A story well told is a story well sold
Melanie Varley, Chief Strategy Officer, Global at MEC, recounts learnings from being in the jury of Cannes Lions 2013 and says brands with purpose and stories well told came out as the clear winners
Speaking at Goafest 2014 on celebrating great media work at Cannes Lions Festival of Creativity, Melanie Varley, Chief Strategy Officer, Global at MEC, presented to the delegates some of the most insightful and effective campaigns across various categories that were also winning entries at the festival. Stories that win in the media category are the ones which are inspiring, human, unexpected, transformative, experiential, unique, connected, integrated and scalable, she said.
Integrated human stories saw some of the best work as they combined paid and earned channels to tell engaging stories built over time. Dela, a funeral insurance company from The Netherlands ran an integrated campaign called Why wait until it’s too late, which involved sending messages to your loved ones to spread joy and beauty of the universal message of love.
Among other entries she presented were Coca Cola’s Small World Machines which communicated harmony among India and Pakistan, Heinken’s Longer Merry Christmas from Puerto Rico which celebrate the longest Christmas song Feliz Navidad, Indonesia’s P&G Germ Stamp campaign for Safeguard soap which spread awareness in children on the importance of washing hands and Australia’s Metro Train campaign Dumb Ways To Die, PSA on being careful around trains.
Key learnings from the festival, according to her, were brands with purpose are rethinking on becoming more socially accountable, social is the new TV, mobile is emerging and technology and data are shaping new solutions.
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