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Cannes Lions 2006: The 360-degree route – the only way forward

23-June-2006
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Cannes Lions 2006: The 360-degree route – the only way forward

Day Five (June 22, 2006) at the Cannes Lions International Advertising 2006 saw no awards ceremonies, which gave the delegates and visitors ample time to participate in high-powered seminars. This included Saatchi & Saatchi’s New Directors Showcase, one of the key highlights of the festival. Whether it was creative geniuses like Tim Mellors of Grey WorldWide, New York; David Rolfe of DDB (USA) or MediaCom’s Daniela Krautsack – the theme of the day was the integrated approach.

The one point that emerged from Saatchi & Saatchi’s New Directors Showcase was that increasingly good talent in the domain were seen more in other avenues like music videos, documentaries and Internet movies rather than advertising films. For the fraternity, this could be a cause of concern. Needless to say, the work presented had some of the classiest pieces from across the globe.

By now, it appears that worldwide the road ahead for advertising has been chalked out and it is largely about the integrated approach. Creative and media geniuses across the globe have presented different examples, but they all lead to the fact that in today’s times the only way to get ahead is via the 360-degree approach.

This, however, didn’t take anything away from the seminar ‘US Heads of Production’, which was moderated by Tim Mellors, Chief Creative Officer, Grey / New York. Together with Mellor, Grey Content Production Head, Aaren Royer kicked off the session with the example of the activity they had planned for the airline Frontier, which operated in the Denver market.

The challenge in this case was the initiatives given by rival United Airlines in regards to the Denver and Mexico markets. What Grey presented was a series of initiatives that blurred the line between editorial and advertising via advertising, creating spots looking like news briefs. The initiative generated interest and was immediately supported by viral campaigns, print and ambient media.

“This was one of the most spoken about campaigns and people reacted to it as if it was an actual advent and that is where the success of the campaign lay,” said Royer.

Another example on similar lines, but backed by a brilliant creative idea was that of Adidas, which was presented by Andy Fackrell, ECD, 180 Communication Amsterdam. This was the much spoken of +10 campaign. “This was around the World Cup and we were inspired by one of the matches and the sheer demonstration of team play in it. +10 wasn’t just an ad campaign – it was an activation, which involved all the Adidas brand ambassadors and presented them in an unprecedented and very interesting way,” said Fackrell.

The DDB team – William Gelner, David Rolfe and Jeb Quaid – presented two cases to further reiterate the 360-degree point. These were Bud Light and the creation of Ted Ferguson and AXE – one brand that just doesn’t miss space when it comes to the integrated approach.

Rolfe took the audience through the creation of Ted Ferguson, who became an icon of sorts with the Bud Light activation. He said, “It is true that the treatment of the campaign, which was via all mediums, gave it the popularity that it did, but the point is that you can’t achieve this until you have a great idea in the core that can be extended to all mediums.”

Presenting the AXE example, Gelner informed that the activity, ‘Game Killers’, was actually kicked off as a one-hour episode on MTV that was taken to TVCs and ambient following this. “It was a planned approach – the character needed to be established before the communication in bursts could play out,” he said.

The ambient media and the role that it played in the media plan was further emphasised in a media research project undertaken by MediaCom Vienna team comprising Daniela Krautsack and Thomas Aust, Director of Photography. The research was done across markets in India and the one key finding that came from it was that even as ambient media as a term was still finding a definition, most experts believed that anything that was in the new media domain, which would be successful in attracting attention and leaving an impression, fell in the ambient media category.

People often only remembered such means than traditional advertising.

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