Guest Column: Diary of a CCC (Complete Companion @Cannes)
Ashwini Deshpande, Co-founder & Director of strategic design consultancy Elephant, takes time to observe all that is happening in and around the 64th Cannes Lions International Festival of Creativity
The third time around, Cannes still holds the charm with impossible bikini goals and all-day long runners by the beach. Wine still tastes as good and the 9 pm sun shines just as bright.
But once the beauty of Côte d’Azur settles in, one finds the time to look around and notice the flowers and everything else.
So, here is what I have seen, heard, noticed and felt this time around on the periphery of the Cannes Lions International Festival of Creativity.
Is Media the message again? Two years ago, the highlight was powerful story-telling and creating conversations. Now, it has moved to story-telling in the most engaging and memorable way using social media in unconventional ways.
Ad-release was last century. What is it you do now? Releasing a Print ad or TVC is probably considered the lowest rung thing to do if you admit to doing it at all.
What? You still call it “new media”? You are Neanderthals if you don’t “do” Digital and viral.
Suits in Wonderland? Deloitte, Accenture, Oracle, IBM and many other consulting giants are out there wooing the creative community. Sadly, most have a very conventional approach. Like just putting up a big…I mean really big hoarding that tells you to meetand greetor some such. As an exception, Oracle had a fun beach volleyball event in the morning that once again set the beach body goals higher.
Your brand is present on all of them. What next? Social media brands like Pinterest, InstagramandSnapchat have taken to creating very engaging experiences by jumping out of virtual into the real world and making the boundaries disappear. Pinterest has a live-connect booth on Boulevard de la Croisette, Instagram has an amazing #wanderandwonder reality experience and Snapchat has taken the experience literally to another height by puttingup a giant ferriswheel right opposite the Palais des Festivals!
Azure S'il vous plaît: Red Carpet may become extinct very soon. The colour is Azure now. Find it all along Boulevard de la Croisette courtesy Waze, the traffic app.
What was the name of our hotel again? Everything, yes everything, is sponsored and branded. The legendary Intercontinental Carlton is dressed up by Shazam, the music app, in ways that completely hide the hotel’s identity. The water we got on our limo ride from Nice airport was sponsored too…by CNN. I believe the Whispering AngelRosé has made its way in all the happening parties. Still looking for the brand on toilet paper…
Print is not about to give up: TheNew York Post is fighting fit with huge promotions for page six, which is also a TV channel by the way. And our very own Times of India pulled some rabbits out of their hat to showcase the Power of Print at their party.
(Ashwini Deshpande is Co-founder & Director of Elephant, India’s top-ranked independent strategic design consultancy, and is at Cannes accompanying her husband Ashish Deshpande, also Co-founder & Director, Elephant, serving on the Product Design jury this year. She was on the Cannes Lions Design jury in 2015.)
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Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.
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