces Lifepaint, to tackle the problem of bicycle accidents in big cities like in this case London. By designing a glow in-the-dark spray for cyclists clothes became ambient media and they started a global discussion on road safety involving both cyclists and car drivers.
  44. ALEC VAN NOTEN AMNESTY INTERNATIONAL This campaign for Amnesty International uses the 5 seconds people have before they can skip a YouTube ad in a clever way. Various actions that we consider to be every day ordinary are highlighted in a clever way. In some countries these are considered illegal and obscene acts, which are punishable by force and in some cases even death. 
  45. PIETER VAN DEN KEYBUS PROCTER & GAMBLE The detergent brand Ariel started a public debate in India about household gender roles by questioning laundry as a solely female task. Empowering women nationwide to question these responsibilities and demand more male household incentive.  The 'Share the load' campaign was pushed through an array of channels, reached millions of Indian families and created a shift in the mindset of men across India.
  46. ERIK SAELENS ALWAYS The inability to express oneself is an extreme form of briefing. If there are no words for what you want to tell, how can you say the words? What if there words would be vital to ensure that one gets medical support at the right moment in time? A beautiful example of the true magic of communication. Check this out!
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Brandhome goes to the Cannes Lions Festival of Creativity every year to check out the new trends, brands, technologies, meet interesting people and learn from masterminds all over the world. We gathered all our insights from 4 busy days in one handy presentation. Don't hesitate to post any additions in the comment section below.

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