The first day conversations at Spikes Asia 2010 were of Cannes Lions International Advertising Festival. The sessions of the day saw global advertising biggies like Bob Greenberg, Chairman, CEO and Global Chief Creative Officer, RG/A; Tay Guan Hin, Regional ECD, JWT Asia and Global ECD, Lux and Erik Ingvoldstad, Regional Creative Director, APAC and ECD, Singapore, MRM Worldwide speak about winning works at Cannes Lions.
Greenberg began the session speaking about the Titanium and Integrated Lions category at Cannes Lions and presented some of the breakthrough ideas seen at the festival. For Greenberg, one of the key things about winning was the entry and how to pack the work in one great video. He presented the work done for The Metropolitan Police, called ‘Choose a different ending’ done by Abbott Mead Vickers, BBDO UK. He also spoke to audience about the Nike Livestrong Foundation done by Wieden + Kennedy, USA, Gatorade’s campaign Replay that was done by TBWA\Chiat\Day LA, USA and the Twelpforce for Best Buy done by advertising agency Crispin Porter + Bogusky, USA.
Tay Guan Hin focussed on the Outdoor category and shared the Diesel ‘Be Stupid’ campaign. For Guan Hin, outdoor and ambient work needed to score on three parameters – Sensorial, scale, and social. He observed, “Some of these points are not very different from what is seen in the digital world, but the good thing is to see how outdoor is embracing these changes.”
Giving more examples of seamless integration between physical and digital world, he presented the Nokia ‘World’s largest signpost’ campaign, T Mobile’s Singalong Karaoke done by Saatchi and Saatchi UK; BBDO Brazil’s Live panel for Billboard magazine, McCann Erickson Spain’s Coke Swap for Coca Cola Zero and JWT Milan’s Auditorium for Heineken Beer and Inbev Cerveza Andes beer’sTele-transporter.
Erik Ingvoldstad ended the session speaking on Direct, Promo and Activation category, where he explained that in the new age of communication, where lines between mediums were blurring, one did not know where direct started and stopped these days. He said, “Digital work is about engaging people and all work in Direct too is about engaging people. A lot of work that was awarded in the Direct and Promo category was also awarded in Integrated, Films and other categories. The good thing about this is that you can enter great work in different categories and you should be rewarded for all aspects of your work.”
He presented the work done for Orcon Broadband by Special Group, New Zealand, Hakuhodo Japan’s Smash guitar for K’s Japan, Leo Burnett Sydney’s work done for Canon Australia and Jung Von Matt Germany’s work done for NBC Universal’s 13th Street TV Channel, among others.
The opening networking party followed the sessions, and most of the young creative professionals there continued their discussions on some of these works that had won at Cannes Lions 2010. Not many Indians were seen on the first day of the event. Though the expectations are that more Indian faces would surface on the second day of the festival.