Cannes was full of lots of great debates, insights and good stuff generally – and some inspiring creativity. But it’s also about good business and how great thinking is helping global brands perform better. In the pursuit of greater success, before we are sold the next big thing, we should pause and ask those key questions…
You can’t have a world festival of advertising without the inevitable discussion about where the hell the industry is going. There are many opinions and from many experts. Here’s a few…
The 5 smart ways of marketing success we can learn from Dumb Ways to Die. It’s a brilliant example of ‘Advertainment’ and total integration. Unlike some campaigns that win creative awards, this one has entered the hall of fame as a hard working marketing campaign too. Not only has it reduced deaths and accidents by 20%, but it’s the most viewed campaign globally of all time!
Having chaired a day at Cannes on ethics and creativity, this year’s big winner, Dumb Ways to Die, proves what all the speakers were saying – that fun creativity delivers the message much better than serious or shocking.
Shock may work well for artists with little talent because it gets you noticed, but when ad agency creatives indulge themselves with insensitive mock suicide scripts, because they can’t think up a really good idea, you have to question if they should keep their jobs.
Every day 200 kids die due to dirty water. P&G and Asda are running the campaign across all 1,200 SKUs (including Pampers, Arial, Oral B, Gillette, Pantene) and are pledging to provide purifying equipment that will produce 2 litres of clean water for each product sold. Their aim is save a life an hour.
He’s been around for over 60 years selling one of Kellogg’s classic brands but times have changed and Frosties hasn’t. With such a high sugar level, 37%, it has become unacceptable as a breakfast cereal for families and a target for campaigners against sugary foods.
The ethics of food has been high up the agenda for a long while, and even though press coverage of incidents like this raises the awareness, it actually distracts from the bigger ethical issues that they are less interested in reporting.
While Closer magazine, and editor Laurence Pleau, are enjoying their 15 minutes of fame having published those photos of Kate (Duchess of Cambridge) they may be missing a more serious outcome than a court case, a boycott of French brands.