Cannes or Bust » advertising

Germanwings wins Cannes award with cheeky ad

admin — Tue, 29 Jun 2010 07:35:27 +0000

German low-cost airline Germanwings won an award at the 2010 Cannes Lions advertising festival with a cheeky guerilla marketing clip that shows comments supposedly being made on the rival airline Easyjet. It’s a cheeky but brilliant idea that is very simple and very effective.

Germanwings fly to many airports in Germany and Greece from Nice airport.

Who is creating and delivering new content?

admin — Fri, 18 Jun 2010 08:00:17 +0000

Jimmy Maymann, appearing at Cannes Lions 2010

Although it only has a short slot in the seminar programme, our Cannes Lions tip is to put the Go Viral talk on your agenda. The internet puts existing business models on the rack. The newspaper and music businesses in particular have suffered. This seminar explains why the advertising industry could be the next.

Endemol and Simon Cowell have reinvented the music industry by turning it into entertainment. The same is happening in advertising. With the 30-second spot under threat, what options do desperate advertisers have to reach their audience? Online content like Endemol’s Sony-sponsored KateModern, Red Bull’s branded entertainment and Apple product ‘how-to-videos’ are what engage consumers today. The focus has shifted away from ‘me’ on to ‘you’ – the consumer.

The Big Question is who is the best at creating and delivering this content? Advertising agencies? Media agencies? Interactive agencies? Production companies? Hollywood is again the king of audiovisual engagement. It is already creating 360-degree launches for its major blockbuster productions – Avatar being the latest example of this.

Come and learn from them and other branded content innovators about the ‘marketing play-book’ in order to be ready to face the new consumer reality. Jimmy Maymann, chairman of Go Viral, and Daniel Goodall, planning manager at Nokia, will be on stage.

MassiveMusic celebrates 10th anniversary at Cannes Lions

admin — Fri, 18 Jun 2010 07:17:51 +0000

In the summer of 2000, MassiveMusic heralded its birth with a party on a beach in Cannes during the annual International Advertising Festival, Cannes Lions. On the 23rd of June, MassiveMusic will host its 10th party with clients and friends on that same beach in Cannes.

A lot has happened since 2000. The seed that was planted in Amsterdam, still home to MassiveMusic’s headquarters, started to branch out in 2004 when, again under the starry nights in Cannes: “We had business intercourse with some Americans,” jokes founder and CEO Hans Brouwer. As a result, MassiveMusic NewYork became a fact in 2005. LA quickly followed, opening its doors in 2008 and was soon working on tracks for high-profile clients. A year later, ex-MassiveMusic Amsterdam creative director Diederik van Middelkoop set up a Shanghai studio, becoming the first international music production company in China.

Earlier this year the company reached its ultimate highpoint when they were asked to do the music for Nike’s already famous football campaign ‘Write The Future’. Brouwer: “When we were selected to take part in this advertising saga, we realized this was the perfect crown on our 10 year anniversary.” MassiveMusic, being a music agency, specializes in writing and sourcing music for brands and their advertising campaigns, and for broadcast design and film.

The company chose a 10 year-old guitar virtuoso to star in their Cannes party teaser film. Brouwer: “Working in an industry that is focused on what’s new all the time, becoming 10 might be considered getting old. But when we see kids at the age of 10 master an instrument, we get excited. We thought this was a good way of saying: “Hey, we’re only 10. See what we can do in another 10 years from now.” Some 2,500 people are expected at the party.

MassiveMusic

The agency behind MIPTV & MIDEM campaigns

admin — Mon, 29 Mar 2010 07:51:15 +0000

If you have ever wondered what the trick is to securing better deals and growing in the TV and content business, MIPTV has the answer: the trick is to be there. Even in the age of LinkedIn and social networking, trade fairs remain the place where the industry gathers, discusses and does business.

This is the theme developed by The Write Stuff & Consorcom, who have worked on 6 MIDEM campaigns, as well as several for MIPTV and MIPCOM over the years. The company has also worked for EAS in Amsterdam as well as developing the names for Amazia in Hong Kong and MIPIM Horizons. A little disclosure is in order as the same company runs Cannes or Bust!

To see more of their work, visit The Write Stuff.

Coca-Cola to award €10,000 development contract at MIPTV

admin — Thu, 28 Jan 2010 20:33:26 +0000

Coca-Cola and ad agency Ogilvy have announced they will award a €10,000 development contract at MIPTV 2010 for the best branded content idea to engage teens, as part of the 5th annual Content 360 Challenge. The idea can take the shape of a TV show, a web movie series, a mobile application or ad game, etc.

The Content 360 Challenge at MIPTV offers an opportunity to pitch directly to media decision makers, including Coca-Cola executives, in Cannes next April 13-14. Entry is free and the deadline for submitting a short description of your idea is February 15.

Check http://www.miptv.com/content360 to compete. In addition to Coca-Cola, there are 5 other pitching categories supported by TF1, National Film Board of Canada, Korea Communications Commission and the European Commission.

Cannes Lions freezes 2010 prices

admin — Mon, 11 Jan 2010 13:42:02 +0000

Cannes Lions has announced that its prices for 2010 will be frozen at 2009 levels. Like every trade fair, Cannes Lions saw a drop in attendance last year. But there are already questions as to whether a price freeze will be enough to win back participants. When the effects of music “sharing” hit the music industry, Midem froze prices and has continued nonetheless to improve the quantity and quality of conferences and services (MidemNet is included in this year’s event rather than being a separate off-shoot). But even so, numbers fell last year. It wasn’t so much that people didn’t want to come, it was simply that the industries have far less people to send.

The advertising industries is facing similar effects although with a time lag. I’d like to think that a price freeze could turn the situation around, but as a 3-day pass still costs €1,499 (not incl. VAT) I feel there will be many people making a very quick choice. Participants can invite one guest at €300, which is something. But these prices don’t include the costs of entering material for consideration, nor travel and food. I’m still surprised there doesn’t seem to be an early bird rate.

On the positive side, Cannes Lions has teamed up with the Berlin School of Creative Leadership to launch a brand-new venture called The Cannes Creative Leaders Programme, a two-week training initiative taking place in Berlin and Cannes in June for industry executives.

View prices and details on the Cannes Lions site.

Steve Harrison to head Cannes Lions Direct jury

admin — Mon, 17 Apr 2006 23:02:06 +0000

Originally posted Dec. 5, 2005. Steve Harrison, MD and creative partner of Harrison Troughton Wunderman (HTW) is to head up the Lions Direct Jury in 2006. Harrison began his career at Ogilvy and Mather Direct (now OgilvyOne) in 1985 and has won more Lions direct trophies than any other creative director, with his agency HTW scooping the inaugural Lions Direct grand prix in 2002.

Cannes Lions Int'l Advertising fair gets new jury president

admin — Sun, 16 Apr 2006 22:33:30 +0000

Originally posted No. 17, 2005. Australian David Droga has become the youngest jury president to helm the Cannes Lion International Advertising fair (June 18-24 2006). After senior creative positions in Australia and Singapore, he worked with Saatchi & Saatchi London before becoming Worldwide Chief Creative Officer of the Publicis Network in 2003. He has since created his own company, Drogafive, billed as “a brand ideas and entertainment laboratory”.

“David has become one of the most talented, respected and awarded creative stars today, receiving countless personal accolades along the way. Having made his mark in Asia, Europe and now in the USA, his international outlook makes him the ideal jury President for Cannes,”said Terry Savage, the Festival’s Executive Chairman.