Thursday, June 26, 2014

Creativity at Cannes

Held in June, the Cannes Film Festival is an annual rite of spring for the advertising industry. A Grand Prix award or a Gold Lion can be a career defining achievement.

But, as with industry award shows generally, the outcome is always subject to debate. That the Cannes judging panels have the same predominantly male composition year to year, doubles down on the opportunity to second guess.

For example, this year's Grand Prix winners included Volvo Trucks featuring Jean-Claude Van Damme in an "epic" demonstration, and Honda for celebrating the skill of F1 driver Ayrton Senna.

One way to cut through the propensity to award production values is to look for award winners that better exhibit consumer directedness.

Here we see Nivea speaking in human terms to its consumers, with an innovative gift, that both benefits consumers and builds the brand's reputation for protection.

This work also won a Grand Prix at Cannes this year. It is highly instructive about creativity that tells an original product-centered and consumer driven story that is not dependent upon production values.

   Copyright © 2014 by John Eighmey. All Rights Reserved.

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