Cynopsis at Cannes Lions: Day Four 06/21/18

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Cynopsis at CANNES LIONS: DAY FOUR

Cynopsis at Cannes Lions: Day Four
06/21/18 It’s the fourth day of Lions and the facades are starting to give way to real talk. Well, in some corners of the Palais. In others it’s still buzzword central. And the celebs are still popping up like whack-a-moles. Last night, Kylie Jenner attended the Spotify Beach Party to watch her boyfriend Travis Scott perform. Elsewhere, at a Chateau not so far away, Kylie Minogue played a set at the News UK party. In a luxe villa up in the hills, Billy Joe Armstrong played an intimate set of Green Day’s greatest hits. Game of Thrones’ Nikolaj Coster-Waldau appeared on stage this morning to introduce the Lion’s Share initiative and Ridley Scott introduced the New Directors’ Showcase. But what’s really on the participants’ minds after four days of talks? Well, why don’t we ask the people on the street (Happy Hour, that is)! QUICK TAKES FROM CANNES A panel called “Five Campaigns that Shook the World,” looked at TV ad campaigns that had a major impact on culture – for better or worse. Lisa Gilbert, CMO of IBM in the UK and Ireland, picked Red Bull’s “Stratos”. “It’s an amazing piece of theatre that started a broader conversation,” she said pointing out, “there is so much branded content out there, if you don’t take a risk you’ll get lost in the digital landscape.” Lisa Jedan, the Global Head of PR at Bacardi Martini, chose the BMW film series from directors like Tony Scott and Guy Ritchie featuring James Brown, Madonna etc. “Today looking at it, it seems commonplace, but in 2001 it was ballsy,” she said about the campaign that resulted in a 12% sales increase for BMW and 11 million views in an era of no streaming. The future, she thinks is all about companies taking a stand: “It’s no longer good enough for brands just to have a good product, consumers are asking them to have a role in culture.” Lars Silberbauer, Senior Global Director at Lego, chose the recent Pepsi ad where Kendall Jenner resolves racial tension with a can of soda. “This is how you f*** things up,” he said. “You can’t fake it, you have to be honest and authentic. This is an example on how not be authentic - a very expensive testament.” Andrew Canter, Global CEO of BCMA, picked the dancing silhouettes of iPod+iTunes, Apple and the iPod shuffle and “The Future is Orange,” from Ridley Scott. Said Canter: “We always want to know what the future is, but we sometimes we need to look back.” Film director Chris Nelius announced the launch of Lion’s Share, an initiative to protect wildlife. “We use animals to help us tell stories,” said Nelius. “Animals are a tried and true way for us to sell products, but there is a big disconnect. Animals are not doing well in the wild. If we’re going to use a cheetah, why couldn’t they see something in return?” The Lion’s Share initiative suggests that companies using animals in their ads donate 0.5% of their media spend to the trust, which would mean an annual donation of 47 million dollars. Can a partnership between Hollywood and Madison Avenue work? According to actor/producer/recording artist Common, yes. The appeal of hitching his wagon to Microsoft was all about the passion his collaborators, Andrew Panay and Brian Klugman from Blk-Ops and Kathleen Hall, CVP of Brand, Global Advertising and Research at Microsoft, had for the project. “I love the creative ideas you all had, and the heart and soul – this is what I want to be part of as an artist who’s driven by the passion for the art,” he said. For the musician it was also important that he felt a genuine connection to the brand. “As an artist you don’t want to feel like a whore, you want to connect with a brand that has some type of integrity and that’s what I found with [Microsoft],” he said. “It’s been the most authentic relationship I’ve had with any brand.” Valerie Vargas, Senior Vice President, Advertising and Creative Services, AT&T Mobility and Entertainment Group, joined award-winning writer/actor Lena Waithe to talk about the AT&T Hello Lab Mentorship Program in a panel about “Diversity Beyond Empowerment to Execution.” Waithe joins Common, Tessa Thompson, Taika Watiti, Cary Fukunaga, Rachel Morrison and Shelby stone in mentoring filmmakers from groups that are traditionally underrepresented in the film industry, helping them produce films of their own. “For us it’s really about providing opportunity to nurture the next generation of talent that’s going to create entertainment, and bring those stories to our customers,” says Vargas. “Our customers love this. And the inspiration for this comes from the heart and soul of AT&T. We’re one of the most diverse companies. Being able to provide stories that reflect our employee base, means we will in turn reflect the community we serve.” Added Waithe, “The entertainment we watch should feel like a mirror and if a colored person only sees people that look like the status quo, they will feel like they’re invisible. So, I think we have to be able to see ourselves – but we have to go beyond ‘I want to see myself.’ I want to see my own trauma, my own brokenness and turn it into something beautiful. It’s important for us as artists to not write something self-serving, but something brutally honest.” “A lot of people think I’ll do anything with a horse in it,” Kevin Costner joked about the roles he chooses at panel this afternoon. “The thing I’m most gratified about is that my career hasn’t drilled down to certain movie.” Costner said he’s not necessarily opposed to making sequels. “It’s not that I don’t want to do sequels, I do. I want the truck to back up with all the money. I’m not dumb,” he said as the audience laughed. “But not enough that I don’t understand the movie I just made. I don’t want to make a bad one and then make a third one to apologize for the second one.” In town to talk about his new Paramount Network series Yellowstone, Costner reflected on an illustrious career. “I got to run with a buffalo. I try to save the world in my movies, I get the girl – I got to kiss Whitney. I get to do a lot of things,” he says. “There is a chance when you make a movie or a series that you can create images and moments that you never forget.”
Heard: Tech platforms are more of a threat to the creative industry than an opportunity, was the conclusion of an audience poll at a panel session about the power of big tech platforms. The result showed a significant downward shift compared to an opening poll which revealed overwhelming support for tech platforms. The panel event was hosted by The Economist and featured Carolyn Everson, VP Marketing Solutions at Facebook, Evgeny Morozov, author and journalist, Kasha Cacy, Chief Executive Officer USA at UM, and Keith Weed, CMO at Unilever. Those attending the debate were asked “Are the big tech platforms a threat or an opportunity for the creativity industry?” Initially, 68% saw them as an opportunity, while 21% said they were a threat, but when the question was asked again at the end of the debate, the number who saw them as an opportunity dropped to 43% and those who saw them as a threat rose to 54%.

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Truth from the Mouths of Lions – Happy Hour Edition “I think the industry is in bad shape because of the rise of the big tech companies. I think there is a huge risk that the Amazons and the Apples will sweep away what is still, today, our industry.” - marketing director. “Concerns? There’s just opportunities. The whole advertising industry realized that we’re moving straight forward into a digital world and making huge steps. A couple of years ago no one recognized that, and now it’s here and they see that.” - digital director. “When I see the award-winning work, a lot of stuff is super bold and tells me people are following their guts more than data, but all the presentations go on about how we know all about our consumers just using algorithms, so I’m torn about what exactly I’m taking away.” - marketing director.
“This whole theme about the tension between technology and creativity, we were saying, is kind of bull****. It’s like a media story that everyone’s getting really concerned with, that’s actually a really symbiotic relationship. There’s too much focus on it, and I think it’s just getting boring. Let’s get on with it.” - brand director. “Nothing has surprised me this week. Nothing.” - digital director. Product Design
Grand Prix
Kingo KINGO OGILVY COLOMBIA, Bogotá / KINGO ENERGY, Guatemala City / OGILVY GUATEMALA, Guatemala, Central America OGILVY COLOMBIA, Bogotá / OGILVY GUATEMALA, Guatemala, Central America POWELL COMMUNICATIONS, New York COLOMBIA Gold Lion Futurecraft 4D ADIDAS ADIDAS, Amsterdam EXPOSURE NY, New York / RESN, Amsterdam / 4D MAX, Bedfordshire EXPOSURE NY, New York / RESN, Amsterdam / 4D MAX, Bedfordshire THE NETHERLANDS PR
Grand Prix
Trash Isles PLASTIC OCEANS/LADBIBLE AMVBBDO, London LADBIBLE, London / LADBIBLE, London LADBIBLE, London LADBIBLE, London / LADBIBLE, London UNITED KINGDOM Gold Lions
Turning Beer Into Water ANHEUSER-BUSCH FLEISHMANHILLARD, New York / ANHEUSER-BUSCH, New York FLEISHMANHILLARD, New York / ANHEUSER-BUSCH, New York FLEISHMANHILLARD, New York / ANHEUSER-BUSCH, New York USA This Coke is a Fanta COCA-COLA DAVID THE AGENCY, São Paulo MYND8, Sao Paulo / JAMUTE, São Paulo MYND8, Sao Paulo / JAMUTE, São Paulo BRAZIL Trash Isles PLASTIC OCEANS/LADBIBLE AMVBBDO, London LADBIBLE, London / LADBIBLE, London LADBIBLE, London LADBIBLE, London / LADBIBLE, London UNITED KINGDOM Nature Represented SAMBITO MARURI GREY, Guayaquil MARURI GREY, Guayaquil MARURI GREY, Guayaquil ECUADOR
Pay With Views OPEL
WALTER THOMPSON AMSTERDAM ISOBAR , Amsterdam / SHARPEN, Amsterdam CARAT, Amsterdam ISOBAR , Amsterdam / SHARPEN, Amsterdam THE NETHERLANDS The Most German Supermarket EDEKA ZENTRALE AG & CO. KG JUNG VON MATT, Hamburg GERMANY Start Your Impossible TOYOTA MOTOR CORPORATION TOYOTA USA, Plano / SAATCHI & SAATCHI TOYOTA AGENCY, Torrance / DENTSU INC., Tokyo SAATCHI & SAATCHI TOYOTA AGENCY, Torrance / DENTSU INC., Tokyo SAATCHI & SAATCHI TOYOTA AGENCY, Torrance / DENTSU INC., Tokyo USA KFC 'FCK' KFC MOTHER, London BLUE 449, London FREUDS, London UNITED KINGDOM Price On Our Lives MARCH FOR OUR LIVES - PARKLAND STUDENTS McCANN NEW YORK USA KFC 'FCK' KFC MOTHER, London BLUE 449, London FREUDS, London UNITED KINGDOM #shedrives NISSAN SAUDI ARABIA TBWA\RAAD, Dubai TBWA\FULLSTOP, Jeddah OMD, Dubai TBWA\FULLSTOP, Jeddah UNITED ARAB EMIRATES The Flip MCDONALD'S WE ARE UNLIMITED, Chicago RESOLUTION MEDIA, Chicago OMD USA, Chicago RESOLUTION MEDIA, Chicago USA Bihor Couture BEAU MONDE STYLE BEAU MONDE MAGAZINE MRM//MCCANN BUCHAREST UM BUCHAREST MRM//MCCANN BUCHAREST ROMANIA This Coke is a Fanta COCA-COLA DAVID THE AGENCY, São Paulo MYND8, Sao Paulo / JAMUTE, São Paulo MYND8, Sao Paulo / JAMUTE, São Paulo BRAZIL Creative Data
Grand Prix
JFKUnsilenced THE TIMES/NEWS UK & IRELAND ROTHCO | ACCENTURE INTERACTIVE , Dublin CEREPROC, Edinburgh THE TIMES, London THE TIMES, London CEREPROC, Edinburgh IRELAND Gold Lions
Destination Pride PFLAG CANADA FCB/SIX, Toronto INITIATIVE, Toronto GLOSSY, Toronto CANADA Project Revoice THE ALS ASSOCIATION BWM DENTSU, Sydney HAYSTAC, Sydney AUSTRALIA Know What Your Data Knows GOOGLE ELEVEN, San Francisco OPTIMUM SPORTS, New York / PHD, New York OPTIMUM SPORTS, New York / PHD, New York USA Gene Project Case Study UNILEVER adam&eveDDB, London UNITED KINGDOM
Innovation
Grand Prix
My Line MINISTRY OF COMMUNICATIONS & TECHNOLOGY MULLENLOWE SSP3, Bogotá COLOMBIA Gold Lion
Making the World Accessible, Dot by Dot DOT SERVICEPLAN GERMANY, Munich / SERVICEPLAN KOREA, Seoul / DOT INCORPORATION, Seoul CLOUDANDCO, Seoul CLOUDANDCO, Seoul GERMANY
Social & Influencer
Grand Prix Nother Beats a Londoner NIKE WIEDEN+KENNEDY, London MINDSHARE, London UNITED KINGDOM Gold Lions
Exclusive the Rainbow MARS WRIGLEY CONFECTIONERY DDB CHICAGO STARCOM, Chicago / MEDIACOM, Chicago OLSON ENGAGE, Chicago USA Dundee: The Son of a Legend Returns Home TOURISM AUSTRALIA DROGA5, New York EXILE EDITORIAL, New York UM, New York / UM, Sydney DROGA5, New York / KOVERT CREATIVE, Santa Monica EXILE EDITORIAL, New York USA FIFA 18 More Than a Game EA SPORTS adam&eveDDB, London UNITED KINGDOM Google Home of the Whopper BURGER KING DAVID, Miami BURGER KING, Miami BURGER KING, Miami USA Dundee: The Son of a Legend Returns Home TOURISM AUSTRALIA DROGA5, New York EXILE EDITORIAL, New York UM, New York / UM, Sydney DROGA5, New York / KOVERT CREATIVE, Santa Monica EXILE EDITORIAL, New York USA Ski the World AUDI CANDIDE THOVEX, Hamburg / THJNK, Hamburg GERMANY To the Last Tree Standing GREENPEACE POLAND OGILVY POLAND, Warsaw / SHOOTME VISUAL ARTISTS, Warsaw / AMP POLAND, Warsaw / SOUNDS GOOD, Warsaw OGILVY POLAND, Warsaw / GAMESET, Warszawa / LIFETUBE, Warsaw / NEW AGE MEDIA, Warsaw OGILVY POLAND, Warsaw / GREENPEACE POLAND, Warsaw POLAND Ski the World AUDI CANDIDE THOVEX, Hamburg / THJNK, Hamburg GERMANY Welcome to @Apple APPLE TBWA\MEDIA ARTS LAB, Los Angeles OMD USA, Los Angeles USA Talk Social To Me WENDY'S VML, Kansas City SIX COURSE, Los Angeles SPARK FOUNDRY, New York KETCHUM, New York SIX COURSE, Los Angeles USA NIKE – Nothing Beats a Londoner NIKE MINDSHARE, London / WIEDEN+KENNEDY, London MINDSHARE, London UNITED KINGDOM NIKE – Nothing Beats a Londoner NIKE MINDSHARE, London / WIEDEN+KENNEDY, London MINDSHARE, London UNITED KINGDOM Dundee: The Son of a Legend Returns Home TOURISM AUSTRALIA DROGA5, New York EXILE EDITORIAL, New York UM, New York / UM, Sydney DROGA5, New York / KOVERT CREATIVE, Santa Monica EXILE EDITORIAL, New York USA
Direct Grand Prix
Palau Pledge PALAU LEGACY PROJECT HOST/HAVAS, Sydney RED AGENCY, Sydney AUSTRALIA Gold Lions
Tagwords AB INBEV AFRICA, São Paulo BRAZIL Deisel - Go With the Fake DIESEL DIESEL, Breganze / PUBLICIS ITALY, Milan / PUBLICIS, New York PARK PICTURES, New York ITALY Black Supermarket CARREFOUR CARREFOUR, Massy / MARCEL, Paris FRANCE BVG X Adidas – The Ticket-Shoe BERLINER VERKEHRSBETRIEBE (BVG) JUNG VON MATT, Hamburg GUD.BERLIN / VIRUS, Hamburg / MARKENFILM CROSSING, Hamburg ACHTUNG!, Hamburg GUD.BERLIN / VIRUS, Hamburg / MARKENFILM CROSSING, Hamburg GERMANY It’s a Tide Ad Campaign PROCTER & GAMBLE PROCTER & GAMBLE, Cincinnati / SAATCHI & SAATCHI, New York PLATINUM RYE ENTERTAINMENT, Chicago / MKTG, Cincinnati / PROCTER & GAMBLE, Cincinnati HEARTS & SCIENCE, New York TAYLOR, New York / MARINA MAHER COMMUNICATIONS, New York PLATINUM RYE ENTERTAINMENT, Chicago / MKTG, Cincinnati / PROCTER & GAMBLE, Cincinnati USA My Line Powered by Google MINISTRY OF COMMUNICATIONS & TECHNOLOGY MULLENLOWE SSP3, Bogotá COLOMBIA XBox Design Lab Originals: The Fanchise Model MICROSOFT McCANN LONDON HELLOWORLD, New York / AYZENBERG, Seattle / MICROSOFT XBOX, Redmond McCANN LONDON HELLOWORLD, New York / AYZENBERG, Seattle / MICROSOFT XBOX, Redmond UNITED KINGDOM Scary Clown Night BURGER KING LOLA MULLENLOWE, Madrid WEBER SHANDWICK, London / ALISON BROD MARKETING AND COMMUNICATIONS, New York SPAIN Sindoor Khela - No Conditions Apply TIMES OF INDIA FCB INDIA , Mumbai FCB INDIA , Mumbai INDIA Price on Our Lives MARCH FOR OUR LIVES - PARKLAND STUDENTS McCANN NEW YORK USA
Media Grand Prix
Tesco’s Food Love Stories TESCO MEDIACOM, London / BBH LONDON MEDIACOM, London UNITED KINGDOM Gold Lions This Coke is a Fanta COCA-COLA DAVID THE AGENCY, São Paulo MYND8, Sao Paulo / JAMUTE, São Paulo MYND8, Sao Paulo / JAMUTE, São Paulo BRAZIL To the Last Three Standing GREENPEACE POLAND OGILVY POLAND, Warsaw / SHOOTME VISUAL ARTISTS, Warsaw / AMP POLAND, Warsaw / SOUNDS GOOD, Warsaw OGILVY POLAND, Warsaw / GAMESET, Warszawa / LIFETUBE, Warsaw / NEW AGE MEDIA, Warsaw OGILVY POLAND, Warsaw / GREENPEACE POLAND, Warsaw POLAND Fresh Prints ALDI McCANN BARCELONA / McCANN SPAIN , MADRID McCANN BARCELONA HAVAS MEDIA , Barcelona McCANN BARCELONA SPAIN Project 84 CALM adam&eveDDB, London W COMMUNICATIONS, London UNITED KINGDOM David Bowie is Here SPOTIFY SPOTIFY, New York LEISURE INC, Brooklyn USA XBox Design Lab Originals: The Fanchise Model MICROSOFT McCANN LONDON HELLOWORLD, New York / AYZENBERG, Seattle / MICROSOFT XBOX, Redmond McCANN LONDON HELLOWORLD, New York / AYZENBERG, Seattle / MICROSOFT XBOX, Redmond UNITED KINGDOM Aussie News Today TOURISM AUSTRALIA CLEMENGER BBDO SYDNEY UM, Sydney ONE GREEN BEAN SYDNEY AUSTRALIA INTEL Re-Imagines the 2018 Pyeongchang Olympics INTEL OMD USA, New York / INTEL CORPORATION, Santa Clara OMD USA, New York USA 80 Days of Argos ARGOS THE&PARTNERSHIP, London MINDSHARE, London UNITED KINGDOM
Media Network of the Year WPP’s Mediacom Tomorrow at Cannes Lions Tomorrow is the last day and we’re discussing Miss America in the #metoo era, the power of confidence with David Oyelowo and redefining femininity with creativity. And probably more quotes from conference participants, because we like those. Tune in!

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